UK Vaping Statistics 2025 — Users, Market Data & Health Insights

Vaping has become an established part of smoking harm reduction in the United Kingdom. Here's a look at the latest statistics and trends shaping the UK vaping landscape in 2025.

How Many People Vape in the UK?

According to Action on Smoking and Health (ASH), approximately 4.7 million adults in Great Britain currently use e-cigarettes. This represents roughly 9.1% of the adult population — making the UK one of the largest vaping markets in Europe.

Why Do People Vape?

The vast majority of UK vapers are current or former smokers:

53% are ex-smokers who use vaping as an alternative
38% are dual users (both smoke and vape)
9% have never regularly smoked

The most common reason cited for vaping is to quit smoking (31%), followed by reducing cigarette consumption (20%) and cost savings (18%).

What Do Health Authorities Say?

The UK maintains one of the most evidence-based approaches to vaping globally:

NHS England: Recommends e-cigarettes as a stop smoking aid and has introduced the "swap to stop" scheme providing free vape starter kits
Public Health England / OHID: Their landmark review concluded vaping is at least 95% less harmful than smoking
Royal College of Physicians: Supports the use of e-cigarettes for smoking cessation
Cancer Research UK: States that vaping is far less harmful than smoking

UK Vaping Market Size

The UK vaping market is valued at approximately £3.2 billion in 2025, with continued growth driven by innovation in pod systems, nicotine salts, and the expansion of heated tobacco products. Online sales represent an increasing share as consumers seek better prices and wider selection.

Product Trends

Pod systems now account for over 60% of all device sales — up from 40% in 2022
Nicotine salts represent roughly 55% of all e-liquid sales by volume
Nicotine pouches are the fastest-growing product category, up 350% year-on-year
Disposable vapes face increased regulation but remain popular, with an expected ban in 2025