In 2023, Vaping Products Became the Fastest-Growing Category in the UK Grocery Sector

In 2023, vaping products became the fastest-growing category in the UK grocery sector for the second consecutive year, while sales of cigarettes, cigars, and loose tobacco fell sharply, according to industry data.

In October, the UK government proposed banning younger generations from buying cigarettes and said action was also needed to address youth use of e-cigarettes. On Thursday (December 14), the World Health Organization (WHO) urged governments to treat e-cigarettes the same as tobacco and ban all flavors, threatening tobacco companies’ investments in smoking alternatives.

According to data released on Saturday by market research firm NIQ and The Grocer, value sales of vaping products in the UK increased by £897.4 million in 2023.

Lost Mary, a brand under Chinese vaping company Heaven Gifts, was the fastest-growing product in the UK, with sales rising by £310.6 million compared with the previous year.

NIQ said vaping products also posted growth in volume sales, while the sales value of cigarettes, cigars, and loose tobacco fell by £849.1 million and £393.1 million respectively.

Sports and energy drinks were another growth area, rising by £390.1 million, driven by the viral success of Prime Hydration, endorsed by YouTube personalities KSI and Logan Paul and distributed by Congo Brands.

NIQ said some of the fastest-growing grocery categories in 2023 were driven by inflation, with value sales of milk, cheese, fresh meat, and poultry increasing significantly, masking declines in sales volumes.

NIQ also noted that sales volumes of bagged snacks, chocolate, and sweet biscuits declined.

Meat-free products saw a significant drop, with value sales down by £34.8 million, alongside a decline in sales volume.

NIQ also noted that own-label sales rose by 12.8% as shoppers sought better value and shifted away from generally more expensive branded products.