Vaping User Numbers Keep Rising as Brands Expand Product Categories

As more consumers seek alternative nicotine solutions, the e-cigarette market continues to expand. In the UK alone, the number of people using e-cigarettes increased from 3.7 million in 2021 to 4.3 million in 2022 (ECigIntelligence). Currently, the value of the e-cigarette market in the UK is approximately £1.2 billion, and it is expected to reach £1.4 billion within the next three years (ECigIntelligence).

Tom Gully, head of consumer market marketing for British American Tobacco in the UK and Ireland, commented: "Given that around 35% of e-cigarette sales are currently occurring in traditional retail channels (ECigIntelligence), it is clear that consumer demand for e-cigarette products will continue to grow throughout the remainder of 2023 and beyond. To capitalize on this upward trend, wholesalers need to ensure they allocate enough space for e-cigarette products and stock up for their customer base."

Currently, the growth of the disposable e-cigarette category is significant. According to British American Tobacco, the value of the disposable e-cigarette market accounts for 83% of all e-cigarette sales, increasing from £141 million in 2021 to £973 million in 2022 (ITUK). To meet this growing demand, British American Tobacco has announced its entry into the expanding disposable e-cigarette market with the launch of the blu bar disposable e-cigarette series.

Recent data also shows that closed vaporizer systems and basic open systems remain popular choices among e-cigarette users, accounting for 17% of the UK e-cigarette market (ITUK). To cater to this trend, British American Tobacco recommends that wholesalers stock a range of leading vaporizer systems, including the blu 2.0 device.

Gully added: "Wholesalers should ensure they regularly review their product range and prioritize stocking brands that cater to these rapidly changing trends to stay modern and maximize sales. With this in mind, we recommend stocking a range of leading disposable products, such as blu bar, as well as pod-style e-cigarettes like blu 2.0, to capture the growing demand."

In terms of flavors, menthol remains the second most popular flavor in vaporizer systems, but fruit flavors, such as strawberry and blueberry, are gaining popularity. The latter flavor is also popular in the disposable e-cigarette sector, with fruit flavors dominating sales. In fact, recent data shows that blueberry is now the best-selling disposable e-cigarette flavor (ITUK). However, we are also seeing berry flavors becoming increasingly popular, with growth rates reaching up to 60% per month (ITUK).