UK-based next-generation nicotine distributor Aquavape has partnered with Philip Morris Limited (PML), the supplier behind IQOS, to offer heated tobacco products for the first time.

This year, e-cigarette retailers have been challenged by consumer demand, which is changing rapidly, according to Better Retailing. While more than a quarter of adult smokers will explore smoke-free products in 2022, 58% have yet to find a satisfactory alternative to cigarettes.

PML says the challenge for e-cigarette retailers is two-fold: meeting growing consumer demand for smoke-free products while matching individual preferences based on taste, satisfaction, ritual and other potentially complex needs.

“To be fair, there is no single product that can do this, which is why retail stores of all sizes have grown into e-cigarette specialists, multi-category operators. Aquavape is a supplier that has moved to multi-category , both for the benefit of the retailer's customers and the revenue generated by its business," a PML spokesperson said.

Ebrahim Kathrada, managing director of Aquavape, said that historically the company has not listed multiple smoke-free categories: we now offer a range of smoking alternatives in line with market needs and trends.

Ebrahim believes that offering a complete range of smoke-free products is critical to diversifying sales and increasing opportunities to satisfy more customers.

“If you don’t have a category in your store, you can’t sell it and explore its potential. If you do, you’ll be a one-stop shop for all your customers’ needs conveniently, increasing your overall revenue, shopping basket Spend and retention," he explained.

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