VApril 2023 will offer local retailers bags of opportunities to electrify their vape sales.
By Gaelle Walker
Live throughout the month of April, the annual VApril campaign has successfully established itself as the largest global campaign to help smokers switch to vaping.
In 2022 there were more than three million vapers who were former smokers and, according to One Poll research, 72% of smokers who were aware of VApril said the campaign had influenced them to make the switch.
- 29% of ex-smokers who now vape say they used a vape to quit.
- 19% of ex-smokers said they vape to prevent relapse.
- 14% of ex-smokers said they vape because they enjoy the experience.
- 11% of ex-smokers say vape to save money.
(Source: Smokefree GB survey, YouGov March 2022)
In 2023, the campaign looks set to be bigger and better than ever as the number of former smokers making the switch to a vape continues to grow.
Fuelling this growth is likely to be the ultra-convenient and easy-to-use disposables category, which enjoyed almost meteoric success in 2022.
In fact, according to Imperial Tobacco, the growing popularity of disposable products led to “a significant rise” in the number of vapers in the UK in 2022, increasing from 3.7 million in 2021 to 4.3 million in 2022.
“It’s clear that there will be continued demand from consumers for vaping products in 2023 and to tap into this rising trend, retailers need to ensure they are dedicating sufficient space in store for vaping products and stocking the right range for their customer base,” Imperial’s Head of Consumer Marketing Tom Gully says.
The popularity of fruity flavoured vapes has continued to soar in the last 12 months, latest data from the SmokeFree GB Survey reveals.
- Fruit flavours now account for the lion’s share of usage at 41%, followed by menthol at 19%.
- Usage of tobacco-flavoured vapes has fallen to 15%.
- Over the course of 2022, tropical and berry flavours experienced strong sales, with the trend expected to last throughout 2023.
In order to cater for this growing demand, Imperial Tobacco recently announced its expansion into the disposables market with its new blu bar vape range.
Each blu bar device contains 20mg/ml of nicotine in 2ml of e-liquid, providing up to 600 puffs and features a LED indicator that lights up when in use.
Available for shoppers to buy now with an RSP of £5.99 per device, the new blu bar range includes six flavours, which Imperial says have been carefully chosen due to their consumer appeal. These include Kiwi Passionfruit, Mango Ice, Banana Ice, Peach Ice, Watermelon Ice and Strawberry Ice.
With the VApril campaign likely to result a rise in the number of new and inexperienced vapers into stores, having a visible, well-stocked and well-merchandised display, supported by clear POS is of the upmost importance.
Retailers should invest in the creation of strong visual displays backed by high levels of staff training to help new and existing vapers make the right choices.
Displays should be positioned away from the main gantry where possible, with clear information on pricing, to enable customers to browse at their leisure without the need to handle and inspect products.
Where space is limited, a small countertop unit can be used instead. Make sure it is positioned in a well-lit part of the counter to help increase visibility of products even further.
Group respective products and brands together. As well as creating further shelf appeal for products, this will make it easier for staff to locate products for quick service and maintain stock levels.
