The Popular E-Cigarette Flavors in UK Market 2024

According to Retail Times on December 12th, British retailer Haypp has released a report on the projected annual spending of people in the UK on e-cigarettes in 2024.

The data indicates that fruit flavors are more popular than tobacco or mint flavors. Currently, there are over 7,000 different e-cigarette flavors in the UK market, with Lost Mary's Pineapple Ice being the most popular flavor in 2024, occupying 6% of the sales share. Elf Bar's Watermelon flavor takes second place with a 3.7% market share, followed by Elf Bar's Mad Blue at 3.1% market share.

Haypp has released a list of the top 10 most popular e-cigarette products for 2024, which includes:

Lost Mary 20mg Pineapple Ice; Elf Bar 20mg Watermelon; Elf Bar 20mg Mad Blue; Lost Mary 20mg Strawberry Ice; Elf Bar 20mg Snoow Tobacco; Lost Mary 20mg Menthol; Elf Bar 20mg Blueberry Raspberry; Lost Mary 20mg Blueberry Sour Raspberry; Elf Bar 20mg Cherry Cola; Elf Bar 20mg Strawberry Raspberry Cherry Ice.

A survey has shown that British consumers prefer well-known brands, with Elf Bar and Lost Mary dominating the market share at 38.7% and 29.5% respectively. Vuse closely follows with a market share of 13%, entering the top three.

Haypp's Markus Lindblad stated that,

Data shows that consumers have a clear preference for certain e-cigarette brands. Additionally, British consumers overall tend to choose exotic fruit flavors over tobacco flavors. Only 2% of consumers choose mint flavor, indicating the importance of alternative flavors for many who have already decided to make the switch from cigarettes to e-cigarettes.

Haypp states that smokers typically start with tobacco-flavored e-cigarettes when quitting smoking, but over time, they begin to switch to other flavors, especially fruit flavors. This is because consumers who are trying to stay away from traditional cigarettes also want to avoid the taste of tobacco. Therefore, flavor is especially important in the decision-making process for many individuals who are switching and continuing to stay away from cigarettes, making a balanced flavor strategy crucial in e-cigarette legislation. Banning certain flavors may unintentionally lead to a decrease in the number of people using e-cigarettes to quit smoking, and may even cause some individuals to start smoking again.