Approaching 5 Million: The UK Vaping Consumer Base Is Still Growing

The number of vaping users in the UK is approaching 5 million.

According to new data released by ASH, the number of vaping users in the UK reached 4.7 million in 2023, with half using refillable devices and 30% opting for disposables. This data comes from a briefing published by the UK Action on Smoking and Health organization.

(UK Data)

The data reveals that the UK has a large vaping consumer base, and in terms of devices, there is a continuous shift from traditional refillable to disposable options. Particularly in 2023, over half of existing vaping users in the UK (57%) have chosen disposable e-cigarettes as their primary type.

Among the 4.7 million users, they account for nearly 10% of the UK’s population of tens of millions. Additionally, 2.7 million (56%) have quit traditional cigarettes, with 6.7% of new users having never smoked before, and 320,000 being heavy vaping consumers.

In terms of users, UK consumers enjoy the vaping experience, with many seeking to quit smoking or reduce their tobacco use. Many consumers also enjoy trying out this new sensation.

Disposable devices continue to surge in the UK.

According to ASH data, in 2022, the usage rate of disposable vaping devices among UK adults was 15%, which rose to 31% in 2023, indicating a year-on-year doubling in growth. This shows that the proportion of disposable device usage in the UK is still significantly increasing. Furthermore, the younger demographic in the UK shows a strong preference for disposables, with rapid increases in usage among adults aged 18-24.

(Surge in disposable devices)

Interestingly, survey data from the UK indicates that the most commonly used type of vaping device remains refillable devices, with 50% of vaping users reporting this type as their primary device. This indicates that the UK market is transitioning from refillable to disposable, with refillable devices serving as the foundation.

Another noteworthy phenomenon is that UK consumers generally do not prefer high nicotine concentrations. Currently, most adults in the UK use nicotine concentrations below 13 mg/ml, with only 1.2% of vaping users using e-liquids exceeding the legal limit of 20 mg/ml, and 13% are unaware of the strength of the e-liquids they are using.

Currently, there are still 1.8 million traditional cigarette consumers in the UK who have not tried vaping, which accounts for about 30%. The core reasons are concerns about the safety of vaping, with 8% lacking sufficient knowledge about vaping.

From the data, it can be seen that the UK remains an important market in Europe, with its user base continuously growing, and both refillable and disposable devices being significantly prevalent, especially the rapid growth of disposables, which is a major point of concern.