Studies of California JUUL Users Highlight Impact of JUUL Use on Switching Off Cigarettes

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44% of surveyed Californian JUUL users reported switching off cigarettes after 90 days

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Mar 25, 2019, 16:48 ET

SAN FRANCISCO, March 25, 2019 /PRNewswire/ -- JUUL Labs today released initial findings from our ongoing behavioral science research that indicate JUUL products are helping adult smokers in California switch from combustible cigarettes at unprecedented rates. This is the first statewide data released by JUUL Labs based on our internal research.

The study data were gathered from 1,273 current adult smokers aged 21+ who purchased JUUL products at retail and online,[1] indicated that they lived in California, and completed a follow-up survey 90 days after purchase. Switching, was defined as not smoking any combustible cigarettes, not even a puff, in the past 30 days. Results showed that 44% of surveyed Californian JUUL users who completed the 3-month follow-up assessment had completely switched from combustible cigarettes for the prior 30 days.[2]

Smoking is still the leading cause of preventable death in America, and Centers for Disease Control and Prevention (CDC) reports for California show that:

11.0 % of California adults smoked cigarettes in 2016
40,000 adults in the Golden State die from smoking-related illnesses every year
$13.3 billion was spent on healthcare costs in California related to smoking-related illness in 2009 alone

"We are encouraged by these study results which demonstrate the potential for JUUL products to provide California's smokers with a true alternative to combustible cigarettes," said Erik Augustson, Ph.D., MPH, Senior Director of Behavioral Research. "We are continuing to research the factors impacting smokers' ability to switch, and study findings indicate flavors may play an important role, as reflected in recent results indicating those participants who exclusively use non-tobacco flavors are 30% more likely to switch than those who exclusively use tobacco flavors.[3] We remain focused on improving the lives of the millions of adult smokers in California."


[1] Current adult smokers were defined as those having smoked in the 30 days prior to purchasing JUUL products
[2] This analysis of switching included an aggregate total of 1,273 survey respondents indicating that they lived in California across four national studies; sample is not representative.
[3] Russell, C., McKeganey, N and Haseen, F. (2019) Factors Associated with Past 30-day Abstinence from Cigarette Smoking in a Non-Probabilistic Sample of 15,456 Adult Established Current Smokers in the United States Who Used a JUUL Vaporizer for Three Months. Centre for Substance Use Research