Huge scope for retailers as over quarter of smokers to try vapes in 2022

Over a quarter (26 per cent) of adult smokers are likely to try smoke-free products in 2022, states a new study which also revealed that most smokers won’t mind taking advice from their local retailers.

According to an independent survey carried out by Lake Research on behalf of Philip Morris Limited (PML), about 26 per cent of adult smokers in the UK are likely to explore smoke-free products, like e-cigarettes and heated tobacco, in 2022.

The survey, based on the responses of over 1,800 adult smokers, also revealed that most smokers want to quit and are looking out for smoke-free alternatives.

More than half (58 per cent) of respondents believed they hadn’t yet found a satisfying alternative to cigarette smoking to help them quit and almost a third (32 per cent) wished they knew about a better range of options available to them, said the survey’s findings. 

Interestingly, majority (61 per cent) of smokers said they would feel comfortable asking their local retailer for advice on what smoke-free products might be right for them in 2022.

However, further survey’s findings suggest that mere stocking vapes won’t be enough as local retailers may need to consider to better support adult smokers in helping to switch to alternative products. 

Only 17 per cent of smokers were likely to ask retailers what smoke-free products they stock and for recommendations on what alternatives might be right for them, stated the survey’s result, adding that about 65 per cent of smokers were unlikely to ask which alternatives matched their preferences, such as taste and nicotine strength.

Kate O’Dowd, Head of Commercial Planning at Philip Morris Limited (PML) in the UK & Ireland, said: “The New Year provides retailers with a great opportunity to help adult smokers switch to better smoke-free products, like e-cigarettes and heated tobacco products, if they’re unable to give up tobacco and nicotine products completely.

“However, this survey reveals that stocking smoke-free alternatives won’t be enough. Retailers must educate themselves and make connections with their customers, regarding the benefits of these products.

“There is a clear opportunity for manufacturers to work with retailers, to build awareness in store of alternatives like IQOS – the UK’s number one smoke-free product  – and make the retailer the centre of knowledge, so they’re able to help smokers overcome any challenges they may have with the smoke-free category.”