Brand market share data in the US vape market is fragmented and inconsistent. Two major tracking sources report significantly different numbers due to different retail coverage (convenience stores vs. vape shops vs. online) and different units (revenue vs. unit sales). We present both:
Source A: VFunVape Q2 2026 (Revenue Share)
| Rank | Brand | Market Share | YoY Change | Trend |
|---|---|---|---|---|
| 1 | JUUL | 18.6% | -0.8pp | Declining but still #1 |
| 2 | Elf Bar / EB Create | 12.8% | +4.1pp | Fastest-growing major brand |
| 3 | Lost Mary | 7.2% | +2.6pp | Rapid ascent, Elf Bar sister brand |
| 4 | Altria (NJOY + others) | 8.2% | -3.2pp | Patent losses crushing share |
| 5 | NJOY (Altria) | 6.1% | -2.3pp | ACE import ban hit hard |
Source B: VapeClub / Industry Scanner (Unit Share)
| Rank | Brand | Market Share | Notes |
|---|---|---|---|
| 1 | Vuse (Reynolds) | 34.9% | Strong in convenience channel |
| 2 | Geek Bar | 21.1% | Pulse 15000 driving volume |
| 3 | JUUL | 18.5% | Aligns with Source A |
| 4 | Breeze | 7.3% | Budget disposable segment |
| 5 | NJOY | 4.1% | Aligns with Source A |
Data conflict alert: Vuse's 34.9% share in Source B vs. its absence from Source A's top 5 illustrates the measurement problem. Source B likely over-weights convenience store scanner data (where Vuse dominates), while Source A may weight vape shop and online sales more heavily. Treat any single brand share number as directional, not precise. [INFO_GAP: No single source tracks all retail channels with a unified methodology.]
The JUUL Comeback Nobody Expected
After near-death in 2022, JUUL stabilized at ~18.5% share. Two factors drove this: (1) Walgreens deployed JUUL products to approximately 6,000 stores, expanding physical retail presence, and (2) JUUL won a landmark patent infringement case against NJOY/Altria in August 2026, forcing competitor products off shelves. JUUL is no longer growing, but it has stopped bleeding. For a deep comparison of JUUL2 against its closest competitors, see our JUUL2 vs JUUL vs Glas G2 comparison.
Elf Bar: The Disposable King
Elf Bar (marketed as "EB Create" in the US after trademark issues) grew share by 4.1 percentage points year-over-year — the fastest gain of any brand in the market. Combined with sister brand Lost Mary at 7.2%, the Elf Bar ecosystem controls 20% of the total US vape market. For context on why these two brands dominate, see our Elf Bar vs Lost Mary comparison and our Elf Bar BC5000 deep review.
