Disposable products continue to fuel the vape market’s explosive growth.
by Gaelle Walker
Like a runaway train, the UK’s vape market continues to barrel ahead – propelled by the seemingly unstoppable disposables market which now accounts for a whopping 83% of all vape sales.
The category experienced “a remarkable increase” from £141m in 2021 to £973m in 2022 according to Imperial Tobacco and, despite environmental concerns and heightened calls to clamp down on disposables, sales momentum continues to build.
The boom in disposable products also led to a significant rise in the number of vapers in the UK in 2022, from 3.7m in 2021 to 4.3m in 2022, with numbers continuing to climb in 2023.
Responding to growing demand for disposable products, Imperial launched its new Blu Bar device at the start of the year.
Recently extended to 10 on-trend flavours including Strawberry Ice, Blueberry Sour Razz and Watermelon Ice, the new disposable product offers 600 puffs.
PML also entered the disposable fray in March when it launched its new VEEBA device. Commenting on the launch, PML External Affairs Director Duncan Cunningham said: “With VEEBA, we have responded to the immediate need for a smoke-free offer to be commercialised responsibly, and that is sustainable, compliant, and adheres to the highest manufacturing standards and strict quality control measures.
“We have made VEEBA available in retail environments nationwide, with an aim to increase adult smokers’ access to a compliant disposable e-cigarette that we believe can actively contribute to tobacco harm reduction.”
The range is available now in nine flavours, all of which have been given colour- or season-themed names as opposed to flavour descriptors. These include: Veeba Summer, Veeba Coral and Veeba Gold.
Away from disposables, pod systems also remain a popular choice for adult vapers, accounting for 17% of the UK market.
Giving vaping’s soaring popularity, retailers across the country have been investing in their displays with many convenience stores now opting to bring vapes out from behind the counter into shop-floor displays where adult vapers can more clearly browse their ranges and promotions. Stores lacking the space or funds to invest in this way should not be deterred though, Imperial’s Head of Consumer Marketing Tom Gully says.
“There’s always more than can be done to create brilliant displays, especially given the speed at which the vape category develops. Making sure all branding or POS is up to date and looks professionally finished, is key to driving awareness of new innovations. Eye-catching counter display units can also help draw shopper attention and interest to specific vape products and are particularly ideal for any stores that are restricted on space.”
Within convenience stores, retailers can display, advertise and promote vaping products in and around the store so using eye-catching POS and countertop display units can really help drive visibility and grab the attention of shoppers as soon as they walk through the door.
However, retailers must make sure that they are fully compliant with the Children and Young Persons Act 1991 by displaying a prominent notice in store stating that it is illegal to sell vape products to anyone under the age of 18.
When deciding on ways to display vape-related products, retailers must also ensure that they are merchandised only to appeal to adults by ensuring counter display units and gantry furniture are kept at adult eye level, and away from any child- or adolescent-related products.
Imperial has identified two very defined audiences in the vape category: The ‘First Steppers’ and the ‘Next Steppers.’
First Steppers, Gully explains, are in their 20s and are open to exploring, innovation and trying new things. Many of them still live at home which also means that they have a higher disposable income. Their key priorities are convenience, flavour and availability and their reasons for use are very social, making them a key audience for Blu’s new disposable Blu Bar brand.
‘Next Steppers’ meanwhile, are aged between 30 to 40 and have a “very different” attitude towards vaping that is more planned and often centred around smoking cessation – making them a good fit for its next-generation Blu 2.0 device.
Convenience stores selling any type of vaping or e-cigarette device are now required by law to help with the safe and responsible disposal of them under the Waste Electrical and Electronic Equipment (WEEE) recycling legislation.
All retailers who sell more than £100,000-worth of electrical equipment, including vape products, a year must now offer shoppers a free in-store take-back service.
Retailers who sell less than £100,000 worth of vape products a year can join the Distributor Take Back scheme (DTS).
Enforcement of the regulations began in March with the Office for Product Safety and Standards (OPSS) now empowered to take action against vape retailers who do not comply.
Retailers found in breach of the legislation can face prosecution and fines.
For more information and to join the DTS visit dts.valpak.co.uk/
Vape manufacturers such as Imperial Tobacco also offer takeback schemes for consumers.
Blu.com offers a free takeback scheme to help adult vapers dispose of its used products responsibly. The Blu Easy Returns scheme allows vapers to send back their blu devices, including disposables, pods and e-liquid bottles.
PML also offers a collect, return and recycle programme for its used VEEBA devices.
