'2+10' vape products lose steam as sales of nicotine pouches soar

On 21 October, during a market visit to the UK, the 2Firsts team observed a notable shift in consumer preferences within the e-cigarette industry: while the "2+10" range of e-cigarette products is experiencing sluggish sales, nicotine pouches are seeing a surge in demand.

'2+10' products: Limited brand presence and lack of price advantage

At the recently concluded Dortmund Tobacco Fair, 2Firsts has discovered that a new type of disposable '2+10' product is appearing at a high rate, with brands such as Mo Ke, Jing Jia, ALD and VOOM all launching '2+10' products at the fair. Exhibitors claim that these "2+10" products not only meet the standards of the European Union's Tobacco Products Directive (TPD), but also meet the requirements of the European market. 

However, through a visit to the UK market, 2Firsts observed that, despite the promotion of "2+10" products in the UK market, the common brands found in retail terminals are limited to ELFBAR, LOSTMARY, IVG, and SKE. Other brands offering "2+10" products are very rare.

Among them, the "2+10" products of ELFBAR and LOSTMARY have been released, but store staff report that their sales are generally poor. 2FIRSTS found that some stores are offering promotions for these products; IVG's "2+10" products have relatively good sales, but the brand's 2 in 1 products have poor sales, and overall market performance remains weak.

In addition, despite outdoor advertising support, sales of the Titan 10K product under the Titan brand have not shown any significant improvement, as reported by e-cigarette stores. This could be attributed to the recent launch of the new product. 

Nicotine pouch sales soar, grey market high-puff products perform well 

However, Firsts also noted that nicotine pouch products present a completely different scenario in the UK market, especially the VELO brand. Retail staff have mentioned that VELO is not only popular among young and middle-aged people, but also experiences better sales at night than during the day.

In addition, the e-cigarette brand FUMOT's large capacity products have a high placement rate in London stores, making them more popular in the market due to their convenience and price advantages. Sales of other brands' large capacity products are also good, indicating consumer preference for this type of product. (For more information, read "Exclusive Interview with FUMOT: German e-cigarette market focused on online sales, innovative products like '2+10' becoming a trend")