Nicolites and Vivid Vapours brands dominate with over 40% market share – report

Nicolites and Vivid Vapours brands dominate with over 40% market share – report
Yareah Magazine
Managing director Nikhil Nathwani.

Managing director Nikhil Nathwani.

The team behind both the Nicolites and Vivid Vapours brands has announced they have officially become the number one selling e-cigarette and e-liquid brands in the independent convenience sector.

Nicolites was already the UK’s leading electronic cigarette company with around a third of all sales at independent convenience stores, and has performed top in the market since earlier last year. However, the latest data for week ending March 15 shows that in just 11 weeks Vivid Vapours has become the dominant force in the e-liquid space.

Research by Epos Data Facilities Management (EDFM) – experts in the UK independent FMCG retail sector – has confirmed Nicolites continues to be the dominant force in the e-cigarette market, selling nearly twice as much product as its nearest rivals.

As a combination, Nicolites and Vivid now equate to almost 41.71% of the entire e-cig convenience market sector, an achievement that the company is obviously delighted about.

The news follows recent major deals which mean Nicolites are now stocked at all the UK’s major supermarket chains including Tesco, Sainsbury’s, Asda and Morrisons, as well as by two major national pub chains. Its nearest competitor recorded just 18.02% of total sales in the sector.

Managing director Nikhil Nathwani said: “It’s a fantastic achievement for everyone involved, and there is genuine excitement throughout the company. There has been a lot of hard work from everyone here to continue to grow our market share and the recent data makes it all seem worthwhile. I can honestly say that the morale, drive and dedication of everyone within the business has never been so strong.”

Superdrug, Co-op, WH Smith, Martin McColl and over 10,000 independent pharmacies and convenience stores also stock a combination of Nicolites and Vivid products and the company recently announced it has expanded into Europe with products stocked in Poland and Portugal.

The senior management team at Nicolites is delighted with the latest figures, which clearly show that the company continues to be the dominant e-cigarette force in the UK.

“Nicolites are considered by customers to be the highest quality and greatest value. We have worked very hard to produce the best product range available, with the finest flavours, and it is very satisfying to see that customers agree we’ve got the balance right. To have eight of our products in the EDFM top 15 best sellers is an exceptional achievement,” said Nikhil.

Vivid Vapours grabbed a 9.57% slice of all sales at independent convenience stores after unveiling its exciting new range in January. The figures show that Vivid Vapours is already selling more products than several well-established e-cigarette competitors that have been in the market for years.

Flavours including Berry Blast, Cappuccino Cream, Pineapple Rocks, Cinnamon Apple, Golden Tobacco and Red Wings are available in medium and high nicotine strengths, giving customers an unrivalled range of 20 Vivid Vapours to choose from. With 10ml bottles costing just £4.99, it is expected that the e-cigarette revolution will gather pace during 2014 as smokers make the switch to a more satisfying electronic alternative.

Nikhil added: “We always believed that our great tasting e-liquids were going to have a major impact in 2014 but even we have been surprised by how quickly they have taken off. To have such a large share of the market so quickly is quite remarkable, and we are very confident that Vivid Vapours will continue to gain market share very quickly over the coming weeks. We have extremely high expectations for the brand, and every single employee within the business shares the same aspirations.”

E-cigarettes are designed to look and feel like real cigarettes, but are battery-powered products containing a nicotine solution which is inhaled as a vapour. They contain no tobacco, no tar, and do not burn like traditional cigarettes. For more information please visit or

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