Key developments in the alternative nicotine market are helping local retailers offer even more ways for shoppers to get their nicotine hits.
By Gaelle Walker
When it comes to innovation, the alternative nicotine market is where it’s at these days. The first half of 2022 has seen the innovation dial cranked up to the max, with a plethora of new launches, range extensions and product upgrades from some of the industry’s biggest players, as they seek to support the shopper quest for new, more economical and less harmful ways to get their nicotine hit.
The new product development drive is great news for the 59% of local store owners who currently consider the smoke-free category to be “the future of sales.”
According to the recently published Big Switch survey of 1,400 convenience retailers, commissioned by Philip Morris Limited, a third of all convenience store owners said they would consider ending the sale of cigarettes in favour of smoke-free products (such as vape and heat-not-burn devices) to help adult smokers switch.
Bringing a weighty slice of innovation to the heated tobacco table this July was BAT, which announced the global rollout of its innovation-packed heat-not-burn (HNB) glo hyper X2 device.
Building on its existing glo hyper+ format, BAT claims that the new device offers its “most satisfying heated tobacco system yet,” thanks to a raft of product upgrades and new user-friendly features.
The glo hyper X2 is smaller and lighter than other products in the series and also features a new ‘barrel styling’ design to provide “an easier grip and improved portability”.
The device also incorporates advanced induction heating technology with two heating modes: Normal mode, which completes heating in approximately 20 seconds and Boost mode, which delivers a shorter time to first puff (approximately 15 seconds) plus a faster taste release.
Glo hyper X2 also features an improved LED indicator on the top side of the device that indicates the ramp up progress, the charging status, the session progress and when the Boost mode has been deployed.
It also features a new “iris shutter” which protects the device from dust and debris.
The hyper X2, which will be available in seven colours, will also continue to work with existing tobacco sticks from the glo hyper series.
Kingsley Wheaton, Chief Marketing Officer at BAT, said: “The launch of glo hyper X2 – our newest, state-of-the-art heated tobacco product – marks another key milestone in our transformation as we build the brands of our future.
“Our multi-category portfolio offers the industry’s widest choice of scientifically substantiated, less risky and enjoyable products for adult smokers who are looking to switch. This is a further big step in accelerating our transformation into a consumer products business that defines itself by the consumer needs that we meet, rather than the products we sell.”
A new poll for the Scottish Grocers’ Federation (SGF) shows that Scots think quitting smoking by switching to vaping should be encouraged, and that they think vaping is much safer than smoking cigarettes.
The research also shows that:
- E-cigarette users choose the products because they are cheaper and less harmful, and because they help them stop smoking.
- Vapers are increasingly choosing to buy e-cigarettes from local stores rather than the internet.
- Only one-in-six people, including non-smokers and non-vapers, want to make accessing vapes harder. Around half want to make it easier.
Commenting on the findings, SGF Head of Policy and Public Affairs Dr John Lee said: “Scots – both smokers and non-smokers alike – are giving the thumbs-up to e-cigarettes. This is important evidence from the real world which backs up the view of NHS Scotland that vaping is much less harmful than smoking cigarettes.
“Our member convenience stores want to play their part in the massive effort needed to switch smokers to vaping and make Scotland smoke free by 2034.”
Away from HNB, the innovation-jammed vape market also witnessed the rollout of JUUL’s next-generation JUUL2 system across retail stores earlier this year.
JUUL2 features an array of updates from previous versions including a more consistent vapour experience, larger, long-lasting battery and smart light system, communicating e-liquid level and battery life.
Newly designed JUUL2 pods were also launched, alongside new technology to combat the use of counterfeit pods.
Commenting on the rollout, Juul Labs’ EMEA VP, Dan Thomson said: “A key part of our mission is to transition adult smokers away from cigarettes.
“We believe the best method to switch adult smokers to a potentially less harmful, non-combustible alternative, is to provide a product that closely resembles the consistency and experience of smoking.
“It’s also critically important that alternatives can continue to compete with cigarettes, especially when it comes to the point of purchase, and with JUUL2, we believe we are taking another step in that direction.”
All UK retailers stocking JUUL products will continue to uphold the company’s ‘Challenge 25’ age verification policy and are subject to continued mystery shopping audits.
The UK’s £31.7m nicotine pouch category has also not been left out of the innovation drive. JTI recently extended its Nordic Spirit portfolio with the launch of a new Spearmint flavour and an Extra-Strong nicotine strength for Bergamot Wildberry.
The end of July 2022 also saw the manufacturer launch a new Nordic Spirit competition for retailers, based around the ‘Perfect Store Model,’ and offering prizes worth up to £20,000.
Running until 2 December, stores that best follow advice in the Nordic Spirit Perfect Store Guide will be in with the chance of winning a range of prizes including an expenses-paid trip to the Nordic region and a year’s supply of Nordic Spirit.
The guide includes five pillars that JTI says retailers should follow to generate product awareness in-store, entice new customers and boost sales.
A recent survey of 1,400 local retailers commissioned by Philip Morris International highlighted strong support for smoke-free nicotine alternatives among local retailers and shoppers.
Among its findings, the survey discovered that:
- 42% of store owners would be motivated to replace cigarettes with smoke-free alternatives, if the making switch meant helping their adult customers to go smoke-free.
- 47% of store owners believe they could be more involved in helping adult smokers switch to smoke-free alternatives.
- 43% of store owners say a lack of knowledge stops men and women who smoke from using smoke-free products.
- Q 52% of former adult smokers now using smoke-free alternatives said that price had prevented them from switching previously.
- 64% of former smokers now using smoke-free alternatives feel a convenience store is an appropriate place for smokers to be advised about smoke-free products.
