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Key points:
Fluctuations in total: MHRA's public disclosure of e-cigarette products showed a trend of "peaking in July and falling in August" since the implementation of the disposable ban in June.
E-liquid/pod dominance: Refillable e-liquid containers/pods account for over 88% market share and remain the clear majority of compliant registered products.
There has been an increase in open equipment: In August, rechargeable equipment (mainly referring to cartridge style) decreased, while refillable equipment (open equipment) increased.
Brand News: HAYATI, INNOKIN, OXVA, MASKKING, SKE, ELFBAR, and others are focusing on the equipment category and launching multiple new products.
Structural adjustment: Sales of suits continue to decline, while sales in the "other" category saw sporadic growth, leading to a More stable market category structure.
First, on September 3, 2025, according to the UK e-cigarette product regulatory requirements, all products intended for market sale must be publicly disclosed in the announcement database of the Medicines and Healthcare products Regulatory Agency (MHRA). Disclosure completion indicates that the SKU has passed regulatory review and has the legal qualifications for sale.
To help industry professionals understand the regulatory trends of new products in the UK market, 2Firsts regularly compiles data released by the MHRA. This issue covers the public announcements from June to August 2025, focusing on changes in product categories, structural trends, and key brand developments.
Overall trend: Peak in July, decline in August.
In June, 1824 SKUs were released for public display. In July, the number increased to 2034 SKUs, reaching a temporary peak. In August, there was a slight drop to 1717 SKUs compared to the previous month.
Analysis of product structure
E-liquid/pod still holds the highest market share. Refill container/cartridge containing e-liquid.
June: 1606 SKUs (accounting for 88.0%) July: 1844 SKUs (accounting for 90.7%) August: 1545 SKUs (accounting for 90.0%) Explanation: e-liquid/pod products continue to be the main category for compliant registrations.
The trend of device products is clearly differentiated, with rechargeable devices such as electronic cigarettes being for devices only.
June: 37 SKUs July: 40 SKUs August: 18 SKUs The main registered brands for rechargeable devices include:
HAYATI (Pax Innovation): Moxy series (Moxy device 1/3, Lite, Pro) INNOKIN: MVP 60 KOXVA (Eleaf): SlimStick MASKKING (Future Goose): LECOS KE (Sikary): Plus MOD, 600 PRO ELFBAR x HAWCOS: Rotate 25 device
Editor's note: In the product classification system of the MHRA in the UK, "rechargeable" e-cigarettes are divided into two categories: (1) Rechargeable device sold as a fixed combination with one type of e-liquid (2) Rechargeable, device only.
Pod systems are typically categorized as type two, or "closed system" devices. The number of SKUs and products registered under the brand all fall under this category of pod system devices.
Refillable oil dispensing equipment (typically open-ended) - Electronic cigarette, device only
June: 27 SKUs July: 18 SKUs August: 34 SKUs
Fixed combination equipment Electronic cigarette – Rechargeable with pre-filled e-liquid
June: 3 SKUs July: 0 SKUs August: 12 SKUs
Explanation: These SKUs mainly consist of products from the QUIXOTIC and BLACK DRAGON brands.
Kit - packaging containing multiple devices/pods.
June: 29 SKUs July: 11 SKUs August: 11 SKUs
Other categories
Refillable e-cigarettes with a fixed e-liquid: 46 in June, 61 in July, 20 in August (a significant decrease) Individual components of e-cigarettes that can hold liquid: 76 in June, 56 in July, 77 in August Others: 4 in July, 0 in both June and August
Summary and Insights
Peak and Fall: July saw the highest number of public disclosures, reflecting that companies applied in large numbers at the start of the ban; August showed a slight decline, possibly due to a period of market observation and adjustment.
E-liquid Products Dominate: The majority of compliance registrations are for "pre-filled cartridges," reflecting the structure of products exported by the industry.
Device Transition Underway: Some brands are accelerating the release of rechargeable and refillable devices, seeking sustainable alternatives to disposables within the compliance framework.
Brand Performance: Leading brands like HAYATI, SKE, and ELFBAR are frequently registering new devices, demonstrating their continued investment in the UK market.
As a leading global NGP media and think tank, 2Firsts is dedicated to providing the latest product and technological information and insights to practitioners around the world in various categories such as e-cigarettes, heated tobacco products, and modern oral products. It aims to drive technological changes and innovations in NGP products worldwide, thereby offering tobacco consumers globally with safer products and lifestyles.
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