EDUCATION

WITH a potential influx of novice vapers, retailers and their staff need to be ready to answer the key questions about the category, namely around safety and affordability.

“Recently, it was once again confirmed in an evidence review in the UK that vaping is 95% less harmful than smoking,” says Rubery. “You may also hear questions about whether vapes cause popcorn lung or contain diacetyl, which you can confidently reply that diacetyl is a banned chemical in legal vapes sold in the UK.

“The same goes for any questions about vitamin E acetate, another banned compound that sometimes crops up in questions about vaping.”

While disposables are the simplest vaping devices to introduce to someone, they may not be the most appropriate de- pending on their smoking habit, adds Rubery. “Other common questions will likely cover the basics, such as ‘I smoke this amount, what strength should I use and how much?’,” Rubery says. In answer to this, the general response is a disposable device equates to a pack of 20 cigarettes, and a 10ml bottle of e-liquid is five times this amount, so will likely last a heavy smoker several days,

Expert View

whereas a disposable device may only last the day.”

Sidhu says the campaign is also an opportunity to expound the benefits of the broader nextgen category, such as nicotine pouches and heated tobacco.

“We’ll do some specific activity around Velo and Nordic Spirit,” he says. “As far as I’m concerned, anything that offers you an alternative to traditional tobacco is that category.”

John Dunne, director general, UK Vaping Industry Association

“WE know many smokers are confused and often worried by all the misinformation about vaping which bombards them on a daily basis. VApril aims to set the record straight and help put their minds at rest about making the switch. Not only does it provide resources to help smokers begin their vaping journey, but also gives them the help and encouragement they need along the way. VApril gives them the facts about vaping, allows them to get their questions answered and gives them that final push they may need to give up smoking.

“We understand that – just like smokers – many retailers do not have the knowledge to answer the questions that people may have when they are considering switching to vaping, but VApril has that covered.

“Emphasising the savings that they could make simply by switching to vaping could be important because research shows that pricing is a major factor for many in deciding to switch. Also, given the tough economic times currently upon us, the savings to be made from switching to vaping might be more important than ever for many smokers.”

Key Facts

Key facts about vaping and quitting smoking from the UKVIA

Vaping helps around 50,000 smokers quit each year (Public Health England, 2021)

Vaping is 70% more effective than nicotinereplacement therapy (Cochrane Review, 2020)

E-cigarettes do not burn tobacco or produce tar or carbon monoxide, two of the most damaging elements in tobacco smoke (NHS Smokefree)

Spreading The Word

AS with any seasonal occasion, getting the word out ahead of time is a crucial part of making VApril a success.

“Retailers should look to advertise VApril at least several weeks beforehand, especially in the current climate, where customers are looking to tighten their expenditure,” says Rubery.

“Let your customers know VApril is around the corner and that there will be offers to entice them.”

Suppliers are currently gearing up their own marketing plans surrounding the month, so retailers should look to work with them on bespoke PoS and deals on starter devices.

“During the campaign, retailers can offer multibuy deals that allow customers to try new devices while saving money, as well as stocking up on their favourite products,” says Relx’s Aikens.

“Promotions like twofor-£10 and three-for-£15 will help secure repeat custom from adult consumers, confident that they can get their favourite products for a reasonable price.”