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The UK's No.1 Nicotine Products Industry Report
Between April 2025 and April 2026, the UK nicotine products search market grew +12.0% in aggregate visibility across 304 tracked brands. That sounds calm. It isn’t.
The top 5 winners between them added 363,740 visibility points. The top 5 losers shed 191,518. That isn’t redistribution at the margins. That’s the market eating itself and re-pricing the survivors.
Two snapshots. Twelve months apart. The UK Single-Use Vape Ban sat between them on 1 June 2025. Every meaningful brand move in the dataset traces back to that one structural event. The next 20 winners combined added less than a third of what the top 5 added. There is no broad recovery story here. There is a narrow runoff story, and a handful of brands sat where the runoff went.
| Metric | Value |
|---|---|
| Brands tracked | 304 |
| Market visibility YoY | +12.0% |
| Top 5 winners combined | +363,740 |
| Top 5 losers combined | -191,518 |
vapeuk.co.uk added 130,521 visibility points in twelve months. It already held #1, and as disposable-vape demand fell away, customers moved to refillable products. vapeuk.co.uk picked up that demand because it already stocked the refillable inventory those customers were now shopping for.
snusvikings.co.uk ranked #45 in April 2025 and #11 in April 2026. That’s growth of +336.55% and a jump of 34 ranks inside the top 50. The rise came from the shift in category demand rather than from one strong quarter of SEO work: snusvikings.co.uk was already selling the products customers were switching to as that demand moved.
The other three brands in the top 5 winners (totallywicked, vapestore, ecigone) added the remaining 172,947 visibility points between them. All three sell refillable vape kit, and all three either own or aggregate the products that ex-disposable customers now search for. All five winners have the same thing in common: they sell the refillable products customers switched to after disposable demand declined.
| Brand | YoY change | Visibility added |
|---|---|---|
| vapeuk.co.uk | +42.24% | +130,521 |
| snusvikings.co.uk | +336.55% | +60,272 |
| totallywicked + vapestore + ecigone | combined | +172,947 |
vapesuperstore.co.uk lost 99,873 visibility points and dropped from #3 to #4. Here’s what makes that painful: they hold 33,975 reviews at 4.9 stars. They’re the fourth-most-reviewed brand in the entire dataset. The trust signals are pristine. The visibility is gone anyway, because even when you understand how trust signals influence vaper buying decisions, those signals don’t matter once the search query itself has migrated.
There’s a reason for that. The people who used to type “elf bar 600” into Google in April 2025 are not typing “elf bar 600” in April 2026. They’re either typing “refillable vape kit” or they’re typing “nicotine pouches.” The query moved. The retailer didn’t.
Sure, part of that is Google rerouting some disposable demand to other product pages automatically. But a big part is that vapesuperstore’s site architecture, built up around disposable-heavy product listings, no longer matches the new query patterns — a problem that lives squarely in ecommerce category and product page SEO. The category boundary moved underneath them, and the SEO inheritance didn’t transfer.
| Brand | Reviews | Stars | YoY change |
|---|---|---|---|
| vapesuperstore.co.uk | 33,975 | 4.9 | -38.35% |
| haypp.com | 7,512 | 4.7 | -23.82% |
| snusdirect.com | — | — | -59.37% |
The manufacturer brand sites — five of the biggest names in UK nicotine — moved in five different directions year on year.
elfbar.co.uk: -39.07%. vuse.co.uk: -19.62%. iqos.co.uk: -1.15%. blu.co.uk: +6.00%. juul.co.uk: +4.00%.
elfbar is still ranked #1 in Brand Reach Score, with 110,000 monthly brand searches and a formula score of 8,840,395, which is 12.9x the next brand in the table (Nordic Spirit at 686,011). Brand demand is holding up. The organic visibility for everything else has collapsed.
This is a portfolio problem. When a brand’s entire SEO footprint is built around disposable SKU pages, and disposables get legislated out of existence, those pages don’t suddenly start ranking for something else. They just stop ranking at all.
elfbar still owns brand search demand but has lost a third of its organic visibility. Brand equity protects a brand against losing awareness, but it does nothing to stop query migration — when the searches people used to run shift to terms the brand’s pages no longer rank for. Those are two different problems, and they need different fixes on the site — the second being the work of rebuilding organic visibility after query migration.
| Manufacturer | YoY change |
|---|---|
| elfbar.co.uk | -39.07% |
| vuse.co.uk | -19.62% |
| iqos.co.uk | -1.15% |
| blu.co.uk | +6.00% |
| juul.co.uk | +4.00% |
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