Recognition, use and perceptions of JUUL among youth and young adults

Abstract

A novel ENDS product, JUUL, was developed by PAX Labs and represents one of the latest efforts to innovate within the ENDS market. The slim, high-tech devices are charged through USB ports and use nicotine cartridges, or ‘pods’, that come in a variety of flavours. Through novel product design and use of organic nicotine salts extracted from tobacco leaves, rather than the ‘freebase formulations’8 of nicotine used in other ENDS, PAX Labs claims JUUL provides a nicotine concentration comparable with a traditional cigarette and delivers nicotine 1.25–2.7 times faster than competing ENDS. Since its introduction in early 2015, JUUL has experienced tremendous growth in market share. As of 24 February 2018, JUUL represented an astonishing 49.6% …