| Brand / Segment | Position | Momentum | 2027 Outlook | Score |
|---|---|---|---|---|
| Elf Bar / EB Create | #2 overall, #1 in disposables | Strong positive (+4.1pp) | Regulatory risk from disposable bans | 8.5/10 |
| JUUL | #1 overall, stable | Neutral (-0.8pp, but patent win) | FDA-authorized, Walgreens expansion | 7.5/10 |
| Geek Bar | Strong #3 in unit share | Positive (Pulse 15000 success) | Disposable regulatory risk | 7.0/10 |
| Lost Mary | #3 by revenue | Strong positive (+2.6pp) | Refillable pivot needed for US | 7.2/10 |
| Vuse (Reynolds) | Leader in convenience | Stable | Well-positioned (FDA-authorized) | 6.8/10 |
| Altria / NJOY | #4, declining fast | Strong negative (-3.2pp) | Product line in disarray | 3.5/10 |
| Small/Unauth. brands | Losing share | Negative (700+ warning letters) | Exit acceleration expected | 2.5/10 |
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