Tobacco, Vaping & Next Generation: Consumer Education

The tobacco and vape categories play a big part in the success of convenience stores, with the former being one of the most traditional drivers of customers to stores, and the latter taking off in a way that nobody anticipated, to the point it was the fastest growing category two years in a row, according to The Grocer Top Products.

These successes didn’t come without challenges and scrutiny. On the tobacco side, the category has long been lobbied against on health grounds, and if not for the revenues it generates for the Treasury, action may have been taken some time ago. Meanwhile, the explosion of the vape sector, attracted all the wrong attention, particularly when non-compliant products seemed to be more readily available than compliant ones in the UK. This, coupled with concerns over the impact of disposable vapes on the environment, Material Focus estimates around five million single-use vapes are thrown away every week in the UK, up from three million the previous year. 

These concerns lead to the development of the disposable vape ban. Set to come into effect 1 June 2025, it marks a signifcant change for the vape category, and while retailers may be keeping on top of what the various pieces of legislation are and what they have to do, their customers may not be so savvy, and that will require some education at the till, especially if they’re used to picking up disposable products. Unfortunately in a busy store, this information will have to convey the changes quickly and easily, and in a manner that doesn’t result in a disappointed shopper not wanting to come back.

With dispable vape ban looming, what should retailers be doing to get themselves and their shoppers ready?

Andrew Malm, UK Market Manager for Imperial Brands explains what retailers need to be telling their customers ahead of the disposable vape ban on 1 June.

“With a ban on the sale of disposable vapes coming into effect on 1 June 2025, retailers should be preparing for a transition period and seek out best practice advice to mitigate the impact of the ban on business sales given the importance of vapes as a contributor to revenue streams.”

Angelo Yang, UK associate general manager of ELF BAR, sets out clear advice to retailers concerned. “Retailers should be informing adult smokers and former smokers that reusable alternatives, offering the same experience, flavours and convenience as single-use vapes, are already available. By highlighting these options now, retailers can help adult customers transition smoothly, support their efforts to quit smoking, and maintain sales after the single-use ban takes effect. We are working closely with retail partners to provide ongoing support, including compliance guidance, while educating them on the benefits and features of reusable options to help their customers make informed choices.”

Malm stresses the importance of retailers starting these conversations early. “It’s also important that retailers are aware of the scope of the ban and therefore able to comfortably explain how it only applies to single-use, disposable vape products, and what alternatives are available. It’s also important for retailers to start having discussions with customers, to gauge the impact of the ban and understand how their buying behaviour will be affected once the ban is in force. Are customers looking for a replacement or eager to switch to another brand? Retailers can guide customers to make sure they, too, have the up-to-date knowledge they need when the law comes into place.

“By keeping conversations open with customers, retailers will also ensure they are readily meeting customer needs,” he says. “For example, stocking more of the vape flavours or devices that customers buy frequently will help retailers adjust their product range frequently to ensure it remains suitable for when the ban takes place. As it stands now, vape products can still be displayed in store so its worth spending time to create clear and visible displays for customers to peruse the different options currently available.”

While the 1 June deadline is new information, planned restrictions on disposable vapes has been common knowledge for some time, and so the market has attempted to pivot to meet this expected change.

John Rennie, director of commercial operations at Philip Morris Ltd. UK and Ireland explains how the category is shifting and what retailers should be doing to ensure they don’t get left behind.

“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 fundamental shift that all retailers should acknowledge and respond to.

“Despite the popularity of disposable vapes, our data shows that closed-pod systems have grown by 35% since January. Retailers frequently cite ‘convenience as a key factor for this shift. We strongly recommend that retailers begin transitioning to closed-pod systems now, as these systems offer a reliable and convenient alternative, ensuring customer satisfaction and compliance with future regulations. By focusing on closed-pod systems, retailers can provide a seamless transition for legal-aged nicotine users and maintain competitive.

“As the UK moves towards a smoke-free future, it’s crucial for retailers to adopt a multi-category approach. 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. This trend is expected to continue as awareness among adult smokers and legal-aged nicotine users increases. For ZYN, the world’s number one nicotine pouch brand, we’ve observed an impressive 161% increase in volumes this year compared to the previous year.

Yang says the vape sector is reacting to the changing legislation but thinks it will step up as the June deadline approaches. “Single-use vapes remain the dominant product category in 2024. However, where they once made up over 80% of UK vape sales across all brands, they now account for just over 60%, with sales gradually shifting towards high puff count devices, indicating that consumer habits are already shifting.

“The move toward alternative vape products is expected to accelerate in 2025, with reusable devices playing an increasingly important role in retailer product portfolios. Here, prefilled pod systems – designed to capture the convenience and flavour experience of single-use vapes – are already gaining traction as practical alternatives.”

For retailers unsure what their range should be, Yang offers up this advice. “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.

“A key aspect of this approach is gradually shifting to stocking more reusable devices. This will help retailers prepare for the single-use ban and maintain sales by ensuring adult smokers are supported with viable alternatives to replace what has become the tool of choice for many wanting to quit cigarettes. Striking the right balance means engaging with customers to understand their preferences and staying informed on market trends and regulatory changes to adapt product ranges accordingly.

“Retailers should also include high puff count devices in their portfolio, as sales data from Circana shows a notable and growing demand for this product category. LOST MARY’s BM6000 is leading the way in the high puff count product category, having quickly become the product of choice for adults in this segment.”

Malm also advises retailers to brush up on their training ahead of any changes. “It is also worth retailers checking up – or refreshing their memories - on the No ID No Sale Guidelines. The guidelines also list out staff training advice – an element that is critical in making sure teams are correctly handling age-restricted products and are recording any denied sales via the Refusals Register. As well as this, the free retail packs offered contain POS merchandise such as Statutory Tobacco Notices and Age-Related posters along with ‘Scan Me’ and ‘No ID No Sale!’ badges and shelf wobblers.

“We also strongly advise retailers to check their supply sources rigorously and to continue to be wary of potential suppliers offering products which may be illicit.”

Concerns over the illicit trade are nothing new but the planned ban may make things worse. Already a major issue in the UK, Trading Standards and responsible retailers are playing catch up with products that are either counterfeit or not compliant with the UK market, and the expectation is that when the ban comes into play, it’s only going to get worse.

Philip Morris’ Rennie shares this opinion and has the data to back it up. “A recent Philip Morris survey revealed that 82% of independent retailers felt it was either ‘likely’ or ‘strongly likely’ that the illicit market for disposable vapes may increase after a possible ban on disposable e-cigarettes. Illicit products can contain unknown ingredients and lack the quality and standards found with legitimate alternatives. Retailers concerned about stocking compliant products can rely on our field reps, Wholesale and Cash & Carry channels, and the HEATWAVE OPEN platform for reliable guidance. This comprehensive support ensures retailers can navigate the market confidently and avoid illicit products.”

Aside from the predicted move back to the illicit trade, Yang suggests that the ban on disposable vapes will undermine the health efforts of the category.

“According to Action on Smoking and Health, nearly three million people in Britain successfully quit smoking using vapes over the past five years. As the most popular aid for quit smoking attempts – and with many adults relying on single-use vapes in particular as the leading product category – there are significant concerns the ban will lead to an increase in illicit trade.

“DEFRA’s impact assessment on the ban supports this, indicating that three in ten single-use vapers will either revert or relapse to smoking tobacco as a consequence. Officials caution that a rise in cigarette use could lead to significant health ‘disbenefits’ – posing serious health risks and endangering the Government’s smokefree target after years of progress toward public health goals.”