Vype Vaping Survey in the UK: London Is the Biggest Market, Crisp Mint Tops Sales

According to foreign media reports, a recent survey released by Vype, an electronic cigarette brand under British American Tobacco, shows that from January to October 2020, nearly 3 million adults in the UK are currently using e-cigarettes, with spending on e-cigarette products approaching £7 million.

Additionally, Vype conducted a comprehensive examination of the online and offline situations in the e-cigarette industry, deeply researching which cities in the UK are the largest markets for its products and which cities have the most physical e-cigarette stores. Vype also surveyed 2,000 adults over the age of 18 in the UK to explore their views on using e-cigarettes and which users are most open to the habit of using e-cigarettes.

Here are the survey results and details:

London is the largest e-cigarette market in the UK

Unsurprisingly, among the cities with the highest sales, London’s e-cigarette sales are more than double those of Birmingham residents during the same period. In fact, by 2020, London residents accounted for 40% of Vype's total sales in the UK, making up 83% of sales in the top ten consumer cities.

Looking at the offline market, we might be surprised to find that Leeds, the third-largest city in the UK, has the most physical e-cigarette stores per square mile; the northern city has 18 e-cigarette stores per mile; London ranks fifth with 13 stores per mile; Edinburgh ranks fourth with 17 stores per mile; York has 15 stores per mile, and Sheffield has 14 stores per mile.

When it comes to products that adults have been consistently purchasing, the best-selling flavor across England, Scotland, and Wales is consistently Crisp Mint, followed by Mixed Tobacco and Black Cherry. The only region with a different best-selling flavor is Northern Ireland, where Crushed Mint is their top-selling flavor.

With the menthol ban implemented in the UK in May, it is not surprising that various mint flavors have become favorites among online shoppers this year.

Insights into Attitudes Across the UK

Across the UK, Vype found a range of cities with a positive attitude towards e-cigarettes. The study found that adults in Brighton are the least likely to be influenced by those around them, with 43% of respondents stating that negative news about e-cigarettes does not affect them.

In Belfast, Vype found that 23% of people are more willing to let others use e-cigarettes in their homes or cars, which is higher than any other city.

To find out which residents feel their habits are most accepted, Vype also asked the public about their feelings of being judged. Nearly half of Glaswegians (48%) stated that they do not feel judged when others use e-cigarettes in public, followed by Nottingham (44%) and Liverpool (42%) adults.

Liverpool is also home to the longest-term e-cigarette users, with nearly two-thirds (58%) of respondents stating they have been using e-cigarettes for three years or more. Adults in Liverpool are also the most likely to vape at work, with 33% admitting to vaping.

In Manchester, over a third of respondents (39%) have considered or will consider using e-cigarettes in the future, which is higher than any other city.

Voices on Using E-Cigarettes

Two-fifths (40%) of adult smokers in the UK are open to e-cigarettes, with women being more likely to hold this view. Among those who openly discuss e-cigarettes, individuals over 55 are the most open, with 78% stating that everyone knows they use e-cigarettes.

In the most open cities, adults living in Norwich rank first, with 63% stating that everyone knows they use e-cigarettes. Following closely are Southampton, where 62% of adults say the same; Bristol residents at 56%; Liverpool at 50%; and Glasgow, where 48% of e-cigarette users are open about their habit.

E-Cigarettes Gaining Recognition

Less than a third (31%) of respondents indicated that they would not be bothered if someone vaped near them. In fact, 10% of respondents nationwide stated that they would still allow others to smoke in their homes and cars. Women are the least likely to be bothered by those using e-cigarettes nearby, with 32% of women saying they do not mind others vaping around them, while only 1% of women expressed concern; 31% of men said they do not mind.

Examining the differences across adult age groups, those aged 45-54 are the least bothered by others vaping nearby, with 35% stating it does not matter to them. This is followed by those aged 55 and above at 33%, and 18-24-year-olds at 31%.

Among all adults in the UK, 6% stated they would consider vaping as an alternative to smoking in the future. Among adults in Nottingham, the same proportion currently do not vape but are interested in various flavors.

Behind this study, Aftab Saleem, Vype's UK and International E-Commerce Director, stated: "It is encouraging to see that the primary reason adult nicotine consumers are turning to e-cigarette products is that they are seeking smoke-free alternatives, followed by their enjoyment of the flavors. We are pleased to provide consumers with an alternative to physical shopping, allowing them to continue choosing alternative nicotine products. Now more than ever, we need to help consumers achieve their shopping goals through other means, especially as some non-essential stores are closing due to business challenges."