Vaping has grown into a multi-billion-pound industry, where new trends emerge almost at lightning speed. One of the stealthiest and probably most controversial trends is the rise of the highlighter vape, a secretive device designed to resemble a common highlighter pen. As we head into 2024, UK retailers should pay close attention to this growing trend and its implications, especially with increasing observation around vaping and young people.

What is a Highlighter Vape?

A highlighter vape is basically a vape pen designed to look like a regular highlighter. From its smooth, colourful casing to its pen-like appearance, it's incredibly easy to mistake it for something you'd find in a pencil case or on a desk. This stealthy design has made the device popular among certain groups, particularly young people, who value its ability to fly under the radar.

But it’s not just the design that’s appealing; these highlighter vapes work just like other popular disposable vapes, such as the Elf Bar, providing the same nicotine hit and flavour options. However, their camouflage as an everyday item adds a layer of subtlety that’s hard to overlook, especially as debates around vaping among teens intensify.

Why Retailers Should Pay Attention

While the highlighter vape is gaining traction, the conversation around vaping’s role in the vaping epidemic is heating up. Disposable vape products have already been scrutinised for their easy accessibility and appeal to younger audiences, and with highlighter vapes on the rise, UK retailers need to consider their role in this evolving market.

1. The Youth Appeal

One of the reasons why vaping has increasingly become a trend among young people is the introduction of cautious designs like the highlighter vape is part of the reason. With its ordinary and unnoticeable look, it allows users to use the device in places where traditional vaping would be easily noticed. Schools, public transport, and even workplaces are just a few areas where these highlighter pens can go unnoticed.

This discretion, along with being a selling point, often becomes a concern. The rise of these secretive vaping devices raises ethical questions for retailers, like how they should balance profit with the responsibility of preventing the sale of vapes to underage individuals. The answer isn’t simple, but it's a conversation every retailer should be having as they consider stocking these products.

2. Social Media Influence

Much like the Elf Bar and other trendy disposable vapes, highlighter vapes have found popularity through social media platforms. From TikTok videos to Instagram stories, these devices are often showcased by influencers, contributing to their rise in demand. Social media has a significant role in shaping youth trends, and vaping is no exception.

Retailers should be mindful of the power of social media in driving sales, as well as the risks associated with marketing products that may appeal disproportionately to younger, impressionable audiences. With government bodies keeping an eye on the growing influence of vaping content online, it’s important to ensure that any advertising is responsible and compliant with regulations.

Long-Term Impact of Highlighter Vapes

The long-term impact of highlighter vapes in the UK vaping market could be significant. While their rise has been relatively quiet, their potential to become a mainstream product is clear. However, much like other stealthy vape designs, they could face regulatory crackdowns due to their discreet appearance and appeal to minors.

1. Regulatory Challenges

As vaping continues to spark debates about public health, it's likely that highlighter vapes will attract the attention of regulators. Currently, the UK government has been vocal about reducing the number of young people vaping. In response, retailers may soon see stricter rules on the sale of products like highlighter vapes.

Retailers should stay ahead of the curve by keeping an eye on emerging legislation and ensuring compliance with all age-verification protocols. Failing to do so could result in penalties or, at worst, the removal of vaping products from store shelves.

2. Environmental Considerations

Another factor retailers should consider is the environmental impact of disposable vape products. While highlighter vapes are convenient, like other disposable vapes, they contribute to electronic waste. Retailers who stock these items should be proactive in offering recycling solutions or partnering with brands that are making efforts to reduce their environmental footprint. It’s not just good for the planet; it’s good for business, as consumers become more environmentally conscious.

Should You Stock Highlighter Vapes in 2024?

Deciding whether to stock highlighter vapes in your store isn’t as straightforward as it might seem. There are several factors to consider, ranging from ethical concerns to potential regulatory challenges. Here’s what UK retailers should weigh before jumping on the bandwagon:

1. Understand Your Customer Base

Retailers need to ask themselves: Who is my target market? If your customers are predominantly adults looking for discreet, high-quality vaping solutions, the highlighter vape could be a great addition to your shelves. On the other hand, if your store sees significant traffic from younger audiences, it might be wise to tread carefully.

2. Compliance with Vaping Laws

Ensure your store is fully compliant with UK vaping laws. This includes verifying the age of customers, restricting sales to those over 18, and clearly displaying health warnings. Be prepared for the possibility of new regulations that might specifically target products like the highlighter vape, and stay informed of any changes.

3. Stock Responsibly

If you decide to stock highlighter vapes, consider implementing responsible marketing strategies. Avoid advertising these products in ways that might appeal to young people, and consider working with brands that promote responsible vaping. Additionally, educate your customers about the risks of nicotine addiction and the importance of vaping as an alternative to smoking instead of just introducing it as a product for non-smokers or underage users.

Looking Ahead: The Future of Highlighter Vapes

As 2024 unfolds, it’s clear that the vaping market will continue to evolve. The highlighter vape represents just one example of how product design is adapting to consumer demand for discreet, portable, and stylish devices. However, with that evolution comes responsibility, both for retailers and consumers.

For retailers, the decision to stock highlighter vapes should be made with caution. While the potential for profit is clear, the risks associated with these devices, especially with their appeal to young people and potential regulatory challenges, cannot be ignored. Stay informed, stock responsibly, and always prioritize ethical business practices.

Conclusion

The rise of highlighter vapes is more than just a passing trend; it reflects a broader cultural shift in how vaping is perceived, especially among younger individuals. With their discreet design, variety of flavours, and influence on social media, these devices are set to become a staple in the vaping market.

UK retailers should take note of the growing demand for highlighter vapes. 

By broadening their product selections, adopting responsible sales practices, and engaging younger audiences through thoughtful marketing, businesses can capitalize on this trend.

As the vaping industry continues to change, staying informed, flexible, and forward-thinking will be essential for retailers to thrive. Highlighter vapes have the potential to reshape the future of vaping.