The sale, supply, and possession for sale or supply of disposable vapes, including non-nicotine versions, will be illegal in the UK from June 1, 2025.
This ban applies to all retailers, including high street and online stores, as well as healthcare and stop smoking services.
The purpose of the ban is to protect children’s health and reduce environmental damage caused by single-use vapes.
EDGE has conducted regular research with Vypr to understand how disposable users’ shopping behaviour will change after the disposables ban.
Each time the question is asked, it’s clear 10ml vape liquid will be the big winner after the ban, with a minimum of 30% of disposable users planning to switch to 10ml products.
Pods are a strong second with 16% of disposable users planning to switch to pods. There is still some uncertainly among disposable consumers with 17% saying they don’t know what they will do after the ban, 13% say they will return to smoking and 7% will look for illegal disposable products. It will be important for retailers to be vigilant to the latter consumer.
Nic Salts 10ml sales are growing in popularity, as they are “disposables in a bottle” and give consumers that bold flavour experience from disposables. Disposable flavours are more commonly fruity, and Ice variants are popular. A flavour which has commonly been popular among all brands, is Watermelon Ice. EDGE wanted to compare its flavours vs the top brands, so it conducted a blind taste test with Wirral Sensory Services to see if vapers who love Watermelon vape flavours preferred EDGE. And they did, vapers preferred the EDGE flavour.
Stuart Vaughan, Head of Sales – Branded Retail UK, NextGEN360 Ltd, comments: “Importantly, consumers care most about flavour quality (Vypr), which is why EDGE is the perfect brand for consumers to try. EDGE manufactures its own flavours in Manchester, and we believe we’re the only UK brand to do this. We know exactly what’s in them and that’s why our flavours win every blind consumer taste test we’ve ever done. Vapers prefer EDGE flavour.”
EDGE Very Menthol in 6mg, 12mg and 18mg have been best sellers since EDGE became the No.1 brand in Traditional Retail in 2021 (Mults and Convenience), and they continue to be in 2025. The brand has noticed that consumers still love freebase and Freebase 10ml is also vital for growth.
Before disposables, 10ml mostly used freebase. Freebase has classic flavours like Menthol, Tobacco and Blackcurrant and gives a strong throat hit like smoking. Consumers still love freebase – it’s the backbone of UK 10ml sales with 67% share of units and is still growing (+2%) (Nielsen IQ 12 we 25th Jan vs Previous). It’s become difficult for consumers to find a strong range of freebase 10ml in c-stores, so consumers are shopping online (EDGE online sales +36% year-on-year). For more sales growth and to bring freebase customers back to your store(s), stock EDGE Core 10ml – freebase E-liquids which continues to drive EDGE to be No.1 in Convenience (Nielsen IQ 12we 25th Jan).
EDGE LIQ 10ml Nic Salts are 15 bold flavours which launched in April 2025, providing consumers with the very best flavours inspired by disposables. EDGE is unique in making all its own flavours, providing UK flavours consumers can trust. The EDGE Watermelon Ice was rated “best flavour.”
EDGE Hybrid-X is the ultimate device for pre-filled and re-fillable pods. Offering peak convenience, consumers can switch between re-fillable and pre-filled pods giving consumers complete flexibility. The device has a fast charge 1200mAh battery and is packing the best device technology into an accessible price for consumers.
Compatible with the EDGE Hybrid X, EDGE Hybrid X Pods are brimming with innovation to keep vape juice fresh forever. They are available in 15 flavours from May 2025.
All ranges will be compatible with the new EDGE Display Cube. The Cube has a footprint of an A5 pad and is stackable, so is an ideal countertop display giving retailers complete flexibility and efficient use of space.
“Regarding 10ml, retailers should focus on the major brands which between them offer the best Freebase and Nic Salt 10ml products. EDGE has been the No.1 brand in convenience for 7 consecutive years and is a must stock for retailers. Cirro is a brand which only offers freebase and performs well in major retailers’ convenience stores but isn’t a brand to target for independents, symbol groups or convenience multiples,” adds Vaughan.
“Nic Salt 10ml retailers should focus on brands which can offer the best quality, and the most familiarity to consumers.”
EDGE Watermelon Ice was rated “best flavour” in an independent consumer test conducted by Wirral Sensory Services (Nov 2024). The test involved 60 vapers who enjoy Watermelon Ice flavours and compared the Watermelon Ice flavours from 7 top selling Nic Salt 10ml ranges, EDGE beat other brands.
EDGE LIQ Nic Salt 10ml is rated as a better flavour so is an excellent choice for retailers to stock to give consumers a quality or a familiar brand choice – everything they are looking for.
“Educate consumers that flavour is better with 10ml and stock the products with the best flavour to help prove it to them. Consumer research conducted by EDGE with Vypr shows flavour/taste is the most important factor to consumers when they are deciding which vape product to buy. Disposables are a convenient product but struggle to deliver as much flavour as open system devices and 10ml Nic Salts. So, to help consumers find the best flavour experience, encourage them to try a simple refillable pod system in tandem with 10ml e-liquids,” suggests Vaughan.
“Reassure consumers that e-liquids are convenient and affordable. Good quality refillable pod systems are available for under £15, have easy filling and in the long run are more cost effective.
“Create excitement by ensuring your 10ml Nic Salt range has a wide choice of flavours before the ban to help consumers realise the product range offers the same excitement as disposables – if not more.
“Stock a high quality and affordable open system device before the disposables ban, preferably a refillable pod system like the EDGE Hybrid X, to help consumers find an alternative to disposables. Hybrid X offers that flexibility of being a pre-filled pod system, and a re-fillable pod system.”
EDGE have recently launched a new display unit, designed with flexibility in mind for where it can be positioned given it’s not yet clear if or when display rules will change. Whilst we wait for confirmation of what impact the Tobacco and Vapes Bill will have on display rules, it makes sense for retailers to use the spaces they have available and focus on making it as easy as possible for shoppers to find and choose their preferred product. Investment in the vaping and next generation nicotine displays has been popular over the last two years, so retailers who have invested in displays may be looking to wait until rules are confirmed before considering further investment. Making the most of countertop displays available from brands could be an ideal solution to freshen up your display without investment.
Prianka Jhingan, Head of Marketing at Scandinavian Tobacco Group UK, comments: “Nicotine pouch sales are too big now to avoid. With overall traditional tobacco sales in decline and the impact of the upcoming legislation on the vape category now imminent, this is likely to mean many consumers will be looking for alternative next gen products, so nicotine pouches like our own XQS are likely to see a further surge in sales as they offer consumers a very credible and attractive alternative due to their exciting flavours, discreet nature and ease of use. Supermarkets currently have the biggest share, although sales in the convenience channel are rising fast.”
The latest IRI data shows the pouch category is worth just over £140m in annual retail sales and this figure doesn’t include sales taking place online. This reflects year on year growth of 77% in volume terms, offering clear evidence to its growing popularity and consumer demand.
“We know nicotine pouches users are motivated by flavour more than anything, which is one of the reasons we feel so confident in the future for our XQS brand, which we launched a year ago,” adds Jhingan. “The predominant flavour in the category is definitely mint but fruity flavours are proving increasingly popular with consumers. This year alone we have already launched five new XQS skus, all of which meet the current growing trend for fruity flavours. In January we introduced two new flavours, Black Cherry and Citrus Cooling, and more recently, we’ve added three more with the introduction of Raspberry Blackcurrant, Strawberry Kiwi and Berrynana Twist, which now take the number of skus in the portfolio to eight.”
STG has recently announced the launch of three fresh new flavours to join its growing XQS nicotine pouch portfolio. Raspberry Blackcurrant, Strawberry Kiwi and Berrynana Twist are the latest arrivals, all of which have been available to retailers from April onwards, competitively priced with an RRP of £5.50. All three new skus match the growing consumer trend for fruity flavours and are 8mg in strength, so a perfect product for those consumers looking for a long-lasting burst of flavour and nicotine. The Raspberry Blackcurrant flavour offers a vibrant blend of juicy raspberries and bold blackcurrants for a perfect mix of sweetness and tartness. Strawberry Kiwi has a refreshing and vibrant mix of strawberries and tangy kiwi, while Berrynana Twist gives users a smooth mix of ripe berries and creamy banana for a rich and balanced fruity taste. Just one year from launch XQS has got off to a flying start and is already the sixth biggest selling brand, with over one million cans now in market.
Imperial Brands has launched an exciting range of new flavours to its rechargeable blu bar kit vape line, following increasing demand from customers for more flavour options.
The new additions launched in independents from 3rd March and introduce 3 new kit flavours – each comprising a rechargeable blu bar device and flavoured pod – and 11 new blu pod flavours, so customers can buy and try a total of 15 flavours across the range.
The three new kit flavours are Watermelon Ice, Blueberry Ice, and Blueberry Sour Razz, whilst the replaceable packs of 2 pods are now available in Blueberry Ice, Lemon Lime, Strawberry Ice, Berry Mix, Kiwi Passionfruit, Mint, Apple, Grape, Banana Ice, Blueberry Cherry, and Triple Melon.
The launch is a response to the growing popularity of fruity flavours among users of vape products. This is especially the case among current users of disposable vape products, who will have to consider alternatives in the light of the anticipated disposable vape ban on 1st June 2025.
According to recent research, the top 10 most popular flavours amongst UK users of disposable vapes are fruit-based (Nielsen/Syndicated Data) – with Lemon Lime, Pineapple Ice and Strawberry Ice coming in as the top three. Imperial Brand’s latest launch will therefore be welcome news to disposable vape users seeking a similar flavour experience as they make the transition to rechargeable vaping systems.
Fruity flavours were also popular with existing users of pod-based devices, followed by mint flavours. The top three flavours for users of pod-based vaping systems were Mixed Fruit, Blue Raspberry Ice, and Peppermint Tobacco (Nielsen/Syndicated Data).
This research is also backed up by a recent VapeHub study, which surveyed 450 UK vape users. When asked for their three most preferred flavours, 64% mentioned fruit – more than double that of any other flavour type (VapeHub).
Imperial Brands launched blu bar kit last summer, to provide consumers with an alternative to disposables that mirrors the same flavour experience and convenience that has driven the demand for disposables – with a post-ban compliant device.
Providing users with an impressive 1000 puffs per pod, the blu bar kit is a sleek, slimline and lightweight device that offers the easy use and portability of a disposable device, while the rechargeable 550mAh battery and USB-C charging port enable repeated use.
Each durable blu bar device comes in a premium brushed metallic finish for in-hand longevity. Liquid level visibility means customers can easily see when pods need replacing, and with pod safety a priority, a security lock ensures the device is fully protected when not in use.
The blu pod packs each contain two pods allowing a total of 2,000 puffs, and the blu bar kit utilises blu Flavour Tech mesh coil technology to deliver intense flavour from the first puff to the last. Users of Imperial Brands’ blu bar 1000 disposable device will already be familiar with the technology, delivering a great taste experience that vaping customers demand.
Yawer Rasool, Consumer Marketing Director UK & Ireland at Imperial Brands, commented: “The vape market in the UK is being driven by two key factors – flavour choice and ease of use. As the availability of disposable vapes comes to an end in the UK, our extended blu bar range has been designed to be just as easy to use as a disposable vape product, while offering the most popular flavours in a reuseable pod format.
“Given that the overall pod market nearly doubled in the last year (Nielsen/Syndicated Data), mainly due to growth in the availability of products which offer the same convenience as disposable vapes, it is clear that the new blu bar kit and pods are a ‘must stock’ item for retailers.”
Angelo Yang, Associate General Manager, UK, ELFBAR, comments: “Fruit remains the most popular flavour profile among adult smokers and ex-smokers, as evidenced by the Action on Smoking and Health (ASH) 2024 adult vaping survey. A recent ELFBAR study of over 6,000 UK adults reinforces this, with two-thirds (68%) of vapers saying that a wide flavour variety helps them reduce their smoking or stay off tobacco, with almost half (48%) using fruit or other sweet flavours.”
Among the best-selling ELFBAR flavours are Watermelon, Cherry, and Blueberry, and for LOST MARY, top performers include Pineapple Ice, Strawberry Ice, and Blueberry Sour Raspberry.
ELFBAR and LOST MARY also offer a wide range of nicotine salts for use in any open pod system.
ELFLIQ and MARYLIQ give access to the same e-liquid flavours found in ELFBAR and LOST MARY vapes, enabling retailers to meet the needs of customers who prefer open pod devices.
The ELFBAR 600 and LOST MARY BM600 are flagship devices that have led the category since launch, with consistently high sales and loyalty among adult smokers and ex-smokers.
In the high puff count category, the LOST MARY BM6000 has quickly become a top performing product. It continues to lead in its segment, driving repeat purchases and offering strong returns for retailers.
All three products are available in reusable formats that meet post-ban regulations. The ELFBAR 600 Prefilled Pod Kit replaces the original ELFBAR 600, while the LOST MARY BM600 Prefilled Pod Kit succeeds the BM600. The new versions are rechargeable, use replaceable prefilled pods and capture the convenience and flavour experience that made their predecessors so popular with adult smokers and ex-smokers – giving retailers like-for-like successors.
The LOST MARY BM6000, already a reusable device, has also been updated to meet the new rules.
ELFBAR and LOST MARY’s latest innovations include reusable versions of their best-selling single-use devices – products that, in their original format, consistently delivered strong sales and high repeat purchase rates among adult smokers and ex-smokers.
Both new products are rechargeable, use replaceable prefilled pods and retain the flavour experience and convenience that made the originals so successful – now in a reusable format that meets post-ban regulations. These direct replacements give retailers a way to retain footfall, preserve customer loyalty and maintain sales following the single-use vapes ban.
ELFBAR and LOST MARY are top-selling and trusted brands, holding a combined market share of nearly 50%.
With 68% of UK adults who vape to quit smoking using ELFBAR’s devices at least once a week and a reusable portfolio to meet post-ban regulations, the brands remain must-stocks for retailers looking to maintain footfall and repeat sales following the single-use vapes ban.
In the growing high puff count category, LOST MARY BM6000 is best in class and leading the way, having quickly become the product of choice for adults in this segment.
ELFBAR is performing strongly in this space too, ranking as a top performer, with the ELFBAR 4-in-1 and ELFBAR DUAL10K, in particular, showing significant sales growth.
ELFBAR’s nicotine salt range, ELFLIQ – compatible with any open pod system – also continues to gain traction, capturing an increasing share of the e-liquid market.
“Assess and diversify product inventory. Sell through remaining single-use lines and replace them with compliant, reusable alternatives from trusted brands, complemented by a variety of pod and e-liquid flavours. Tailor your range by engaging with customers to understand their preferences. This ensures you can continue supporting adult smokers with viable alternatives to maintain customer loyalty and drive sales after the single-use vapes ban,” suggests Yang.
“Train staff and educate customers. Ensure staff understand the single-use vapes ban and what constitutes compliant products. Inform customers about the changes, the dangers of illicit products and guide them towards reusable alternatives.
“Ensure a recycling programme has been implemented. Have a visible point for recycling used vapes and display the availability of this service to encourage customers to dispose of devices responsibly. Retailers should refer to the guidance provided by the Association of Convenience Stores and the Scottish Grocers’ Federation, which give further details on vape takeback.”
“Retailers should be phasing out their remaining single-use vapes range by selling through existing stock and transitioning to compliant, reusable alternatives from trusted, popular and high-performing brands,” advises Yang.
“Staff should be well-briefed on the single-use vapes ban, understand the changes and be familiar with new reusable product ranges – including what constitutes a compliant device – to confidently guide customers towards suitable alternatives. Ideally, this would be supported by clear in-store messaging and updated displays to raise customer awareness about the new formats.
“To help clear remaining single-use stock, retailers should focus on bestsellers – giving priority display space to top-selling SKUs.
“To maintain sales and footfall post the single-use ban, retailer focus should be on prefilled pod kits, including high puff count devices, complemented by a variety of pod flavours, as well as nicotine salts for open pod systems. Understanding customer preferences through engagement will help inform stocking decisions.
“Retailers should monitor rate-of-sale data to identify top-performing reusable products and flavours, using this insight to optimise shelf space and align inventory with demand. Given display space limitations, the best approach is to stock a diverse selection of products and flavours that cater to different adult preferences – and refine the range over time based on sales performance and customer feedback. Supporting this with point-of-sale materials can help boost visibility, and drive interest and footfall.”
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