Early signs suggest that the disposables ban has had a mixed impact on retailers. Many are still adjusting to the removal of a key sales line, with reports of some experiencing reduced turnover.
There is confusion about what is and isn’t permitted, and there are growing concerns about the knock-on effects of the ban.
While some consumers are switching to refillable products, others appear to be reverting back to smoking.
Paul Dufourne, Director of Commercial Operations at Philip Morris Limited (PML) in the UK and Ireland, comments: “Whilst the scale of the problem is stark, choice is what matters. Retailers who build a multi-category offering are better placed to help adult customers who still want nicotine but want to move away from cigarettes. 68% of independent retailers believe that success hinges on offering a varied product portfolio, a key factor in hitting every demographic and giving legal-aged nicotine users a choice that feels right for them at various points in the day.”
Independent research conducted by KAM on behalf of Philip Morris Limited (PML) highlights that the opportunity is to be found in appealing to variety; findings show that 68% of independent retailers believe that success will hinge on offering a varied product portfolio – one that includes a full range of e-cigarettes, heat-not-burn products, and oral nicotine pouches, rather than relying on a single category as they may have done so previously with disposables.
“Adopting a multi-category product approach is critical if retailers are going to continue to meet different consumer tastes and preferences amid increased legislation,” adds Dufourne. “41.5M legal-aged nicotine consumers use PML’s smoke-free products globally, noting opportunity for retailers to switch single-use adult vape users to an alternative smoke-free option, preventing them from reverting back to cigarettes while also protecting their store’s bottom line. However, it must be supported by comprehensive information and education.”
Adult consumers demand broad flavour choice, and IQOS has responded by expanding its flavour portfolio with the launch of TEREA Pearls. The TEREA Pearls range features innovative capsule technology, enabling users to switch seamlessly from unique flavours like Blueberry and Strawberry & Basil, to Menthol with a single click. TEREA Silver drives even more choice for adult IQOS ILUMA users who prefer real tobacco taste and a smooth blend, with the bestselling Amber, Sienna and Russet variants.
“ZYN is a great example of how we are addressing variety,” says Dufourne. “It’s positioned as a premium option but priced competitively for retailers and consumers.”
Its sleek new pack design lifts it visually into the premium space, while the expanded choice of strengths and flavours – including Spearmint and Apple Mint – launched in June – speaks to what adult pouch users are actually asking for. In this way, the brand is bridging the gap. It offers the feel of premium, the reassurance of choice, and the accessibility that keeps responsible adoption growing.
“By adopting a multi-category product approach that meets different consumer tastes and preferences, and is supported by comprehensive information and education, there’s an opportunity for retailers to switch single-use vape users to a different smoke-free option, preventing them from reverting back to cigarettes whilst also protecting their store’s bottom line,” advises Dufourne.
In the UK, 73% of adult smokers have tried vaping, but only 23% have stuck with it. Recognising that no single smoke-free product can cater to every smoker’s preferences, embracing a multi-category approach becomes indispensable for those investing in their smoke-free portfolio.
“We understand the challenges retailers face with new regulations. Our Digital Trade Engagement platform, HEATWAVE OPEN, is designed to support retailers stocking IQOS and our emerging portfolio. It provides valuable guidance, educational resources, and incentives, helping retailers and their staff transition smoothly to smoke-free alternatives,” Dufourne continues.
“Retailers concerned about stocking compliant products can rely on our field reps, Wholesale and Cash & Carry channels, and the HEATWAVE OPEN platform for reliable guidance. This comprehensive support ensures retailers can navigate the market confidently and avoid illicit products.”
Exclusively available to retailers enrolled in PML’s HEATWAVE OPEN programme, the platform serves as the sole channel for retailers to order IQOS ILUMA. Retailers can also procure TEREA – the tobacco sticks used exclusively with the IQOS ILUMA device – alongside PML’s broader range of smoke-free products.
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 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, the new launch is available now multiple grocers. Nordic Spirit has introduced its strongest pouch yet at 17mg, placing it in the max strength segment.
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, 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 £4.9 million a month and continuing to grow (Circana), demonstrating the massive opportunity to retailers.
Prianka Jhingan, Head of Marketing at Scandinavian Tobacco Group UK, comments: “There’s no doubt that the ban on single use vape products has given retailers a headache by leaving gaps in their revenue as well as shelf space on the counter or on the gantry. To avoid missing out on lost sales they should be pointing their disposable vape customers in the direction of credible alternatives like nicotine pouches. Brands like our very own XQS are really hitting the spot for nicotine consumers as they are discreet, portable and come in a range of great flavours, and most importantly can help play an important part in filling that lost revenue in retailers’ tills.
“We know both tobacco smokers and vapers are now entering the nicotine pouch category in growing numbers, with sales increasing accordingly. For any retailers new to nicotine pouches it’s sensible to start with a range including a mixture of well-established and newer brands, as they bring excitement to the category. They should also consider stocking a range of flavours and strengths to suit all tastes too.”
The latest IRI data shows total UK nicotine pouch sales to be worth just under £158m and growing by 71% YOY in volume terms. The majority of sales take place in the grocery channel, but they are actually growing fastest in the convenience channel. Nicotine pouches offer attractive profit margins in general, but XQS in particular offers one of the highest margins of all pouch brands.
“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 we won’t be stopping there.”
XQS’ current best-sellers are the Tropical and Black Cherry flavours, which were two of the earlier flavours to launch, while other particularly popular ones at the moment are Arctic Freeze and Strawberry Kiwi. All XQS SKUs come in strengths of either 8mg or 11.2mg, apart from the best-selling Tropical flavour which also comes in 4mg.
This year STG has launched five new XQS SKUs, all of which meet the current growing trend for fruity flavours. At the start of the year, STG introduced two new flavours, Black Cherry and Citrus Cooling, and more recently, three more were added with the introduction of Raspberry Blackcurrant, Strawberry Kiwi and Berrynana Twist.
XQS is already the sixth biggest selling nicotine pouch brand with huge potential for further growth.
There’s always a lot going on in terms of marketing support for XQS. For example, during the summer sampling teams were live across the nation, giving away thousands of sampling sachets to consumers, with the winner selected at random at the beginning of September. Each sachet had a QR code which directs to a landing page, where consumers could enter a prize draw to win a trip to Ibiza or other prizes including Deliveroo gift cards and XQS merchandise. The activation was further supported on social media where consumers could sign up for a free sample sachet and enter the competition for a chance to win.
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.
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 are available across all channels, with four-packs available at select key accounts (RRP/RSP: 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, ASH). JUUL2 boasts a highly-competitive success rate for adult smokers switching completely from tobacco after 12 months (A Longitudinal Prospective Cohort Study of Adult JUUL2 Electronic Nicotine Delivery System Purchasers in the United Kingdom), and the company aims to encourage more adult smokers to switch with its new product portfolio.
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 shows that 85% of regular users are using reusables – a notable transition, particularly given the short timeframe (ELFBAR).
“Equally encouraging is that these devices are being reused as intended. The Independent British Vape Trade Association reports that refill sales are outstripping sales of reusable devices, in many cases by a factor of three to nine. While our research following the ban 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 retailers. The category is mature and though value is slightly down, volume has increased fuelled by consumers buying refills. This shift has had a positive impact on footfall, and retailers are encouraged to tap into this trend by stocking an appropriate range of refills.
“We see the category evolving with high puff count devices featuring rechargeable batteries that last longer per charge and more advanced technologies,” adds Yang.
“We expect the uptake of refills to continue to grow 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.”
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.
The company’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, supported by an out-of-home campaign. 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 brand is building on demand for high puff count devices with the LOST MARY NERA series – a high puff count, prefilled pod kit with curved display screen and visible e-liquid level indicator. The device has a rechargeable battery designed to last a full day on a single charge and the kit comes with two 2ml pod cartridges and two 10ml refill containers.
In the open pod category, the ELFX series has been extended with the ELFX Ultra, featuring a built-in lock to prevent child access that reflects the brand’s commitment to responsible vaping. The device also allows users to monitor consumption habits and set limits as part of their smoking cessation journey.
ELFBAR and LOST MARY continue to perform strongly in the category as combined market leads, supported by robust refill sales and repeat purchase behaviour. Notably, LOST MARY’s high puff count products are showing sustained growth, particularly the BM6000 which has seen a 21% uplift in the last eight weeks.
“Effective category management is critical. Retailers should offer a range of devices supported by refills in a wide variety of flavours, placing refills near the devices so they are visible to customers – unseen is unsold,” says Yang.
“Pricing should be competitive, stock consistently available, and staff well-educated on devices and refills. Displays should be responsibly positioned, ideally behind the counter, so adults can browse the products without handling them.
“Compliance is also essential. Ensure all products are legitimate and MHRA-notified, and that age verification is enforced, preferably following the Challenge 25 policy.
“Prioritise space for your top-selling flavours, and use window and in-store signage to highlight popular lines available in your store.”
Susanna De Iesu, Commercial Director, BAT UK&I, comments: “2025 has been a pivotal year for our industry. Six months ago, disposable vapes were banned and since then, the market has shown signs of a transformation.
“We appreciate 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. That’s why I’m pleased to see 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. 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 stocking Vuse Pro, BAT has discontinued the Vuse Go Reload 1000 SKU and transitioned to stocking 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.
This year also marked the launch of brand-new device, Vuse Ultra.
With the ban on disposables now in place, BAT expects that consumers will turn towards more premium non-disposable options which is why the company launched this new device.
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. “This is the quality that vapers deserve. This is vaping done right,” adds De Iesu.
“Meanwhile, for retailers 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 adult nicotine consumers,” 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.”
Beyond vapour products, nicotine pouches continue to be the fastest growing nicotine category in the UK market over the last year and BAT’s brand VELO, is currently the UK’s number one nicotine pouch brand (NielsenIQ).
And BAT does not expect this growth 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,” continues De Iesu.
“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.”
Comments are closed.