UK Vaping Rate Edges Down to 9.9% in 2025, ONS Data Shows

Vaping prevalence in Great Britain edged down to 9.9% in 2025 from 10.0% in 2024, according to the Office for National Statistics (ONS). The number of adult vapers remained stable at approximately 5.4 million for the second consecutive year. This marks the first annual decline in vaping rates after e-cigarette use surpassed cigarette smoking prevalence for the first time in 2024.

Executive summary

UK vaping prevalence decreased marginally in 2025, ending a period of rapid growth that saw e-cigarette use overtake traditional cigarette smoking in 2024. Despite the slight decline, the absolute number of adult vapers held steady, suggesting market maturation rather than contraction. Cigarette smoking continued its downward trend, widening the gap between the two behaviors.

What happened

ONS data shows vaping prevalence fell from 10.0% in 2024 to 9.9% in 2025 among adults in Great Britain. The total number of adult vapers remained at approximately 5.4 million, unchanged from the prior year. Cigarette smoking prevalence declined from 9.0% in 2024 to 8.7% in 2025, increasing the difference between vaping and smoking rates to 1.2 percentage points. Daily vaping saw a slight decrease, while usage among adults aged 25–34 increased, offsetting declines in other age groups.

Why it matters

The 2025 data signals a potential shift in the UK nicotine market after years of rapid vaping adoption. While the overall vaping rate remains historically high, the stagnation in user numbers suggests the market may be approaching saturation. The continued decline in cigarette smoking reinforces the long-term public health trend, but the stability in vaping prevalence raises questions about future growth drivers and regulatory impacts.

Regulatory signal: Stable user numbers amid declining prevalence suggest market saturation may be influencing growth trends more than recent policy changes.

Market impact

For vape manufacturers and retailers, the flat user base implies that future growth will depend on product innovation, conversion of smokers, or increased usage frequency rather than new user acquisition. The increase in vaping among 25–34-year-olds indicates a potential core demographic shift, which could influence marketing and product development strategies. Retailers may need to focus on retention and frequency of use rather than expanding the user pool.

Regulatory impact

UK regulators have not introduced major new restrictions on vaping products in recent years, with policy focus remaining on youth access and product safety. The ONS data shows no clear correlation between regulatory actions and the 2025 prevalence shift, suggesting broader market dynamics are at play. However, sustained stability in user numbers may prompt renewed scrutiny of long-term public health goals and harm reduction targets.

Market context: The 25–34 age group’s increased vaping usage highlights a shifting consumer base that could shape future product demand.

Who is affected

Vape manufacturers, distributors, and retailers operating in the UK market are directly affected by the stagnation in adult user numbers. Public health officials and tobacco control advocates will monitor the data for implications on harm reduction strategies. Adult consumers aged 25–34 show increased engagement, while other age groups exhibit declining or stable patterns.

Dawsen Take

The UK vaping market appears to be transitioning from rapid growth to a phase of user base stability. The flatlining of prevalence at approximately 5.4 million adult users, despite a slight percentage-point decline, suggests market maturation rather than rejection. The divergence in age-group trends—particularly growth among 25–34-year-olds—warrants closer attention as it may indicate evolving consumer preferences or lifecycle patterns in vaping adoption.

What to watch

• Whether the 25–34 age group’s increased vaping usage becomes a sustained trend or a short-term fluctuation.
• Future ONS releases for signs of renewed growth or further decline in overall prevalence.
• Any regulatory responses to long-term vaping prevalence trends, particularly regarding harm reduction goals.
• Retail sales data and product innovation cycles to assess whether stable user numbers are translating into stable or growing market value.

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Original source: 2FIRSTS | Latest UK ONS Data: Vaping Rate Edges Down to 9.9% in 2025, a Year After Overtaking Cigarette Smoking

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