• Current Market Landscape:

Product Launches:

Philip Morris International (PMI) introduced the Veev One, a high-end replaceable pod device priced at £8.99, effective August 6, 2023. This launch signifies PMI’s focus on recyclable alternatives within the European vape market.

PMI also advanced with its non-burning product, IQOS Iluma, aimed at providing innovative vaping options.

Digital Support Initiatives:

PMI has developed HEATWAVE OPEN, a digital trade platform designed to support IQOS retailers, highlighting the company’s commitment to enhancing the retail experience.

Industry Perspectives:

British American Tobacco (BAT), led by CEO Tadeu Marroco, opposes the ban on disposable e-cigarettes. Marroco argues that such bans often lead to increased illegal sales among teenagers, similar to trends observed in Australia and Brazil, which have completely banned disposable vapes, resulting in thriving black markets.

Marroco supports the new tax policy on e-cigarettes, believing it will curb illegal vaping and enhance BAT’s market share.

Success of Heated Tobacco Products:

Japan Tobacco (JT) is witnessing rapid growth in its heated e-cigarette product line, especially Ploom X Advanced, which has doubled its sales in the UK since 2022 and boasts a global market presence in 21 countries.

JT’s JTI 360 retail platform aids in providing retailers with real-time support and updated information, reinforcing their competitive stance.

• Conclusion：

The ban on disposable vapes in the UK has prompted a shift towards more sustainable and regulated vaping products. Companies like PMI and BAT are pivoting to promote replaceable or heated tobacco products as safer, eco-friendly alternatives. While BAT expresses concern over potential increases in illegal vape sales, they remain optimistic about leveraging new tax policies to stabilize the market. Japan Tobacco’s continued expansion in heated products indicates a broader trend in the industry toward innovative alternatives.

As the vaping landscape evolves, companies must navigate regulatory changes while emphasizing consumer safety, sustainability, and legitimate market growth to counteract the challenges posed by bans on certain products.