UK Disposable E-Cigarette Sales Ban: Industry Shift Towards Diversification

Key points to watch:

1. The UK will ban the sale of disposable e-cigarettes starting June 1, 2025, a move that could prompt the industry to shift towards a more diversified product portfolio.

2. Since the beginning of 2025, the sales of disposable e-cigarettes have exceeded 18 million units, accounting for 65% of all e-cigarette sales at that time. However, with the ban taking effect on June 1st, sales of reusable devices are expected to quickly increase.

3. Nicotine pouches have exceeded £131 million in retail sales in the UK, with sales volume increasing by 82% compared to the previous year.

The UK will ban the sale and supply of disposable e-cigarettes starting June 1, 2025, Conveniencestore reported. This will apply to in-store sales, inventory holdings, and the provision of sales, all of which will be deemed illegal.

John Rennie, the head of Philip Morris International (PMI) for the UK and Ireland, suggests that diversifying product portfolios is key to staying competitive in a changing market.

"68% of independent retailers believe that success depends on offering a diverse product mix, including a full range of e-cigarettes, Heating and non-combustible products, and nicotine pouches, rather than relying on a single category like disposable products as before."

 Susanna De Iesu, commercial director for Ireland at British American Tobacco (BAT), added that despite these changes looming, there is still strong demand in the market for more traditional e-cigarette products.

"According to Nielsen data, since early 2025, the sales of disposable e-cigarettes of all brands have exceeded 18 million units, accounting for 65% of all e-cigarette sales at that time."

Angelo Yang from ELFBAR predicts that, before the ban goes into effect, these types of products will still dominate the market, but reusable devices will quickly increase in popularity.

Prianka Jhingan, the marketing director of Scandinavian Tobacco Group UK, stated that:

"Our latest data shows that nicotine pouch sales in the UK have increased by 82%, with traditional retail annual sales reaching £131 million, and this figure does not even include online sales. This reflects an 82% year-on-year growth in sales, clearly demonstrating its increasing popularity and consumer demand. ZYN's performance in the UK is particularly strong, with sales increasing by 161% year-on-year."

In addition, the ban on June 1 could be the latest legislation to disrupt the category. Currently, there are proposals to ban e-cigarette flavors and e-cigarette displays.

Angelo said:

"Research from ELFBAR indicates that if overly strict regulations are imposed on flavors, packaging, and display in addition to a ban on disposable use, approximately 2 million e-cigarette users in the UK (35%) may turn to illegal disposable e-cigarettes, resume smoking, or increase tobacco consumption."

Mark McGuinness, UK Market Director at Japan Tobacco International (JTI), added that a recent survey found that 78% of retailers expect the generational ban to result in an increase in illegal tobacco sales in local markets.