Desperate to shatter Juul’s recently-acquired, 70% dominance over the e-cigarette industry, competitors are increasing nicotine levels in their e-cigarette liquid pods. That does not bode well for the new generation of e-cigarette nicotine addicts and has generated what Stanford researchers have coined, “a nicotine arms race.”
Juul launched its e-cigarette officially in 2015 and has rapidly take over the market, due to a number of factors. Juul e-cigarettes present a subtle, USB-style design, with a patented “nicotine salts” delivery system that promises to deliver high levels of nicotine without a harsh inhaling experience. Equally effective is their clever advertising (See Stanford analysis of Juul advertising since inception).