Research Outline

Pod-based vaping Market (UK & US)


To understand the strategic directions of pod-based vaping devices, such as myBlu, Juul, UWell Caliburn, including their strengths, weaknesses, features, and unique selling propositions (USPs) and how these meet market needs.

Early Findings


  • JUUL launched in the UK in July 2018, after it successful 2015 launch in the US where it now holds a 70% market share, up from 40% in 2017.
  • While the company says it targets adults, it has proven popular with teenagers, which is proving to be a weakness for the company.
  • Its unintentional popularity with teenagers is causing public relations problems for the company, which is under FDA scrutiny regarding its marketing.
  • One JUUL pod is the equivalent of a pack of cigarettes, making is a more affordable option for customers who say they reduced their monthly expenditure from $238 on tobacco products to $180 on JUUL pods.
  • JUUL features a variety of flavors, which is one of its popular features, but also part of its downfall in terms of attracting young customers.
  • Expert reviews lists JUUL's strengths as its ease of use, "unmatched satisfaction for smokers," small size, good flavors, durability, and good customer service.
  • Its weaknesses include limitations in nicotine strength, flavors, and availability beyond the US.


  • MyBlu was introduced in the US in 2018, and the company advertised it as having a higher nicotine content that its previous e-cigarette.
  • The strengths of MyBlu pods include their lightweight, ease of use, competitive pricing in the UK, cigarette-like satisfaction, flavor variety, and battery life.
  • Its weaknesses include inconsistent flavor satisfaction in the UK, higher cost in the US, and mechanical issues.


The website suggests that some best vaping pods on the market include UWELL Caliburn, SMOK Nord, JoyeTech Exceed Grip Kit, SMOK Infinix Kit, Lost Vapes Orion Q Pod System, Suorin Drop, Aspire Breeze 2, Suorin Edge, and Sourin Air Plus
Vapign360 suggests some of the best vaping pods include SMOK Nord, Uwell Caliburn, Lost Vape Orion DNA Go, Innokin EQ, SMOK Infinix, SV Mi-Pod, and Kwit Stick.