Bigger, stronger and cheaper: growth in e-cigarette market driven by disposable devices with more e-liquid, higher nicotine concentration and declining prices

Abstract
Objective: This study explores trends in the disposable e-cigarette market in the USA, specifically focusing on changes in e-cigarette size, nicotine strength, and real sales-weighted average prices, both per e-cigarette unit and per volume of e-liquid.
Methodology: NielsenIQ retail scanner data from January 2017 to September 2022 was used to analyse shifts over time in product volume capacity (mL), nicotine strength (%), and both unit and volume-based average prices over each 4-week period.
Results: Between January 2017 and September 2022, the average e-cigarette volume...