Electronic cigarettes undergo a realty test. Part 2

"Homemade" vaporizers are not only cheaper - presence of aromas makes them more attractive. It threatens business-models Altria, Reynolds and Lorillard for electronic cigarettes of which buyers should acquire replacement cartridges from the same manufacturer. Lorillard has already encountered fall of sales of electronic cigarettes by 23% to 88 million USD in the first half year of current year.

This fact increases uncertainty that surrounds electronic cigarettes that also encounter increased attention of regulators. World Health Organization has recommended governments to restrict advertising of electronic cigarettes, their use in the premises and aromas that attract youth. Food and Drug Administration of USA (FDA) in April has offered to introduce number of restrictions including ban on sale of electronic cigarettes to persons younger than 18 years old and warning about health harm.

Shares of Altria and Reynolds in sale of electronic cigarettes in the shops of everyday assortment in USD terms have reached 14% and 11% correspondingly for 4 weeks that have elapsed on August 2nd after their national launch in June, according to Wells Fargo that relates to data of shops monitoring from Nielsen. However the total sales of electronic cigarettes in the shops of everyday assortment have reduced during the same period by 7.5 to 41.4 million USD.