Winning at the pod races

Sales of pods and e-liquids are set to surge as the ban on single-use e-cigs approaches – so make sure you are ready

As more consumers seek out alternative nicotine solutions, the vaping category in the UK is forecast to almost triple from £930 million in 2019 to be worth almost £3 billion in 2025 [ITUK September 2023]. With around 35 per cent of current vape volume sales already taking place in the traditional retail channel [ECigIntelligence, May 2022], and a ban on disposable vape sales set to take effect in April 2025, now is the time to focus on promoting and stocking alternative vaping solutions, particularly vape liquids and pods.

“Data shows that both closed pod systems and open systems remain popular choices for vapers, accounting for 17 per cent of the UK vaping market. To tap into this trend, we’d recommend that retailers stock a range of leading pod systems, including our blu 2.0 device,” says Yawer Rasool, consumer marketing director UK & Ireland at Imperial Brands.

In July, Imperial Brands launched a vaping device which offers up to 1,000 puffs per pod, which is being rolled-out to UK wholesale and independent retail channels first.

Initially launching in four flavours, the new blu bar kit uses replaceable pods which deliver 1,000 puffs of intense flavour per pod.

The sleek, slimline, and lightweight device offers the easy use and portability of a disposable device, while the rechargeable 550mAh battery and USB-C charging port enables repeated use. In addition, liquid level visibility means users can easily see when their pods need to be replaced, and Imperial Brand’s innovative mesh coil delivers enhanced flavour.

And, with pod safety a priority, a security lock ensures the device is fully protected when not in use.

“The all-new blu bar kit further extends the range of product features and benefits the vaping community is seeking. The stylish aesthetics mean the blu bar kit has visual standout, while the demand for continued and frequent use is supported through the rechargeable battery,” Rasool says.

“As consumers search for vaping solutions that provide even more intense flavours, ease of delivery and competitive pricing, we believe the blu bar kit offers a significant sales opportunity for wholesalers and retailers alike, as well as providing another revenue stream ahead of the proposed disposable vape ban.”

The transition under way

With the impending ban on disposable vapes, brands have started to introduce new pod products, which present a viable and sustainable alternative for both retailers and consumers. These systems offer numerous benefits that make them an excellent replacement for disposables, ensuring continued customer satisfaction and steady sales.

Following on the footsteps of its sister brand Lost Mary, which has unveiled its first pod system, Tappo, in January, leading disposable vape brand Elfbar last month launched the first device from its ELFX series, a range created to provide users with an accessible entry point to open pod vaping systems.

The ELFX series stands out with its 2ml e-liquid capacity and top-fill design, ensuring easy and mess-free refills, and ability to handle up to 100ml of e-liquid refills before requiring a pod change.

The brand said the new product is ideal for adult smokers and ex-smokers looking to transition to an easy-to-use, affordable, and less wasteful alternative to single-use vapes.

The ELFX can be refilled with nic salts, including ELFLIQ, the same e-liquids in Elfbar single-use devices – giving access to the full range of the flavours the brand is recognised for. The device has a 1000mAh battery for 72 hours of uninterrupted vaping. It features a five-colour lighting system to conveniently indicate battery life and can be used while charging.

With three airflow levels – economy, standard and turbo – the ELFX device can be easily adjusted to suit individual preferences, providing a smoother or more intense flavour experience.

Like Tappo, the ELFX series uses Elfbar’s latest proprietary QUAQ Heating Technology for optimal e-liquid delivery, enhancing flavour reproduction by 200 per cent and ensuring over 97 per cent flavour consistency.

“For many adult smokers and ex-smokers, single-use devices remain the tool of choice for the simplicity and convenience they offer. As the brand continues to support adults on their vaping journey, particularly those who will be affected by regulatory change expected in 2025, it’s crucial they are provided with viable alternatives,” Chris Kader, head of PR and communications for Elfbar in the UK, said.

“The ELFX series solves the common problems of open pod devices, which can be fiddly and inconvenient. By offering an easy-to-use, rechargeable, and refillable option, ELFX provides a practical alternative for adult smokers that maintains the simplicity they value.”

HQD is another brand that has recently unveiled a new premium pod device, EOS 2.0. Launched in April, EOS 2.0 features a semi-transparent cartridge for easy monitoring of the e-liquid level, an ergonomic flat drip-tip for comfortable use, and an innovative open pod system for easy refilling.

The open pod system design allows users to easily refill the e-liquid eight times, providing a budget-friendly option and offering the option to enjoy varied flavours. The product also features a dual mesh coil with adjustable power mode and supports 0.9Ω and 1.2Ω coil resistance, meeting varying taste needs.

The device is powered by a large-capacity battery, providing long-lasting runtime and the ability to be recharged over 300 times. It can deliver up to 600 puffs, aligning with European and UK standards.

The 4-in-1 bargain

The four-in-one pod products, which combine four 2ml pods within a single device, are now enjoying unprecedented demand in convenience stores and specialist vape shops.

Nikesh Patel, winner of Vape Convenience Retailer of the Year trophy at the Asian Trader Awards last year, recently told Vape Business that IVG 2400 four-in-one is doing “amazingly well” for him, and he has been placing orders every week!

Patel has been pushing Elfa Pod, which uses pre-filled e-liquid pods, since mid-2003, and with several brands introducing such products, he speculates they are good candidates to replace disposables.

“We saw through their version one, and now we’re on version two. But yeah, SKE has got theirs, IVG has got theirs. They’ve all got theirs now. And I know that eventually, they will take over the disposables.”

SKE has launched its new four-in-one system earlier this year, just days after the announcement of a government ban on single-use vapes.

It features a pod clip which can accommodate four different flavoured cartridges at the same time and a “spinning mechanism” which allows users to transition between pods and instantly change the flavour in use.

Each of the pods contains up to 600 puffs, meaning a fully-loaded device can deliver as many as 2,400 puffs while remaining compliant with UK regulations.

The latest brand to join the bandwagon is Vapes Bars, which last month announced the upcoming nationwide launch of its new Angel 2400 device.

The innovative product will soon be available in 50,000 major supermarket stores and FMCG outlets across the UK. In addition, Vapes Bars has set an ambitious goal to expand to an additional 40,000 independent retailers within the next 12 months.

The Angel 2400 four-in-one device combines four 2ml tanks into one versatile, rechargeable device. This design offers the flexibility of four flavours, significant cost savings for consumers, and reduces waste, making it an eco-friendly alternative to traditional disposable vapes.

“The move is driven by tougher regulations for disposable vapes, but it only makes sense to make it available everywhere,” Adam Matliwala, chief executive of Vapes Bars, said.

“The Angel 2400 is designed to set a new standard in the vaping industry. Our focus on environmental sustainability and consumer savings makes this product truly unique. By making the Angel device and pods available in over 50,000 stores, we aim to provide an eco-friendly and cost-effective vaping solution that meets the needs of a broad audience.”

Liquid innovation

Innovation is also keeping the momentum going in the e-liquid category. Earlier this year, vaping firm Flumlite launched two new products, Nic Salts e-liquid and Snugg vape pen.

Designed for modern users who demand convenience without compromising safety, Snugg boasts a suite of cutting-edge features line battery indicator, child lock technology and ultra-easy usage, requiring only a quick liquid injection to get started.

Flumlite Nic Salts are blended using the finest-quality ingredients, ensuring a premium vaping experience with every puff. Formulated with a proprietary blend of nicotine salts, this innovative e-liquid offers rapid absorption and a consistently satisfying throat hit, without the harshness commonly associated with traditional nicotine products.

“Flumlite Nic Salts is a thrilling new product to the vaping community. Flumlite Nic Salts is what vaping is all about: flavour, satisfaction, and a genuine vaping experience. We have paired Flumlite Nic Salts with our Snugg vape pen to deliver you an all-encompassing vaping experience,” said a  Flumlite spokesman.

Available in 10mg and 20mg, with a wide range of delectable flavours, Flumlite Nic Salts are also compatible with a wide variety of devices, making them accessible to both novice and experienced vapers.

UK firm Nu Vape has come up with a product that uses a proprietary formulated hybrid nicotine, meaning that it is a blend of the base and salt product.

The company said this would give much smoother and sustained nicotine sensation, whilst also helping the user reduce their nicotine level if they currently use disposable vapes, as the base nicotine blend makes the overall experience feel stronger to the vaper.

“We have spent months developing our range of e-liquids and nicotine boosters to help people currently using disposable vapes transition to an overall superior product,” said Nigel Quine, chief executive.

“Combined with one of our premium open pod systems, our customers have a much better vape experience, save a significant amount of money and the damage to the environment is considerably less.”

With the disposable vapes were to be banned, Quine said their new offering deals with the changing needs of the consumer and greatly improves on disposable vapes.

Disposable vapes predominantly contain e-liquid flavours and salt nicotine. Salt nicotine has an acute speed of uptake (meaning that you absorb it quicker), making the user sometime feel giddy and get headaches – especially if they are overdosing on nicotine. It also makes you vape more, because there is quite a quick crash – a bit like some energy drinks.

There is another type of nicotine available called base, which has a slower uptake that salt nicotine and lasts longer with a much softer drop off, this results in you need to vape less frequently.

The forthcoming ban on disposable vapes presents both a challenge and an opportunity for retailers. By shifting focus to vape pod systems and other sustainable alternatives, retailers can continue to meet consumer demand while aligning with regulatory changes and environmental sustainability.

(Published in the Vape Business issue dated August 06, 2024)