Price a Key Factor for UK Smokers to Switch to E-cigarettes in 2023

A new study sponsored by Philip Morris Limited (PML) has found that UK retailers can expect "affordability" to become a deciding factor for adult smokers attempting to switch to e-cigarette products by 2023.

According to data from Better Retailing, KAM Media conducted a survey on PML for the third consecutive year, asking 250 UK convenience stores what factors they believe are important for adult smokers to switch to smoke-free alternatives at the start of the new year and throughout 2023.

When asked what customers look for when choosing smoke-free alternatives, retailers identified price as the top priority. Over half (57%) of customers opt for the cheapest product, followed by those that offer the best overall value for money (18%).

The smoke-free alternatives with the widest range of flavors (10%) and those that are convenient and easy to use (5%) ranked third and fourth, respectively.

When asked what might prevent smokers from choosing smoke-free products this year, price once again became a factor, with six out of ten retailers concerned that alternatives may be too expensive.

Furthermore, 56% of individuals indicated that they stock non-combustible heating products.

Kate O'Dowd, the Business Planning Manager for PML in the United Kingdom and Ireland, has stated that the average price of combustible cigarettes is currently £12.73 per pack. Data shows that retailers are stocking up on a range of moderately priced non-combustible alternatives.

In 2023, it will be a year of multi-category products, and retailers should offer reasonably-priced smoke-free options that do not compromise on taste, quality, or satisfaction for the users," she said.