Philip Morris Limited (PML) has conducted new research showing retailers believe that while smoke-free alternatives are already firmly established across convenience, educating adult smokers on the options available is critical to unlocking the category’s further growth.
The nationwide survey of 200 UK convenience store managers reveals strong optimism for smoke free alternatives in the year ahead.
Almost three-quarters (74%) of retailers are expecting consumer demand to increase in 2026, with 84% of this group planning to broaden their range to meet rising interest.
This expansion is important, PML said, given the purchasing behaviour in the smoke free category, as more adults who smoke are switching away from cigarettes.
Retailers ranked product choice as the number one purchase driver, followed by education and lifestyle changes. This desire brings with it a need for ”clear portfolio guidance and comprehensive ranging strategies,” particularly as retailers balance numerous formats and strengths within limited space.
Clear product information is cited as the most important factor influencing adult smokers’ decisions to switch to smoke free alternatives. More than three-quarters of retailers believe they play a vital role in helping these customers to make the switch and 96% of retailers claim to have been asked for recommendations for smoke-free products.
Paul Dufourne, commercial director at PML, said: “In 2026, the smoke free landscape will increasingly be shaped at the point of sale. As ranges expand and shoppers’ needs become more specific, retailers who can confidently explain different formats and strengths will be best placed to help adult smokers find products that genuinely suit their needs, giving them greater confidence in their choices and supporting switching for good.”
Retailers are encouraged to access support designed to help guide shoppers in the smoke free direction that suits their needs.
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