The vaping category in the UK continues to grow strongly as retailers provide adult smokers with more alternatives to combustible cigarettes. 

E-cigarettes is the largest sector in the smoking alternatives category and recent data from industry analysts IRI shows double-digit growth in e-cigarette sales in the twelve weeks after the removal of menthol cigarettes from stores, compared to the twelve weeks prior.

Since May 20th this year, it has been illegal for manufacturers to produce, and retailers to sell, menthol flavoured cigarettes as part of the revised European Tobacco Products Directive.

In the twelve weeks post the ban, IRI figures show the vaping category in tracked channels grew by 12.6%, with sales of menthol products up 44.6%

Juul Labs believes smokers should first and foremost quit– those who have not successfully quit should completely switch to potentially less harmful alternative nicotine products. John Patterson, sales director of Juul Labs UK, welcomed the continued growth in the category.

“Juul Labs’ mission is to transition the world’s billion adult smokers away from combustible cigarettes, eliminate their use, and combat underage usage of our products,” Patterson said. “We believe that vapour products can offer adult smokers an alternative to combustible cigarettes and, in so doing, reduce the harm associated with tobacco.

“The vaping category itself has experienced solid growth in the past few months. If we look at total sales across closed and open systems in the twelve weeks pre and post the removal of menthol cigarettes, menthol and mint products contributed to almost 60% of all growth in the category, with menthol flavours alone responsible for 36% of all growth.”

Patterson points to the company’s Glacier Mint and Menthol JUULpods as key drivers and must-stock products for retailers:  “With vaping products, adult smokers have a choice of flavours and a range of alternative options that may help them transition away from combustible cigarettes.

“Since May, Glacier Mint JUULpods have remained the number one refill kit in the closed pod sector in the UK and Menthol JUULpods have performed strongly. Retailers who stock the JUUL range could therefore grow their category sales and offer adult smokers a credible alternative to cigarettes, which continue to be the number one cause of preventable death in the UK.”

As part of Juul Labs’ commitment to responsible retailing, the company is continuing to invest in its ‘Challenge 25’ age verification policy, providing retailer training, alongside mystery shopping audits to limit appeal to underage individuals.


  1. All sales data sourced from IRI value sales in tracked channels 12 weeks to 17/005/20 versus 12 weeks to 09/08/20
  2. ONS Adult Smoking Habits in the UK 2020

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