Lost Mary, a brand under China's Heaven Gifts, becomes the fastest-growing brand by sales in the UK

Lost Mary, a brand under China's Heaven Gifts, has become the fastest-growing product in the UK, with sales increasing by £310.6 million compared to the previous year.

E-cigarette products have been the fastest-growing category in UK grocery sales for the second consecutive year in 2023, while sales of cigarettes, cigars, and loose tobacco have significantly declined.

According to Reuters, the UK government proposed a permanent ban on cigarette purchases for the younger generation in October, with Prime Minister Rishi Sunak stating that the government also needs to take action regarding youth vaping.

Data released on Saturday by market research firm NIQ and The Grocer shows that sales of e-cigarette products in the UK reached £897.4 million (approximately $1.15 billion) in 2023.

NIQ indicated that e-cigarette products also saw growth in terms of volume, meaning the quantity purchased increased, while sales of cigarettes, cigars, and loose tobacco fell by £849.1 million and £393.1 million, respectively.