Key Points
- NielsenIQ data shows that in the 12 months ending September 6, 2025, the UK tobacco and nicotine products market decreased by 12.7% year-on-year, with sales dropping by over £1 billion.
- Within this, the e-cigarette sector alone saw a decrease of approximately £225 million. During the same period, sales of smoking cessation aids such as gum, lozenges, and sprays increased by nearly 24%, making it the fastest-growing category in health-related products.
- Market concentration remains high, with the top three e-cigarette brands collectively holding about 54.7% market share, but all recording double-digit declines.
- Apart from e-cigarettes, loose tobacco sales decreased by about £290 million, while cigarettes and cigars decreased by approximately £512 million.
- NielsenIQ points out that consumers are clearly moving away from smoking and e-cigarettes, with the main reasons being stricter regulations and increased health awareness.
2Firsts, December 15, 2025 - According to Bloomberg, data from NielsenIQ shows that the UK tobacco and nicotine products market saw a decrease of 12.7% in the 12 months leading up to September 6, 2025, with sales dropping by over £1 billion. Sales in the e-cigarette sector alone decreased by approximately £225 million. Meanwhile, sales of smoking cessation products such as gum, lozenges, and sprays increased by nearly 24%, becoming the fastest-growing health category.
Top brand "leading" changes to "falling
Top brands continue to hold the market's core share, but the top three have all experienced a double-digit decline.
- SKE Crystal Bar remains in the top spot with sales of £382.5 million, a decrease of £66.5 million (-14.8%) compared to last year, accounting for approximately 24.6% of the market share.
- Lost Mary has moved up to second place with sales of £265.1 million (previously third in 2024), a decrease of £72 million (-21.4%) compared to last year.
- Elf Bar has dropped to third place with sales of £201.9 million, a decrease of £140 million (-40.8%), making it the brand with the largest decrease in sales.
Minority brand grows against the trend
- Sales of IVG reached 177.2 million pounds, an increase of 53.1 million pounds (+42.8%) compared to last year;
- Blu saw sales of 101.5 million pounds, an increase of 25.2 million pounds (+33.0%);
- Pixl, a new entrant, had sales of 43.2 million pounds, an increase of 42.6 million pounds (data not available last year);
- Hayati had sales of 39.3 million pounds, an increase of 19 million pounds (+93.6%);
- Elux had sales of 20.8 million pounds, an increase of 3 million pounds (+16.6%), moving from 13th to 10th place in rankings.
Traditional major factories are also experiencing a decline
- Vuse (BAT UK) reported sales of £107.5 million, a decrease of £21.4 million (16.6%) year-on-year;
- Juul reported sales of £35.4 million, a decrease of £0.5 million (1.4%) year-on-year.
The overall e-cigarette market saw a decrease in sales of nearly £225 million, loose tobacco decreased by approximately £290 million, while sales of cigarettes and cigar products decreased by around £512 million.
The General Manager of NielsenIQ for the UK and Ireland, Julian Crane, stated that British consumers are "clearly moving away from smoking and e-cigarettes," citing reasons such as tightening regulations and increasing health awareness.
The UK will implement a ban on disposable e-cigarettes starting from June 1, 2025, with the aim of reducing harmful waste.
At the same time, the "Tobacco and E-cigarette Bill" is entering the parliamentary review stage, with plans to gradually raise the minimum age for tobacco purchases and restrict e-cigarette packaging and advertising.
Image source: NielsenIQ
We welcome news tips, article submissions, interview requests, or comments on this piece.
Please contact us at info@2firsts.com, or reach out to Alan Zhao, CEO of 2Firsts, on LinkedIn
Notice
1. This article is intended solely for professional research purposes related to industry, technology, and policy. Any references to brands or products are made purely for objective description and do not constitute any form of endorsement, recommendation, or promotion by 2Firsts.
2. The use of nicotine-containing products — including, but not limited to, cigarettes, e-cigarettes, nicotine pouchand heated tobacco products — carries significant health risks. Users are responsible for complying with all applicable laws and regulations in their respective jurisdictions.
3. This article is not intended to serve as the basis for any investment decisions or financial advice. 2Firsts assumes no direct or indirect liability for any inaccuracies or errors in the content.
4. Access to this article is strictly prohibited for individuals below the legal age in their jurisdiction.
Copyright
This article is either an original work created by 2Firsts or a reproduction from third-party sources with proper attribution. All copyrights and usage rights belong to 2Firsts or the original content provider. Unauthorized reproduction, distribution, or any other form of unauthorized use by any individual or organization is strictly prohibited. Violators will be held legally accountable.
For copyright-related inquiries, please contact: info@2firsts.com
AI Assistance Disclaimer
This article may have been enhanced using AI tools to improve translation and editorial efficiency. However, due to technical limitations, inaccuracies may occur. Readers are encouraged to refer to the cited sources for the most accurate information.
We welcome any corrections or feedback. Please contact us at: info@2firsts.com
