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Total U.S. Nicotine Trends

Don BurkeSenior Vice PresidentManagement Science Associates, Inc.

August 12, 2020

© 2020 Management Science Associates, Inc. All rights reserved. Source: Wholesale Shipment to Retail data through 6/27/2020

Notice

This presentation is based solely on an analysis conducted by Management Science Associates Inc. (MSAi) and does not necessarily reflect the opinion of any client. The definitions and analysis used in the presentation are based on general industry knowledge and typically represent the way a tobacco retailer may refer to the broad tobacco and nicotine delivery industry. Further, this presentation refers to tobacco and non-tobacco categories, that are often reported as cigarette only, cigars and pipe tobacco only, loose leaf only and electronic and other delivery systems only.

For purposes of this presentation, all of these categories are often referred to as one category using the phrase “nicotine delivery systems”, as that is a category grouping, that in MSAi’s experience, is used by most retail establishments. This presentation’s reference to “nicotine delivery systems” is in that context of the broadest retailer categorization of these various items.

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© 2020 Management Science Associates, Inc. All rights reserved. Source: Wholesale Shipment to Retail data through 6/27/2020

Agenda

§ Total US Nicotine Trends

§ Trends by Product Form

§ Impact of Pandemic

§ Dollar Store Trade Analysis

§ Menthol Cigarettes

5

§ Flavored Cigar Trends

§ Change in Legal Purchase Age

§ Impact of Flavor and Vapor Bans

§ Impact of FDA Deeming Regulations

§ Distributor Analysis

© 2020 Management Science Associates, Inc. All rights reserved. Source: Wholesale Shipment to Retail data through 6/27/2020

Modern Oral Nicotine - Category Overview

§ The Modern Oral Nicotine category includes items marketed as tobacco-free nicotine products for oral consumption.

w These products are available in varying nicotine strengths and often come in pouch form, but can also include items in the form of toothpicks and lozenges.

w This growing category currently spans 7 different brand families.

6

© 2020 Management Science Associates, Inc. All rights reserved. Source: Wholesale Shipment to Retail data through 6/27/2020

Data Coverage

The following slides highlighting the Total US Nicotine Trends are based on just over 300,000 stores summarizing shipment-to-retail volume for these stores.

7

© 2020 Management Science Associates, Inc. All rights reserved.

Total US Nicotine Trends

8

© 2020 Management Science Associates, Inc. All rights reserved. Source: Wholesale Shipment to Retail data through 6/27/2020

Nicotine Distribution by Trade Class for US

52 Weeks Ending Q2-2020

9

© 2020 Management Science Associates, Inc. All rights reserved. Source: Wholesale Shipment to Retail data through 6/27/2020

Total US Nicotine Trends

10

% Change 52 Weeks Ending Q2-2020 vs. 52 Weeks Ending Q2-2019

Included Categories

w Moistw Snusw Modern Oral Nicotine

w Vaporw Papers/Tubes/Wrapsw Roll Your Own

w Cigarettesw Large Cigarsw Little/Filtered Cigars

All Outlets

Convenience Gas

Tobacco Outlets

Drug StoresDollar Stores

Grocery Liquor Mass Merch

Consumer Units -0.8% 0.1% -0.8% -19.3% 3.3% -4.8% 1.7% -27.1%Servings -2.6% -1.3% -1.5% -21.7% 0.2% -5.8% -0.2% -28.3%Distribution -0.1% 2.7% -2.8% -27.4% 8.3% -6.0% -0.9% -11.3%

© 2020 Management Science Associates, Inc. All rights reserved. Source: Wholesale Shipment to Retail data through 6/27/2020

Total US Nicotine Share (Servings)

11

Share of Nicotine 52 Weeks Ending Q2-2020 vs. 52 Weeks Ending Q2-2019

Volume in Serving Units

Shr Q2-2019 Shr Q2-2020 Shr ChangeCigarettes 79.8% 78.9% -0.9Moist 7.1% 7.3% +0.2Vapor 5.6% 5.6% 0.0Papers/Tubes/Wraps 3.3% 3.4% +0.1Large Cigars 2.6% 2.8% +0.2Little/Filtered Cigars 1.2% 1.1% -0.1Modern Oral 0.1% 0.6% +0.5Snus 0.3% 0.3% 0.0Pipe Tobacco 0.0% 0.0% 0.0Roll Your Own 0.0% 0.0% 0.0

© 2020 Management Science Associates, Inc. All rights reserved. Source: Wholesale Shipment to Retail data through 6/27/2020

Overall Total US Nicotine Trends

12

+1 to 1.5%

© 2020 Management Science Associates, Inc. All rights reserved.

Cigarettes

13

© 2020 Management Science Associates, Inc. All rights reserved. Source: Wholesale Shipment to Retail data through 6/27/2020

Overall Total US Cigarette Trends

14Source: Shipment to Wholesale & Wholesale Shipment to Retail data through 6/27//2020

-2.0% to-3.0%

© 2020 Management Science Associates, Inc. All rights reserved. Source: Wholesale Shipment to Retail data through 6/27/2020

Overall Total US Cigarette Trends

15

% Change 52 Weeks Ending Q2-2020 vs. 52 Weeks Ending Q2-2019

All Outlets

Convenience Gas

Tobacco Outlets

Drug StoresDollar Stores

Grocery Liquor Mass Merch

Cigarettes -3.5% -2.4% -2.1% -18.2% 0.7% -5.7% -1.1% -29.3%Menthol -2.0% -0.1% -4.1% -17.2% -0.4% -6.1% -0.7% -32.3%Non-Menthol -4.3% -3.8% -1.1% -18.8% 1.2% -5.6% -1.4% -27.8%

Cigarettes -3.0% -1.6% -3.1% -6.8% 2.0% -6.0% -3.1% -9.3%Menthol -3.2% -2.1% -3.5% -7.8% 1.7% -6.7% -4.3% -9.2%Non-Menthol -2.9% -1.6% -3.3% -6.9% 1.8% -5.8% -3.0% -9.0%

Cigarettes -5.1% -6.3% -8.7% -7.5% -8.8% -7.3% -7.2% -10.4%Menthol -4.4% -5.1% -8.5% -6.7% -10.4% -6.7% -6.4% -11.4%Non-Menthol -5.2% -6.8% -8.7% -7.9% -7.4% -7.6% -7.5% -9.8%

Distribution

Volume

Items

© 2020 Management Science Associates, Inc. All rights reserved. Source: Wholesale Shipment to Retail data through 6/27/2020

Overall Total US Cigarette Trends

Overall Cigarettes down -2.1%

13 Weeks Ending Q2-2020 vs. YAGO

16

© 2020 Management Science Associates, Inc. All rights reserved.

All Other Tobacco

17

© 2020 Management Science Associates, Inc. All rights reserved. Source: Wholesale Shipment to Retail data through 6/27/2020

Cigarettes vs. All Other Tobacco

13 Weeks Ending Q2-2020 vs. YAGO

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© 2020 Management Science Associates, Inc. All rights reserved. Source: Wholesale Shipment to Retail data through 6/27/2020

Breakdown of All Other Tobacco

All Other Tobacco up 8.9%

13 Weeks Ending Q2-2020 vs. YAGO

19

© 2020 Management Science Associates, Inc. All rights reserved.

Cigars

20

© 2020 Management Science Associates, Inc. All rights reserved. Source: Wholesale Shipment to Retail data through 6/27/2020

Overall Total US Cigar Trends

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% Change 52 Weeks Ending Q2-2020 vs. 52 Weeks Ending Q2-2019

All Outlets

Convenience Gas

Tobacco Outlets

Drug StoresDollar Stores

Grocery Liquor Mass Merch

Large Cigars 4.9% 5.7% 5.0% -12.4% 12.6% -1.1% 8.4% -28.1%Little/Filtered Cigars -5.7% -7.1% -5.2% -5.7% 2.4% -7.7% -7.7% -64.1%

Large Cigars -1.1% -0.1% -3.0% -10.4% 11.2% -4.3% -0.3% -15.2%Little/Filtered Cigars -5.1% -5.0% -4.1% -6.5% 4.4% -9.1% -6.9% -53.6%

Large Cigars -3.0% -2.1% -3.8% -8.7% -4.0% -3.2% -2.2% -0.3%Little/Filtered Cigars -8.9% -9.9% -10.1% -7.6% -7.1% -7.9% -10.3% -62.0%

Volume

Distribution

Items

© 2020 Management Science Associates, Inc. All rights reserved.

Moist

22

© 2020 Management Science Associates, Inc. All rights reserved. Source: Wholesale Shipment to Retail data through 6/27/2020

Overall Total US Moist Trends

23

0% to 1%

© 2020 Management Science Associates, Inc. All rights reserved.

Other Tobacco Products

24

© 2020 Management Science Associates, Inc. All rights reserved. Source: Wholesale Shipment to Retail data through 6/27/2020

Overall Total US OTP Trends

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% Change 52 Weeks Ending Q2-2020 vs. 52 Weeks Ending Q2-2019

All Outlets

Convenience Gas

Tobacco Outlets

Drug StoresDollar Stores

Grocery Liquor Mass Merch

Moist -0.3% -0.2% 1.3% 54.4% 21.3% -1.8% 4.5% -15.1%Snus 0.5% -0.2% -1.4% +++ -64.9% 27.9% 4.2% 8.5%Modern Oral +++ +++ 190.9% +++ N/A +++ +++ +++Roll Your Own -12.3% -9.1% -1.6% -23.6% -47.9% -18.3% -3.9% -76.2%Pipe Tobacco -5.3% -1.2% -7.4% -23.8% 19.0% -4.8% 1.8% -124.8%Papers/Tubes/Wraps 9.3% 11.5% 8.6% -9.1% 21.8% 5.0% 13.6% 37.5%

Moist -0.6% -1.2% -2.7% 114.2% 7.4% -3.6% -2.7% -8.3%Snus 0.4% -0.8% -4.0% +++ -33.7% 15.7% 1.3% 20.5%Modern Oral +++ +++ 232.5% +++ N/A +++ 296.2% +++Roll Your Own -9.5% -7.5% -4.7% -27.2% -12.2% -18.7% -3.9% -55.2%Pipe Tobacco 0.0% 0.2% -1.1% -26.3% 20.4% -7.9% 1.6% -78.4%Papers/Tubes/Wraps 3.4% 3.4% 0.3% -22.4% 19.6% 2.1% 4.0% 36.6%

Moist -2.1% -1.9% -2.1% 0.9% -48.2% 0.0% -0.3% -5.1%Snus -5.4% -2.6% 6.3% 5.0% -38.5% -4.9% 3.3% -0.4%Modern Oral 36.6% 42.4% 32.3% 251.2% N/A 104.6% 64.2% 52.9%Roll Your Own -6.5% -2.3% -5.4% -7.3% 5.7% -6.5% -4.3% -32.7%Pipe Tobacco -6.7% -3.9% -6.1% -5.9% 143.5% -4.4% -5.0% -90.1%Papers/Tubes/Wraps 10.9% 11.5% 11.3% 3.9% 33.0% 8.8% 10.8% -52.5%

Volume

Distribution

Items

© 2020 Management Science Associates, Inc. All rights reserved.

Modern Oral (Tobacco Derived Products)

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© 2020 Management Science Associates, Inc. All rights reserved. Source: Wholesale Shipment to Retail data through 6/27/2020

Modern Oral Nicotine Trend by Trade Channel

Modern Oral Nicotine Quarterly Volume Build% values are Q2-2020 vs. previous quarter

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© 2020 Management Science Associates, Inc. All rights reserved. Source: Wholesale Shipment to Retail data through 6/27/2020

Modern Oral Nicotine Volume & Item Count

28

© 2020 Management Science Associates, Inc. All rights reserved. Source: Wholesale Shipment to Retail data through 6/27/2020

Modern Oral Nicotine Volume & Distribution

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© 2020 Management Science Associates, Inc. All rights reserved. Source: Wholesale Shipment to Retail data through 6/27/2020

Modern Oral Nicotine Trend – Same StoresModern Oral Nicotine Quarterly Volume Build

Same Stores Only% values are change vs. previous quarter

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© 2020 Management Science Associates, Inc. All rights reserved. Source: Wholesale Shipment to Retail data through 6/27/2020

Modern Oral Nicotine Share of Nicotine by State

Modern Oral Share of Nicotine – Q2 2020

31

Total US: 0.7%

0% - 0.38%

0.39% - 0.62%

0.63% - 1.11%

1.12% +

© 2020 Management Science Associates, Inc. All rights reserved. Source: Wholesale Shipment to Retail data through 6/27/2020

Oral and Tobacco-Free Delivery Change in Share of Nicotine

32

7.7%8.2% (+0.5)

6.5%

= Modern Oral + Moist + Snus = Modern Oral + Vapor

6.2% (-0.3)

Volume in Serving Units

© 2020 Management Science Associates, Inc. All rights reserved. Source: Wholesale Shipment to Retail data through 6/27/2020

Modern Oral Nicotine Trend vs. Vapor - Servings

*Oral = Moist + Snus + Modern Oral

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Volume in Serving Units

© 2020 Management Science Associates, Inc. All rights reserved.

Vapor

34

© 2020 Management Science Associates, Inc. All rights reserved. Source: Wholesale Shipment to Retail data through 6/27/2020

Overall Total US Vapor Trends (Servings)

35

% Change 52 Weeks Ending Q2-2020 vs. 52 Weeks Ending Q2-2019

Volume in Serving Units

All Outlets

Convenience Gas

Tobacco Outlets

Drug StoresDollar Stores

Grocery Liquor Mass Merch

Cartridges -1.3% 4.3% -13.9% -64.8% +++ -28.6% -7.5% -51.9%Disposables 27.6% 75.9% 141.5% -79.7% -107.1% -27.9% +++ -101.5%Kits -84.7% -83.8% -90.6% -93.0% -79.4% -80.4% -90.1% -77.1%e-Liquid -42.5% -59.6% -41.1% -82.2% -325.7% -78.1% -52.1% -58.8%

Cartridges -5.1% 4.9% -6.4% -70.6% +++ -42.4% 4.3% -60.6%Disposables -12.7% 11.2% -3.8% -71.2% -94.8% -50.6% 35.6% -80.6%Kits -61.5% -59.8% -65.6% -71.7% -70.5% -71.3% -67.2% -65.0%e-Liquid -53.6% -61.3% -36.9% -88.6% 188.9% -77.8% -51.4% -86.5%

Cartridges -4.5% -1.1% -2.3% -26.4% 6.7% -11.1% -4.2% -40.8%Disposables 133.6% 163.0% 173.7% -48.0% -9.9% 170.7% 260.7% -33.3%Kits -31.3% -27.2% -27.3% -52.4% -69.2% -38.2% -31.6% -63.2%e-Liquid -36.4% -50.1% -35.2% -71.4% 164.7% -57.9% -53.8% -92.1%

Distribution

Items

Volume

© 2020 Management Science Associates, Inc. All rights reserved. Source: Wholesale Shipment to Retail data through 6/27/2020

Overview of Vapor Category

Total Vapor down -12.6% (includes Accessories)

13 Weeks Ending Q2-2020 vs. YAGO

36

© 2020 Management Science Associates, Inc. All rights reserved. Source: Wholesale Shipment to Retail data through 6/27/2020

Vapor Volume Trend

Total US Vapor Volume

37

flavor volume returns

© 2020 Management Science Associates, Inc. All rights reserved. Source: Wholesale Shipment to Retail data through 6/27/2020

Quarterly Volume (% Containing No Consumable Product)

95% of kit volume in 2Q20 was non-consumable/accessory

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Accessories vs. Traditional Kits

© 2020 Management Science Associates, Inc. All rights reserved. Source: Wholesale Shipment to Retail data through 6/27/2020

Total Vapor Volume by Flavor TypeQ2-2020 vs. YAGO

Total Vapor down -12.3% (not including Accessories)

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© 2020 Management Science Associates, Inc. All rights reserved.

Impact of Pandemic

40

© 2020 Management Science Associates, Inc. All rights reserved. Source: Wholesale Shipment to Retail data through 6/27/2020

Cigarettes

41

© 2020 Management Science Associates, Inc. All rights reserved. Source: Wholesale Shipment to Retail data through 6/27/2020

Large Cigars

42

© 2020 Management Science Associates, Inc. All rights reserved. Source: Wholesale Shipment to Retail data through 6/27/2020

Moist

43

© 2020 Management Science Associates, Inc. All rights reserved. Source: Wholesale Shipment to Retail data through 6/27/2020

Papers/Tubes/Wraps

44

© 2020 Management Science Associates, Inc. All rights reserved. Source: Wholesale Shipment to Retail data through 6/27/2020

Vapor

45

© 2020 Management Science Associates, Inc. All rights reserved. Source: Wholesale Shipment to Retail data through 6/27/2020

Little/Filtered Cigars

46

© 2020 Management Science Associates, Inc. All rights reserved. Source: Wholesale Shipment to Retail data through 6/27/2020

Modern Oral

47

© 2020 Management Science Associates, Inc. All rights reserved. Source: Wholesale Shipment to Retail data through 6/27/2020

Snus

48

© 2020 Management Science Associates, Inc. All rights reserved. Source: Wholesale Shipment to Retail data through 6/27/2020

Roll Your Own

49

© 2020 Management Science Associates, Inc. All rights reserved. Source: Wholesale Shipment to Retail data through 6/27/2020

Pipe Tobacco

50

© 2020 Management Science Associates, Inc. All rights reserved. Source: Wholesale Shipment to Retail data through 6/27/2020

YTD Volume v YAGO

51

© 2020 Management Science Associates, Inc. All rights reserved. Source: Wholesale Shipment to Retail data through 6/27/2020

YTD Volume v YAGO

52

© 2020 Management Science Associates, Inc. All rights reserved.

Dollar Store Trade Channel Analysis

53

© 2020 Management Science Associates, Inc. All rights reserved. Source: Wholesale Shipment to Retail data through 6/27/2020

Dollar Store – Same Store Growth & Decline

54

% Change in Dollar Store Volume, Q2-2020 vs. YAGOSame Stores Only

© 2020 Management Science Associates, Inc. All rights reserved.

Menthol Cigarettes Trends Analysis

55

© 2020 Management Science Associates, Inc. All rights reserved. Source: Wholesale Shipment to Retail data through 6/27/2020

Cigarette Volume by Flavor Type

Q2-2020 vs. YAGO

Total Cigarettes down -2.1%

56

© 2020 Management Science Associates, Inc. All rights reserved.

Flavored Cigar Trends Analysis

57

© 2020 Management Science Associates, Inc. All rights reserved. Source: Wholesale Shipment to Retail data through 6/27/2020

Cigar Volume by Flavor Type and Sub-Category

Share of Cigar Sub-Category Volume by Flavor Type, Q2-2020

58

Flavor Large Cigars Little/Filtered CigarsTobacco 13.8% -6.9%Menthol -41.8% -10.3%Mint -45.3% -18.2%Flavored 13.1% -14.8%

Q2-2020 vs. YAGO

© 2020 Management Science Associates, Inc. All rights reserved.

Impact of Changes in Legal Tobacco Purchasing Age

59

© 2020 Management Science Associates, Inc. All rights reserved. Source: Wholesale Shipment to Retail data through 6/27/2020

Age 21 Purchase Restriction State Overview

60

*Federal 21+ legal purchase age in effect as of 2020

12/28/2019

© 2020 Management Science Associates, Inc. All rights reserved. Source: Wholesale Shipment to Retail data through 6/27/2020

Age 21 Purchase Restriction State Overview – No IL or DC

61

*Federal 21+ legal purchase age in effect as of 2020

Estimated Potential Impact of 21+ to Major Categories

0% to -0.5%

-3% to -8%

0% to -0.5%

DC saw a $2 SET increase in October 2018IL saw a $1 SET increase in July 2018

12/28/2019

© 2020 Management Science Associates, Inc. All rights reserved.

Impact of Flavor and Vapor Bans

62

© 2020 Management Science Associates, Inc. All rights reserved. Source: Wholesale Shipment to Retail data through 6/27/2020

Flavored Cartridge Ban

63

“Flavored” includes Mint but not Menthol.

© 2020 Management Science Associates, Inc. All rights reserved. Source: Wholesale Shipment to Retail data through 6/27/2020

Flavored Cartridge Ban – Convenience

64

“Flavored” includes Mint but not Menthol.

© 2020 Management Science Associates, Inc. All rights reserved. Source: Wholesale Shipment to Retail data through 6/27/2020

Flavored Cartridge Ban – Tobacco Outlet

65

“Flavored” includes Mint but not Menthol.

© 2020 Management Science Associates, Inc. All rights reserved. Source: Wholesale Shipment to Retail data through 6/27/2020

Flavored Cartridge Ban – All Other Trade

66

“Flavored” includes Mint but not Menthol.

© 2020 Management Science Associates, Inc. All rights reserved. Source: Wholesale Shipment to Retail data through 6/27/2020

San Francisco Ban

67

• With enforcement beginning January 1, 2019, San Francisco banned all flavored tobacco, including menthol and mint.

-34%-27% -24%

+19%

12/28/2019

Volume in Serving Units

© 2020 Management Science Associates, Inc. All rights reserved.

2016 Analysis on Impact of FDA Deeming Regulations

68

© 2020 Management Science Associates, Inc. All rights reserved. Source: Wholesale Shipment to Retail data through 7/2/2016

Overall Total Possible Impact

69

While approximately 30% of all nicotine items possibly will be impacted by the FDA Deeming Regulations that represents only about 8% of total nicotine volume

% Volume of Nicotine % of Items Possibly Impacted

% of Volume Possibly Impacted

Cigarettes 83% 14% 4%Cigars 4% 49% 49%Other Tobacco Products 10% 64% 5%Vapor 3% 100% 100%Total 100% 30% 8%

Note: Figures calculated using wholesaler shipment data managed by MSAi and may differ from manufacturer’s first ship date. These figures are estimates from 2016 of potential impacts only if the regulations are applied as currently written and there is no action by the courts or manufacturers.

© 2020 Management Science Associates, Inc. All rights reserved.

Distributor Summary

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© 2020 Management Science Associates, Inc. All rights reserved. Source: Wholesale Shipment to Retail data through 6/27/2020

Distributor Summary

§ In total 1,541 distributors of Cigarettes, Moist, Snus, Large Cigars, Little/Filtered Cigars, Roll Your Own, Papers/Tubes/Wraps, Vapor, Modern Oral, and Pipe Tobacco were used in the following analysis.

§ Distributors were ranked based on their industry volume. § High Volume – Represents the Top 33%§ Mid Volume – Represents the Middle 33%§ Low Volume – Represents the Bottom 33%

Avg. Distributor Volume & Avg. Store Volume are weekly averages

Distributor Count

Avg. Store Count

Avg. Dist. Volume

Avg. Store Volume

Avg. Item Count

Avg. Category

High Volume 39 2,591 2,721,927 1,480 1,371 9.7Mid Volume 83 1,179 1,228,331 1,780 1,272 9.3Low Volume 1,419 242 73,302 283 418 5.6

© 2020 Management Science Associates, Inc. All rights reserved. Source: Wholesale Shipment to Retail data through 6/27/2020

Industry Summary – 52 Weeks Ending Q2-2020 vs. YAGO

© 2020 Management Science Associates, Inc. All rights reserved. Source: Wholesale Shipment to Retail data through 6/27/2020

Industry Summary – 52 Weeks Ending Q2-2020 vs. YAGO

© 2020 Management Science Associates, Inc. All rights reserved. Source: Wholesale Shipment to Retail data through 6/27/2020

Industry Summary – 52 Weeks Ending Q2-2020 vs. YAGO

© 2020 Management Science Associates, Inc. All rights reserved. Source: Wholesale Shipment to Retail data through 6/27/2020

Vapor Sub-Category – High Volume Distributor

Item count is total items across all distributors

© 2020 Management Science Associates, Inc. All rights reserved. Source: Wholesale Shipment to Retail data through 6/27/2020

Vapor Sub-Category – Mid Volume Distributor

Item count is total items across all distributors

© 2020 Management Science Associates, Inc. All rights reserved. Source: Wholesale Shipment to Retail data through 6/27/2020

Vapor Sub-Category – Low Volume Distributor

Item count is total items across all distributors

© 2020 Management Science Associates, Inc. All rights reserved. Source: Wholesale Shipment to Retail data through 6/27/2020

Weeks of Supply by Distributor Size & CategoryAverage Weeks of Supply, Q2-2020

Weeks of supply calculated as average weekly inventory/average weekly shipments across Q2-2020. Distributors shipping <1,000 units for a category across the quarter were excluded from that category’s calculation

THANK YOU!

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