# Demand for oral nicotine and higher cigarette prices boosts Imperial Brands

By Jamie Strachan — 2025-11-18

Jamie Strachan, operations director, at VPZ | The Vaping Specialist, said: “We welcome any indicators that more adult smokers are switching away from combustible cigarettes and towards reduced-harm alternatives.

“The continued growth of next-generation products underlines what we see every day in our stores — smokers are actively looking for effective, regulated alternatives that support their journey away from tobacco.

“However, while the wider industry reports rising profits, our focus remains firmly on harm reduction rather than shareholder returns.

“We believe the UK must now accelerate its smokefree ambitions by prioritising responsible retailing, better access to stop-smoking support, and clearer regulation that ensures only high-quality, compliant products reach adult consumers.”

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