New legislation to ban the sale of single-use vapes from 1 June 2025 has been laid in Parliament, the government has confirmed.
Single-use vapes are not rechargeable or refillable and are typically discarded as general waste in a bin or littered, rather than recycled – contributing to a flood of litter on our streets. Even when they are sent to recycling facilities, they usually have to be disassembled by hand – a slow and difficult process which will struggle to keep up with the pace of vape production. Their lithium-ion batteries can also present a fire risk to waste industry workers.
Last year, Materials Focus estimated that almost five million single-use vapes were either littered or thrown away in general waste every week in the UK, almost four times as much as the previous year and the equivalent of eight being thrown away per second.
However, the vaping industry warns that this ban could inadvertently boost the black market.
Retail outlets have until 1 June 2025 to clear their existing stocks.
The UK Vaping Industry Association (UKVIA) has welcomed the news that the Government has included powers to introduce a licensing scheme for retailers to sell tobacco, vape and nicotine products in England, Wales and Northern Ireland. It says: “This represents a victory for law abiding vape businesses who have been campaigning for years for such regulation to stop rogue traders in their tracks from selling to minors and establishing a lucrative black market.”
John Dunne, Director General, UK Vaping Industry Association said: “We have been consistently calling on successive governments to introduce a robust and effective industry licensing scheme, backed up by fines of at least £10,000 for retailers and £100,000 for distributors who trade illegally when it comes to underage and illicit vape sales. The scheme we have developed and recommended is designed to generate upwards of £50m per year to support a highly resourced national Trading Standards enforcement programme.
“It is not clear whether the government will include vape distributors in their plans, but we are clear that any scheme must do so to be successful. The fines of £200 announced need to be much higher if they are going to make rogue traders think twice about breaking the law.
“However, I am delighted that vape licensing is now firmly on the policy agenda, so that youth and illicit vaping can successfully be tackled and the complete focus of the category can once more return to helping adult smokers quit. We stand ready to work closely with the government to ensure such a scheme is fit for purpose.”
Last year the vaping industry unveiled a framework for a licensing scheme following extensive consultation with leading figures representing the retail industry, trade bodies, regulators and consumer groups.
Currently, no system exists for the vaping industry in the UK meaning that in addition to specialist vape stores, convenience shops and supermarkets, anyone has free rein to sell vapes including off licences, takeaways and sweet shops. It also means those retailers and distributors who wrongfully sell vapes to minors and stock illicit goods can more easily stay under the radar of regulators and Trading Standards.
As regards the creation of new government powers to restrict flavours, display and packaging of all types of vapes, Dunne added: “We will want to understand the detail of these powers as it is imperative that the new government establishes a balanced approach to vaping policy which safeguards against the very real challenges of youth vaping and illicit products, while preserving and promoting vaping as the most successful stop smoking tool available for adults.
“In particular, the government needs to take on board the critical role that flavours play in the appeal and success of vaping as a harm reduction tool. Therefore, there is a need to put the focus on restricting inappropriate flavour names, not flavours.
“We believe that the best way to address youth vaping and the black market, and not penalise adult smokers who want to quit using vapes is through a licensing scheme.”
John Dunne comments: “The UK Vaping Industry Association has recently carried out research which has shown that flavours play an important role in helping smokers quit cigarettes.”
UKVIA sent Freedom of Information requests to 45 local authorities and NHS trusts across England asking about the use of flavoured vapes in their stop smoking services.
Of the 31 responses received: 100% provided flavoured products – including fruit, mint/menthol, tobacco and dessert options; more than 44% recorded fruit options as the most popular amongst smokers or most often given out; 24% recorded fruit options – alongside tobacco and/or mint and menthol – as the shared most popular or most often given out.
It was also found that more than two thirds of the stop smoking services have provided flavoured vaping products – including fruit, menthol and dessert options – obtained through the government’s swap-to-stop scheme.
“With the government reviving the Tobacco and Vapes Bill which seeks to give the Health Secretary unprecedented powers to make sweeping changes to regulations around vape displays, packaging and flavours, it is really important that any new regulations don’t ban flavours,” adds Dunne.
“The UKVIA wants regulators to ban youth-appealing flavour descriptions and imagery – and has been calling for this for many years, but we must continue to allow adult smokers access to the full range of flavours they need to quit smoking and remain cigarette-free.
“Survey after survey shows that fruit flavours are extremely popular among adult vapers so any moves to ban these would be misguided and would send vapers back to smoking which is not in anybody’s interest.” The latest Office for National Statistics (ONS) data show that smoking rates in the UK fell to a record low in 2023 with 11.9% of the population, or around six million people, smoking cigarettes. Meanwhile, ASH data says vaping is at an all-time high of 11% or around 5.6 million adults.
Retailers need to be aware of the new regulations such as the single use vapes ban which takes effect from April, the potential effect of the Tobacco and Vapes Bill and the effects that a new vape duty would have on sales.
“I would urge retailers to respond to any government consultations on these matters and write to their local MPs as changes in vape regulation, if implemented badly, could turn vapers back to smoking or to source vapes through the black market,” says Dunne.
“Increasing black market sales would clearly hit the retail market which is why it is vital for retailers to keep up to date with developments and changes in the law. Joining a trade body such as the UKVIA is also important, especially in times of unprecedented regulatory change that we are currently experiencing.
“The retail sector has a lot to lose by disproportionate regulation and needs to make its voice heard to effectively oppose any measures which would hit sales, lead to redundancies or store closures and send vapers back to smoking.”
Consumers seeking alternative nicotine solutions are driving change within the next-gen nicotine market, as the category value of vaping in the UK alone is forecast to almost triple from £930 million in 2019 to almost £3 billion in 2025 (ITUK estimates).
As such, we are currently seeing significant growth in the disposables category, with it accounting for 88% of all vape sales (ITUK estimates).
However, data also shows that both closed pod and open systems remain popular choices for vapers. With the ban on disposable vapes expected to come into force next April, the demand for pod-based devices is expected to grow significantly as consumers seek compliant products that provide the same taste and flavour experience as disposables.
Chris Kelly, CEO, Phoenix 2 Retail, said in response to the latest Government Vape Ban announcement: “It’s clear that while single-use vapes have provided a convenient alternative for smokers wanting to come off combustible cigarettes, the environmental effect that their improper disposal causes has had a negative environmental impact.
“That’s why our company welcomes the ban and the confirmation that it will be introduced in on June 1 next year. The announcement gives clarity to retailers and consumers concerning the way forward and allows us to plan properly for the transition away from single-use vapes.
“We have already begun that process, but what is now required from the Government and the industry is clear enforcement to ensure this doesn’t enhance the illicit market for single-use vapes.
“This would include moves designed to target manufacturers to ensure the products are not still being delivered into the country once the ban has come into effect.”
“With around 35% of current vape volume sales already taking place in the traditional retail channel (ECigIntelligence), it’s clear that there will be continued demand from consumers for vaping products as we move through 2024 and into 2025,” comments Andrew Malm, UK Market Manager at Imperial Brands. “To tap into this rising trend, retailers need to ensure they are dedicating sufficient space in store for vaping products and stocking the right range for their customer base. The cost-of-living crisis has also led to a higher demand for value products, so ensuring vaping products are stocked at a range of price points is also something retailers should consider carefully.”
Consumers often search for vaping solutions that provide intense flavours and fruity flavour profiles are the most popular among adult vapers, with recent data showing that Watermelon, Strawberry, Berry Lemonade, and Blueberry Sour Razz are now the top-selling vape flavours (ITUK). As a result, Imperial’s new blu bar kit launched with four intense, fruity flavours including Cherry, Pineapple, Blueberry Sour Razz and Watermelon Ice.
“For retailers, we would recommend stocking as broad a range as possible depending on retail space available and then fine tuning this offering based on customer feedback and sales,” adds Malm. “Retailers that remain agile will be in the best position to cater for their customers and boost their sales.”
When it comes to vaping and next-gen products, the blu bar 1000 device is a popular choice for retailers to offer their customers as they tap into the continued consumer demand for disposables.
blu bar 1000 is a fully compliant device, with a removable battery to aid in safe disposal and a translucent mouthpiece to show the remaining liquid in the device. It offers up to 1,000 puffs per device and is available in popular flavours including Blueberry Ice, Strawberry Ice, Watermelon Ice, Banana Ice, Mint, Grape, Tropical Mix and Blueberry Cherry.
Providing enhanced sales opportunities, the new blu bar kit offers a combination of attractive features and benefits designed to meet the changing needs of vapers. Offering consumers with the same flavour experience and convenience that is driving the demand for disposables, our new blu bar kit uses replaceable pods which deliver a market-leading 1,000 puffs of intense flavour per pod.
The sleek, slimline, and lightweight device 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 fruity flavours including new, intense Cherry as well as intense Pineapple, using blu Flavour Tech mesh coil technology to deliver a great taste experience. Liquid level visibility on the new blu bar kit means users can easily see when their pods need to be replaced, 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 1 x pod in Cherry or Pineapple. Also, with an RRP of £5.99 are blu pod packs, which include 2 x pods per pack (in Cherry, Pineapple, Blueberry Sour Razz or Watermelon Ice).
“Consumers have been seeking alternative nicotine solutions long before the expected disposable vape ban was initially proposed,” says Malm. “It is therefore crucial for retailers to regularly review their product range and prioritise stocking brands that meet their customers’ needs and align with current trends.
“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. 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.”
Prianka Jhingan, Head of Marketing at Scandinavian Tobacco Group UK, comments: “Nicotine pouch sales are really gathering pace in the UK, with our latest data showing the category is now worth just over £110m in annual retail sales and this figure doesn’t include sales taking place online. This reflects year on year growth of 88% in volume terms, offering clear evidence to its growing popularity and consumer demand. “The upcoming disposable vape ban which is due in April next year is likely to mean many consumers will be looking for alternative next gen products, so we’d advise retailers to talk to their regular customers to let them know what their options are. Nicotine pouches like XQS are likely to see a surge in sales as they offer consumers a very credible and attractive alternative due to their exciting flavours, discreet nature and ease of use.”
In general 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. XQS believes its sweet spot is targeting those young urban professionals and trend setters who are existing pouch users and value taste, quality and are willing to try new innovative brands.
Nicotine pouches users are motivated by flavour more than anything, which is one of the reasons Scandinavian Tobacco Group feels so confident in the future for the XQS brand. The predominant flavour is definitely mint but fruity flavours are also proving popular with consumers. Aside from flavour, there is also a move towards stronger variants with nearly three quarters of sales classed as ‘strong’ or ‘extra strong’. Scandinavian Tobacco Group recently launched XQS in a range of four great flavours with a variety of strengths: Tropical, Blueberry Mint, Cool Ice and Arctic Freeze. While the Tropical and Blueberry Mint variants give users a fruity burst of flavour, the Cool Ice and Arctic Freeze variants offer minty flavour and an icy, cooling sensation. All four variants come in fully recyclable packaging too.
“It’s still very early days, but just four months after launching XQS it had already become the sixth biggest selling pouch brand with a market share of 1.1% (IRI), and the anecdotal evidence we’re getting from retailers and consumers is very positive,” adds Jhingan. “We really believe in this brand and think it genuinely brings something different to the market, and that’s for two specific reasons. Firstly, and most importantly, XQS is all about high quality and long-lasting flavour which we feel confident is better than the other brands out there. We know once consumers try it, they love it! Secondly, it would be the uniquely smaller sized pouches which ensure a perfect and delicate fit under the lip.”
Ian Fish, National Account Manager, Aquavape, comments: “The Reduced-Risk Products (RRP) sector has experienced remarkable growth, now estimated to be worth over £5 billion and 30% of this is estimated to be illicit. This surge is primarily driven by the increasing shift of consumers away from traditional tobacco products in favour of safer alternatives such as vapes and nicotine pouches.
“As the industry expands, so too does the focus on developing products that address health concerns, convenience, and evolving user preferences.”
According to Aquavape’s 2024 sales data, the Reduced-Risk Products sector is seeing strong and sustained growth. Innovations like nicotine pouches and nicotine strips are making a significant impact, broadening the range of options for consumers seeking less harmful nicotine delivery methods.
These advancements are helping to shape the future of the industry, as it continues to offer more effective alternatives to traditional tobacco use.
A key trend shaping the Reduced-Risk Products (RRP) market is the increasing demand for Legal Big Puff Devices, which offer more puffs per device, delivering better value and greater convenience without the need for constant refilling. These extended-use devices align with consumer preferences for both ease and longevity.
“The impending ban on disposable devices is also expected to significantly reshape the market, pushing consumers towards legal big puff devices and pod systems,” adds Fish. “We anticipate the market will differentiate between two types of legal big puff products: bottles, which come with a 10ml refill, and pods, which feature a multi-pod system.”
Aquavape’s sales data reflects this shift. Legal big puff device sales surged from 4.1% of the brand’s total sales in December 2023 to 22% in July 2024, while sales of disposables are gradually declining—from 74.8% in December 2023 to 55.1% in July 2024. Though disposables still dominate the market, this data indicates a rapid transition to post-ban alternatives.
Another key trend is the rising popularity of nicotine pouches. These smokeless, tobacco-free products offer discreet consumption and are gaining traction among consumers seeking alternatives to vaping. IRI data shows a notable 90% increase in demand for nicotine pouches between February 2023 and February 2024. This surge suggests a broader shift in nicotine consumption habits, with more consumers opting for products perceived as less harmful than traditional cigarettes.
“To maximise sales, retailers should prioritise stocking a wide range of popular products, ensuring shelves are consistently replenished and aligned with current trends. In-demand items must always be readily available,” suggests Fish.
“Offering a diverse selection of disposable alternatives is equally important. Stock pods, legal big puff devices and e-liquids to keep up with next-generation trends. Keeping shelves well-stocked with both popular items and alternatives helps avoid missed sales.
“Distributing leaflets that highlight the benefits and proper use of disposable alternatives, like legal big puff devices, can help customers make informed choices. Engage with them directly, understand their preferences, and provide tailored recommendations to enhance their shopping experience and maximise opportunities for sales.
“We encourage retailers to keep up with the latest NPD from top-selling brands such as Elfbar, Lost Mary, SKE Crystal and IVG as independent retailers have traditionally grown new brands so this will ensure you are ahead of trend.”
Angelo Yang, Associate General Manager, UK, ELFBAR, comments: “As the single-use ban approaches, refillable and rechargeable vaping devices will become increasingly essential to retailer product portfolios.” While single-use vapes are expected to remain the top-selling product category until the ban takes effect, Circana data shows that their sales are slowly declining in favour of high-puff-count products.
To meet the growing demand from adult smokers and ex-smokers seeking high puff count devices, ELFBAR introduced the AF5000, and its sister brand, LOST MARY, released the BM6000. Both are performing well in sales and, as rechargeable devices using prefilled pods, provide an alternative to single-use vapes.
LOST MARY also recently launched the 4-in-1, which delivers up to 3,200 puffs and holds four 2ml prefilled pods which are replaceable. And ELFBAR has just introduced its 4-in-1 prefilled pod kit. Flavours are integral to encouraging adult smokers to adopt vaping, as noted by the Royal College of Physicians (RCP). Both rechargeable devices enable adults to easily switch between four flavours, providing variety to support them in their transition away from cigarettes.
Offered in a wide range of flavours, the new products build on the ELFBAR ELFA PRO and LOST MARY TAPPO prefilled pod kits, designed to deliver a similar experience to single-use vapes but in a reusable format. Having a diverse selection of flavours corresponds with advice from the RCP that a range of options should be available to adults to support their attempts to quit smoking.
Fruit continues to be the most popular flavour with adult smokers and ex-smokers, as evidenced by the Action on Smoking and Health (ASH) 2024 adult vaping survey and member-commissioned research by the Independent British Vaping Trade Association (IBVTA).
In terms of sales, some of the most popular flavours include Pineapple Ice, Strawberry Ice, Watermelon, and Blueberry.
LOST MARY’s latest innovation, the 4-in-1 pod system builds on the brand’s range of prefilled pod kits. In Normal Mode, it delivers up to 2,400 puffs, while Economy Mode allows up to 3,200 puffs for an extended vaping experience at a lower power setting. One click of a button switches between the two, and the device displays when Economy Mode is active.
ELFBAR is also expanding its lineup of high puff count products and recently launched its 4-in-1 prefilled pod kit. Both reusable and rechargeable pod kits hold four 2ml prefilled pods, offering the choice of four ELFBAR or LOST MARY flavours in one device.
LOST MARY also recently introduced the BM6000, its first high puff count device, designed to deliver up to 6,000 puffs. The BM6000 features a battery display and window to monitor how much e-liquid remains. Available in 16 flavours, with more to be added soon, the range caters to the growing commercial demand from adult smokers and ex-smokers seeking high puff count vaping options as an alternative to smoking. The larger e-liquid capacity in both the 4-in-1 and the BM6000 reduces the need for frequent refills, providing extended convenience and greater cost efficiency.
Additionally, ELFBAR has released the first product in its ELFX series, developed as an accessible entry point to open pod systems. The ELFX can be manually refilled with nic salts, including ELFLIQ, the same e-liquids found in ELFBAR single-use devices – giving access to the range of flavours the brand is recognised for.
“With changing yet undetermined legislation on the horizon, retailers should focus on offering a balanced range of high-demand products, including single-use, prefilled pod and open pod systems, along with a variety of e-liquids and pod flavours,” adds Yang.
A key aspect of this approach is to gradually shift to stocking more rechargeable and reusable products as the single-use ban nears. This will ensure adult smokers are supported with viable alternatives to replace what has become the tool of choice for those wanting to quit smoking and help retailers maintain sales. Proactively informing adult customers about these alternatives as the phase-out approaches is also key.
A key aspect of this approach is to gradually shift to stocking more rechargeable and reusable products as the single-use nears. This will ensure adult smokers are supported with viable alternatives to replace what has become the tool of choice for those wanting to quit smoking and help retailers maintain sales. Proactively informing adult customers about the availability of alternative options to single-use vapes in preparation for their eventual phase-out is also key.
“To help with this, retailers and staff should get familiar with new vaping products through hands-on demonstrations and by liaising with their sales representatives. This will deepen their understanding of different product categories and how the devices work, enabling them to better assist adult smokers and ex-smokers in making informed choices,” says Yang.
“Guided by current sales data, retailers should also consider stocking high puff count devices as this product category is showing significant growth.
“By regularly refreshing product offerings based on sales data and customer feedback, retailers can align with evolving adult preferences, ensuring their range remains relevant and competitive.”
Anis Safri – Sales Director, IVG Bar, comments: “The Reduced-Risk Products (RRP) sector has seen significant growth in recent years, with estimates suggesting it could be worth billions globally. This growth is driven by increasing consumer demand for alternatives to traditional tobacco products, especially in markets focused on health-conscious choices. Exact figures fluctuate, but the vaping and next-gen products category forms a major part of this.”
Key trends include the rise in disposable vape products, Pod Systems and Nicotine Pouches a growing preference for nicotine salts over traditional e-liquids, and the expansion of flavour diversity. Additionally, there’s an increasing focus on sustainability, with eco-friendly packaging and recyclable components becoming more popular.
A significant proportion of sales still occur through traditional retail, particularly in convenience stores, specialist vape shops, and supermarkets. However, e-commerce sales have grown steadily, accounting for a considerable share as well. The blend of physical and online channels has been key to IVG’s overall success.
Currently, fruit-based flavours like blueberry, mango, and tropical blends are highly popular, alongside dessert-inspired flavours like custard and creamy vanilla. Menthol and ice variations also remain favourites, especially for those transitioning from menthol cigarettes.
IVG’s best-sellers include the IVG 2400, the Smart 5500 disposable vape range, and IVG Air series (4 in 1 & 2 in 1) in Pod System. Additionally, in Nic salts flavours such as Ribery Lemonade, Strawberry Watermelon, and Frozen Cherry consistently top the charts.
“Flavour diversification is crucial, as consumer preferences evolve quickly. Additionally, ensuring a wide range of nicotine strengths and formats (e.g., disposables, refills, pods) will help cater to different types of vapers. Keeping up with regulatory changes and educating consumers on product safety and benefits are key to sustained success,” says Safri.
“Retailers should focus on ensuring they carry a diverse range of flavours and nicotine strengths to cater to all consumers. They should also educate their staff about the product range, so they can guide customers better. Promotions and bundling options are also great ways to increase average sales.”
IVG works closely with retailers by offering training programs to ensure their staff are knowledgeable about its products. The brand also provides point-of-sale displays, sampling programs, and joint promotions to help boost visibility and sales at the retail level.
Newly launched IVG Nicotine Pouches offer a clean, tobacco-free, smokeless alternative for adult smokers. Using superior high-grade nicotine, quality plant-based ingredients and premium materials for a sustained nicotine and flavour delivery, users can enjoy up to 45 minutes of a smokeless nicotine experience.
IVG nicotine pouches are available in six flavours; mango, strawberry, spearmint, ice mint, cola, and blue, and are available in two strengths, 15mg and 20mg. This gives users flexibility in choosing their nicotine levels and serves as an alternative option for those seeking to reduce or quit traditional tobacco use.
John Rennie, Director of Commercial Operations at Philip Morris Limited (PML) in the UK and Ireland, comments: “The UK is at a pivotal moment in its journey towards a smoke-free future; a downward trend in demand for combustible tobacco indicates a steady, but continuing decline in smoking itself.
“Over several years, cigarette sales have fallen in the convenience trade and in the grocery multiples, demonstrating that more smokers are abandoning cigarettes, which is always the best choice, or switching to smoke-free alternatives. This is a fundament shift that all retailers should acknowledge and respond to.”
The Philip Morris portfolio includes IQOS ILUMA, the UK’s top heat-not-burn device (PML estimate and Nielsen), ZYN, the leading nicotine pouch brand (PMI), and VEEV ONE, a premier closed-pod vape system. PML encourages retailers to stock a broad range of these products to cater to diverse preferences, ensuring they remain competitive as the nicotine market evolves.
At Philip Morris International (PMI), the parent company of brands such as Marlboro and IQOS – the world’s number one heated tobacco product (PMI) – the shift towards tobacco alternatives has been reflected by a significant milestone. During PMI’s end-of-year 2023 financial results, its CEO revealed that IQOS had surpassed Marlboro in global net revenues, becoming the Company’s number one international nicotine brand (PMI). This success was replicated in the first quarter of 2024, where Philip Morris’ smoke-free business accounted for 39% of international net revenues, with IQOS maintaining pole position in eleven markets (PMI).
While it took Marlboro 115 years to establish its dominance as the world’s best-selling cigarette, IQOS has surpassed the world’s most valuable cigarette brand in less than a decade since its launch (PMI). In the UK, as with many other markets, the growth of heated tobacco has been a sharp contrast to the decline in cigarette sales similarly to Europe where heated tobacco unit sales have increased by 9.4% during the first three months of 2024, reflecting continuous growth momentum for IQOS across the continent (PMI).
Nationally, the percentage of convenience retailers now selling TEREA and HEETS tobacco sticks has risen by 42% in two year (Nielsen), while cigarette sales declined by 34% during the same period (PMI). This trend is also reflected in grocery multiples, where sales of IQOS kits grew by 269% between September 2021 and December 2023 (Nielsen), while cigarette sales declined by 27% (Nielsen).
This popularity has led Philip Morris to expand the flavour range for IQOS ILUMA to thirteen with the launch of TEREA Pearls. The TEREA Pearls range features innovative capsule technology, enabling users to switch seamlessly from a traditional tobacco blend to a unique flavour with a single click. New flavours include Abora Pearl: Tobacco Blend with Strawberry and Basil (on a click) and Amelia Pearl: Tobacco Blend with Watermelon with Menthol (on a click). This enhancement elevates flavour delivery, offering an enriched experience for users of IQOS ILUMA, the UK’s number one heat-not-burn device (PML estimate and Nielsen).
The demand for heated tobacco products will continue to grow as more adult smokers seek better alternatives, but the impact will not be limited to combustible tobacco products alone.
Nicotine pouches, like ZYN, have seen significant growth, with a 91% increase in volume during the first half of 2024 compared to the same period last year (Nielsen). This trend is expected to continue as awareness among adult smokers and legal-aged nicotine users increases. ZYN, the world’s number one nicotine pouch brand (PMI) observed an impressive 161% increase in volumes this year compared to the previous year (Nielsen).
“In the UK, 73% of adult smokers have tried vaping, but only 23% have stuck with it (Ash). Recognising that no single smoke-free product can cater to every smoker’s preference, embracing a multi-category approach becomes indispensable for those investing in their smoke-free portfolio.
“IQOS ILUMA complements gantries because it offers a real tobacco taste and satisfaction, with 95% less harmful chemicals compared to cigarettes and enables savings of up to £3,000 a year. It’s these attributes, coupled with evolving preferences among adult smokers and nicotine users, which have elevated IQOS beyond Marlboro.
“Retailers must grasp the significance of this pivotal moment and adjust their strategies accordingly. By incorporating innovative products like IQOS ILUMA and TEREA tobacco sticks into their offerings, they not only navigate these shifts, but also thrive in the emerging smoke-free era.”
HEATWAVE OPEN, Philip Morris’ cutting-edge new digital trade engagement platform bolsters online support for retailers stocking IQOS, the world’s number one heated tobacco device (PMI).
Exclusively available to retailers enrolled in PML’s HEATWAVE OPEN programme, the platform serves as the sole channel for retailers to order IQOS ILUMA, the latest advancement in tobacco heating technology introduced in the UK last year. Retailers can also procure TEREA – the tobacco sticks used exclusively with the IQOS ILUMA device – alongside PML’s broader range of smoke-free products.
HEATWAVE OPEN provides a range of support services, educational tools, and reward schemes to help retailers get the most out of stocking PMI’s smoke-free portfolio. Enhancements include a gamification feature to drive engagement, offering instant rewards upon completion of various activities such as participating in the Watch & Win campaign and completing quizzes and tasks through the Level Up challenge.
Moreover, the platform offers dynamic peer-to-peer guidance through the ‘IQOS ICONS’ section, featuring brief, informative videos from standout IQOS sales achievers. These videos provide valuable insights into product information, sales strategies, and the advantages of stocking IQOS ILUMA and TEREA.
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