How much is the UK smoke free products category worth?
As the traditional cigarette market is declining, demand for smoke-free alternatives is growing in the UK amongst adult nicotine users who would otherwise continue to use nicotine products. The best thing any adult smoker can do is quit nicotine entirely, but those who are choosing not to quit nicotine are driving the smoke-free category. The smoke-free product category in the UK is currently worth £1.85 billioni.
Around 95% of convenience retailers already stock at least one smoke-free alternative to cigarettesii. Heated tobacco and nicotine pouches, in particular, are taking a significant share of gantry spaceii, because retailers can see they drive repeat purchase and loyalty.
For retailers, the trend is clear. Stocking a comprehensive range of smoke-free products will capture the full value of adult nicotine user spend. Choice unlocks value.
Is the market in growth and what is driving that growth?
The smoke-free category continues to grow as the cigarette market declines. Adult smokers are looking for smoke-free alternatives on their journey to switching away from cigarettes, which is supporting the growth of the category. Almost three-quarters (74%) of retailers are expecting consumer demand to increase in 2026 and 84% of this group plan to broaden their smoke-free range to meet this rising interestii.
We’re also seeing a clear rise in dual and poly-use. Adult nicotine users are switching between products depending on where they are, who they are with, or what they are doing. A heated tobacco device at home. A pouch on the go. Vaping during social settings – just to name some use trends seen in adult nicotine users.
So, growth is strongest where retailers can offer real choice across categories and price points. In fact, offering a wider choice is now cited as the number one driver of growth in this categoryii. When adult nicotine users feel informed and supported, they buy with confidence, and they come back.
Tell us about the launch of IQOS ILUMA i. What are some of the features?
IQOS ILUMA is already the world’s number one heat-not-burn deviceiii, and IQOS ILUMA i is the next step in that journey. It builds on the success of the IQOS ILUMA device with the market-leading features that users of the device value most: bladeless heating technology, no cleaning required, and consistent performance from the first puff to the last.
IQOS ILUMA i takes this to the next level with enhanced smart functionality designed to make the experience more intuitive. The AutoStart feature automatically starts heating the SMARTCORE stick after insertion for a seamless experience, and the FlexPuff technology that adapts to individual puffing behaviour.
Just like with IQOS ILUMA, the range includes a variety of devices to allow adult nicotine users to choose their best fit: IQOS ILUMA i, IQOS ILUMA i PRIME and IQOS ILUMA i ONE.
What are the differences between IQOS ILUMA and IQOS ILUMA i?
At the core, both IQOS ILUMA and IQOS ILUMA i use the same bladeless heating technology and work exclusively with SMARTCORE sticks. That foundation does not change.
Where IQOS ILUMA i steps forward is in experience and refinement. It introduces smart features such as AutoStart, a touch screen, pause mode, FlexBattery and FlexPuff. Together, these allow for a more personalised experience.
It’s not about reinventing the heating technology but listening to adult nicotine users and fine-tuning how the device fits into their routines. The IQOS ILUMA i range, including IQOS ILUMA i ONE, creates clear choice within the heat-not-burn category. Different formats. Different price points. Same trusted performance.
For retailers, it means you can offer customers more options than ever before, helping them find the switching solution that suits them best.
What colours is IQOS ILUMA i available in? IQOS ILUMA i is available in Breeze Blue, Midnight Black, Leaf Green, Vivid Terracotta and Digital Violet.
Colour might sound superficial, but it matters. Adult nicotine consumers want devices that feel personal and premium. Like any brand, consumers are buying into what their choices say about them – and that starts with visual cues.
Colour variety also boosts visibility. It helps the range stand out on the gantry and makes it easier for staff to guide customers through the options. These small details make a difference.
Which sticks can be used with the IQOS ILUMA i?
IQOS ILUMA i is compatible exclusively with SMARTCORE sticks, including TEREA tobacco sticks, DELIA classic tobacco sticks, and LEVIA zero-tobacco sticks.
The TEREA portfolio offers a wide range of choices, from classic tobacco blends to menthol and capsule variants. That breadth matters because flavour satisfaction plays a huge role in successful switching. For instance, innovations like TEREA Pearls allow adult users to switch flavours within a single stick, giving them more control over their experienceiv.
DELIA’s classic tobacco flavour offers a compelling option for adult smokers looking to switch away from cigarettes but still get that satisfying tobacco taste. DELIA will soon be available for retailers to order on PMIOPEN, PML’s retailer platform, and in wholesalev.
When retailers stock a broad range of flavour profiles, they encourage repeat purchase, increase footfall and grow overall category value. Again, it’s this choice and personalisation of the experience to their needs that will keep customers engaged. And engagement drives loyalty.
What are PML’s key brands in heated tobacco, vape and nicotine pouches?
There is no “one-size-fits-all” approach, which is why having a portfolio of products that deliver on quality is an opportunity our retailer partners can capitalise on. Heated tobacco is just one part of a much broader smoke-free portfolio. Alongside IQOS, we offer ZYN – the world’s No.1 nicotine pouch brandvi – and VEEV, our closed-pod vaping offervii.
These are complementary formats. They serve a variety of needs and occasions. By offering credible brands across all major smoke-free categories, retailers can position themselves as a trusted source that adult nicotine users can rely on when choosing high-quality, premium options.
Building a range that reflects the diversity of preferences seen in adult nicotine users today is vital. Our multicategory approach to smoke-free alternatives supports retailers to do just that.
How do you work with multiple retailers to grow sales?
We work closely with our retail partners to drive growth across the entire nicotine category, not just individual products.
A core focus is education. Helping adult smokers understand the smoke-free options available to them and supporting their journey away from cigarettes. We support in-store education by suppling clear in-store communication like POS and digital screens at the gantry. Simple, factual information that supports informed choice and supports our retail partners in their conversations about smoke-free alternatives.
We also invite our retail partners to join PMI OPEN – our platform designed to support retailers stocking our multi-category portfolio. It provides valuable guidance, educational resources, and incentives, helping retailers and their staff transition smoothly to smoke-free alternatives.
Exclusively available to retailers enrolled in PMI OPEN program, the platform serves as the sole channel for retailers to order IQOS ILUMA i, the latest advancement in heating technology introduced in the UK last year. Retailers can also stock TEREA – the SMARTCORE tobacco sticks used exclusively with the IQOS ILUMA and IQOS ILUMA i device ranges – alongside PML’s broader range of smoke-free products.
Comments are closed.