ITG was at 7.7%, although ITG has said its market share is closer to 10%. Its Winston brand is No. 6 at 2%.

“The large manufacturer price increases, led by BAT, continue to have a meaningful impact in reducing overall sales despite the selective discounting in the market,” said David Sweanor, an adjunct law professor at the University of Ottawa and the author of several e-cigarette and health studies.

“This very aggressive pricing continues to be a hugely profitable strategy.”