Overview: What the March Data Tells Us
Between March 1 and March 31, 2026, the UK MHRA registry recorded activity from 300+ brands and 2,843 SKUs, covering devices, pods, and e-liquids.
That level of activity matters. It shows one thing clearly:
the UK vape market is not slowing down—it’s still highly competitive, with brands aggressively expanding product lines and experimenting with flavor structures.
This report focuses on a few key questions:
- Which brands were most active in March?
- What flavor trends are emerging in new registrations?
- How are major brands positioning their latest products?
- What do these moves reveal about the direction of the UK vape market?
Most Active Brands (March 2026)
Based on MHRA registrations, the following brands led in SKU submissions:
| Rank | Brand | SKU Count |
|---|---|---|
| 1 | POD SALT | 168 |
| 2 | Pyne Pod | 148 |
| 3 | ELUX Nic Salts | 126 |
| 4 | FEOBA | 123 |
| 5 | OLC | 118 |
| 6 | PIXL | 110 |
| 7 | EDGE GO+ | 108 |
| 8 | Hayati | 91 |
| 9 | LOST MARY | 90 |
| 10 | IVG | 82 |
What stands out:
This isn’t just about volume—it’s about strategy. Brands are expanding SKUs across flavors, nicotine strengths, and product formats to maximize shelf presence and consumer reach.
Flavor Trends: Still Fruit-Dominated, But Evolving
Top Flavor Keywords
| Rank | Flavor | Mentions |
|---|---|---|
| 1 | Strawberry | 172 |
| 2 | Cherry | 153 |
| 3 | Raspberry | 149 |
| 4 | Mint | 146 |
| 5 | Lemon | 109 |
| 6 | Blueberry | 106 |
| 7 | Watermelon | 77 |
| 8 | Lime | 72 |
| 9 | Razz | 63 |
| 10 | Lemonade | 49 |
What This Actually Means
Fruit flavors are still the backbone of the UK market—but the way they’re used is changing.
- Berry profiles dominate (strawberry, cherry, raspberry)
- Citrus flavors remain strong (lemon, lime)
- Mint/ice is still everywhere, usually layered on top
But the real shift is this:
The market is moving from single-flavor products to blended profiles
Instead of “Strawberry,” you now see:
- Strawberry + Raspberry + Cherry
- Blueberry + Sour Raspberry
- Watermelon + Lemon + Ice
Also worth noting:
- “Sour” flavors are gaining traction (74 SKUs)
- Drink-inspired profiles (cola, lemonade) continue to show up
- Dessert-style twists are being used to stand out
How Key Brands Are Playing the Game
ELFBAR – Expanding Within a Closed System
ELFBAR focused on its JoinOne refillable pod platform, adding around 54 SKUs.
- Strong emphasis on fruit + ice combinations
- Some differentiation through dessert-style flavors (e.g., floss variants)
- Strategy: deepen flavor options within an existing ecosystem
This is about retention, not expansion.
LOST MARY – One Platform, Many Flavors
LOST MARY registered 90 SKUs, mainly under a single product line.
- Heavy use of multi-fruit blends
- Consistent flavor direction across SKUs
Clear strategy:
“One device, endless flavor options”
SKE – Multi-Series Expansion
SKE is doing more than just adding flavors.
- Expanding across DUO 2000 and BAR 15K
- Registering both devices and pods
- Strong focus on complex fruit mixes + drink/ice flavors
This is a portfolio expansion strategy, not just SKU padding.
IVG – Broad and Aggressive
IVG stands out for its multi-line expansion:
- Covers multiple product families (Pro, Originals, Switch)
- Includes both devices and e-liquids
- Offers dual nicotine strengths (10mg & 20mg)
IVG isn’t betting on one lane—it’s covering the entire field.
Hayati – Platform-Centric Ecosystem
Hayati is building around its Stack device platform.
- Large number of SKUs tied to one system
- Wide flavor range, mostly fruit-based with ice and drink variants
Classic device + pod ecosystem play
PIXL – Flavor Density Strategy
PIXL focuses heavily on flavor combinations.
- High SKU count driven by fruit blends + sour elements
- Less focus on hardware innovation
This is a flavor-first expansion model
RELX – Controlled Ecosystem Growth
RELX continues building around the Creator Pro system.
- Balanced mix of fruit + ice flavors
- Adds drink and tea-inspired variants (a bit more experimental)
Strategy:
Controlled expansion with slight flavor innovation
Key Market Trends (What Actually Matters)
1. SKU Expansion Isn’t Slowing Down
Despite regulatory pressure, brands are still launching aggressively.
This isn’t random—it’s about:
- Shelf visibility
- Consumer attention
- Channel dominance
2. E-Liquids Are Becoming More Important
With disposables under pressure, e-liquids are stepping in as a core revenue driver.
Why?
- Easier to diversify
- Faster to iterate
- Strong repeat purchase behavior
3. Flavor Innovation = Blending, Not Reinvention
No one is inventing new flavor categories.
Instead, brands are:
- Mixing existing fruits
- Adding sour, ice, or beverage layers
- Tweaking intensity and balance
It’s refinement, not revolution
4. Cooling, Sour, and Beverage Notes Are Key Differentiators
If you strip away branding, most products taste similar.
So brands rely on:
- Ice (cooling effect)
- Sour (sharpness)
- Drink flavors (familiarity)
These elements help products stand out without changing the core formula.
5. Brand Strategies Are Clearly Diverging
You can group brands into three models:
-
Ecosystem Builders
(RELX, ELFBAR, Hayati)
→ Focus on device + pod systems -
Portfolio Expanders
(IVG, SKE)
→ Multiple product lines, wide coverage -
Flavor-Driven Players
(PIXL)
→ High SKU count through flavor variation
6. Flavor Homogenization Is Getting Worse
Let’s be honest—most brands are working with the same base flavors.
That leads to:
- Increasing similarity across products
- Less meaningful differentiation
The real competition is shifting from flavor → structure + system
7. The UK Remains a Critical Testing Ground
MHRA registration data doesn’t equal sales—but it reveals intent.
And right now, the signal is clear:
- Brands are still investing heavily
- New products are still being tested
- Product strategies are still evolving
The UK is not a declining market—it’s a live experimentation zone
Final Take
If you strip everything down, here’s the reality:
- Flavor innovation is incremental
- SKU expansion is aggressive
- Ecosystem lock-in is becoming critical
- E-liquid is gaining importance
- Differentiation is moving beyond flavor
If you’re in this market and still thinking “just launch a new flavor,”
you’re already behind.
The brands winning here are building systems, not just products.