Carry on vaping

Perhaps the first item of business is the disposable vapes ban, scheduled to come into force on 1 June next year, and almost universally regarded by those within the industry as counter-productive, perhaps even encouraging ex-smokers to take up the weed again.

But such is the power over politicians of “being seen to act” that they can easily ignore negative, second-order consequences such as that, or encouraging an explosion in the illegal trade (with all the organised crime and lost tax revenue it implies).

Don’t be indisposed

But while many vapers will now be looking around to choose a pod system, a heat-not-burn device, or a nic pouch to replace the “fire-and-forget" devices, there is still a six-month period until the ban arrives. Until then, it is fair weather sales for disposables, so retailers should make the most of it.

“That’s why we recommend that retailers continue to stock a wide range of leading disposables in the short-term,” says Andrew Malm, UK Market Manager at Imperial Brands, whose blu bar 1000 is the latest disposable, fully compliant device, boasting a removable battery to aid in safe disposal, and with a translucent mouthpiece to reveal the remaining liquid. The blu bar 1000 offers up to 1,000 puffs (hence the name) and is available in popular flavours including Blueberry Ice, Strawberry Ice, Watermelon Ice, Banana Ice, Mint, Grape, Tropical Mix and Blueberry Cherry.

There are very many disposable brands available, the single-use format having taken over vast areas of the market. In 2022 Philip Morris Ltd (PML) launched its own disposable vape, VEEBA – a “premium, responsible, and sustainable” device, available in nine flavours, with liquid made from pharma-grade nicotine and food-grade flavourings that passed rigorous scientific and quality assessments to ensure they deliver a consistent taste every time.

VEEBA’s liquids guarantee a nicotine level of 20 mg/ml, with each production batch receiving a Certificate of Analysis (COA) and subject to regular – and randomised – checks to ensure devices have the correct liquid composition and nicotine content. PMI’s commitment to quality extended from the liquid used to the product build, with VEEBA’s compact and ergonomic aluminium design able to be used and then recycled.

Photo: iStock

This was typical of the great care producers lavished on their high-quality disposables. From the start, vape producers placed a laser-focus on ensuring the standards of their e-cigs, and acted with consummate responsibility in only supplying to adult smokers and ex-smokers.

VEEBA, for example, was not commercialised with flavour descriptors that could have appealed to youth, such as images or descriptions of candies or desserts, or brightly coloured or flashy devices on the packaging. Instead, subtle colours and functional flavour descriptors worked together with PML’s youth-access prevention programme, to focus on providing access only to existing adult nicotine users and smokers.

Unfortunately, that didn’t stop other consumers littering with the discarded disposable devices, or using the enormous number of illicit vapes suddenly appearing to take advantage of the exploding demand. Neither did it dissuade some unscrupulous sellers from placing the one-time vapes – popular and practical because of their lower cost, no doubt – into the hands of minors.

“It’s clear that the disposable segment within the e-vapour category is growing exponentially for adult tobacco and nicotine users in the UK," External Affairs Director at PML, Duncan Cunningham, said at the time. “PML is responding to the immediate need for a smoke-free offer to be commercialised responsibly, and that is sustainable, trust-worthy, and reliable. By doing so, we aim to increase adult smokers’ and nicotine users’ access to responsible, disposable e-vapour devices that actively contribute to reducing the harm from smoking – while limiting the appeal and use among unintended audiences, particularly youth.”

In the end, it wasn’t enough, and the ban will arrive on time.

On to the pod

For those who recall the pod-mod revolution of a few years back, it was somewhat ironic that single-use e-cigs (which were the original vapes way back when), experienced a resurgence after pods had started to become so dominant.

Why did this happen, and thus unfortunately attract the attention of anti-vape campaigners and government? Paradoxically, the disposable e-cig made its reappearance so widely because the vape sector itself was growing so strongly: as the user-base expanded, disposables disproportionately attracted new vapers.

“The vape market has been growing over the past few years and the category value of vaping in the UK is forecast to almost triple from £930 million to almost £3 billion in 2025," says Malm, exposing just how energetic the vape market is, and its extraordinary mass appeal in sweeping up ex-smokers.

Those ex-smokers were naturally looking for something that most closely resembled a tobacco cigarette – smoke and discard – and were getting into the vape scene to quit tobacco and improve their health. Disposables were the perfect introduction for them. (Let’s hope the ban will not send them back to their smokes again ...)

And to ensure that doesn’t happen, it will soon be time to turn again to the promise of the pod!

"To give consumers choice as they seek out compliant devices, even ahead of the expected ban, retailers should also stock pod systems,” says Malm. “Our new blu bar kit, for instance, is becoming a popular option. The rechargeable vaping device uses replaceable pods to deliver a market-leading 1,000 puffs [average] of intense flavour per pod.”

It is a sleek and lightweight device that offers the easy use and portability of a disposable device, while the rechargeable 550mAh battery and USB-C charging port enables repeated use. It has launched with four flavours including new, intense Cherry as well as intense Pineapple and features blu Flavour Tech mesh coil technology to deliver strong bursts of flavour, Malm explains. “E-liquid level visibility means users can easily see when their pods need replacing, and with pod safety a priority, a security lock ensures the device is fully protected when not in use.”

The blu bar kit is available with an RRP of £5.99, which includes the rechargeable device and one pod, in either Cherry or Pineapple. Also available, with an RRP of £5.99 are blu bar pod packs, which include two pods per pack in Cherry, Pineapple, Blueberry Sour Razz, or Watermelon Ice.

ELFBAR, who were huge in the disposable vapes field (the ELFBAR 600 disposable was the perfect all-day vape, and the range expanded with the super-slim Cigalike and the ELFBAR T600), have pivoted brilliantly and announced two NPD to beat the ban.

The ELFBAR 4-in-1 Prefilled Kit is an innovative “big-puff” pod device, featuring a 1500mAh rechargeable battery that delivers between 2400 and 3200 puffs. With its "4 pods in 1" design, it is simple to twist to switch between flavours. Each 2ml pod features a QUAQ mesh coil, providing enhanced flavour and consistent vapour.

It is available in 27 flavours and delivers 20mg/ml Nic Salt, includes four prefilled pods, and is equipped with a robust 1000mAh battery (a maximum power output of 30W), providing power for extended vaping sessions. Refilling is easy with a top-fill design. It comes with a dual mesh pod, offering versatility for both MTL (Mouth To Lung) and RDL (Restricted Direct Lung) vaping styles “whether you prefer a tight or an airy draw".

ELFBAR launches its first 4-in-1 pod kit

The market is now re-gearing itself ahead of June 2025. ICCPP Group, the parent company of Voopoo, has introduced ArgusBar Prime, a pod system with fast charging and a detachable battery, available in 20 flavours.

Vaping company Lost Mary has launched its 4-in-1 pod kit, the brand’s first. Again, delivering up to 3,200 puffs, the reusable and rechargeable pod kit holds four 2ml prefilled pods, offering the choice of four flavours.

Lost Mary believes that flavours remain integral in encouraging adult smokers to quit cigarettes and adopt vaping, as noted by the Royal College of Physicians. To that end, the Lost Mary 4-in-1 supports the demand and important role flavours play while strengthening the brand’s market leadership with reusable products, the first of which was introduced in late 2023 – long before the single-use ban was proposed, they say. It come in 16 flavours including favourites such as Pineapple Ice, Strawberry Ice, and Blueberry Sour Raspberry.

In July Vapes Bar announced the upcoming nationwide launch of its new Angel 2400 (puffs) device, which also combines four 2ml tanks into one rechargeable device offering the flexibility of four flavours and “significant” cost savings for consumers, while reducing waste.

PML also adapted by launching the pod system vape Veev One (echoing the VEEBA sound of its established disposable), featuring advanced heating technology and premium e-liquids made from high-quality nicotine and food-grade flavourings to ensure consistency of taste.

Since its launch less than a year ago in Europe, Veev One has emerged as the leading closed pod vape system in both Italy and Czechia.

“We’re excited to introduce Veev One to the UK market at such a transformative time for the e-cigarette industry,” John Rennie, commercial director at PML, said in August. “The closed systems market has grown 35 per cent since January, with millions of adult smokers and nicotine users seeking new alternatives.

“As the UK market evolves, Veev One stands out as a premium, responsible, and recyclable, e-cigarette, with proven success across Europe.”

Veev One launches in the UK with a recycling programme, rewarding consumers for returning pods and devices for recycling and responsible disposal free of charge. Participants receive a £5 reward toward their next purchase from the IQOS online store.

Veev One comes in 12 flavours spanning three taste categories—Aromatic, Cooling & Crisp, and Warm.

Nic pouch paradise

For several years now pouches, in which nicotine-impregnated material is held in the mouth to release its effects, have been making extraordinary progress in the market. Retailers love them because they are easily displayed, take up little room around the counter and offer great margins. Consumers adore them because they can be used in all the places that cigarettes and vapes cannot, meaning complete freedom to indulge because nobody can tell you are doing it.

All the big players have their brands and placements – PML has Zyn, BAT has VELO, JTII has Nordic Spirit, and now STG has its XQS.

Asian Trader talked to Prianka Jhingan, Head of Marketing at Scandinavian Tobacco Group UK, to find out how this newest entrant is finding the world of nic pouches.

“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 in annual retail sales and this figure doesn’t include sales taking place online,” she says, adding that it reflects year on year growth of 88 per cent 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 retailers that nicotine pouches offer attractive profit margins in general, but I’m pleased to confirm that XQS offers one of the highest margins of all pouch brands, which is yet another reason to ensure you are well-stocked.”

Jhingan says that it is still early days for the brand but notes that after just four months post-launch, XQS had already become the sixth biggest-selling pouch brand, and for two reasons. First is STG’s customary commitment to quality – and with pouches that means flavour that lasts.

“Secondly,” she says, “it would be the uniquely smaller-sized pouches which ensure a perfect and delicate fit under the lip.” This was probably a first in the category and suggests further innovations that could enable brands to differentiate themselves.

Jhingan says that STG recently visited a number of wholesalers including Bestway, Parfetts and Dhamecha in locations across the UK to promote its 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.

“I think in general it’s sensible to stock a mixture of both established brands and new pouch brands as they bring excitement and interest to the category. It’s also worth noting that nicotine pouches tend to be consumed by a mix of customers. Almost certainly the largest group will be transitioning smokers who are moving away from tobacco and into the next gen nicotine category. But there are also other groups who are enjoying nicotine pouches too, whether they be young urban professionals, trend setters or more socially conscious young adults.”

Heating up

Believe it or not, Philip Morris has just celebrated the tenth anniversary of its IQOS heat-not-burn (HNB) device, now called IQOS Iluma. The progress of HNB in the market has not been as parabolic as pods or e-cigs, although the sales have consistently grown with the increasing availability of the products, which typically were first trialled at limited outlets and in certain areas only – it was a wholly new tech after all, and perhaps more expensive than others on sale to vapers, so careful groundwork had to be laid down before wider release.

Now though, HNB is mainstream, with sales to match, and has proven particularly popular with ex-smokers who truly adore tobacco, because (treated) tobacco is still used, although it is not actually ignited, eliminating the vast majority of harmful chemicals that would otherwise be released in normal cigarette smoke.

The launch of IQOS proved to be a breakthrough moment toward achieving the PMI’s commitment (PML in the UK) to a future without cigarettes.

“With the debut of IQOS, we launched PMI’s vision of a smoke-free company, creating an opportunity to solve the problem of smoking,” PMI chief executive Jacek Olczak said.

In Japan – the first market where IQOS was launched in 2014 – newly released public health data by the National Health and Nutritional Survey (NHNS), an annual survey conducted since 1948 by the Japanese Ministry of Health, Labour and Welfare, revealed a 46 per cent decrease in cigarette-smoking prevalence since 2014, dropping from 19.6 per cent of all adults to 10.6 per cent in 2022 – almost halving.

This decline correlates with the introduction of heated tobacco products and their subsequent widespread adoption by millions of adults who smoke in Japan. IQOS now generates over £8bn of PMI’s annual net revenues and the product is available in over 70 markets worldwide, with 30.8 million estimated users.

JTI's Ploom device, meanwhile, was re-designated as Ploom X Advanced last year when it added two key improved features, namely an optimised HeatFlow system, with higher vapour volume during initial puffs offering an enhanced user experience, and faster charging, taking less than 90 minutes to achieve full charge.

Alongside launching Ploom X Advanced, the EVO tobacco sticks range added a new Gold variant, alongside improved blends for the existing Bronze and Amber flavours.

Ploom X Advanced won a Product of The Year Awards 2024 in January, and with 86 per cent of shoppers more likely to buy a product that has won, retailers who stock Product of the Year winners can really increase their sales.

"In response to consumer feedback, we made some positive changes when we launched Ploom X Advanced, and the brand has gone from strength to strength with device sales doubling and EVO tobacco stick sales tripling year on year," said Mark McGuinness, Marketing Director at JTI UK.

"With the Heated Tobacco category continuing to grow at a rapid rate, this award shows not only the success of our product, but the clear consumer interest in the category and Ploom.”

With the category currently worth £105 million in traditional retail and growing 20.5 per cent YOY, Heated Tobacco now offers a huge opportunity for retailers.

Meeting the ban

Finally, as the expected ban is on the horizon, it is also worth retailers checking up – or refreshing their memories – on CitizenCard’s No ID No Sale Guidelines, Malm cautions. The guidelines also list out staff training advice – an element that is critical in making sure teams are correctly handling age-restricted products and are recording any denied sales via the Refusals Register.

“As well as this, the free retail packs offered contain POS merchandise such as Statutory Tobacco Notices and Age-Related posters along with ‘Scan Me’ and ‘No ID No Sale!’ badges and shelf wobblers,” he adds. “We also strongly advise retailers to check their supply sources rigorously and to continue to be wary of potential suppliers offering products which may be illicit.”

The banning of disposables means of course that the ex-users will be looking for other vaping, pouching or HNB products to replace their e-cigs. That gives retailers an opportunity to merchandise the approved products, and STG’s Prianka Jhingan suggests retailers should be inventive and bold.

“The display of next-gen products is really important, which is why to really maximise sales of XQS, we believe it is best suited in multiple locations due to it being a new product in the category that consumers may not be aware of," she advises. “We currently offer three different display solutions to accommodate different store space availability and to ensure maximum visibility to those entering the store.”

"We’d recommend having a strong visual display of next-gen products, positioned away from the main gantry where possible, with clear information on pricing to enable customers to browse at their leisure without the need to handle and inspect products,” says Imperial Brands’ Andrew Malm. “If you only have limited space, a small countertop unit can help achieve this, especially if it is organised and fully stocked. Positioning the unit in a well-lit part of the counter will also help increase the visibility of the products.”

He notes the importance of the growing trend of retailers proactively engaging with customers to understand their purchasing preferences.

“This valuable customer intelligence will help retailers to offer product ranges at a store level," he says. “Different consumers in different areas will want different things – having these conversations will allow retailers to know which specific products are best for them.

Malm concludes that retailers should also regularly review their range to ensure it meets customers' needs: “Smart retailers are also taking proactive measures to monitor stock levels to ensure that popular products are consistently available. This not only keeps customers satisfied and loyal but also reduces the risk of them seeking alternatives.

All in all, despite the ban, it’s clear that if you look after your vapes, they will look after you.