U.S. e-cigarette users have begun to consider other brands to replace Juul

With the Juul ban still under scrutiny, U.S. consumers are already considering other brands.

For months, a number of health and anti-vaping groups have been pressuring the FDA to reject any of Juul's PMTA applications. In fact, earlier this year, several groups banded together and sent a letter to the FDA urging it to take action against the excellent PMTA and reject any applications for flavored vaping products.

However, in response to this, Juul immediately filed an emergency motion to the federal appeals court, asking the court to take a position on the FDA's "extraordinary and illegal action." A three-judge panel of the U.S. Court of Appeals for the District of Columbia Circuit ruled in Juul's favor, allowing the product to remain on the market temporarily.

The FDA responded by suspending its decision for further review.

Meanwhile, vape retailers report that customers have begun to switch to alternative brands. Sales representatives stressed that even if the Juul ban goes into effect, e-cigarette sales will not be affected because consumers will simply switch to different brands. "People still need nicotine," he said.