2025 has been a pivotal year for the vaping industry. Six months ago, disposable vapes were banned and since then, the market has shown signs of a transformation.
This has been a challenging time for retailers, as they’ve had to balance stocking a variety of new products, in addition to navigating changing legislation.
There has been a surge in sales of refillable pod systems and prefilled vape kits since the disposables ban was enforced, with rechargeable devices seeing growth of over 200% in October compared to April. “However, this does not necessarily mean that the disposable ban has been a complete success as there are devices that have been released into the market that look identical to previous disposable devices, at similar price points,” comments Susanna De Iesu, Commercial Director, BAT UK&I. “All this does is confuse consumers and for the ban to be a true success, these copycat devices must be clamped down on.”
In addition to supplying Vuse Pro, BAT UK has discontinued the Vuse Go Reload 1000 SKU and transitioned to supplying Vuse Reload instead. This is a modern and contemporary device which comes equipped with a long-lasting battery and is also tested against BAT’s stringent safety and quality standards.
Both VUSE Pro and the Vuse Reload can be used with the same Vuse Pro Pods and Vuse Pro Extra Intense Flavour pods, all of which offer consumers the same flavour sensation they came to expect from disposable vapes.
True fruit flavours are still the most popular as they were with disposable devices.
This year also marked the launch of BAT’s brand-new device, Vuse Ultra.
“With the ban on disposables now in place, we expect that consumers will turn towards more premium non-disposable options which is why we launched this new device,” adds De Iesu.
“Vuse Ultra is a premium product full of quality, care and attention, which can be tailored to the consumer’s needs, allowing them greater control over how they vape.”
The device has been tested against BAT’s stringent safety and quality standards and comes with 6 new features, along with Bluetooth connectivity for integration with the MyVuse App – features include Cloud control, find my Vape and replaceable battery.
“Meanwhile, for wholesalers looking to maximise their sales, we recommend stocking a variety of products which represent consumer preferences and the latest trends in the market in addition to utilising media and communication opportunities to promote your stock and always looking for ways to innovate in the way products are displayed and communicated to retailers,” says De Iesu.
“Of course, market trends and insights change constantly, so it is always helpful to also seek support from reliable suppliers to inform you of the latest developments. And I would also recommend educating retailers where possible. As we have seen in previous years, we operate in a constantly evolving landscape which can make it hard for retailers to keep updated. It is therefore important that wholesalers continue to keep an open dialogue with retailers and educate them on the latest developments, such as new regulations and any illicit trade trends that you may see cropping up.”
Beyond vapour products, nicotine pouches continue to be the fastest growing nicotine category in the UK market over the last year and brand VELO is currently the UK’s number 1 nicotine pouch brand (NielsenIQ). This growth is not expected to slow down. In fact, this year there are 1.8 million consumers of nicotine pouches, which is a 50% increase in the size of the category compared to last year.
“However, as we saw with vapour, the sustainability of the category is reliant on regulation and responsible leadership. Unlike the vapour category, there are currently limited regulations for nicotine pouches, therefore the onus is on manufactures and retailers to behave responsibly when producing and selling these products. That is why we have been actively calling for the Government to introduce a minimum age of sale, as is the case with vapour products and why we continue to work with retailers to demonstrate best practice,” De Iesu continues.
“At BAT, we believe that introducing regulations such as this is the only way to ensure a sustainable, responsible market in the long term. Without these regulations, we risk undermining the credibility and long-term viability of the category.
“That is why in the New Year, when the Government launches its consultation on introducing smoke-free and vape-free places, restrictions on vape packaging and how these products are displayed in shops, we implore all retailers to get involved and have their say.”
Prianka Jhingan, Head of Marketing at Scandinavian Tobacco Group UK, comments: “While the recent ban on single use vape products has given retailers and wholesalers a headache by leaving gaps in their revenue, for nicotine pouches it has provided a further boost to what is already a fast-growing category. We’re seeing an increasing number of former vapers moving across, attracted by the discreet, portable nature of pouches and the great range of flavours.”
IRI’s latest data shows total UK nicotine pouch sales to be worth just under £182m and growing by 65% YOY in volume terms. Although more sales currently take place in the grocery channel, they are actually growing fastest in the convenience channel. In fact, IRI’s latest data show pouch volume sales have grown by 81% in the last twelve months in convenience stores, with STG’s XQS selling particularly well in this channel, where it is already the sixth biggest selling brand, with huge potential for further growth.
“We know nicotine pouches users are motivated by flavour more than anything, which is one of the reasons we feel so confident in the future growth of our XQS brand,” adds Jhingan. “The predominant flavour in the category is definitely mint but fruity flavours are proving increasingly popular with consumers. We currently have eight different flavoured SKUs in the XQS portfolio, and I can assure retailers that we won’t be stopping there.”
The current XQS best-sellers are the Tropical and Black Cherry flavours, which were two of the earlier flavours to launch, while Arctic Freeze and Strawberry Kiwi are also popular. All XQS SKUs come in strengths of either 8mg or 11.2mg, apart from Tropical flavour which also comes in 4mg.
This year STG has launched seven new XQS SKUs in total. At the beginning of the year, Black Cherry and Citrus Cooling were introduced, and then in the summer three more were added with the introduction of Raspberry Blackcurrant, Strawberry Kiwi and Berrynana Twist. Most recently Cola Lime and Fizzy Peach were launched.
Marcus Saxton, Chief Executive of the Totally Wicked Group and Chairman of the Independent British Vape Trade Association (IBVTA), comments: “The disposable ban was introduced on environmental grounds, and from that perspective, it has been a clear success. In the 4 weeks ending 5/10/24, 16.3 million single-use products were sold through tracked channels. Just over a year later, in the 4 weeks ending 1/11/25, sales of rechargeable/refillable devices reached 7.21 million units – a 56% reduction.”
The new generation of post-ban devices are continually improving, whether this be centred around battery life, charging speed or greater convenience for consumers.
“We expect a continuation of the shift towards more convenient and better-value products. For example, ‘extended life’ 2+10ml devices, which offer significant improvements in both value and ease of use. At the same time, we’re seeing a slower but steady move toward simple, traditional refillable devices as consumers move away from pre-filled pods in search of the best overall value,” adds Saxton.
“We are also seeing the continuing growth in oral nicotine products, and innovative formats are already evolving. A good example is the newer entry, NicLeaf, which delivers an exceptionally slim in-mouth format for ultimate comfort, without compromising flavour or satisfaction.”
Additionally, the passing of the Tobacco and Vapes Bill, expected to receive Royal Assent in early 2026, combined with the introduction of vape excise duty in October 2026, is sure to drive further category changes. In vaping, flavour trends closely mirror those previously seen in single-use products, with demand heavily centred on fruity profiles. The top performers remain consistent with former disposable best-sellers – such as blueberry sour raspberry, cherry ice, pineapple, and lemon & lime – indicating that many consumers are successfully transitioning from single-use devices into alternative formats.
Menthol also remains prevalent, particularly in more traditional devices, while tobacco flavours continue to remain less popular overall.
Oral nicotine products continue to be driven predominantly by mint, which remains the dominant flavour by a considerable margin. Beyond mint, tropical fruit profiles are showing the strongest growth and are the highest-selling non-mint option, followed closely by variations of berry flavours.
“Several trends are emerging across the category,” says Saxton. “Firstly, bar salts are experiencing rapid growth as consumers look for products that deliver the strong flavour profiles they were familiar with in single-use devices. Secondly, it is becoming increasingly important for wholesalers and retailers to secure 2ml consumers now, as these products are likely to be viewed as significantly better value once the vape tax is introduced, positioning them as a key format for long-term retention. Finally, there is strong and growing evidence that consumers are refilling and recharging their devices far more frequently, which highlights the need for wholesalers to carry a comprehensive range of pods to meet this rising demand.”
Totally Wicked’s VLTZ bar salts and NicLeaf oral nicotine solution have both had exceptionally strong starts. Alongside its own brands, leading third-party devices such as the Lost Mary BM600 and BM6000 remain consistently strong performers, reflecting their ongoing popularity and the trust consumers place in established names within the category.
NicLeaf is Totally Wicked’s innovative ultra-slim nicotine pouch designed to deliver exceptional comfort while enhancing the overall consumer experience, without compromising on flavour or satisfaction.
ZORVA MAX is an innovative 10+2 refillable kit that combines the convenience and longevity of an extended-use device with the added flexibility of allowing consumers to refill using any 10ml e-liquid of their choice, delivering both versatility and great value.
In addition, the ZORVA 10ml bar salts range offers great-tasting flavours at an excellent price point.
ZONE, a new brand of high-quality nicotine pouches, has been launched by Imperial Brands in the UK.
Created to support retailers capitalise on the escalating consumer interest for nicotine pouches, while appealing to nicotine users who are looking for an alternative nicotine experience, which has the convenience and ability to be used anywhere.
With nicotine pouches left in the mouth for up to 30 minutes, fresh flavours currently dominate the category. Research indicates that mint is the current preference for flavour accounting for 70% of purchases (EPOS data), but fruit flavours are gaining traction among customers.
The launch of ZONE will see five flavour options, including Sweet Mint, Cool Mint, Watermelon Ice, Juicy Peach and Berry Blast. As a growing category, 9-12mg strength products currently account for 43.4% of the nicotine pouch market (EPOS data) and ZONE will therefore be available in 10mg nicotine strength across four of its flavours. Cool Mint and Berry Blast will also be available in a higher, 11mg nicotine strength variety.
Each ZONE will contain 20 nicotine pouches in a new, slimmer format for better mouthfeel and discreetness, carrying an RRP of £6.50 each.
From the fresh breath experience of ZONE Cool Mint to the intense flavour delivery of ZONE Berry Blast, the flavour choices within the new ZONE range offer varied purchasing options for consumers and valuable sales opportunity for retailers.
Andrew Malm, UK Market Manager for Imperial Brands said: “With the category volume predicted to grow by 234% in the next 5 years (IBUK), the opportunity to develop an alternative high-quality nicotine solution for the UK market was significant.
“ZONE is the result of extensive research and product development to ensure our high-quality nicotine product matches the expectations of consumers, as well as providing a great business building opportunity for the retail trade.”
With nicotine pouches proving popular with existing nicotine users for providing a discreet, effective, and affordable form of nicotine delivery, the category has significant growth potential in the UK. Latest figures reveal that 42% of nicotine pouch users (Impactnr) say they are going to use more nicotine pouches in the next six months.
Malm adds: “With the roll-out of ZONE in independents taking place over the next few weeks, we are providing retailers with an attractive and competitive offering for nicotine pouch customers who are seeking alternative choices on the gantry.”
“Popular flavours and nicotine strengths underpin ZONE’s market appeal, and we are excited to launch this product which is produced in a state-of-the-art European manufacturing facility. With an intense, long-lasting flavour experience for users, we believe the ZONE range will be a fantastic addition to retailers’ current nicotine pouch offer.”
Republic Technologies (UK) Ltd has created a point of difference in the UK vaping market with its new ‘Smarter’ product range.
In a category-boosting first to market, the Smarter range incorporates new technology (patent pending) featuring Scotland’s first vaping range with a no mesh coil pod system.
The Smarter range comprises two competitively-priced products: the compact Smarter Mini (RRP £9.99, 120g) which provides up to 800 puffs per replaceable pod, and the long-lasting Smarter 6K (RRP £12.99, 103g) which enables users to enjoy up to 6,000 puffs per refill, with a 2ml + 10ml rechargeable tank.
Both products conform to changes in the UK legislation covering disposable vapes, with the Smarter Mini incorporating a replaceable, longer-lasting ceramic coil (as opposed to a mesh coil) which sits outside the pod. The rechargeable Smarter range incorporates the 12 most popular vaping flavours, as conducted by consumer research, including ‘Strawberry Ice’ and ‘Cool Mint’.
Gavin Anderson, Sales and Marketing Director at Republic Technologies (UK) Ltd, comments: “The Smarter products are just that, breaking new ground with their use of smart, innovative technology. Featuring a sleek design and packaging which we’re confident will appeal to those consumers looking for the best quality, cost effective vaping experience.
“Users will be able to switch pods with little or no residue and the eco-friendly, rechargeable devices will also reduce wastage.”
The Smarter products are backed by an extensive range of PoS to drive in-store visibility and awareness, including display units, wobblers, tent cards, flyers and posters.
Philip Morris Limited (PML), the UK and Ireland affiliate of Philip Morris International (PMI), has announced a refreshed packaging design for its TEREA range, available from now across grocery, convenience and wholesale channels.
Since launching in the UK, the TEREA range has rapidly evolved to meet the shifting expectations of adult users, with innovation at the core of its development strategy. The updated design will roll out across all 16 TEREA variants in the UK, each crafted to deliver a consistent tobacco experience when used exclusively with IQOS ILUMA.
With a clearer, more cohesive appearance, the new packaging promises to make on-shelf navigation easier and strengthens TEREA’s premium brand recognition. The refreshed design delivers a new look while keeping the same trusted taste that adult IQOS ILUMA users already know and love. Retailers can confidently reassure customers that popular variants, such as TEREA Amber, Silver and Sienna, remain completely unchanged in quality, taste and aroma that offers the same premium experience, now in a fresh, modern pack.
“This refreshed TEREA design is yet another step forward in the brand’s evolution, combining familiarity with improved product navigation,” said Anthony Loinsard, Head of IQOS, UK and Ireland at PML. “Retailers can expect the same trusted quality and performance across the portfolio, but now with the added benefit of packaging that helps adult nicotine users easily find their favourites in-store.”
Adult nicotine users are exploring flavour flexibility and embracing on-demand taste transformations. By tapping into this demand and stocking products like TEREA Pearls, stores can set themselves apart in a competitive marketplace.
Leading global vape brand SKE has launched its first 15K big puff device, SKE BAR 15K, to the UK retail market, with the company fully confident that it will drive record sales through distributor networks amid growing consumer demand for refillable products.
The new 15,000-puff device follows the success of SKE’s 6,000-puff model, SKE CL6000, which has sold over tens of millions of units globally.
Its launch comes amid a surge in sales of big puff devices across the UK, with an estimated 3 million units per week sold by the end of 2024 according to Material Focus, driven by convenience and lower overall cost compared to single-use devices.
The product category is poised for even more growth with the disposable vape ban now in force.
The rechargeable 15k puff device features a 2ml pod and 10ml e-liquid container and comes in 16 of SKE’s best known and best-selling 600-puff vape flavours.
It has the iconic SKE BAR look with a handier touch, sleek design and transparent pods, so consumers can track e-liquid levels; and incorporates technology that ensures consistent flavour quality throughout use – addressing a common complaint about big puff devices.
It also includes a battery that lasts up to 48 hours on a single charge, and a smart display that make users feel more at ease when out and about for the day.
Chris Dong, Regional Sales Director at SKE, says: “The industry has undergone significant change to comply with new regulations, driving a big shift in product development.
“Our 15K device will provide a substantial boost to vape distributors and wholesalers, as big puffs are proving popular among consumers by helping them transition from disposables and conventional cigarettes. “By replicating flavours from our small-puff range, we’ve made the switchover even easier, and our new big puff device delivers a mouth-to-lung inhale that feels similar to cigarettes, creating a smoother quitting journey for smokers.”
It’s also expected the new device will go a long way in helping keep quitting affordable for smokers and vapers during the cost-of-living crisis.
The SKE BAR 15K puff device will retail at £12.99 (RRP), with a 12ml refill costing £7.99. By comparison, the average UK cigarette pack now costs between £13.30 and £16.60. A single 15K puff device is equivalent to roughly 1,000 cigarettes or 50 packs of 20 cigarettes, making it close to 40 times cheaper.
The rechargeable design also reduces environmental impact, with one device lasting between 1.5 and 5 months depending on usage, and even longer for light users.
Juul Labs UK has expanded its flavour portfolio for the JUUL2 system, introducing new Mango, Apple, Watermelon and Lychee pod flavours.
The new portfolio has been rolled out across the UK through major retailers, wholesalers, convenience stores, and on the juul.co.uk website, further supporting adult smokers away from cigarettes.
Two-pack pods will be sold across all channels, with four-packs available at select key accounts (RRP: Starter Kit (which contains Virginia Tobacco & Crisp Menthol) £9.99, Device Kit £6.99, Refill Kit 2-pack £6.99, Refill Kit 4-pack £13.99). Retailers can contact their Juul Labs representatives for point-of-sale materials.
This expanded portfolio is a direct response to consistent research indicating that flavours play a significant role in attracting adult smokers to switch to vaping and in helping them maintain abstinence from smoking (The Importance of Vaping for Smoking Cessation and the Role of Flavours). Juul Labs’ new single-fruit flavours are designed to appeal directly to adult smokers.
Melissa Wisdom, Managing Director of Juul Labs UK, comments: “Our carefully curated, focused portfolio of tobacco, menthol, and new single-fruit flavours has been designed to help adult smokers accelerate their switching journey.”
“Juul’s priority remains providing a high-quality, effective, and responsible alternative for adult smokers. Our updated portfolio is a testament to our dedication to ensure every product in our portfolio serves our core mission.”
With approximately 6 million adult smokers in the UK, vaping is recognised as one of the most effective methods for quitting cigarettes, yet its potential remains largely untapped (NHS and ASH). JUUL2 boasts a highly-competitive success rate for adult smokers switching completely from tobacco after 12 months, and the company aims to encourage more adult smokers to switch with its new product portfolio.
Lisa Anderson, Marketing Director at JTI UK, comments: “In terms of the flavour split, the UK nicotine pouch market is currently 83% mint and 16.2% fruit (Circana). Research shows that nicotine pouch consumers are seeking a greater flavour choice, in particular berry and tropical flavours (Circana). With the pouch market continuing to grow, Nordic Spirit’s latest offering combines stronger and more instant flavours to provide consumers with a superior pouch experience.”
JTI has just announced the launch of its strongest nicotine pouches to date, with Nordic Spirit Frosty Mint Max (17mg), available at an RRP of £6.50 per can.
Max is the fastest growing strength segment within the Independents & Symbols channel (Circana), accounting for 16% of nicotine pouch sales (IRI). In response to this trend, Nordic Spirit has introduced its strongest pouch yet at 17mg, placing it in the max strength segment along with other competitors.
This launch also marks the debut of Nordic Spirit’s new brand expression. A bold pack that communicates strength, every design element is dialled up for Max with darker tones to cut through the clutter.
Responding to the demand for increased flavour choices, JTI expanded its successful Nordic Spirit range with the introduction of three on-trend flavour variants. Available now for independent retailers and symbol groups, the new ‘Raspberry’, ‘Tropical Mix’ and ‘Forest Berries’ flavours feature a quicker and stronger flavour release, alongside increased moisture content. The packaging and pouch size has also been changed to be more convenient for the user.
Available in the independent and symbol channels, the flavours ‘Frosty Berry’ and ‘Frosty Mint’ feature an enhanced pouch texture for a better mouthfeel when used. The recipe also offers a higher menthol content, ensuring the pouches provide an instant and stronger flavour release.
Nordic Spirit is currently the second biggest nicotine pouch brand in all outlets in the UK, with a 31.8% market share (Circana). It is currently worth £4.9million a month and continuing to grow (Circana), demonstrating the massive opportunity to retailers.
Jacqueline Hoctor, IVG Commercial Director, comments: “Adapting to the disposable ban has been challenging, but leading brands always innovate. The disposable market shifted to reusable pod-based systems, creating a demand for entry-level devices and prefilled pods.”
As consumers transitioned to pod-based systems, upgrading devices like the disposable SMART 5500 to the reusable IVG SMART MAX created repeat orders and strengthened product recall.
Manufacturers are developing prefilled pods in various nicotine strengths and flavours, while devices offer more advanced technology.
Best sellers like the IVG PRO 12 come in 30 flavours and 0, 10 and 20mg nicotine ranges, giving wholesalers access to the best in flavour development and nicotine control technology.
Pod-based systems have created sustained purchase cycles for devices, and prefilled pods encourage repeat business within a brand’s ecosystem.
“With further legislation expected, brands with the strongest equity and consumer recognition are best positioned to thrive,” Hoctor adds.
“Likewise, wholesalers who stock trusted brands can meet evolving consumer needs, maintain demand, and navigate upcoming regulatory changes.”
Fruity flavours remain popular with consumers, including favourites like Fizzy Cherry and Blue Raspberry Ice. Offering a mix of new and enduring flavours keeps both new users and long-term fans engaged, encouraging repeat orders and experimentation.
No single pod-based device meets every consumer’s needs. Entry-level users tend to prefer simple, value-focused options, while mid-market and premium consumers seek higher puff counts and advanced features. Adopting a tiered approach allows wholesalers to serve multiple customer segments, supporting stable sales across the category.
Post-disposable trends are driving innovation. IVG offers a wide range of devices and nicotine strengths (soon to be 10mg in SMART MAX), alongside updated new and popular flavours.
“Stock strong, trusted brands across multiple product tiers to serve a variety of retail partners,” Hoctor advises. “Ensure your team understands device and pod compatibility and provide retailers with clear merchandising guidance. Visible POS materials help communicate product benefits and drive repeat orders from stores.”
IVG offers comprehensive support for wholesalers, including wobblers, window stickers, flavour menus, and in-store explainers.
Its sales team can assist with CDUs, merchandising, and staff training, helping wholesalers ensure their retail partners maximise category performance.
“Combine trusted brands, tiered product ranges, and knowledgeable support for retail partners. Ensuring product availability across tiers enables wholesalers to meet the diverse needs of retailers, encourage repeat orders, and enhance brand recall and loyalty,” says Hoctor.
“Collaboration is key. IVG supports wholesalers with tiered product ranges, merchandising guidance, POS materials, and training resources. This helps wholesalers equip retail partners to showcase products effectively, drive repeat usage, and maintain confidence, loyalty, and sustainable growth throughout the supply chain.”
John Patterson, President at IKE Tech, comments: “Youth vaping remains a serious concern. While it’s potentially encouraging that limiting appeal through packaging and regulated flavour descriptions could reduce the number of children vaping, it’s significant that 38% of young people say they would still try vapes despite these measures. This underlines that proposed packaging changes and the current Tobacco and Vapes Bill alone are not enough to solve the problem. The real drivers go far beyond what’s on the box.
“The proposed steps, such as age-gating at the point of sale, banning disposable vapes, and restricting marketing, may satisfy regulatory requirements, but they ignore how easily children can still access vapes through social circles, irresponsible retailers, or with fake IDs. Recent data shows that social drivers now outrank flavour as an appeal for UK children with peer pressure/social influence (59%) and easy access via friends/stores/online (41%) being key drivers. Unless the legislation is updated to reflect the realities of today’s informal and digital access, these analogue measures are unlikely to be effective.
“To make meaningful progress, we must move beyond viewing less appealing packaging and traditional age checks as sufficient and instead focus on preventing access at the point of use. This means embracing technology that verifies a user’s age before a device can be activated, shifting the focus from the point of sale to the point of use.
“However, technology alone cannot solve this problem. Real progress will require coordinated action from industry, regulators, retailers, educators, and public health advocates, along with increased investment in targeted education campaigns. Only by embracing both innovation and collaboration can we hope to truly end youth vaping for good.”
Angelo Yang, associate general manager, UK, ELFBAR, comments: “It’s been five months since the single-use vapes ban, and the first major consumer poll of UK adult vapers and smokers in July showed that 85% of regular users are using reusables – a significant transition, particularly given the short timeframe.”
Equally encouraging is that these devices are being reused as intended. The Independent British Vape Trade Association reported that refill sales were outstripping sales of reusable devices by a factor of three to nine. This aligns with ELFBAR’s research, which found that 84% of UK adults who use ELFBAR or LOST MARY devices on a weekly basis are purchasing refills, with only 8% buying a new kit each time.
“Vaping products remain a key revenue driver for wholesalers. The category is mature and though value is slightly down, volume has increased fuelled by consumers buying refills. Wholesalers can capitalise on this by ensuring they have a comprehensive range of refills parts, such as pods and containers, in different flavours that appeal to broad consumer tastes, allowing retailers to stock the options that will support and drive sales,” adds Yang.
“We expect the uptake of refills to continue growing as reusable devices further embed, awareness increases, and those adult smokers who may have stockpiled single-use vapes in response to the ban deplete their supply and transition accordingly, adding further momentum. Wholesalers and retailers should expand their refill pod ranges to cater to this trend and offer a broader selection of flavours to match consumer preferences.”
Demand also continues to rise for high puff count devices, as consumers seek products that deliver value and longer-lasting performance.
Fast-moving ELFBAR and LOST MARY flavours include Pineapple Ice, Cherry Ice and Blueberry.
ELFBAR’s survey of 6,000 UK vapers and smokers in July 2025 found that flavours remain critical to helping adults quit smoking, with 57% of vapers choosing fruit or sweet options, and 63% saying flavour variety helps them stay off tobacco. Similarly, ASH’s 2025 survey of adult vapers found fruit flavours were by far the most popular (51%).
Increasing demand for high puff count devices is one of the clearest category trends. LOST MARY’s high puff count products are showing sustained growth, particularly the BM6000, which saw a 31% uplift over the last 13 weeks up to 28 September.
ELFBAR’s best-performing products include the ELFBAR 600 and LOST MARY BM600, while the LOST MARY BM6000 leads in the high puff count category.
Demand for LOST MARY NERA, a range of high puff count prefilled pod kits that come with two 2ml pod cartridges and two 10ml refill containers, is growing. The HAWCOS X LOST MARY product range is also seeing increased demand.
Refills in a wide variety of flavours are available for all devices.
The ban on disposables has created a major shift across the Reduced-Risk category.
According to Lumina Intelligence, switching to refillable and rechargeable vapes is now the most common behaviour, with 23% of those who have switched making that move, while 13% have switched to other nicotine products like pouches.
Refillable open-system kits are also emerging as the preferred choice among participants, particularly those continuing with the same products they used before, reflecting strong satisfaction compared to other vape formats.
This proves the category hasn’t shrunk but it is evolving, with more variety in what customers are now choosing.
Laura Cope, Head of Marketing at Aquavape comments: “The key to maximising sales is making it as easy as possible for retailers to buy the right products. That means keeping core best-sellers in stock, across single pod kits, multi-pod systems, big puff devices, and nicotine pouches, all in the most in-demand flavours and strengths.
“Wholesalers should also stay ahead by offering clear guidance on category changes, especially as new legislation like the Vape Tax approaches. Provide format support and NPD updates to help retail customers make quick, confident decisions.”
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