How are new nicotine products marketed in shops? Insight from retail trade press magazines in the UK

Citation

Morgan A, Critchlow N, MacKintosh AM, Best C & Ford A (2026) How are new nicotine products marketed in shops? Insight from retail trade press magazines in the UK. 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
Introduction and aim: In the UK, the retail availability of new nicotine products (NNPs), such as vaping products, nicotine pouches and heated tobacco, has grown rapidly in recent years. As a result of this market growth and concerns over increased use by young people, the UK government is considering what steps are necessary to regulate and control the NNP market through the Tobacco and Vapes Bill. A key consideration for regulation focusses on how NNPs are marketed and promoted. To date, there is a lack of evidence on how industry and retailers display and promote NNPs and how products are communicated to customers in the retail setting. This trade press review examines key strategies used by retailers and suppliers to display and promote NNPs in stores. Methods: A review of 236 purposively sampled retail trade press magazines (January 2023-April 2025) focusing on the display and promotion of NNPs and any content which discussed current and potential future controls on the retail display and promotion of NNPs. Results: Retailers and producers highlighted the importance of where and how NNPs are positioned, promoted, and displayed in store. They deployed a variety of marketing strategies, including bespoke gantry displays, lights and colour to increase visual salience, and positioning marketing around the exterior and interior of stores to attract consumer attention. Both retailers and suppliers cited the positive consumer impact this marketing had, such as increasing sales, increasing impulse purchasing, and helping to support customers through market changes (e.g. disposables ban). They also highlighted concerns about future restrictions on the retail display and promotion of NNPs within the Tobacco and Vapes Bill, the impact any restrictions may have. Conclusions: The findings illustrate strategies used by retailers and suppliers to promote NNPs, increase appeal, and attract consumers. The findings also show how retailers and suppliers have already begun to prepare for, and consider their response to, potential restrictions on retail display that may arise from the Tobacco and Vapes Bill