Examining the retail display and marketing of nicotine products in Scotland: discreet observations of outlets and interviews with retailers

Citation

Ford A, Morgan A, MacKintosh AM, Critchlow N & Best C (2026) Examining the retail display and marketing of nicotine products in Scotland: discreet observations of outlets and interviews with retailers. Society for Research Nicotine and Tobacco - Europe (SRNT-E) 2026, Paris, France, 21.09.2026-23.09.2026. https://cdn.srnt-e.org/book-of-abstracts-srtn-e-2026-5161539b.pdf

Abstract
Background: The UK nicotine market has rapidly evolved with the emergence of different types and brands of new nicotine products (NNPs) such as vaping products, nicotine pouches and heated tobacco. This has led to concern about their availability, marketing and use among young people. How products are positioned, displayed, and promoted in-store, can be key to increasing appeal. There is little research examining how these products are currently marketed. This is a key barrier to developing evidence-based policies. Aim: To examine and measure the retail display and marketing of NNPs in Scotland. Methods: We conducted in-depth interviews with retailers in May/June 2025 (n=17) and discreet observations in stores selling NNPs in October/November 2025 (n=75). Fieldwork took place in four school catchment communities across Scotland, sampled to reflect different urban/rural status and deprivation level. Interviews were analysed thematically. Quantitative comparison between high and low deprivation areas was conducted by ordinal or binary logistic regression as appropriate for the dependent variable. Results: Retailers reported that the emergence of NNPs on the market, particularly disposable vapes, which coincided with post-Covid lockdowns in 2021, presented a ‘lifeline’ for some retailers whose businesses were struggling. Advertising and product displays were key tools to make products stand out, increase sales and encourage impulse purchasing. Observations showed that the most prominently advertised NNP brands were owned by tobacco companies. Vapes were the most widely marketed NNP. Despite their more recent emergence on the market, nicotine pouches were present at the point-of-sale in 88% of stores. Stores in areas of high deprivation were more likely to have larger vape displays at the point-of-sale (OR 3.23 95%CI 1.36-7.67) p=0.008, display vaping products close to youth orientated products (OR 4.15 95%CI 1.52-11.34) p=0.005, and have more visible external marketing (OR 3.77 95%CI 1.42-10.0) p=0.008. Conclusion: Retail marketing and display of NNPs successfully attracts consumer attention and sales. Greater marketing in outlets in more disadvantaged neighbourhoods raises concerns over widening socioeconomic inequalities. The findings will inform potential future rules, through the Tobacco and Vapes Act, on where products can be placed in-store and whether displays should be restricted.