Research & Analysis

March 17, 2023

Despite progress made to help smokers quit and prevent initiation, smoking-related disease causes nearly one in five premature deaths in the United States (CDC). Half of those who continue to smoke will die from a smoking-related illness — about 480,000 Americans each year, and more than 1,300 every day (CDC).

It is widely understood that the best option for adult smokers to reduce the risks to their health from combustible cigarettes is to quit tobacco and nicotine products altogether. However, for adult smokers who have not successfully quit, noncombustible products, such as electronic nicotine delivery systems (ENDS), or vapor products, can provide adult smokers a potentially less harmful alternative and off-ramp from combustible use.

A growing body of scientific evidence has shown just that. Real-world data and evidence demonstrate that ENDS products are viable alternatives for adult smokers, displace cigarette sales and use, and could have a significant public-health benefit.

In a new white paper entitled “The Real-World Impact of ENDS for Adult Smokers: Tobacco Harm Reduction Through Real-World Data and Evidence,” Juul Labs has reviewed and compiled the latest science and evidence demonstrating the positive real-world impact of ENDS products for adult smokers based on four key lines of evidence: 

  • Market data demonstrating faster-than-anticipated declines in cigarette sales as a result of increasing ENDS availability;
  • Population surveys demonstrating adult smokers transitioning and completely switching from combustible cigarettes to ENDS products;
  • Economic data demonstrating ENDS products as substitutes to combustible cigarettes; and
  • Population models indicating reductions in tobacco-related death and disease as ENDS use increases.

This white paper is intended for members of the scientific and public health communities, regulators, and policymakers. This information is not for advertising or promotional purposes and is not intended for a consumer audience. 

To read the full white paper, visit the Juul Labs Science website.