Over three quarters (76%) of retailers believe they play a vital role in helping smokers switch to smoking alternatives, according to a new survey from Philip Morris Limited (PML), the UK and Ireland affiliate of Philip Morris International (PMI).
The new research, from the owner of smoke free alternative brand IQOS, showed retailers believe that educating adult smokers on the options available is critical to unlocking the category’s further growth in 2026.
The nationwide survey of 200 UK convenience store managers revealed strong optimism for smoke-free alternatives in the year ahead. Almost three-quarters (74%) of retailers are expecting consumer demand to increase in 2026 and 84% of this group plan to broaden their smoke-free range to meet this rising interest.
Retailers ranked product choice as the number one purchase driver, followed closely behind by education and lifestyle changes.
Clear product information was cited as the most important factor influencing adult smokers’ decisions to switch to smoke-free alternatives and 96% of retailers claimed to have been asked for recommendations for smoke-free products.
Paul Dufourne, Commercial Director at PML said: “In 2026, the smoke-free landscape will increasingly be shaped at the point of sale. As smoke-free ranges continue to expand and shoppers’ needs become more specific, retailers who can confidently explain the differences between formats and strengths will be best placed to help adult smokers find products that genuinely suit their needs, giving them greater confidence in their choices and supporting switching for good. Philip Morris is committed to supporting retailers with the insight and tools needed to deliver this confidently in store and build their smoke-free business.”
