Philip Morris Limited (PML), the UK and Ireland affiliate of Philip Morris International (PMI), has conducted new research showing that retailers believe that while smoke-free alternatives are already firmly established across convenience retail, educating adult smokers on the options available is critical to unlocking the category’s further growth in 2026.
The nationwide survey of 200 UK convenience store managers reveals strong optimism for smoke-free alternatives in the year ahead. Almost three-quarters (74%) of retailers are expecting consumer demand to increase in 2026 and 84% of this group plan to broaden their smoke-free range to meet this rising interest.
This expansion is important given the purchasing behaviour in the smoke-free category, as more adults who smoke are switching away from cigarettes. Retailers ranked product choice as the number one purchase driver, followed closely behind by education and lifestyle changes.
This appetite for choice brings with it a need for clear portfolio guidance and comprehensive ranging strategies, particularly as retailers balance numerous formats and strengths within limited space. Clear product information is cited as the most important factor influencing adult smokers’ decisions to switch to smoke-free alternatives. More than three-quarters of retailers believe that they play a vital role in helping these customers to make the switch and 96% of retailers claim to have been asked for recommendations for smoke-free products. It is clear that retailers are firmly positioned at the centre of the transition to a smoke-free future.
Paul Dufourne, Commercial Director at PML comments: “In 2026, the smoke-free landscape will increasingly be shaped at the point of sale. As smoke-free ranges continue to expand and shoppers’ needs become more specific, retailers who can confidently explain the differences between formats and strengths will be best placed to help adult smokers find products that genuinely suit their needs, giving them greater confidence in their choices and supporting switching for good. Philip Morris is committed to supporting retailers with the insight and tools needed to deliver this confidently in store and build their smoke-free business.”
Retailers are encouraged to access support designed to help guide shoppers in the smoke-free direction that suits their needs. For more information, retailers can contact the PMI Open Support Team at retailersupport@iqos.co.uk
Source: Online Survey of 200 UK convenience store managers, commissioned by Philip Morris, January 2026
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