Rapid innovations and advancements being made in e-cigarette technology are massively pushing up the demand for U.K. e-cigarettes. Many tobacco producing companies are rapidly focusing on novel technologies to gain an edge over their rivals. Several leading tobacco producers are developing innovative products that could help them expand their footprint. For example, Japan Tobacco Inc. developed two new tobacco capsule flavors Pianissimo Aria Menthol and Pianissimo Pineapple Peach Yellow Cooler for the Ploom TECH brand in March 2019.

The falling popularity of tobacco and cigarette smoking in the country because of the ballooning public awareness of the harmful effects of tobacco consumption is another important factor driving the expansion of the U.K. e-cigarette market. Based on product, the market is divided into t-vapor, vape mod, vaporizer, and cig-a-like. Out of these, the vape mod category is predicted to register huge growth in the market in the coming years.

This would be because of the various features available in vape mod such as power modulation and flavor customization that allow the users to produce smoke and vapor as per their preferences. Furthermore, as per National Statistics, in 2018, around 37% of the total population of the U.K. tried e-cigarettes at least once. Moreover, this number is rising at the annual growth rate of 24%, thereby making vape mod highly popular among ex and current smokers.

When distribution channel is taken into consideration, the U.K. e-cigarette market is categorized into online, vape shops, tobacconist, hypermarket/supermarket, and others such as gas stations, convenience stores, general shops, pharmacies, and vending machines. Amongst these, the vape shop category recorded the highest growth in the market in the past years. As per the U.K. Vaping Industry Association (UKVIA), the country was home to nearly 2,000 vape shops in 2017 and more are predicted to set-up in the next few years.

The U.K. e-cigarette market recorded the highest growth in England in the last few years. This was due to the increasing number of e-cigarette users in the country. Due to the increasing public awareness of the harmful effects of tobacco consumption, many traditional smokers in the country started smoking e-cigarettes. Furthermore, many market players have made huge investments in research and development (R&D) in the past years for developing new flavors.

Hence, it can be said with full surety that the market would exhibit huge expansion across the country in the upcoming years, primarily because of the growing popularity of e-cigarettes and the reducing consumption of tobacco-based cigarettes in the country.