NielsenIQ Data Shows UK Tobacco Market Decline of 12.7% with E-Cigarettes Dropping GBP 225 Million

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