Shareholders in food and drink giants such as PepsiCo, Coca-Cola and Mondelez are among a group of investors calling on the sector to be more transparent about the healthiness of its sales as a first step towards taking accountability for its significant impact on public health, in a move coordinated by responsible investment NGO ShareAction, the NGO stated.
The investors include Legal & General Investment Management, Pictet Asset Management, Nest, and CCLA, who collectively manage £2.34trn in assets. In a letter delivered today (21) to the chief executives of PepsiCo, Coca-Cola, Mondelēz, Kraft Heinz, Kellanova, and General Mills, investors have called on the companies to follow the likes of Unilever and Danone in adopting internationally-accepted nutrition standards for publicly reporting the healthiness of their sales.
The investors have raised concerns that an over-reliance on sales of less healthy products leads to poor diets and sicker societies, which they claim harms economic productivity and threatens long-term business success and financial returns. The investors added that a lack of transparency hinders their ability to fully assess risks and opportunities.
“We believe that health is a systemic risk that affects the whole economy,” said Tom Sanders, Senior ESG Analyst at Nest. “The increased consumption of unhealthy products harms public health and could reduce worker productivity, creating externalities that can impact our long-term investment returns as a globally diversified investor. Food and drink companies must take responsibility in helping manage these risks by being more transparent, using internationally recognised nutrition standards as an important first step.”
The move comes amid an increasing focus by governments and consumers on the food and drink sector’s reliance on sales of foods that are high in fat, salt and sugar. Around one in eight people globally are living with obesity, including millions of children, which is projected to cost the global economy more than £3.34trn a year by 2035.
Thomas Abrams, Co-Head of Health at ShareAction, said: “It’s really encouraging to see the momentum building among the investment community to hold the food and drink sector to account for its impact on public health. By adopting a responsible investment approach to public health investors can not only manage financial risks but also help more people to enjoy healthier lives for longer.”
ShareAction and the investors are asking the food and drink companies to commit to adopting one or more of the internationally accepted Nutrient Profiling Models used to define healthy food, rather than their own in-house versions.
The UK retail sector is bracing for a challenging but opportunity-filled 2025, according to Jacqui Baker, head of retail at RSM UK. While the industry grapples with rising costs and heightened crime, advancements in artificial intelligence and a revival of the high street offer potential pathways to growth, she said.
The latest Budget delivered a tough blow to the retail sector, exacerbating existing financial pressures. Retailers, who already shoulder a significant portion of business rates and rely heavily on a large workforce, face increased costs from rising employers’ National Insurance Contributions.
“Higher costs will also eat into available funds for future pay rises, benefits or pension contributions – hitting retailers’ cashflow in the short term and employees’ remuneration in the longer term,” Baker said.
“Retailers must get creative to manage their margins and attract footfall and spend, plus think outside the box to incentivise employees if they’re to hold onto talented staff.”
On the brighter side, falling inflation and lower interest rates could ease operational costs and restore consumer confidence, potentially driving retail spending upward.
High street resurgence
Consumers’ shopping habits are evolving, with a hybrid approach blending online and in-store purchases. According to RSM UK’s Consumer Outlook, 46 per cent of consumers prefer in-store shopping for weekly purchases, compared to 29 per cent for online, but the preference shifts to 47 per cent for online shopping for monthly buys and to 29 per cent for in-store. The most important in-store aspect for consumers was ease of finding products (59%), versus convenience (37%) for online.
“Tactile shopping experiences remain an integral part of the purchase journey for shoppers, so retailers need to prioritise convenience and the opportunity for discovery to bring consumers back to the high street,” Baker noted.
The government’s initiative to auction empty shops is expected to make brick-and-mortar stores more accessible to smaller, independent retailers, further boosting high street revival, she added.
A security guard stands in the doorway of a store in the Oxford Street retail area on December 13, 2024 in London, EnglandPhoto by Leon Neal/Getty Images
Meanwhile, retail crime, exacerbated by cost-of-living pressures, remains a significant concern, with shoplifting incidents reaching record highs. From organised social media-driven thefts to fraudulent delivery claims, the methods are becoming increasingly sophisticated.
“Crime has a knock-on effect on both margins and staff morale, so while the government is cracking down on retail crime, retailers also have a part to play by investing in data to prevent and detect theft,” Baker said.
“Data is extremely powerful in minimising losses and improving the overall operational efficiency of the business.”
AI as a game-changer
Artificial intelligence is emerging as a transformative force for the retail sector. From personalised product recommendations and inventory optimisation to immersive augmented reality experiences, AI is reshaping the shopping landscape.
“AI will undoubtedly become even more sophisticated over time, creating immersive and interactive experiences that bridge the gap between online and in-store. Emerging trends include hyper-personalisation throughout the entire shopping journey, autonomous stores and checkouts, and enhanced augmented reality experiences to “try” products before buying,” she said, adding that AI will be a “transformative investment” that determines the long-term viability of retail businesses.
The Amazon Fresh store in Ealing, LondonPhoto: Amazon
As financial pressures ease, sustainability is climbing up the consumer agenda. RSM’s Consumer Outlook found 46 per cent would pay more for products that are sustainably sourced, up from 28 per cent last year; while 44 per cent would pay more for products with environmentally friendly packaging, compared to 36 per cent last year.
“However, ESG concerns vary depending on age and income, holding greater importance among high earners and millennials. With financial pressures expected to continue easing next year, we anticipate a renewal of sustainability and environmentally conscious spending habits,” Baker noted.
“Retailers ought to tap into this by understanding the preferences of different demographics and most importantly, their target market.”
UK retail sales rose less than expected in the runup to Christmas, according to official data Friday that deals a fresh blow to government hopes of growing the economy.
Separate figures revealed a temporary reprieve for prime minister Keir Starmer, however, as public borrowing fell sharply in November.
The updates follow news this week of higher inflation in Britain - an outcome that caused the Bank of England on Thursday to leave interest rates unchanged.
Retail sales by volume grew 0.2 per cent in November after a drop of 0.7 per cent in October, the Office for National Statistics said Friday.
That was less than analysts' consensus for a 0.5-percent gain.
"It is critical delayed spending materialises this Christmas to mitigate the poor start to retail's all-important festive season," noted Nicholas Found, senior consultant at Retail Economics.
"However, cautiousness lingers, slowing momentum in the economy. Households continue to adjust to higher prices (and) elevated interest rates."
He added that consumers were focused on buying "carefully timed promotions and essentials, while deferring bigger purchases".
The ONS reported that supermarkets benefited from higher food sales.
"Clothing stores sales dipped sharply once again, as retailers reported tough trading conditions," said Hannah Finselbach, senior statistician at the ONS.
Retail sales rose 0.2% in November 2024, following a fall of 0.7% in October 2024.
Growth in supermarkets and other non-food stores was partly offset by a fall in clothing retailers.
The Labour government's net borrowing meanwhile dropped to £11.2 billion last month, the lowest November figure in three years on higher tax receipts and lower debt-interest, the ONS added.
The figure had been £18.2 billion in October.
"Borrowing remains subject to upside risks... due to sticky interest rates, driven by markets repricing for fewer cuts in 2025," forecast Elliott Jordan-Doak, senior UK economist at Pantheon Macroeconomics.
Jacqui Baker, head of retail at RSM UK and chair of ICAEW’s Retail Group, commented that the later than usual Black Friday weekend meant November’s retail sales figures saw only a slight uptick as cost-conscious consumers held off to bag a bargain.
“Despite many retailers launching Black Friday offers early, November trade got off to a slow start which dragged on for most of the month. This was driven by clothing which fell to its lowest level since January 2022. The only saving grace was half-term and Halloween spending helped to slightly offset disappointing sales throughout November,” Baker said.
“As consumer confidence continues to build and shoppers return to the high street, this should translate into more retail spending next year. However, there are big challenges coming down the track for the sector, so retailers will be banking on a consumer-led recovery to come to fruition so they can combat a surge in costs.”
Thomas Pugh, economist at RSM UK, added: “The tick up in retail sales volumes in November suggests that the stagnation which has gripped the UK economy since the summer continued into the final months of the year.
“While the recent strong pay growth numbers may make the Bank of England uncomfortable, it means that real incomes are growing at just under 3 per cent, which suggests consumer spending should gradually rise next year. However, consumers remain extremely cautious. The very sharp drop in clothing sales in particular could suggest that consumers are cutting back on non-essential purchases.
“We still expect a rise in consumer spending next year, due to strong wage growth and a gradual decline in the saving rate, to help drive an acceleration in GDP growth. But the risks are clearly building that cautious consumers choose to save rather than spend increases in income, raising the risk of weaker growth continuing through the first half of next year.”
The home secretary has on Wednesday announced a £1 billion funding boost for police across England and Wales to restore neighbourhood policing and make the streets safer.
Part of the government’s Plan for Change, this will take total funding up to £19.5bn for next year.
The majority of this funding – up to £17.4bn and an increase of up to £987 million compared to last year – will be given to police and crime commissioners, allowing them to tackle crime in their communities, rid town centres of antisocial behaviour and apprehend persistent offenders.
This equates to a cash increase of up to 6 per cent and a real terms increase of 3.5 per cent, the Home Office said.
This money will include:
£339 million more for the police core grant to help forces with general running costs and to be allocated by forces to tackle local priorities. This is significantly more than the £184 million rise announced last year.
all costs arising from changes to National Insurance Contributions (NICs), helping police to balance their budgets.
new funding of £100 million to kickstart the recruitment of 13,000 additional neighbourhood officers, community support officers and special constables, as announced by the Prime Minister earlier this month.
£65 million more for the National and International Capital City (NICC) grant for the London forces, to recognise this has not kept pace with inflation and rising demands of policing the capital
In addition to the money being given to police and crime commissioners, the Home Office is also investing an extra £140m for Counter Terrorism Policing, ensuring that they have the resources they need to deal with the threats we face and protect the public from serious harm.
“Today’s settlement provides a substantial increase in funding for policing to help deliver on this government’s Safer Streets mission. This vital funding boost will enable forces to kickstart the recruitment of neighbourhood police officers and crack down on the crimes blighting our high streets and town centres,” home secretary Yvette Cooper said.
The provisional funding settlement comes after the home secretary also announced a major package of police reform, including a new Police Performance Unit to track local performance and drive up standards, and a new National Centre of Policing to harness new technology and forensics.
Projects that sit within other national priorities are also being protected, including:
£612 million to help modernise police forces, enhancing their ability to share data, intelligence and evidence with each other and law enforcement partners. This funding will be essential in tackling the increasingly tech-savvy criminals who wreak havoc on people and businesses
£50 million for Violence Reduction Units, delivering on the government’s pledge to halve knife crime
£30 million to tackle the ongoing battle against serious organised crime through county lines routes
“We are determined to deliver for the people up and down this country and make good on our promise to reform policing, halve knife crime and tackle anti-social behaviour head on,” policing minister Dame Diana Johnson said.
“This settlement aims to do just that, providing a significant and substantial increase in funding that will allow polices forces to get a grip on criminality, to make our streets and communities safer.”
The government has on Tuesday officially recognised Capture, the software which preceded Horizon, could have created shortfalls affecting postmasters.
It has asked the Post Office to urgently review its files and evidence so the Criminal Cases Review Commission (CCRC) and the Scottish Criminal Cases Review Commission (SCCRC) can ensure no one was wrongfully convicted of a Horizon-style injustice.
Responding to the independent Kroll report into the software, the business secretary has promised to provide redress for postmasters who suffered losses as a result of Capture. The government said it will work swiftly with victims to determine its form and scope, alongside eligibility criteria, by Spring 2025.
The Capture accounting system was rolled out across some Post Office branches from 1992 before it was replaced by Horizon in 1999. The government commissioned the independent report following postmasters coming forward publicly in January indicating they had faced detriment due to the Capture system. In its report, Kroll concluded Capture could have created shortfalls.
The response comes as the government marks £500 million paid to more than 3,300 Horizon victims.
“It is thanks to testimony of postmasters that this has been brought to light and failings have been discovered,” business and trade secretary Jonathan Reynolds said.
“We must now work quickly to provide redress and justice to those who have suffered greatly after being wrongly accused. I’d like to encourage anyone who believes they have been affected by Capture to share their story with us so we can put wrongs to right once and for all.”
Post office minister Gareth Thomas added: “It’s taken a long time to reach this point which is why my priority now is to deliver justice and redress to postmasters as swiftly as possible. We will do everything we can to correct the mistakes of the past and ensure they are not repeated.
“Postmasters have raised concerns with me that their income has not kept up with inflation over the past decade. The government therefore welcomes that the Post Office is going to make a one-off payment to postmasters to increase their remuneration.”
Due to the length of time which has passed since the Capture system was in use several issues have complicated the investigation including:
Far greater timescales, meaning a greater population of the users may have sadly died
Loss or destruction of relevant evidence for example relating to shortfalls, suspensions, terminations, prosecutions, and convictions
At least 19 different operational versions of the Capture software during the period
Ambiguous number of users during this period
Unlike Horizon, it is currently uncertain how many criminal prosecutions were based on Capture evidence. These challenges also mean it will be difficult for claimants to corroborate their claims with evidence.
The Post Office has indicated it holds further information on convictions and prosecutions during the Capture period. The government has asked them to carry out their review of these records urgently and send information to the CCRC and SCCRC.
£20 million boost to postmasters
Minister Thomas has also announced the government will support the Post Office network with a further £37.5 million subsidy. It comes as the Post Office today announced a £20 million boost for postmasters to address their concerns that their income has not kept up with inflation over the past decade.
“This government is committed to strengthening the Post Office and making sure postmasters receive the income they deserve for the vital services they provide for communities across the country,” Thomas said.
“That’s why we are providing a further £37.5 million of network subsidy this financial year which is essential to stabilise the organisation. I welcome the Post Office’s one-off payment this month to postmasters, which will go a long way in easing the burden they face ahead of Christmas.”
The £20 million boost to postmaster remuneration comes as the Post Office moves quickly to deliver on its ‘New Deal for Postmasters’ following its Transformation Plan announcement on 13 November.
Both independent postmasters and Post Office’s retail partners that operate branches on its behalf will receive the top-up payment ahead of Christmas. The top-up payment will be based on both the standard fixed and variable remuneration the branch received in November.
“As we implement our ‘New Deal for Postmasters’ we are fast-tracking payments to postmasters in recognition of the challenging trading conditions they are currently experiencing. Our customers want services in the run-up to Christmas that are convenient and in-person, and that’s what our postmasters and retail partners offer. We want our postmasters to focus on what they do best, serving their communities, and not to be worried about making ends meet,” Neil Brocklehurst, Post Office acting chief executive, said.
Calum Greenhow, chief executive for the National Federation of SubPostmasters, welcomed the announcement.
“The NFSP has long campaigned for a significant increase in postmasters’ remuneration to reflect the value of the vital public services that postmasters deliver to communities. We know that right now many of our postmasters are struggling and are very worried about their ability to pay bills and provide for their families,” Greenhow said.
“This £20m as a one-off payment in December is not only well timed but very much required. We look forward to working with the government and Post Office to deliver a further £100m uplift in annual remuneration by March 2026.”
Subject to the government funding, the Post Office’s Transformation Plan provides a route to adding an additional quarter of a billion pounds annually to total postmaster remuneration by 2030 by dramatically increasing postmasters’ share of revenues.
As part of the plan, postmasters can expect up to £120m in additional remuneration by the end of the first year of the Plan, representing a 30 per cent increase in revenue share. The ambition is to double average annual branch remuneration by 2030 with the right market and regulatory landscape.
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Single-use disposable vapes are displayed for sale on October 27, 2024 in London, England
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.