UK Elf Bar sales recorded the steepest year-on-year decline among vape brands for the second straight year. Photo credit: SmileSmith25, CC4.0.
Sales of vapes, cigarettes, and other tobacco products fell more sharply than any other grocery category in the UK, highlighting how tougher regulation and rising health concerns continue to reshape consumer behavior, according to Bloomberg, citing new survey data. The survey, conducted with The Grocer, tracks all major grocery retail channels, including off-licenses.
Figures from NielsenIQ released on December 13 show sales across these categories declined 12.7% in the 12 months through September 6, erasing just over £1 billion (US$1.3 billion) in revenue. Over the same period, products designed to help people quit smoking—such as nicotine gum, lozenges, and sprays—delivered the strongest volume growth of any category, rising nearly 24%, the consumer insights firm said.
The downturn comes as the UK steadily tightens controls on smoking and vaping. The UK banned smoking in pubs and restaurants in 2007 and now has the Tobacco and Vapes Bill moving through Parliament, which aims to phase out cigarette sales entirely to future generations. The bill also tightens rules on vape advertising and sales and calls for a review of e-cigarette packaging to curb uptake among young people. Separately, a ban on disposable vapes took effect on June 1 under environmental legislation targeting the growing volume of toxic and flammable waste.
The legislation has also gained backing in Wales. Members of the Senedd approved a legislative consent motion allowing Westminster to pass laws in areas devolved to the Welsh Parliament. The move supports UK government plans to ban the sale of tobacco products to anyone born after January 1, 2009, as part of the Tobacco and Vapes Bill.
Against this policy backdrop, vape products recorded some of the steepest losses. Elf Bar suffered the biggest decline for a second consecutive year, with sales dropping by almost £140 million (US$184 million), according to NielsenIQ. Competitors Lost Mary and SKE Crystal followed closely behind.
Across product groups, overall vaping sales fell by nearly £225 million (US$293 million), while loose tobacco sales declined by almost £290 million (US$377 million). Cigarettes and cigars recorded the largest drop in value, with sales down £512.3 million (US$666 million).
“We’re seeing a decisive shift away from vices like smoking and vaping as regulations tighten and health concerns rise,” Julian Crane, NIQ’s managing director for the UK and Ireland, said in a statement.
Market leaders still account for the bulk of sales, but each of the top three brands posted double-digit declines.
SKE Crystal Bar retained the top position with sales of £382.5 million (US$497 million), down £66.5 million (US$86 million), or 14.8%, year on year, representing about 24.6% of total market share. Lost Mary climbed to second place with sales of £265.1 million (US$345 million), despite a £72 million (US$94 million), or 21.4%, decline. Elf Bar slipped to third place, posting £201.9 million (US$262 million) in sales after a £140 million (US$184 million), or 40.8%, fall, the steepest drop among major brands.
Established manufacturers also felt the pressure. Vuse, owned by BAT UK, recorded £107.5 million (US$140 million) in sales, down £21.4 million (US$28 million), or 16.6%, year on year. Juul reported £35.4 million (US$46 million) in sales, a decline of £0.5 million (US$0.7 million), or 1.4%.
Several smaller or newer brands expanded despite the broader contraction. IVG generated £177.2 million (US$230 million) in sales, up £53.1 million (US$69 million), or 42.8%, from the previous year. Blu reported £101.5 million (US$132 million), an increase of £25.2 million (US$33 million), or 33.0%. Pixl, a new entrant, reached £43.2 million (US$56 million) in sales, up £42.6 million (US$55 million) from minimal sales a year earlier. Hayati recorded £39.3 million (US$51 million), rising £19 million (US$25 million), or 93.6%. Elux posted £20.8 million (US$27 million) in sales, up £3 million (US$4 million), or 16.6%, climbing from 13th to 10th place in the rankings.