Interview with Mark O'Mahoney, PR Manager for Haypp UK

• Role: PR Manager 
• Previous Experience:  Over fifteen years experience in policy, communications and public affairs. He has previously worked with international organisations, NGOs, communications agencies and advocacy bodies across Europe. 
• Time at Haypp:  about a year
• Fun Fact: Mark's favourite hobby is K9 trail running with his Australian Shepherd, Seamus.

“We decided to develop the Nicotine Pouch report because we saw a real need for accurate data and information about the UK nicotine pouch market. You had a situation where thousands of UK nicotine users were making the transition to pouches, and while the product is well known and understood in Scandinavia, there was very little awareness or understanding of pouches in the UK. 

Inaccurate information was confusing the general public, media, and policymakers. Haypp has a wealth of knowledge and experience in the nicotine pouch market, and as a responsible business, we felt we could make a constructive contribution by publishing some of our insights into alternative nicotine products and consumer behaviour.” 

“There are a number of factors driving this growth. Firstly, it is part of a broader trend of UK smokers switching to alternative nicotine products. Secondly, the ban on disposable vapes has led consumers to seek out alternative products that offer convenience and increasingly strict regulations on vaping in public places have also encouraged the use of more discreet products. Pouches fit the bill on both counts. The forthcoming regulation of the product through the Tobacco and Vapes Bill is also increasing public trust in the product. Finally, general awareness of the product amongst nicotine users has grown rapidly as more celebrities and public figures are publicly enjoying pouches.” 

“The decline in UK smoking rates over the past ten years has been extraordinary. The switch by many smokers to vaping has been a big factor in this decline. What is interesting is that we are now seeing significant numbers of vapers switching to pouches. This has been described as the ‘path to pouch’. Nicotine users are switching from cigarettes to vapes, and then from vapes to pouches.” 

“Many predicted that a black market for disposable vapes would develop post-ban, and unfortunately, this has proven to be the case. It’s a very challenging scenario. Anybody could set themselves up as a vape retailer, and so you now have thousands of small vape stores across the UK, with very little incentive to be compliant with the new regulations. Enforcement of the ban will take time, resources, and investment. We have already seen police and Trading Standards targeting rogue traders and seizing huge quantities of illegal vapes. They are having a great deal of success, but they have a mountain to climb. Consumers must play their part too. They need to make responsible choices when it comes to where they purchase products. Given the health risks associated with counterfeit and illegal vapes, it’s in their interests to choose responsible retailers.” 

“Haypp has an important role to play in helping the UK achieve a smoke-free future. Our Swedish heritage and experience of working in international markets provide a unique insight into the role that alternative nicotine products can play in the UK stop-smoking strategy. We have seen what works in other countries and what lessons can be learned from the Swedish experience. We also have a wealth of insight into consumer behaviour and alternative nicotine products that government and regulators can use to inform their policy choices. Finally, and most importantly, as a responsible retailer, consumers can trust that the information that we provide them and the products we sell are of the highest quality.”