Smoking rates continue to decline in Great Britain, with vaping now overtaking smoking, according to ONS.
According to Action on Smoking and Health (ASH), 2.7 million UK adults have quit smoking over the past five years using vaping products, while more than half of smokers say they want to quit cigarettes.
Vapes are regarded as a less harmful alternative to smoking and an effective cessation aid, as recognised by organisations including the NHS, Action on Smoking and Health (ASH) and Cancer Research UK. Rising cigarette prices, alongside wider cost-of-living pressures, are likely contributing to this shift, with vapes offering a more economical alternative for adult smokers. Particularly as refill pods provide significantly better value than buying a new device each time.
However, despite this progress, misconceptions around vaping remain high. A recent ELFBAR survey of 6,000 UK adults found that 50% incorrectly believe vaping is as, or more, harmful than smoking. This aligns with ASH data showing that misperceptions of harm have increased in recent years, and are highest among smokers, the group that would benefit most from switching.
While higher tobacco prices and taxation may encourage switching, addressing vaping misperceptions will remain essential to supporting continued progress in smoking cessation.
Flavour choice has become increasingly important to adult vapers’ purchasing behaviour and their efforts to quit smoking. A recent ELFBAR survey of 6,000 UK adults found that the majority (63%) of vapers use fruit and other sweet flavours, up from 48% the previous year. Consistent with this, 71% of adult vapers said that access to a variety of flavours helps them stay off tobacco.
Reflecting this, Pineapple Ice, Lemon and Lime, Strawberry Ice, and Blueberry Sour Raspberry are currently among the most popular flavour profiles.
ELFBAR’s best-selling products are the ELFBAR 600, LOST MARY BM600 and LOST MARY BM6000. The high puff count segment remains the standout growth driver within the vaping category, with the LOST MARY BM6000 leading the market and continuing to strengthen its position, as shown by RDP sales figures. Similarly, within this space, LOST MARY NERA15K is seeing strong momentum in the market.
The majority (90%) of current daily vapers are using reusable vapes, as found by an ELFBAR survey of 6,000 UK adults. Among these, 86% of ELFBAR and LOST MARY users purchase separate refills, with just 7% buying a new kit each time, indicating that refill purchases are a key part of the category and reinforcing the importance of in-store visibility and availability.
Angelo Yang, Associate General manager, ELFBAR, UK, comments: “Ensuring refill pods are consistently available gives retailers an opportunity to drive repeat purchases, boost footfall and increase average basket spend. For the small proportion of adult vapers who purchase a new kit each time, retailers can steer behaviour by highlighting the cost benefits of refills, which offer significantly better value than regular device replacement.
“Displays should be responsibly positioned, ideally behind the counter, to assist age verification while still being visible to adult smokers to support smoking cessation efforts. We advise retailers to adopt Challenge 25, supported by clear in-store signage.”
Retailers selling vapes are required to provide a recycling service for all used devices and pods. Best practice includes having a clearly marked collection point in-store, communicating the availability of the service to customers and keeping records of all WEEE takeback activity.
Illicit vapes continue to be a significant industry challenge undermining responsible businesses by creating an unfair market and posing risks to customers, as unregulated products may fail to meet safety standards and can contain unknown substances. Alongside this, counterfeit products are expected to rise as tighter regulation and enforcement create greater barriers for illegal brands, prompting bad actors to adapt their approach by replicating trusted brands and passing off fakes as legitimate stock.
Retailers can help protect themselves and customers from exposure through consistent in-store discipline, including sourcing products only from reputable suppliers, ensuring all stock is compliant, and verifying product authenticity using the QR codes on packaging.
“With prefilled pod kits dominating the vaping category, retailers should prioritise compliant, fast-moving products from recognised, trusted and top-selling brands, with a strong focus on ensuring refill availability alongside devices to support repeat purchase behaviour,” adds Yang.
“This should include high puff count devices as the fastest-growing product segment, and where local demand exists, a select range of nicotine salt e-liquids for open pod systems to cater to the full spectrum of adult vaper preferences.
“Given that flavour choice is central to adult vapers’ adoption and usage behaviour in their efforts to quit smoking, and a key driver of repeat sales, offering refills across a range of flavours is essential. Retailers should allocate extra facings to high-turnover lines, regularly review ranges to remove slower-movers and optimise shelf space, and ensure popular flavours are consistently available to encourage repeat visits and foster customer loyalty.”
Andrew Malm, UK Market Manager for Imperial Brands, comments: “On the vaping side, flavour choice for pod-based systems is a very important factor as customers make purchasing decisions. And flavour preferences within the pod-based systems market also reveal some interesting trends that retailers can tap into.
“Fruit-flavoured vapes remain by far the most popular, being a choice for 83% (Total Retail) of vape users followed by menthol, mint and mint combo flavours (VapeHub).”
With the cost-of-living crisis continuing to have an impact on household budgets, customers will be looking for rechargeable devices where there is also a decent range of flavours for the refillable pods or cartridges. This gives them the flexibility to try different tastes without having to continually re-purchase the device itself.
Imperial Brands recently introduced some new flavours to the rechargeable blu bar kit range, so that retailers can offer customers up to 17 flavours to buy and try in their stores. Creamy Tobacco has been developed in direct response to the growing demand for tobacco-inspired options among users of pod-based systems – particularly former cigarette smokers who enjoy the taste of tobacco, as well as those who both smoke and vape, in the 29-41 age group. Sour Berry offers a more authentic flavour profile of wild berries, sharpened by tartness, to provide a superior flavour experience for users, engaging their senses with distinct, vibrant berry notes.
ZONE, a new brand of high-quality nicotine pouches, was created to support retailers capitalise on the escalating customer interest for nicotine pouches, while appealing to nicotine users who are looking for an alternative nicotine experience, which has the convenience and ability to be used anywhere.
Manufactured at Imperial Brands owned factories in Europe, ZONE is the result of significant research and development using high-quality raw materials, to the highest standards. ZONE delivers fast-acting nicotine release and intense long-lasting flavour.
The launch of ZONE sees five flavour options, including Sweet Mint, Cool Mint, Watermelon Ice, Juicy Peach and Berry Blast. As a growing category, 9-12mg strength products currently account for 43.4% of the nicotine pouch market (EPOS data) and ZONE is available in 10mg nicotine strength across four of its flavours. While Cool Mint and Berry Blast are available in a higher, 11mg nicotine strength variety.
Each ZONE contains 20 nicotine pouches in a new, slimmer format for better mouthfeel and discreetness, carrying an RRP of £6.50 each.
From the fresh breath experience of ZONE Cool Mint to the intense flavour delivery of ZONE Berry Blast, the flavour choices within the new ZONE range offer varied purchasing options for customers and valuable sales opportunity for retailers.
ZONE is the result of extensive research and product development to ensure the high-quality nicotine product matches the expectations of customers, as well as providing a great business building opportunity for the retail trade.
Launched across retail in April, and with an RRP of £5.99, Sour Berry is the newest addition to blu bar kit and blu box kit’s extensive flavour range, bringing the total number of flavour options available to customers to 17.
With fruit-flavours preferred by 83% (Total Retail EPOS) of vape users, customer demand is seeking differentiated, less synthetic flavours in this category. In response, Imperial Brands launched Sour Berry to expand its blu vape flavour range in line with customer preferences. The newest addition offers a more authentic flavour profile of wild berries, sharpened by tartness, to provide a superior flavour experience for users, engaging their senses with distinct, vibrant berry notes.
The new Sour Berry flavour uses the innovative AuthentiTaste™ formulation, which are liquids crafted with flavourings that mirror real fruit profiles and sensorial cues – like sourness – delivering a fresh, captivating experience.
The new Sour Berry flavour is available in two formats. blu bar kit offers 1,000 puffs of intense, authentic flavour per prefilled, replaceable pod. The kit features a sleek device and is compatible with all other flavours in the extensive blu pod range, allowing users to enjoy a variety of flavour experiences.
blu pod pack includes two replacement blu pods, delivering a total of 2,000 puffs per pod pack.
Richard Cook, Commercial Director, Juul Labs UK, comments: “Smoking remains the leading cause of death and disease in the UK. According to the NHS, although not completely harmless, nicotine vaping is less harmful than smoking and is one of the most effective tools for switching away from smoking. High taxes on traditional tobacco products have been implemented in part to increase the cost and disincentivise the purchase of harmful products. Economic research shows that when the price of cigarettes rises, a segment of the smoking population switches to cheaper alternatives. It is crucial that, as taxes increase on tobacco and nicotine products, a significant differential is maintained between them to reflect their relative risk profiles.”
Every smoker looking to move away from tobacco products has a distinct journey, and a broad range of less harmful alternatives and flavour profiles can help support individuals in choosing their preferred switching tool.
“Within flavours, it’s important to offer responsible choices as opposed to child-appealing flavours like gummy bear, strawberry lace, and mango smoothie,” adds Cook. “Retailers should ensure that adult smokers have a range of responsible flavour options to support them on their switching journey. Fruit flavours now account for 48% of category sales and 51% (Ash) of adult smokers have a strong preference for fruit flavours to support their switching journey.”
In the tobacco and menthol segment alone, JUUL2 is the #2 brand overall and holds the #1 refill pod SKU with Crisp Menthol. Yet over half of JUUL2 users have said that the absence of fruit flavours was a barrier to them switching away from smoking. In response, Juul Labs UK has launched a small, curated range of single-fruit flavours – including Apple, Mango, Watermelon, Lychee and, most recently, Peach.
Refillable and pod kits are now the most preferred type of device used by adult smokers, with pod & tank-based systems being the main system type for 75% of users in 2024 (Ash). The total pods & refills category is worth £1.3bn a year in tracked retail channels, more than doubling in size following the disposable ban in June 2025 (Circana). Major brands include JUUL, Vuse & Blu, along with brands like Lost Mary & SKE Crystal – previously known for their disposable products – which have now transitioned to selling reusable devices.
Following the launch of Apple, Mango, Watermelon, and Lychee last October, Juul Labs UK has recently launched a Peach JUUL2 pods to further strengthen its offering to adult smokers. Two-pack pods will be sold across all channels with an RRP of £6.99.
For those closed-pod users who prefer a particular flavour, substitution is high with users willing to switch brands, particularly from those brands previously known for their disposable products – retailers will be all too familiar with customers asking for a flavour rather than a brand name.
“JUUL2 users spend up to 75% of their total vape spend solely on JUUL2 and have low levels of substitution with other brands. This means that the retailers’ range should reflect what’s going on in the marketplace. The rise of Bigger Puff devices has seen a decrease in in-store footfall for vapes in retail stores as increased tank sizes translates to less replenishment visits. Pods, on the other hand, drive repeat sales and should occupy a larger share of space in retail stores,” says Cook.
“With the recent passage of the Government’s landmark Tobacco & Vapes Act, the vaping category is undergoing wholescale change in the way that products are manufactured and sold. A new Vaping Products Duty will also be in force from October 2026, so retailers and wholesalers should prepare for this and ensure they are legally compliant with changing legislation. Developing relationships with trusted and proven brands that have a longer-term view and are less exposed to regulatory change will ensure resilience within a fast-evolving market where there is greater scrutiny.”
Prianka Jhingan, Head of Marketing at Scandinavian Tobacco Group UK, comments: “I think there are a number of different reasons why some smokers are switching to reduced risk products and price may well be one of them, as we know the search for value is a growing trend across the entire nicotine category. However, I think a bigger reason is likely to be transitioning smokers who wish to move away from tobacco.”
The latest IRI data shows total UK nicotine pouch sales have now reached just under £230m and are growing by 55% YOY in volume terms. Although more sales currently take place in the grocery channel, they continue to grow fastest in the convenience channel.
Following the disposable vape ban last summer, both tobacco smokers and increasing numbers of vapers are now entering the nicotine pouch category in growing numbers, with sales increasing accordingly. But whilst the disposable vape ban has clearly had a positive impact on pouch sales, the main factor driving the positive trajectory of the category is because a growing number of nicotine users are now discovering what a great option pouches are for them, due to their discreet and portable nature, and the great flavours available.
With pouches mint is the most popular flavour, but fruit flavours are doing well too.
XQS is the number two brand in Sweden and was first launched into the UK back in May 2024, and since then has become an important part of the fast-growing UK nicotine pouch category. The brand is recognised for its long-lasting flavours and smaller pouch size, as well as the fact that it offers consumers great value at £5.50. Within the XQS portfolio the current best-sellers are the Tropical and Black Cherry flavours, which were two of the earlier flavours to launch, while other particularly popular ones are Arctic Freeze and Strawberry Kiwi.
To further capitalise on the rise in popularity of pouches, STG recently announced a re-brand across the entire XQS range, including a new much bolder logo, emphasising the brand’s clarity, strength, and confidence. The entire packaging has been elevated too, offering much greater standout on shelf. The new packs demonstrate bold, simplified letterforms and glossy textures, while the bold, bright gradients of colour from the previous packs remain. Not only will the new packs continue to have nicotine strength indicators on the front, but they will also have a new flavour profile indicator on the side, showing consumers the degree to which each sku is sweet, fresh, zesty, tangy or icy. The new look and feel also extends to the outer packaging which now becomes a powerful brand asset designed for stronger shelf impact and visibility.
“Something that we know is key to driving purchase is how you display them in-store, and we believe that to really maximise sales of XQS it is best suited in multiple locations where possible,” adds Jhingan. “I would say stock a range including a mixture of well-established and newer pouch brands, as they bring excitement to the category. Then, retailers should also consider stocking a range of flavours and strengths to suit all tastes.”
In a market packed with vaping options, retailers can differentiate their offering with the Innovative ‘Smarter’ range from Republic Technologies (UK) Ltd.
With patent-pending technology and the industry’s first no-mesh coil pod system, Smarter delivers a breakthrough that sets it far apart from conventional vaping products.
Featuring two competitively-priced products, the Smarter range includes 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 and 10ml rechargeable tank.
Gavin Anderson, Sales Director at Republic Technologies (UK) Ltd, says: “The Smarter range is designed for consumers seeking a premium yet affordable vaping experience, elevated by its sleek design and stylish packaging. Its innovative technology sets it apart from other vaping options.”
The rechargeable Smarter range incorporates the 12 most popular vaping flavours, as conducted by consumer research, including ‘Strawberry Ice’ and ‘Cool Mint’.
Chris Carr – Senior Sales Manager, NEAFS, comments: “Sustained increases in tobacco taxation have been a clear catalyst for smokers to explore Reduced-Risk Products. As the cost of combustible cigarettes rises, adult smokers are increasingly seeking alternatives that offer both financial and harm-reduction benefits. This trend is accelerating the transition toward products such as heated tobacco, vaping, and nicotine pouches. At NEAFS, we’re seeing this reflected in growing demand for our tobacco-free heat-not-burn offering, which goes beyond traditional heated tobacco by removing tobacco entirely while still delivering a familiar experience.”
Nicotine pouches have been one of the fastest-growing segments in the category in the last couple of years – we’re at a top-heavy part of the market now, where supply is in excess of supply and consumers are now being spoilt as some of the 450 active nicotine brands currently available in the UK all compete for limited counter space by dropping prices. Given this we are now seeing saturation in the nicotine pouch market with very little variation and innovation in the segment.
NEAFS’ UltraSlim nicotine pouches represent a unique development in the UK market, offering a more refined, comfortable fit and a differentiated consumer experience. These are the thinnest nicotine pouches available and a permeated pouch format rather than a thicker, pillow format lead to a more consistent dosing experience and a more comfortable user experience.
Heated tobacco continues to grow, but the category is evolving. There is increasing consumer awareness around product composition and harm reduction, which is creating an opportunity for next-generation alternatives. NEAFS is leading in this space with a tobacco-free heat-not-burn product, offering further harm-reduction potential compared to traditional heated tobacco while still delivering a familiar ritual and satisfaction.
Flavour trends continue to be led by fruit, menthol/mint, and hybrid profiles. Consumers are also showing growing interest in cleaner, more refined flavour experiences that align with premium positioning. In its Heat Not Burn product, NEAFS’ tobacco flavour offers a similar taste experience as traditional heated tobacco, with a completely tobacco-free product.
“Retailers should focus on three key areas. Range clarity — simplify the category to make it easier for adult smokers to navigate. Education — understanding the different options you’re offering to customers is key to establishing a point of difference from other retailers, working with staff to be able to explain the difference between products will have a direct impact on revenue and your bottom line. Availability — ensure best-selling SKUs are always in stock,” advises Carr.
“There is a significant opportunity in prioritising tobacco-free alternatives, which align with evolving consumer expectations and regulatory direction.
“As we move towards October and the introduction of vaping tax, the next few months will be crucial to clear through stock that won’t be economically viable beyond October and consolidate stock into key partners who are prepared for October and beyond and whilst tempting in the short term, taking on short dated clearance stock of products which won’t be viable beyond October should be avoided to ensure range clarity.” Steve Mosey, CEO of Phoenix 2 Retail, comments: “With the average price of a packet of cigarettes now well above £14, there is no doubt that cost has been a factor, alongside health and lifestyle reasons, for prompting people to switch from tobacco to reduced risk products.
However, this is not the same for all smokers, especially older, more habituated smokers, who are less engaged with vaping, perhaps because they are unsure of the technology, or aren’t sure what alternative would work for them, or because they love the ritual of lighting up. In their case, the cost isn’t the issue, which is where retailers can help. By creating a clear, attractive and comprehensive range, in conjunction to offering advice and education, they can help smokers to switch to the right alternative for them.”
Rather than shrinking the market, the ban has led to a migration to more sustainable, higher-margin categories. The big winners were the pre-filled pod systems, which resemble the grab-and-go convenience of disposables without the waste, by featuring a rechargeable battery and a replaceable pod.
They have become the new mainstream for casual vapers.
The other product to benefit has been nicotine pouches. The UK nicotine pouch market alone grew 95% year-on-year in 2024 and that momentum has continued, with pouches filling a niche for people who want an alternative for situations where vaping isn’t allowed or frowned-upon.
“The flavour picture varies by category. In vaping, the market is shifting toward fruit-led profiles, with ice flavours – fruit or menthol with a cooling element – also proving to be popular,” adds Mosey.
“Nicotine pouches, meanwhile, are dominated by mint flavour profiles, accounting for 70% of purchases, with fruit flavours coming in second.”
Figures show that with now 10% of adults – approximately 5.4 million people – now vaping, vapers outnumber cigarette smokers for the first time. Just over half of them are ex-smokers, 40% are current smokers who also vape and just five per cent – down from 8% – are never-smokers.
“Compliance is non-negotiable and it is coming regardless. The Tobacco and Vapes Bill will bring more regulation, and retailers and wholesalers who flout the law are not just taking a legal risk, they’re damaging the entire category’s credibility,” advises Mosey.
“With this in mind, fixture presentation is more important than ever. Prime shelf space and displaying products near the checkout or alongside other adult categories significantly increases visibility and drives sales, and displays should be well-managed, clearly labelled and compliantly displayed.”
Jacqueline Hoctor, Commercial Director at I Vape Great UK, comments: “Big puff vape formats continue to grow across the total market, with value sales increasing from £50.0m to £53.8m in Q1. That reflects a broader shift towards longer-life vaping formats, rather than a short-term spike in demand.”
According to Circana data, symbols and independent retailers are continuing to lead growth in big puff formats, with unit sales increasing from 4.02m to 4.44m.
In contrast, small puff is a smaller part of the market, but it has still seen growth in Q1, with value increasing from £29.1m to £30.9m. That growth is primarily coming through supermarkets.
Big puff, however, continues to be the main driver of category momentum and is where the strongest value growth is being seen.
Since the disposable vape ban in June 2025, big puff value has increased from £39.5m to £53.8m, highlighting continued migration towards longer-life vape formats.
Hoctor adds: “Rather than indicating a decline in demand, the data points to a shift in how retailers are planning for the next trading quarter. Longer-life formats are becoming more central to ranging decisions due to their consistency, value perception, and repeat purchase potential.”
Within this evolving category, IVG continues to lead performance in the Big Puff segment, supported by a total distribution footprint of approximately 45,000 retail points across convenience, supermarkets, and forecourts, with 1.6 million units sold over the past eight months, of which the IVG PRO accounts for approximately 1.0 million units.
The IVG PRO range has been a key driver of that performance, supported by a 39-flavour portfolio across three nicotine strengths, and the launch of PRO 2, which maintains compatibility across the range.
Recent innovation includes three flavour launches in November, with a further six in April, supporting continued flavour rotation and category development.
For retailers planning into the next quarter, the data suggests prioritising high-velocity big puff SKUs, maintaining strong availability on core lines, and ensuring smaller puff ranges remain tightly curated where demand is stabilising.
Javier Soria De Vicente, International Business Development Manager for SNU and Bar Juice 5000 at The Klinsmann Partnership, comments: “Reduced risk products are delivering clear benefits for both public health and consumer spend. While smoking prevalence has plateaued nationally since 2021, legal tobacco sales have continued to decline. With the UK Government targeting a smoke-free nation by 2030, regulatory pressure is continuing to reshape the category. Cigarette prices have increased 85.5% from 2013-2023 and the enforcement of the Vape Product Duty will see a one-off additional rise in tobacco tax alongside the increase in vape tax, reinforcing the price differential that encourages smoker conversion into reduced-risk alternatives.”
According to the NHS the average smoker consumes around 10 cigarettes per day, equating to half a pack. The average price of a pack of cigarettes in the UK is currently £15.90 to £16.90, compared with £3.99 to £4.99 for one can of nicotine pouches. With the average pouch user consuming around 3 cans per week, this equates to potential annual savings of approximately £2500. SNU nicotine pouches retail at £4.49, supporting retailer revenue through a combination of low unit cost, strong margins and accessible pricing that encourages repeat purchase.
“Nicotine pouches are rapidly emerging as a key growth driver within the future nicotine landscape,” adds De Vicente. “At SNÜ, we design our products with the modern consumer in mind, we have seen year-on-year growth of 450%, demonstrating how consistent innovation, combined with strong retail support, drives sustained consumer adoption. The nicotine pouch category was valued at approximately £205 million across the UK last year, with data from Tobacco Insider indicating monthly revenues of around £9 million in grocery and £8 million across the convenience and independent channel.”
Mint remains the primary entry point into the category, but flavour preferences are evolving rapidly. Fruit and citrus profiles have seen significant growth heading into 2026, reflecting a broader shift toward more diverse flavour options. Flavour plays a critical role in supporting smoker transition, with adult consumers often seeking alternatives distinct from tobacco to reduce the risk of relapse. SNÜ’s Triple Mango has been ranked in the top 5 pouch flavours 0f 2026 by Alternix, whilst Cherry Cola and Tropical Punch have been developed in response to the shift toward non-mint pouch profiles, enabling retailers to capitalise on growing demand for bold, fruit-led flavour innovation.
SNÜ continue to gain strong momentum within the category, helping retailers offset revenue lost from disposables while expanding into higher-strength, flavour-led formats where market growth is currently concentrated. As demand shifts beyond mint, SNÜ is focused on delivering strong shelf standout, ensuring visibility in a category where discreet, convenient formats are increasingly prioritised.
Adam Matliwala, CEO, VB Distribution, comments: “The regulatory and duty environment has undeniably accelerated the shift to Reduced-Risk Products. Consumers are increasingly aware of cost, and the duty escalator on traditional tobacco has made the relative value proposition of vaping and nicotine pouches more compelling year on year. What we are seeing in the trade is not casual or temporary switching, it is a more permanent migration, particularly among younger adult smokers who have no strong attachment to the cigarette format in the first place. Better products have done the rest. The formats available today (refillable pod systems, nicotine pouches, heated tobacco) are genuinely good products that deliver a satisfying experience. For retailers, this is a structural shift. It needs to be ranged, planned, and supplied accordingly.”
The UK nicotine pouch market nearly doubled in 2024, growing 95% year on year. Growth is being driven by demand for discreet, flexible nicotine formats that work in settings where vaping is not possible, at work, during travel, in social settings. Pouches saw a further boost after the disposable vape ban in June 2025, with many consumers looking for a hassle-free, device-free alternative. The category is still in its build phase in the UK. The opportunity for well-structured retailers is meaningful, but only for those who range correctly and back the right products early.
Heated tobacco continues to develop a loyal and relatively premium consumer base. It has performed strongly in more structured retail environments, forecourt, travel, and convenience formats where shoppers tend to have higher basket values and are more brand-engaged. Growth has been less explosive than pouches but more stable, with strong repeat purchase behaviour from committed users. For retailers, heated tobacco requires a more considered approach to ranging and display, but rewards those who manage it well with lower stock churn and stronger margin consistency.
“Fruit and menthol profiles continue to dominate across both vaping and nicotine pouches, and our current bestselling lines reflect exactly that,” adds Matliwala. “Our top-performing flavours right now are Black Mamba, Lemon and Lime, Blue Sour Raspberry, Fresh Mint, Blueberry Raspberry, Strawberry Raspberry Ice, and Mr Blue. The pattern is consistent: fruit-forward and ice-finished variants drive the highest volume and the strongest repeat purchase. Mint remains a reliable anchor. Flavour is a key driver of trial and repeat purchase, and retailers who range with flavour logic rather than stocking the widest possible assortment consistently see better sell-through and less dead stock. At VB Distribution, we actively support our retail partners with structured ranging guidance built around proven flavour performance.”
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