E-cigarette shops in Manchester, UK, are stocked with a diverse range of "2+10" products, with nicotine pouches from brands such as VELO and Pablo leading the market. Despite the wide choice, Chinese-branded nicotine pouches are struggling to gain traction with local consumers, according to a recent visit by the 2Firsts team to several e-cigarette distributors and retailers in the city.
E-cigarettes: Predominantly '2+10' products, led by ELFBAR, LOSTMARY and HAYATI
Through a market survey in Manchester, 2Firsts found that '2+10' products are prevalent in distributor stores and occupy a significant proportion of shelf space. Major brands include ELFBAR, LOSTMARY, IVG and HAYATI, while disposable products with a lower puff are relatively rare.
Retail prices for ELFBAR's "2+10" product range from £11 to £12.9 per unit.
2Firsts observed that the SKE speciality store is offering '2+10' products in a bundle of two for £12.99. The SKE store also offers other promotions such as a free jacket for customers who spend over £60 and post on social media.
2Firsts visited several distribution and retail outlets in Manchester and found that the price of '2+10' products in retail outlets is around double that of distribution centres. Retail prices are generally around £12, while distribution centres offer them for around £6.
One retail store owner told 2Firsts: "Popular brands like HAYATI and SKE are priced at £11-£12, which is typical for Manchester city centre". 2Firsts also observed that high puff e-cigarettes in Manchester are generally priced below £15, while similar products in London are mostly priced around £20.
In addition to "2+10" products, e-liquids are also plentiful. Distributors reported that the best-selling brands are FUMOT and HAYATI, with FISCO also doing well.
2Firsts also found some nicotine-free products in retail outlets, including brands such as HAYATI and ELUX. Several shopkeepers commented that sales of nicotine-free products were not very good.
In terms of specific products, during a previous visit to retail outlets in London, 2Firsts observed a BLOODY BAR product priced at £30. However, store staff in Manchester mentioned that they could reduce the price to £20, although they also reported that the sales performance of the product had been less than satisfactory.
Nicotine pouches: Chinese brands struggle with low sales, retail prices around four times distributor costs
In addition to e-cigarettes, 2Firsts also noticed a strong presence of nicotine pouch products on the shelves of many retail outlets, with products from the VELO and Pablo brands performing well in the market.
In addition, sales of the Killa brand, which is owned by the same company as Pablo and has a lower nicotine concentration, are also performing well and are capturing some market share.
On the packaging, the VELO brand offers two sizes, a large box and a small box, both containing 20 sachets and costing £6.5. The shopkeeper mentioned that the main difference was the size of the box and the sachets, with no difference in price.
At the same time, 2Firsts discovered through discussions with various shop owners that the sales performance of the EGP brand nicotine pouches was not ideal among distributors. ELFBAR's TACJA products also faced sales challenges. Overall, nicotine pouch brands were not selling well in China.
In terms of price, 2Firsts found by comparing several distributors and retailers that there is a significant price difference between the retail price and the distributor price of nicotine pouches. Distributors offer nicotine pouches in a price range of £1.6 to £1.8 per box.
On the retail side, the price of a single packet ranges from £6.5 to £8, which is about five times the price offered by distributors.
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Please contact us at info@2firsts.com, or reach out to Alan Zhao, CEO of 2Firsts, on LinkedIn
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