The first week post-VPD shows three clear patterns. First, consumer price sensitivity is higher on entry-level disposables than on premium pod systems. Second, shoppers are trading down from 20mg/ml to 10mg/ml to save on tax. Third, multi-shop chains are absorbing more of the tax to preserve customer loyalty, while single-store owners are passing it through.
Wholesalers who move quickly to update their online catalogues with VPD-inclusive pricing are winning the trade-on-call moment. Retailers who still show pre-VPD prices are losing credibility with their customers.
TrackElf recommends reviewing your pricing at least weekly during this transition period, as wholesale costs are still shifting.