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Learn moreJul 2019
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The e-vapour products category continued to show double-digit growth in 2018, benefiting from the increasing prevalence of vaping, which was itself boosted by the support of Public Health England (PHE). During the year, PHE published an independent experts’ view on the category, which stated that smokers switching entirely from cigarettes to vaping would reap “substantial health benefits”.
Open vaping systems remains the most popular vaping format in the UK, benefiting from an extensive offer of flavoured e-liquids and new developments such as short fills, also known as “shake and vape”, and nicotine salt pods, which provide a more potent nicotine hit and are popular with heavy smokers. CBD (cannabidiol) e-liquids are also growing strongly in the UK, favoured by falling prices, increasing consumer awareness and expanding availability.
The rising number of specialist vaping stores in the UK, along with the increasing presence of e-vapour products in major retailers, made a major contribution to the positive performance of the e-vapour products category at the end of the review period. In 2019, Sainsbury’s became the first major supermarket in the UK to move e-vapour products out from behind counters and on to the shop floor.
Through its local subsidiaries, Nicovantures and 10 Motives Ltd, British American Tobacco remained the leader in the e-vapour products category in 2018. The company has a strong position in both closed and open systems, extensive distribution across specialist vaping stores and the broader retail environment, and a strong record of innovation, including the launch of products such as Vype epen3, Vype iswitch and iswitch max in 2018.
The positive development of non-cig-a-like closed systems and the UK market entry of the US brand, JUUL, encouraged major tobacco manufacturers to launch new products in the category, including British American Tobacco’s Vype ePen 3, Imperial Brands’ My blu, Philip Morris’s IQOS Mesh and Gallaher’s LogicPro. The closed system format is generally preferred by new vapers and, given that 40% of smokers have never tried vaping according to PHE, there is considerable growth potential in non-cig-a-like closed system products.
Philip Morris International continued to promote its heated tobacco offer in the UK at the end of the review period. However, limited distribution and consumer product awareness, as well as the introduction of a new tobacco duty in 2019, serve as significant constraints on the category’s development.
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Discover the latest market trends and uncover sources of future market growth for the Smokeless Tobacco and Vapour Products industry in United Kingdom with research from Euromonitor's team of in-country analysts.
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