The Vaper Expo UK, the annual e-cigarette exhibition in the UK, officially opened on October 25, 2024 at the National Exhibition Centre in Birmingham. 2Firsts had in-depth discussions with Kobe, the UK market manager for the e-cigarette brand ELUX at the exhibition.
Future focus on e-liquids and open system vapes
Kobe noted that due to a significant decline in the market share of disposable e-cigarettes in Europe, particularly as sales of non-compliant products are blocked, they are moving towards more compliant open systems.
Their e-liquid products are performing well in the UK market and the forthcoming open system has also received positive market feedback. They will therefore focus on promoting e-liquid and open system products in the UK market in the future.
The representative noted that after extensive market testing and adjustments, ELUX's e-liquid products began to see significant growth in 2023, becoming a top-selling brand. In discussing the reasons for ELUX's success, Kobe emphasised the importance of market research and highlighted ELUX's significant investment in marketing. In addition, customer preferences and solid partnerships with distributors have further fuelled the brand's growth.
Kobe revealed that ELUX plans to launch a new open system vape device after the show, in response to consumer requests and demand for open system options under the ELUX brand.
Nicotine pouches reach 1 million units shipped in first month
Kobe shared insights into the market response to ELUX's nicotine pouches, highlighting that this product represents a new market segment for the brand. As the nicotine pouches originated in Sweden, ELUX decided to manufacture them in Sweden rather than in China or other regions to ensure that the quality and taste of the product met high Swedish standards.
To support this commitment, the ELUX team visited manufacturing facilities in Sweden and established a dedicated local testing team. Since its launch just over a month ago, ELUX nicotine pouches have reached a shipment milestone of 1 million units.
Expanding into Middle East and US markets as UK bans disposable vapes
Commenting on the current UK market, Kobe noted that rapid market changes have been a key challenge in ELUX's brand building efforts in the region. He took a positive view of the ban on disposable vapes, seeing compliance as a way to ensure fair competition.
While ELUX's portfolio is currently dominated by disposable products, the company has a strong R&D pipeline that is ready to adapt to market changes and navigate the upcoming ban with compliant and strategically launched products. In addition to the UK, ELUX has a presence in several European markets, with strong performance in the Middle East and Russia, and is actively expanding into the US market.
At the show, ELUX showcased its '2+10' range. Kobe explained the 10 month delay in launching this range compared to similar products on the market. He emphasised ELUX's cautious approach, prioritising thorough testing and gathering market feedback before launch to ensure product maturity and quality. The '2+10' range has now been on the market for about a week.
We welcome news tips, article submissions, interview requests, or comments on this piece.
Please contact us at info@2firsts.com, or reach out to Alan Zhao, CEO of 2Firsts, on LinkedIn
Notice
1. This article is intended solely for professional research purposes related to industry, technology, and policy. Any references to brands or products are made purely for objective description and do not constitute any form of endorsement, recommendation, or promotion by 2Firsts.
2. The use of nicotine-containing products — including, but not limited to, cigarettes, e-cigarettes, nicotine pouchand heated tobacco products — carries significant health risks. Users are responsible for complying with all applicable laws and regulations in their respective jurisdictions.
3. This article is not intended to serve as the basis for any investment decisions or financial advice. 2Firsts assumes no direct or indirect liability for any inaccuracies or errors in the content.
4. Access to this article is strictly prohibited for individuals below the legal age in their jurisdiction.
Copyright
This article is either an original work created by 2Firsts or a reproduction from third-party sources with proper attribution. All copyrights and usage rights belong to 2Firsts or the original content provider. Unauthorized reproduction, distribution, or any other form of unauthorized use by any individual or organization is strictly prohibited. Violators will be held legally accountable.
For copyright-related inquiries, please contact: info@2firsts.com
AI Assistance Disclaimer
This article may have been enhanced using AI tools to improve translation and editorial efficiency. However, due to technical limitations, inaccuracies may occur. Readers are encouraged to refer to the cited sources for the most accurate information.
We welcome any corrections or feedback. Please contact us at: info@2firsts.com
