As more people quit smoking, the market for Zippo lighters has dropped off. While Zippo still dominates the refillable lighter market, a new broader approach was needed. In 2001, Zippo began producing more products. Instead of being a one-product business, it was time for changes.
The first new product, released in 2002, was the Multi-Purpose Lighter. This lighter, not intended for use by smokers, was aimed towards jobs such as lighting grills, fireplaces, candles, and lanterns. While keeping a sleek design, it offers an adjustable flame length. This new lighter started off strong by selling an estimated two million products in its first year. With the release of this new product, more retailers such as Bed Bath & Beyond have begun selling Zippo items.
As well as lighters, Zippo has begun producing pocket knives, money clips, watches, desk accessories, bottle openers, flashlights, and even tape measures. The addition of these products over the past few years show Zippo's effort to stay competitive into the 21st-century.