by Oliver Norman, Content Marketing Manager, EDGE Vaping
VAPING emerged as a new technology in 2010, becoming a global sensation by 2017. Although vaping had a slow start in terms of usage, it is now considered a valuable tool for adult smokers looking for alternatives to nicotine.
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Many people switch to vaping from smoking, while others are searching for nicotine alternatives. Public Health England has stated that vaping is 95% less harmful than smoking, making it a suitable option for many.
Over the years, consumers have adopted vaping for various reasons, and its role cannot be overstated. According to research, around 8.3% or 4.3 million people in the UK population vape.
The industry’s growth has been rapid and profitable, but it has faced obstacles. As with any new technology, health and safety concerns, as well as doubts about vaping as an alternative to cigarettes, have been raised. However, these concerns are being addressed, and there is increasing evidence that using vape devices can reduce the damage caused by tobacco.
The story so far
In 2022, disposable vapes quickly became a popular way to vape and captured 90% of the market share in terms of unit sales. This caused a decline in traditional vaping product sales, but the trend reversed in December 2022. Disposable vapes were popular among the general public, who found them convenient and easy to use, with pre-filled designs and a variety of flavours. However, unregulated variants began flooding the market, which raised safety concerns.
The cost of living crisis had a significant impact on the development of the vaping sector in 2022. Many consumers could only afford essentials, and many were forced to abandon vaping products entirely. Discounters selling low-cost disposable vapes did the best in the second half of 2022, although even these saw consumers’ average expenditure fall.
In 2023, we can expect growth in the vaping industry, with bottled e-liquids and traditional vaping devices and pods on the rise. Brand loyalty is at an all-time low, with price and product type being the most important factors in driving sales. E-liquid pods are expanding the most this year, offering a balance of price and convenience that appeals to most customers.
Retailers should take note that disposable vapes are declining, while pods are increasing in popularity. Offering a wide variety of 10ml nic salt fruit flavours alongside pods is a sure way to increase profit in 2023.
The decline of disposable vapes
The disposable vaping scandals that have emerged since 2021 are now taking root and influencing customer behaviour. More consumers are now inclined to convert to a reusable pod system provided it delivers comparable convenience. Novel brands, such as non-disposable goods from formerly disposable-only names, have contributed to the growth of pod systems. They have created a sense of familiarity, making it easier for customers to reject the convenience of disposables in favour of something more durable and, eventually, less expensive.
Trust in disposable vapes has declined due to their negative impact on the environment, youth access issues, and the sale of unregulated products. Studies suggest that 7% of 11-17 year-olds presently use disposable vapes, and children can obtain devices from a variety of sources, including big supermarkets and smaller enterprises.
The vaping landscape may change in 2023/24 due to a number of factors, including legislative changes in response to the widespread use of disposable vapes among young people and changes in consumer behaviour amid the cost-of-living crisis.
What does the future hold?
The vaping industry’s future remains positive despite challenges such as regulatory changes, public perception, and consumer behaviour. The rise of e-liquid pods and reusable devices shows that sustainability and convenience are becoming more critical factors for consumers when choosing vaping products.
Moreover, the industry must address concerns over underage access and the environmental impact of disposable vapes. The increasing popularity of non-disposable brands may signal a shift towards more responsible and sustainable vaping practices.
As the industry continues to grow and evolve, it is essential to educate consumers about the benefits and risks of vaping, as well as promote responsible usage. Retailers can play a vital role in this effort by offering high-quality and regulated products, providing accurate information, and ensuring that their sales practices are ethical and legal.
In summary, the vaping industry has undergone significant growth and changes in recent years, and it is poised to continue to evolve in the future. As consumers become more informed and selective in their choices, the industry must adapt to meet their changing needs and preferences.
