The vaping category continues its meteoric rise in the UK, marking the second consecutive year of record growth. As more consumers ditch traditional tobacco in favor of safer nicotine alternatives, vape manufacturers, retailers, and wholesalers are poised to capitalize on burgeoning opportunities throughout 2023.
The Vape Market Hits New Highs
Valued at approximately £1.2 billion currently, the UK vape market is expected to reach £1.4 billion within three years according to industry research group ECigIntelligence. An estimated 4.3 million vapers now reside in the country – up from 3.7 million in 2021. The sustained momentum reflects vaping’s mainstream appeal as smokers seek out satisfying and potentially reduced risk alternatives.
Disposables Underpin Growth
Disposables currently account for a remarkable 83% of all vape sales according to industry body Information Technology in the United Kingdom (ITUK). Often priced below £10, their affordable simplicity attracts first-time and price-conscious users. The disposables category witnessed meteoric growth in 2022, surging from £141 million to £973 million in sales.
Closed Pods & Open Systems Retain Followings
Beyond disposables, closed pod systems and open vape systems continue resonating with 17% of UK vapers. Closed pods provide exceptional convenience with prefilled pods while open systems permit greater customization. Imperial Tobacco’s Blu 2.0 device exemplifies an enduringly popular pod system.
Flavor Diversity Captivates Consumers
Fruit profiles dominate disposable flavors, however mint persists as the second most sought-after flavor overall. While strawberry and blueberry disposables are front runners currently, momentum is building behind berry and apple variants based on recent sales data.
To align with consumer preferences, Imperial Tobacco added Tropical Mix, Apple Ice and Mint Ice to its Blu Bar disposable range – taking the total to 13 variants.
Tailoring Ranges For Success
With vaping trends continuously evolving, retailers must fine-tune device and liquid selections regularly. Dedicating sufficient shelf space for an edited lineup of top models and flavors allows merchants to maximize opportunities.
Careful range curation based on sales patterns, customer requests, and supplier recommendations enables stores to provide popular items while testing new releases. Adjusting ranges frequently keeps retailers relevant and optimized for their clienteles.
The Road Ahead
Industry experts forecast the vape market’s upward trajectory will continue as more smokers seek alternatives. For retailers and wholesalers, maintaining flexible inventory strategies focused on responsible retailing will be key to capturing increasing consumer spend. With innovation advancing at remarkable speed, 2024 presents exciting prospects for vape merchants to develop alongside this high-growth category.
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