Understanding the Surge in Store-Within-A-Store Vape Retailers

A groundbreaking study published in the New Zealand Medical Journal (NZMJ) has spotlighted a troubling trend: the proliferation of 'store-within-a-store' (SWAS) vape outlets in Auckland's more deprived suburbs. Researchers from Massey University, the University of Otago, and Auckland University of Technology analyzed 160 specialist vape retailers (SVRs) across 14 diverse Auckland suburbs, revealing stark socio-economic disparities in access to vaping products. These SWAS setups, makeshift vape shops tucked inside or adjacent to convenience stores, dairies, and petrol stations, represent 44% of all SVRs examined, allowing retailers to skirt regulations limiting flavored vape sales in general stores.

The study, titled 'Scoping the vape retail environment and retailers’ responses to vape control measures in selected Auckland suburbs with different levels of socio-economic deprivation,' underscores how regulatory loopholes are exacerbating health inequities. High-deprivation areas, measured by the New Zealand Index of Deprivation (NZDep) scores of 9-10, host a median of 8.5 SWAS per suburb, compared to just 2 in low-deprivation zones (NZDep 1-2).

Background on New Zealand's Vaping Regulations

New Zealand's vaping landscape has evolved rapidly since the Smokefree Environments and Regulated Products (Vaping) Amendment Act 2020. This legislation restricted sales of flavored e-cigarettes (beyond mint, menthol, and tobacco) to licensed specialist vape retailers (SVRs) only, aiming to curb youth uptake while supporting adult smokers' switch from tobacco. SVRs must operate from 'appropriate premises,' with at least 70% of revenue from vaping products, and no new licenses are granted within 300 meters of schools or marae.

However, enterprising retailers responded by constructing SWAS outlets—partitioned spaces within existing convenience stores—to qualify for SVR status. This adaptation boomed post-2020, with national trends showing convenience store-linked SVRs rising from 14% pre-2021 to 47% in audits like Wellington's. Recent 2025 updates banned disposable vapes and limited marketing, but pre-existing SWAS remain untouched, fueling the current surge.

Methodology: Mapping Vape Retail Across Auckland

Lead author Dr. Robin van der Sanden and team from Massey's SHORE & Whāriki Research Centre employed Google Maps and Street View for a comprehensive audit from August 2023 to March 2024. They selected 14 suburbs spanning NZDep deciles 1-10, factoring in ethnicity, population density, and urban form—examples include affluent St Heliers (NZDep 1), mixed Takapuna (decile 4), and deprived Ōtara (decile 10).

SVRs were categorized into upmarket (premium displays), budget (basic setups), and SWAS based on signage, interiors, and displays. Proximity was measured via walking distances to primary/secondary/tertiary institutions and marae, cross-verified with the Health Advisory & Regulatory Platform (HARP) registry (451 Auckland SVRs as of March 2024) and Ministry tools. Density was normalized per 1,000 residents using 2023 Census data.

Key Findings: Disparities in High-Deprivation Suburbs

The median SVRs per suburb was 9.5, with densities peaking in Auckland CBD (1.38 per 1,000 residents), Glen Innes (0.74, high dep.), and Ōtara (0.60). Low-deprivation St Heliers had zero SVRs. SWAS dominated (44%), clustering in residential high-deprivation areas tied to convenience stores.

• High-deprivation (NZDep ≥9): Median 8.5 SWAS, 4.0 SVRs within 300m of schools.
• Medium-high (deciles 6-8): Peak budget SVRs (median 6).
• Low-deprivation (≤2): Median 2 SWAS, fewer near sensitive sites.

Overall, 56% of SVRs sat within 300m of educational institutes, 66% near another SVR, and 10% near marae—trends amplified in poorer areas with higher Māori and Pacific populations.Read the full NZMJ study

Proximity to Schools and Tertiary Institutions

Half of SVRs (56%) lurked within 300m of schools, unis, or polytechnics, echoing prior University of Canterbury research showing 29-30% nationwide within 400m of schools, sevenfold higher in deprived neighborhoods. In Auckland, high-deprivation suburbs averaged more nearby outlets, heightening adolescent exposure via colorful displays and promotions.

Tertiary sites like AUT or Massey campuses in mixed areas saw moderate proximity, but the study flags risks for rangatahi (youth) in deprived zones attending local schools.

Health and Equity Implications for Māori and Pacific Communities

High-deprivation suburbs often overlap with high Māori/Pacific populations, where youth vaping rates exceed national averages. SWAS in everyday convenience spots normalize vaping, potentially driving initiation akin to tobacco retail studies. This entrenches inequities, as deprived youth face amplified environmental cues.

Professor Janet Hoek (Otago) notes SWAS undermine harm reduction by boosting visibility in vulnerable communities.

Retailers' Strategies and Regulatory Gaps

Convenience owners built SWAS to retain full-flavor sales post-2020, meeting SVR criteria while sharing foot traffic. No retrospective proximity rules apply, per 2023 amendments. Authors urge photo-verified licensing to detect adjacencies.

Policy Recommendations from the Researchers

• Prohibit SWAS via stricter premises guidelines.
• Implement 'sinking lid' on SVRs in high-dep areas, mirroring alcohol policies.
• Enhance compliance audits and public registries.

Funded by Health Research Council (HRC22/245), the study calls for equity-focused reforms.Related UC study

Role of University Research in Public Health

This collaborative effort by Massey, Otago, and AUT researchers exemplifies New Zealand universities' pivotal role in evidence-based policy. SHORE & Whāriki's drug research team, led by Prof. Chris Wilkins, drives impactful studies informing Smokefree Aotearoa 2025 goals. For those pursuing careers in public health research, opportunities abound in higher ed jobs at NZ unis.

Photo by Jason Leung on Unsplash

Future Outlook and Ongoing Challenges

With 2025 disposable bans in effect, monitoring SWAS evolution is key. Youth vaping stabilizes but inequities persist. Universities continue leading, with calls for sunk-lid policies to protect deprived communities.

Explore higher ed career advice or NZ university jobs to contribute to such vital research. Check Rate My Professor for insights on public health faculty.