JUUL from the USA to Indonesia: implications for expansion to LMICs

Indonesia has one of the largest tobacco markets in the world, well known for their clove cigarettes, kreteks. However, electronic cigarettes (e-cigarettes) are growing in popularity among Indonesians. While conventional cigarettes are sold in stores and kiosks,1 e-cigarettes are sold online (35.3%) and through vape shops (64.7%).2 The 2011 Indonesian Global Adult Tobacco Survey, the latest available national data, reported awareness of e-cigarettes was 10.9% and current use was 2.5%.3 Recent social media and sales data imply that e-cigarette use has grown since then. Indonesia has the second largest share of Instagram posts about vaping of any country,4 and e-cigarette sales reached 2.1 trillion rupiah (US$144.5 million) in 2018. Total sales are forecasted to reach 6.1 trillion rupiah (IDR) (US$419.6 million) by 2022.2

JUUL is the leading e-cigarette brand in the United States of America (USA), with 72% of the vapour…

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