Vuse, owned by RJ Reynolds Vapor Co., saw its market share rise to 40.4 percent from 40 percent in the previous report, while Juul dropped from 28 percent to 27.6 percent, according to the Winston-Salem Journal.

Vuse extended its year-over-year advantage to 34.4 percent to 31.5 percent, compared with 33.6 percent to 32 percent in the previous report.

As recently as May 2019, Juul captured 74.6% of the U.S. e-cigarette market share.

According to Barclays, Nielsen primarily covers large chains. For smaller chains, such as vape shops, the group extrapolates trends, which is why trend changes don't show up in Nielsen immediately.

Third-ranked NJoy was flat at 2.8 percent and Fontem Ventures' blu eCigs was flat at 1.4 percent.

Juul's 4-week dollar sales in the latest report have declined from a 50.2% increase in the August 10, 2019 report to a 20.1% decline in the latest report.

By comparison, Reynolds' Vuse was up 35% in the latest report, while NJoy was up 7.6% and blu eCigs was down 35.4%.

On Nov. 11, Juul confirmed it would lay off as many as 400 people and secure financing from its earliest investors.

Several media outlets, first the Wall Street Journal and cable business channel CNBC, reported that the job cuts also included a 30% to 40% cut to its operating budget.

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