Retailers see education as key to unlocking smoke-free growth in 2026: survey
February 3, 2026
Photo: iStock
Retailers believe that better shopper education will be crucial to driving further growth in the smoke-free category in 2026, according to new research from Philip Morris Limited (PML).
A nationwide survey of 200 UK convenience store managers found strong optimism for the year ahead, with almost three-quarters (74%) expecting consumer demand for smoke-free alternatives to rise in 2026. Of those anticipating growth, 84% said they plan to broaden their smoke-free ranges to keep pace with increasing interest from adult smokers.
The findings also highlight a shift in purchasing behaviour as more adults who smoke move away from cigarettes. Retailers ranked product choice as the number one purchase driver in the category, followed closely by education and lifestyle changes.
However, this appetite for choice is placing greater pressure on in-store ranging strategies. With multiple formats and strengths competing for limited shelf space, retailers said clear portfolio guidance and product information are becoming essential. Clear product information was cited as the single most important factor influencing adult smokers’ decisions to switch to smoke-free alternatives.
More than three-quarters of respondents said they believe they play a vital role in helping customers make the switch, while 96% reported being asked directly for recommendations on smoke-free products – underlining the central role of convenience retail in the transition away from combustible cigarettes.
Paul Dufourne, commercial director at Philip Morris Limited, said the point of sale will increasingly shape the category’s future.
“In 2026, the smoke-free landscape will increasingly be shaped at the point of sale. As smoke-free ranges continue to expand and shoppers’ needs become more specific, retailers who can confidently explain the differences between 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,” he said.
“Philip Morris is committed to supporting retailers with the insight and tools needed to deliver this confidently in store and build their smoke-free business.”
PML added that it will continue to provide guidance and resources to help retailers navigate the evolving category, as part of the wider smoke-free strategy of its parent company, Philip Morris International.
Retailers seeking further support on guiding adult smokers toward smoke-free options can contact PMI’s Open Support Team via retailersupport@iqos.co.uk.
