The government recently announced that the legislation allowing the ban on single use devices has been laid in Parliament and that the ban will now take effect from June 1, 2025.
In announcing the new date, the Government said that businesses will have until the new law takes effect to sell any remaining stock they hold and prepare for the ban coming into force.
It said the UK Government and Devolved Governments will also align coming into force dates.
John Dunne, Director General, UK Vaping Industry Association, comments: “The UKVIA recognises that disposable vapes have divided opinion, but their accessibility and convenience, particularly amongst low-income groups who are the most prevalent smokers, should not be forgotten.
“Bans are not the answer as we’ve seen in other parts of the world, such as Australia, as they will only boost the black market which will pose significant risks to young people and the environment.
“What’s needed is greater enforcement of current laws in place which make it a legal requirement for vape traders not to sell to children under the age of 18 and to comply with environmental legislation such as the WEEE regulations.”
However recent Freedom of Information requests sent to Trading Standards nationally, the Environmental Agency and Office for Product Safety and Standards shows extremely low levels of enforcement in terms of the penalties and prosecutions that would make the rogue traders think twice about breaking the law.
This is why UKVIA has campaigned for a vape retailer and distributor scheme.
To qualify for a licence, retailers will need to show they have put measures in place to prevent the sale of vapes to minors.
Distributors will also need to ensure they are meeting environmental obligations, as well as ensuring they only stock and sell compliant goods.
As part of this scheme, UKVIA is also calling for up to £10,000 and £100,000 fines for retailers and distributors respectively who break the law, and together with the money that the licensing scheme will raise – estimated to be £50m, this will be used to fund the level of enforcement that is required.
The UK Vaping Industry Association has recently carried out research which has shown that flavours play an important role in helping smokers quit cigarettes.
UKVIA sent Freedom of Information requests to 45 local authorities and NHS trusts across England asking about the use of flavoured vapes in their stop smoking services.
Of the 31 responses received: 100% provided flavoured products – including fruit, mint/menthol, tobacco and dessert options; more than 44% recorded fruit options as the most popular amongst smokers or most often given out; and 24% recorded fruit options – alongside tobacco and/or mint and menthol – as the shared most popular or most often given out.
It was also found that more than two thirds of the stop smoking services have provided flavoured vaping products – including fruit, menthol and dessert options – obtained through the government’s swap-to-stop scheme.
“With the government reviving the Tobacco and Vapes Bill which seeks to give the Health Secretary unprecedented powers to make sweeping changes to regulations around vape displays, packaging and flavours, it is really important that any new regulations don’t ban flavours,” adds Dunne.
“The UKVIA wants regulators to ban youth-appealing flavour descriptions and imagery – and has been calling for this for many years, but we must continue to allow adult smokers access to the full range of flavours they need to quit smoking and remain cigarette-free.
“Survey after survey shows that fruit flavours are extremely popular among adult vapers so any moves to ban these would be misguided and would send vapers back to smoking which is not in anybody’s interest.” The latest Office for National Statistics (ONS) data shows that smoking rates in the UK fell to a record low in 2023 with 11.9% of the population, or around six million people, smoking cigarettes. Meanwhile, ASH data says vaping is at an all-time high of 11% or around 5.6 million adults.
Wholesalers need to be aware of the new regulations such as the single use vapes ban which takes effect from April, the potential effect of the Tobacco and Vapes Bill and the effects that a new vape duty would have on sales.
“I would urge wholesalers to respond to any government consultations on these matters and write to their local MPs as changes in vape regulation, if implemented badly, could turn vapers back to smoking or to source vapes through the black market. Increasing black market sales would clearly hit the retail market which is why it is vital for wholesalers to keep up to date with developments and changes in the law,” says Dunne.
“Joining a trade body such as the UKVIA is also important, especially in times of unprecedented regulatory change that we are currently experiencing. The wholesale and retail sector has a lot to lose by disproportionate regulation and needs to make its voice heard to effectively oppose any measures which would hit sales, lead to redundancies or store closures and send vapers back to smoking.”
Prianka Jhingan, Head of Marketing at Scandinavian Tobacco Group UK, comments: “There’s no doubt UK nicotine pouch sales are really taking off now, with our latest data showing the category is worth just over £110m (IRI) in annual retail sales and this figure doesn’t include sales taking place online. This reflects year on year growth of 88% (IRI) in volume terms, offering clear evidence to its growing popularity and consumer demand. And of course, with the upcoming disposable vape ban coming in June next year, this is likely to mean many consumers will be looking for alternative next gen products, so nicotine pouches like our own XQS are likely to see a further surge in sales as they offer consumers a very credible and attractive alternative due to their exciting flavours, discreet nature and ease of use. It’s also worth reminding wholesalers and retailers that nicotine pouches offer attractive profit margins in general, but I’m pleased to confirm that XQS in particular offers one of the highest margins of all pouch brands, which is yet another reason to ensure you are well-stocked.”
Nicotine pouch users are motivated by flavour more than anything, which is one of the reasons STG feels so confident in the future for the XQS brand. The predominant flavour is mint but fruity flavours are also proving popular with consumers.
“It’s still early days, but after just four months from launching XQS it had already become the sixth biggest selling pouch brand with a market share of 1.1%, and the anecdotal evidence we’re getting from retailers and consumers is so positive,” adds Jhingan. “We really believe in this brand and think it genuinely brings something different to the market, and that’s for two specific reasons. Firstly, and most importantly, XQS is all about high quality and long-lasting flavour which we feel confident is better than the other brands out there. We know once consumers try it, they love it! Secondly, it would be the uniquely smaller sized pouches which ensure a perfect and delicate fit under the lip.”
With nicotine pouches, it’s sensible to stock a mixture of both established brands and new pouch brands as they bring excitement and interest to the category.
This summer STG undertook a major consumer activation plan to get XQS into the hands of thousands of consumers in a variety of different ways. The activation programme saw a huge sampling campaign in high footfall areas across London, as well as smaller sampling campaigns in other cities like Birmingham, Manchester, Bristol and Leeds. This was supplemented by festival sampling, targeted office drops and a sizeable social media campaign across a variety of channels including Instagram, TikTok and more.
“During September, we visited a number of wholesalers including Bestway, Parfetts and Dhamecha in locations across the UK to promote our XQS pouches to all the visiting retailers, telling them why it’s such a hot option to stock right now, and giving them a chance to enter a competition to win £500 worth of vouchers,” says Jhingan. “All retailers had to do to take part was buy an outer of XQS (with a £10 discount) and give us their details. We were pleased to announce that the winning retailer was Asif Muhammad who owns four stores in Central London and sells XQS successfully in all four.”
BAT UK comments: “The latest addition to the VUSE GO RELOAD 1000 family, our stylish new pen format which joins the existing box format, completing a range that we believe will offer more variety in the market. Your customers get all the benefits of a disposable vape, without having to compromise on the flavour experience. VUSE GO RELOAD 1000 range offers a variety of extra intense flavours, whilst having additional features. It has two stylish designs with four colour options, all in a rechargeable closed system device providing your customers with real choice. Customers will be able to swap their flavours with our easy-swap pods, allowing them to keep their prefilled pod kit device, recharge and reuse it. This all adds up to a premium vaping experience and better value for your customers.”
The new VUSE GO RELOAD 1000 family marks the next step in BAT’s vaping journey. It features all the intense flavours you expect from disposable vapes, but in a prefilled pod kit and easy-swap pods. BAT has taken some of the most popular flavours among disposable users and given them an upgrade. Customers can choose from a range of different flavours like Blueberry Ice, Blue Raspberry, Watermelon Ice, Strawberry Ice, Mint Ice, Berry Blend and brand-new flavour Blackcurrant Ice. This is READY TO VAPE on a whole new level: better value and choice for your customers and increased ROI for you.
VELO is the UK’s No.1 nicotine pouch (Nielsen IQ), and the brand is proud of its continued innovation to cater for the evolving preferences of adult nicotine consumers, including offering a growing range of flavours and variety of higher and lower nicotine strengths.
VELO is competitively priced currently at £6.50 rrp. The potential for an excellent return on investment for retailers includes some great offers available if they speak to their local BAT representative, or via Vapermarket.co.uk.
The current top-seller in the nicotine pouch category is the VELO Freeze 11mg (Nielsen IQ). Velo has a vast range available but one of the latest VELO developments includes the Icy Fruits range, coming in 6mg and 10mg nicotine strengths, four vibrant flavours and in two formats, slim and mini. Created to appeal to adult nicotine consumers who are shifting away from modern disposables. Simply, VELO is a must stock product for every nicotine pouch range.
Andrew Malm, UK Market Manager at Imperial Brands, comments: “While the ban on disposable vapes will come into effect, it is not due to do so until June 2025. Therefore, to some degree it’s still business as usual, so we recommend that wholesalers continue to stock a wide range of leading disposables, such as the blu bar 1000, in the short-term.”
The fully compliant device has a removable battery to aid in safe disposal, as well as a translucent mouthpiece to show the remaining e-liquid in the device. It offers up to 1,000 puffs per device and is available in popular flavours including Blueberry Ice, Strawberry Ice, Watermelon Ice, Banana Ice, Mint, Grape, Tropical Mix, and Blueberry Cherry.
“Also gaining traction and expected to grow in terms of market share as we approach 1st June 2025 are pod-based systems, particularly those that offer the same flavour range and experience of disposables. We would therefore recommend that wholesalers add pod-based systems to their in-store range if they haven’t done so already,” adds Malm.
“A prime example is our brand-new blu bar kit, a rechargeable vaping device which uses replaceable pods to deliver a market-leading 1,000 puffs of intense flavour per pod.”
When it comes to flavours, fruity flavour profiles are the most popular among adult vapers. The new blu bar kit comes with four flavour options, including new, intense Cherry as well as intense Pineapple, and features blu Flavour Tech mesh coil technology to deliver a great taste experience.
Imperial has products to meet the needs of vapers who continue to use disposables ahead of the ban, and those who prefer pod-based systems, so wholesalers can stock both to meet the needs of retailers and their customers.
“The cost-of-living crisis has also meant there is a stronger need for value products,” says Malm. “With this trend continuing to dominate, wholesalers need to make sure they can cater for this demand by stocking the right product offering. To capitalise on the sales opportunities these value segments offer, wholesalers must ensure they stock the correct products while also familiarising themselves with the key product types, so they can help retailers fully understand the entire tobacco and nicotine category and the different product solutions available to them.”
Providing consumers with the same flavour experience and convenience that has driven the demand for disposables, the blu bar kit is a sleek, slimline, and lightweight device offering the ease of use and portability of a disposable device, while the rechargeable 550mAh battery and USB-C charging port enables repeated use. Other features include e-liquid level visibility, so users can easily see when their pods need replacing, and a security lock to ensure the device is fully protected when not in use. The blu bar kit has launched with four fruity flavours including new, intense Cherry and Pineapple, using blu Flavour Tech mesh coil technology to deliver bursts of intense flavour.
The blu bar 1000 is another of Imperial’s bestselling products, catering to demand for disposables. Therefore, given that the vaping category is continually evolving, wholesalers should prioritise stocking brands that cater to fast-moving trends to remain current and maximise sales.
Ebrahim Kathrada, Aquavape Managing Director, comments: “Nicotine pouches are making a notable impact on the Reduced-Risk Products sector, with demand surging by 90% between February 2023 and February 2024. These smokeless, discreet products are rapidly becoming a significant player, particularly as smoking rates continue to decline. For smokers looking to quit, especially those seeking tobacco-free alternatives, nicotine pouches provide an effective solution. This shift is expanding the sector, attracting a broader consumer base, including those who may not have previously considered vaping or traditional nicotine replacement therapies.”
The nicotine pouch market has also evolved to target consumers in environments where smoking and vaping are prohibited, such as offices and hospitality venues. According to ASH data, younger adults (aged 18-34) are more likely to experiment with nicotine pouches, although 52% of the over-35 demographic remains unaware of these products. This presents an opportunity for further market growth as awareness increases across different age groups.
Big puff devices are available in two formats: bottle-based, which use a 2ml tank with a 10ml refill, and pod-based systems, which hold two or more pods simultaneously.
Big puff bottle devices—those with 10ml attached bottles—are unlikely to remain legal under the new regulations, unless manufacturers introduce a replaceable pod to these devices, a solution that is already coming into the market.
However, pod-based systems that are refillable (by swapping out the pod) and rechargeable will still be allowed. This shift in the market is already influencing consumer preferences, with many users transitioning to longer-lasting alternatives.
An important note for retailers is that the ban on disposable devices could drive growth in the illicit vape market. The Association of Convenience Stores (ACS) warns that 24% of vape users would continue using disposables even after the ban, potentially fuelling a £645 million boost to the illegal market. To counter this, retailers will need to ensure they stock legal alternatives, such as pod systems, to provide compliant and affordable options for consumers.
“Retailers should start preparing for the ban by expanding their range of legal big puff devices and pod systems,” adds Kathrada. “Additionally, we offer free resources such as our Retail Vape Guide and Consumer Vape Guide, available on our website, to help retailers and consumers navigate the upcoming changes.”
Fruit flavours continue to dominate the vaping market, with bold options like Pineapple Ice and Blueberry Sour Raspberry leading the way. These vibrant fruit profiles have experienced rapid growth, particularly in high-puff devices, where fruity and menthol-infused flavours remain the top choice among consumers.
Brands such as Lost Mary and Elf Bar are setting trends in specific flavour categories: Lost Mary excels with its fruit and tobacco flavours, Elf Bar is known for its beverage-inspired options, and SKE Crystal Plus stands out with its confectionary and menthol ranges. As the vape market continues to evolve, Aquavape expects demand for bolder combinations and unique flavour profiles to grow significantly in 2025.
Retailers should be aware of two key trends currently reshaping the market: the rise of Legal Big Puff devices and the growing popularity of vaping alternatives, such as nicotine pouches and nicotine strips.
Legal big puff devices are expected to attract existing disposable vape users and serve as a primary alternative following the anticipated ban on disposables. Since their introduction in late 2023, sales of these devices have surged, growing from 4.1% in December 2023 to 22% by July 2024.
Meanwhile, nicotine pouches and nicotine strips are emerging as the latest innovations in the reduced-risk product sector. These products are gaining traction due to their convenience, particularly in environments where vaping is prohibited. As these alternatives become more widely accepted, they are poised to play an increasingly important role in the market.
Angelo Yang, Associate General Manager, UK, ELFBAR, comments: “Fruit continues to be the most popular flavour with adult smokers and ex-smokers, as evidenced by the Action on Smoking and Health (ASH) 2024 adult vaping survey and member-commissioned research by the Independent British Vaping Trade Association (IBVTA). In terms of sales, some of the most popular flavours include Pineapple Ice, Strawberry Ice, Watermelon, and Blueberry.”
As the single-use ban approaches, reusable vaping products will become increasingly important to retailer product portfolios. Here we find prefilled pod systems, designed to capture the convenience, ease of use and flavour experience of single use vapes, are gradually rising in popularity as a practical alternative.
And while single-use vapes are expected to remain the top-selling product category until the ban, data from Circana further indicates the shift in demand toward alternative product formats, with single-use vape sales slowly decreasing in favour of high puff count products.
To address the growing demand from adult smokers and ex-smokers for high puff count devices, ELFBAR introduced the AF5000, and its sister brand, LOST MARY, released the BM6000. Both are performing well in sales.
LOST MARY also recently launched the 4-in-1 device, which delivers up to 3,200 puffs and can hold four replaceable 2ml prefilled pods. And ELFBAR has unveiled its 4-in-1 prefilled pod kit. Flavours are integral in encouraging adult smokers to adopt vaping, as noted by the Royal College of Physicians, who advise that a range of flavours should be available to facilitate quit-smoking attempts. Both products allow adults to switch between four flavours in one device, offering variety to support adults in their transition.
All these devices are rechargeable and use replaceable prefilled pods, providing a clear alternative to single use vapes. Available in a wide range of flavours, the new products build on the ELFBAR ELFA PRO and LOST MARY TAPPO prefilled pod kits, which were designed to deliver a similar experience to single use vapes but in a reusable format.
ELFBAR’s latest innovation, the 4-in-1 pod system, builds on the brand’s range of prefilled pod kits. In Normal Mode, it delivers up to 2,400 puffs, while Economy Mode allows up to 3,200 puffs for an extended vaping experience at a lower power setting. One click of a button switches between the two, and the device displays when Economy Mode is active.
LOST MARY has also expanded its lineup of high puff count products and recently launched its 4-in-1 prefilled pod kit. Both products are reusable and hold four 2ml prefilled pods, offering the choice of four ELFBAR or LOST MARY flavours in one device.
LOST MARY also recently introduced the BM6000, its first high puff count device, designed to deliver up to 6,000 puffs. The BM6000 features a battery display and window to monitor how much e-liquid remains. Available in 16 flavours, with more to be added soon, the range caters to the growing commercial demand from adult smokers and ex-smokers seeking high puff count vaping options as an alternative to smoking.
The larger e-liquid capacity in both the 4-in-1 and BM6000 reduces the need for frequent refills, providing extended convenience and greater cost efficiency.
Additionally, ELFBAR has released the first product in its ELFX series, developed as an accessible entry point to open pod systems, and is set to launch the ELFX PRO soon, expanding the options within the series. The ELFX range can be manually refilled with nic salts, including ELFLIQ, the same e-liquids found in ELFBAR single-use devices – giving access to the range of flavours the brand is recognised for. And the devices allow adults to adjust settings for a more customisable vaping experience.
Anis Safri – Sales Director, IVG Bar, comments: “The rise of nicotine pouches is set to significantly impact the reduced-risk products (RRP) sector. As a smokeless, discreet alternative, they appeal to smokers seeking harm reduction and nicotine consumers who want to avoid tobacco. By eliminating combustion, pouches offer a lower-risk option, aligning with the growing demand for healthier choices. Their popularity is likely to drive innovation and competition in the RRP market, accelerating the shift toward safer nicotine delivery products and contributing to the sector’s continued growth.”
Currently, fruit-based flavours like blueberry, mango, and tropical blends are highly popular, alongside dessert-inspired flavours like custard and creamy vanilla. Menthol and ice variations also remain favourites, especially for those transitioning from menthol cigarettes.
Key trends include the rise in disposable vape products, Pod Systems and Nicotine Pouches a growing preference for nicotine salts over traditional e-liquids, and the expansion of flavour diversity. Additionally, there’s an increasing focus on sustainability, with eco-friendly packaging and recyclable components becoming more popular.
IVG Bar’s best-sellers include the IVG 2400, Smart 5500 our disposable vape range, and IVG Air series (4 in 1 & 2 in 1) in Pod System. Additionally, in Nic salts its flavours such as Ribery Lemonade, Strawberry Watermelon, and Frozen Cherry consistently top the charts.
The brand has recently launched new IVG nicotine Pouches in 2 different strengths and six different flavours, it has plans to expand its flavour offerings in Disposable Vapes in line with current consumer preferences and develop more eco-friendly Pod System products that cater to sustainability trends.
IVG is one of the leading brands in the vaping category, known for its premium quality and diverse flavour profiles. Its product IVG 2400 has been consistently ranking among the top choices for Vape consumers in 2024, and it has a strong presence both in traditional retail and online platforms.
Flavour diversification is crucial, as consumer preferences evolve quickly. Additionally, ensuring a wide range of nicotine strengths and formats (e.g., disposables, refills, pods) will help cater to different types of vapers. Keeping up with regulatory changes and educating consumers on product safety and benefits are key to sustained success.
“To maximise sales, wholesalers can implement several strategies,” adds Safri. “Firstly, they should focus on effective merchandising by ensuring a prominent display of popular products and promotions to attract customers’ attention. Secondly, providing staff with comprehensive product knowledge enables them to assist customers effectively, thereby enhancing the shopping experience. Running in-store promotions such as discounts and loyalty programmes strengthens customer relationships. Additionally, utilising various marketing channels, both online and offline, helps reach a larger variety of vapers and smokers.”
John Rennie, Director of Commercial Operations at Philip Morris Limited (PML) in the UK and Ireland, comments: “The UK is at a pivotal moment in its journey towards a smoke-free future; a downward trend in demand for combustible tobacco indicates a steady, but continuing decline in smoking itself.
“Over several years, cigarette sales have fallen in the convenience trade and in the grocery multiples, demonstrating that more smokers are abandoning cigarettes, which is always the best choice, or switching to smoke-free alternatives. This is a fundamental shift that all retailers should acknowledge and respond to.”
The Philip Morris portfolio includes IQOS ILUMA, the UK’s top heat-not-burn device (PML and Nielsen), ZYN, the leading nicotine pouch brand (PMI), and VEEV ONE, a premier closed-pod vape system. PML encourages retailers to stock a broad range of these products to cater to diverse preferences, ensuring they remain competitive as the nicotine market evolves.
At Philip Morris International (PMI), the parent company of brands such as Marlboro and IQOS – the world’s number one heated tobacco product (PMI) – the shift towards tobacco alternatives has been reflected by a significant milestone. During PMI’s end-of-year 2023 financial results, the CEO revealed that IQOS had surpassed Marlboro in global net revenues, becoming the Company’s number one international nicotine brand (PMI). This success was replicated in the first quarter of 2024, where Philip Morris’ smoke-free business accounted for 39% of international net revenues, with IQOS maintaining pole position in eleven markets (PMI).
While it took Marlboro 115 years to establish its dominance as the world’s best-selling cigarette, IQOS has surpassed the world’s most valuable cigarette brand in less than a decade since its launch (PMI). In the UK, as with many other markets, the growth of heated tobacco has been a sharp contrast to the decline in cigarette sales similarly to Europe where heated tobacco unit sales have increased by 9.4% during the first three months of 2024, reflecting continuous growth momentum for IQOS across the continent (PMI).
Nationally, the percentage of convenience retailers now selling TEREA and HEETS tobacco sticks has risen by 42% in two years (Nielsen), while cigarette sales declined by 34% during the same period (Nielsen). This trend is also reflected in grocery multiples, where sales of IQOS kits grew by 269% between September 2021 and December 2023 (Nielsen), while cigarette sales declined by 27% (Nielsen). ‘
Comments are closed.