Interview With INNOKIN: The Top Five One-time Bans On Open Products Entering The UK Will Drive The Growth Of Open And E-liquids

Interview with INNOKIN: The top five one-time bans on open products entering the UK will drive the growth of open and e-liquids

Regarding the UK government's announcement of a ban on the sale of disposable electronic cigarettes in June 2025, INNOKIN staff believe that although law enforcement in the UK market is not as strict as in Germany and there is a certain scale of black market transactions, INNOKIN is optimistic about the implementation of the ban.

 

At the Birmingham Electronic Cigarette Exhibition held from October 25th to 27th, two of the top 2FIRSTS had a discussion with Benedict, the UK market manager of the well-known electronic cigarette brand INNOKIN, and his booth staff to gain a deeper understanding of the brand's market performance and current situation in the UK market.

 

 

INNOKIN: A one-time ban will drive the growth of open and e-liquids

Benedict first introduced INNOKIN's performance in the UK market. It is reported that the INNOKIN brand entered the UK market from 2013 to 2014 and has become a well-known brand in the UK e-cigarette market due to its early market entry advantages and brand accumulation. At present, INNOKIN's open products rank among the top five in the UK market, and their products are almost ubiquitous in every store. Although not all product categories can be sold throughout the UK, some popular products have a high store listing rate, leading to an increase in brand repurchase rates.

Benedict introduces new products to 2Firsts | Image source: 2Firsts

 

Regarding the UK government's announcement of a ban on the sale of disposable electronic cigarettes in June 2025, INNOKIN staff believe that although law enforcement in the UK market is not as strict as in Germany and there is a certain scale of black market transactions, INNOKIN is optimistic about the implementation of the ban. Benedict believes that the ban will drive the market towards a healthier and more sustainable direction, while also bringing new market opportunities for open brands.

 

INNOKIN also launched its own e-liquid products at this exhibition. When it comes to their views on the e-liquid market, they predict that if disposable e-cigarettes are banned, the demand for e-liquid may increase significantly.

INNOKIN New Product | Image source: 2Firsts

In addition, the high repurchase rate of e-liquid is also a focus of market attention. Normally, consumers tend to purchase at least two to three bottles of e-liquid when buying electronic cigarette devices. The profit margin of e-liquid is quite large, and the cost may be less than one dollar, but the retail price can reach three dollars, which makes retailers more inclined to sell e-liquid products.

 

 

The UK is one of the most volatile markets, and it's difficult to succeed alone

When discussing the challenges of the UK market, INNOKIN staff pointed out that the solidification of the UK market and the strong position of top brands make it difficult for new brands to enter the market. He referred to the current market landscape as the 'Pareto Principle', which means that the majority of market share is occupied by a few brands, which is undoubtedly a major challenge for companies with insufficient funds. He believes that with the natural adjustment of the market, brands that can continue to receive financial support and persevere will ultimately win the market.

The staff also shared several notable features of the UK e-cigarette market. Firstly, he believes that British consumers have a high acceptance of electronic cigarettes, and the market penetration rate even exceeds that of the United States. In terms of product design, products in the UK market tend to follow a standardized design style and innovate based on compliance requirements compared to other markets.

In terms of price, he mentioned the widespread low price phenomenon of electronic cigarettes in the UK and believed that the UK is one of the most volatile markets. Due to the enormous market potential, many brands have chosen the UK as the launch location for their new products, leading to fierce competition in the market and even promotional activities such as buy one get one free or buy two get one free.

 

In terms of promotion strategy, due to the UK allowing the promotion of electronic cigarettes, there are various ways of promotion in the market, including roadside billboards, bus body advertisements, etc. He mentioned that promotional activities are very common in the UK, especially during holidays and peak sales seasons.

 

In terms of channel strategy, he emphasized the importance of cooperation. He pointed out that it is difficult for a single company to succeed in the market, so more and more suppliers are starting to work closely with channel partners and even application providers, using multi-channel strategies to expand market coverage. This intensive bundling cooperation strategy is becoming a trend in the market, which helps brands to enter and occupy market share more effectively.