For the second consecutive year, vaping products were the fastest growing grocery category in the UK.

According to a report from market researcher NIQ and industry publication The Grocer, vaping products saw growth in value sales in the UK of £897.4 million. The Chinese-own Lost Mary brand was the fastest growing product, with sales up £310.6 million year-over-year.

The market researcher said the category’s growth also came on a volume basis, while sales of cigarettes and cigars and loose tobacco were down by £849.1 million and £393.1 million respectively on a sales basis.

The news comes at a time when UK prime minister Rishi Sunak is pushing for new law to stop children who turn 14 this year or younger from ever legally being sold cigarettes as part of the ‘smokefree generation’ public consultation. The consultation is also examining the potential of restricting the sale of vapes.

Last week, the World Health Organisation (WHO) issued a statement calling on governments to treat vapes and other e-cigarettes in a similar way to tobacco, and for the ban of flavoured vapes.

Elsewhere, the NIQ and The Grocer report found a £390.1 million increase in energy drink sales, largely thanks to the vocal success of Prime Hydration, a brand led by YouTubers Logan Paul and KSI who have tapped into their ‘zoomer’ and gen alpha fanbases.

The report also noted inflation’s significant impact on the increased value sales of milk, cheese, fresh meat and poultry, despite volume declines. Bagged snacks, chocolate and sweet biscuits also declined on a volume basis.

The value of own label sales increased by 12.8 per cent as the UK’s cost-of-living crisis led Brits to seek cheaper alternatives to more expensive branded items.

---