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MARCH/APRIL 2015
opportunities that retailers may want to
consider.
“The electronic nicotine device
(END) category continues to evolve
with innovations that better satisfy
what consumers crave,” Bishop asserts.
“Having the ability to more quickly
identify, understand and respond to
changes in the marketplace is key for
retail growth, which ultimately also
benefits manufacturers who are truly
committed to providing better product
alternatives.”
Balvor’s report is based on item-
level sales data from 14 convenience
retailers, representing retailers of varying
size and location across the U.S. While
the report focuses on the four weeks
ending December 28, 2014, it provides
comparable benchmarks from July 2014
with prior data for both periods and
includes manufacturer performance overall
and by system type. Companies interested
in learning more about the report or about
participating in the ongoing tracking
service should contact David Bishop at
davidbishop@balvor.com.TBI
Electronic Nicotine Device (END) Dollar Sales Vs. One Year Ago
30%
20%
10%
5%
0%
July 2014
December 2014
28%
25%
60%
50%
40%
30%
20%
10%
0%
-10%
-20%
-30%
Dollar Sales
Retail units sold
Retail Price
25%
54%
-19%
End Performance vs. One Year Ago
This chart illustrates that it’s not necessarily weaker unit sales, but rather price deflation that is pressuring top-line dollar sales. The pricing pressure is the
result of two factors: existing products holding the line on year-over-year prices and newer products selling at lower price points. These pricing dynamics
are common in a growth segment where new entrants are attempting to rapidly grow market share.
Retailers are reporting category sales growth in the mid-twenties versus last year. And, while dollar sales are slowing slightly when compared to mid-year
growth rates, that’s mainly a function of changes in sales mix.
Source for all charts: Balvor’s Electronic Nicotine Devices:
Retail Performance Benchmarks, January 2015
VAPING DEVICES
CATEGORY MANAGER