A gap in supermarkets' popular lines of single-use e-cigarettes has reportedly driven more customers to independent retailers amid widespread withdrawal of the devices by supermarkets.

Staff at Morrisons, One Stop, Tesco and Asda outlets contacted by Better Retailing this month confirmed that the supermarket had withdrawn certain Elfbar and SKE Crystal batches in recent weeks, Because they exceed the legal limit of 2 milliliters of e-liquid.

While inventory has started to recover for some of these brands, returns have benefited independent retailers, who have reported increased sales of single-use e-cigarettes over the same period.

Nishi Patel, of Londis Bexley Park in Dartford, told Better Retailing: Our sales of single-use e-cigarettes have increased by £1,000 compared with the previous week.

"This is a combination of the abolition of supermarket queues and the increase in tobacco duty announced in the spring Budget. Customers do not want to pay more for tobacco and are therefore forced to buy more affordable vcigarette products."

Similarly, Nisa retailer Shahid Ali has seen e-cigarette sales increase by 14-17% year on year, while Kent store owner Alan Mannings has noticed more customers asking about his range of single-use e-cigarettes. Both retailers attributed the price rises to recent supply problems at nearby supermarkets.

Staff at Sainsbury's and Tesco told Better Retailing that availability would be restored as they started receiving batches of Elfbar that met the requirements. Several Booker retailers also confirmed to Better Retailing that wholesalers had restocked.

Shopkeepers added that they have increased promotions to continue to benefit from increased sales and to differentiate themselves from supermarkets as availability returns.

Patel tells Better Retailing: We put disposable e-cigarettes on the shop floor at the other end of the checkout counter to help grab customers' attention. We also have some promotions, such as three for £12.

Another retailer added that he had created a checkout menu to show customers the available e-cigarettes and their prices.

Vince Malone, of Tenby Village Stores & Post Office in Pembrokeshire, has changed the way he stocks to prepare for future recalls.

Every store in town pulled their single-use e-cigarettes from their shelves, and another recall is likely, he said. I am buying two to three day replacements from companies such as Blu to help us deal with this.

BAT has leaked a letter, seen by Better Retailing, claiming that almost all single-use e-cigarettes sold in convenience stores are out of compliance. The UK e-cigarette industry association also recently called for retailers found to be selling e-cigarettes to under-18s to be fined up to £10,000.

Legal compliance

Increased opportunities in the category have been matched by increased risk to stores, with trading standards carrying out more checks on non-compliant stock.

Better Retailing understands that distributors are trying to improve the reputation of single-use e-cigarettes through regular testing.

Stores are encouraged to complete due diligence by requiring suppliers to provide evidence of compliance with the 2-ml e-liquid limit.

Despite the compliance measures, many retailers remain skeptical that more brands could be caught up in the can restriction scandal.