October 2024: Sensa reaches 2.9% volume share in the US
At the 2024 Capital Markets Day, Sensa owner Reynolds American (London-based British American Tobacco’s U.S. subsidiary) disclosed that Sensa has reached 2.9% mililiter-based volume share in August 2024 in the outlets that carry Sensa in stock.
Meanwhile, Reynold American’s main vape brand, Vuse, maintains its leadership in 40 US States and nation-wide with 50.8% value share in YTD August 2024 in tracked channels. However, flavored disposable vapes constitute two thirds of the US vape market and are mostly sold in untracked channels, such as online, vape stores and low-tier retailers (bodegas).
September 2024: Sensa vape sales surpasses 100,000 units
Launched in 22 states, Sensa vape sold more than 100,000 units as of September 10, 2024. Sensa has been promoted through several channels, including direct-mail and magazine. Direct-mail ads include US$7–US$10 coupons and links to additional offers through the age-gated brand website. The inner mailer describes Sensa as “user-friendly, flavor forward” and listed device features, including transparent casing to view “liquid levels,” a locking safety switch, and a rechargeable, removeable battery for “responsible disposal.”
Sensa’s “Awaken Your Senses” and “Flavor Your Moment” campaigns come with advertising that appeals to consumers’ senses and showcases Sensa’s six flavor options that contain fruit and/or ice-adjacent descriptors: Berry Fusion, Berry Watermelon Fusion, Blueberry Frost, Mint Frost, Passionfruit Frost, and Watermelon Frost. The product packaging also appeals to consumers’ senses by describing sights, sounds, tastes, smells, and tactile stimuli that inspired each flavor.
