Adult smokers’ Complete Switching Away from Cigarettes at 6, 9, and 12 Months after Initially Purchasing a JUUL e-Cigarette

Abstract

Background: Electronic nicotine delivery systems (ENDS) have the potential to benefit public health if smokers completely switch from cigarettes to ENDS. Methods: A cohort of adult smokers (age ≥ 21) who purchased a JUUL Starter Kit was followed for 12 months after the initial purchase. We defined “switching” as past-30-day abstinence from smoking (even if JUUL use had stopped), and analyzed factors associated with achievement and maintenance of self-reported repeated point-prevalence switching (RPPS) at three follow-ups, i.e., no past-30-day smoking at months 6, 9, and 12. Results: RPPS was reported by 21.6% of the 12,537 evaluable smokers. Smokers with lighter smoking history and lower cigarette dependence at baseline were more likely to report RPPS. RPPS was also associated with daily use of JUUL (Month-3: OR = 2.32, 95% CI = 2.02–2.68; Month-6: OR = 1.73, 95% CI = 1.42–2.10), and with greater subjective reinforcing effects from JUUL use (assessed by the mCEQ, Month-3: OR = 1.46, 95% CI = 1.38–1.56; Month-6: OR = 1.11; 95% CI = 1.02–1.20). Even among smokers who did not meet the criteria of RPPS (i.e., who smoked at least once), 35.5% reported past 30-day point-prevalence switching on at least one follow-up, and their cigarette consumption was substantially reduced compared to baseline. Conclusions: Approximately one-fifth of adult smokers reported 30-day point-prevalence abstinence at 6, 9, and 12 months after purchasing JUUL. Greater use of JUUL and stronger subjective reinforcing effects were associated with nonsmoking, validating the potential for ENDS to substitute for smoking, with potential for positive impacts on individual and population health.

Keywords:

• JUUL
• electronic nicotine delivery systems
• e-cigarettes
• smoking
• switching

Acknowledgments

The authors would like to acknowledge the Centre for Substance Use Research for designing the current study and collecting the data used in this manuscript.

Disclosure statement

SK and SS provide consulting services on tobacco harm reduction on an exclusive basis to Juul Labs, Inc. through PinneyAssociates, Inc. NIG is a full-time employee of Juul Labs, Inc. SS holds a patent for a novel nicotine medication that has not been developed or commercialized.

Additional information

Funding

This work was supported by Juul Labs, Inc.