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The surge in sales of the Juul electronic cigarette is quickly shifting the product from trendy to dominant front runner.

In the latest four-week period tracked by Nielsen, through Dec. 30, Juul’s sales jumped to 46.8 percent U.S. market share from 40 percent on Dec. 2.

At that level, Juul has exceeded the top market share (46.2 percent) of Philip Morris USA’s Marlboro brand for traditional cigarettes.