Use of vapes and other novel tobacco and nicotine products among adults in Great Britain

This 2026 fact sheet presents an overview of vaping behaviour among adults in Great Britain. Drawing on ASH Smokefree GB survey data (n=13,259), key findings include:

• 10% of GB adults aged 18+ vape (an estimated 5.5 million people). This is unchanged from last year.
• 11% of GB adults aged 18+ smoke, a fall from 13%, which was the prevalence from 2021 to 2025.
• 60% of adults who currently vape used to smoke but have now given up (3.3 million people), though 32% are still smoking (1.7 million people). 
• Misconceptions about vaping harms remain high: 52% of adults who smoke believe vaping is as harmful or more harmful than smoking.
• Disposable vape use peaked in 2023, when 31% of adults who vaped mainly used disposables, and has fallen to 8%.

Vaping prevalence over time

• From 2012 to 2026, current vaping prevalence rose from 1.7% to 10.3%. Growth slowed after 2024, suggesting a plateau.
• Currently there are an estimated 5.5 million vapers in Great Britain.
• A quarter (26%) of adults have ever tried vaping.

Vaping by smoking status

• Current smokers: 30% vape (1.7 million).
• Ex-smokers: 19% vape (3.3 million).
• Never-smokers: 1.5% vape (400,000).

Vaping by age and socioeconomic status (SES)

• Vaping has plateaued across all age groups. It is lowest in those aged 55 or over (6%) and highest in those aged 25-34 (15%). 
• There has been an increase in 18-24 year olds trying vaping (from 32% in 2025 to 39% in 2026) but no change in current use which has been stable at 11% since 2021.
• Vaping is more common in more disadvantaged groups, reflecting their higher rates of smoking (ABC1 9% vape, C2DE 12% vape).

Duration and frequency

• Daily vaping has increased, so now 7.8% of adults vape every day, up from 4.5% in 2020.
• Of ex-smokers who vape, 88% vape daily and 60% of dual users do.
• Daily smoking is declining, falling from 9.7% of people in 2020 to 6.6% in 2026. 
• 59% of ex-smokers who vape have done so for over 3 years.

• From 2012 to 2024, current vaping prevalence rose from 1.7% to 10.7%. In 2025, 10.4% vaped, and in 2026 10.3%, suggesting a plateau.
• Currently there are an estimated 5.5 million adult vapers in Great Britain.
• A quarter (26%) of adults have ever tried vaping.

Table 1. Number of current vapers among adults in Great Britain (2012-2026)

Estimates are based on the nearest available GB adult population estimates (in this case, both 2025 and 2026 estimates are calculated using 2024 GB population[1]).

Current vaping grew most rapidly between 2020 and 2024 and appears to have now plateaued (Figure 1). The majority (73%) of GB adults have never tried a vape, 26% have ever tried one and 1% didn’t know.

Among the group who used to vape but no longer do, 44% used to smoke but have also given that up, 29% currently smoke and 28% have never smoked.

• Current smokers: 30% vape (1.7 million)
• Ex-smokers: 19% vape (3.3 million)
• Never-smokers: 1.5% vape (400,000)

For definitions and question wording, see Appendix 5.

Vaping is much more common among current and ex-smokers (Figure 2). Of the 10.3% of current vapers (an estimated 5.5 million adults), 60% (3.3 million) are ex-smokers, 32% (1.7 million) are current smokers and 8% (400,000) are never smokers. The proportion of vapers who also smoke tobacco fell from about two-thirds in 2013 (67%) to about one-third in 2021 (31%), then rose slightly between 2021 and 2025, before falling again in 2026. Conversely, the proportion of vapers who were ex-smokers rose until 2021. After 2021 there was a significant decrease in the proportion of current vapers who are ex-smokers, from 65% in 2021 to 53% in 2024, rising again to 60% in 2026. 

Vaping prevalence among smokers 

Vaping among smokers increased rapidly between 2013 and 2014, remained relatively stable until 2021, then rose sharply following the introduction of modern disposable vapes to the market. This increase was largely fuelled by smokers who had previously tried vapes starting to use them again.

There remains a fair proportion of smokers who have never tried vaping, 28% in 2026 (Figure 3).

As observed among all adults, the increase in vaping among smokers has recently stalled with no significant change in the levels of use since 2024. An estimated 1.7 million smokers currently vape, 2.4 million have tried vaping but no longer vape and 1.6 million have never vaped.

Vaping prevalence in ex-smokers

About one in five ex-smokers currently vape (19%, Figure 4), and a further 21% have tried vaping but no longer vape. This means there are an estimated 3.3 million ex-smokers who currently vape and 3.7 million ex-smokers who have tried vaping but no longer do it.

Over a quarter (27%) of ex-smokers say they used a vape to quit smoking, amounting to 4.8 million people. Some ex-smokers quit many years ago, before e-cigarettes were available.

More than half (58%) of ex-smokers who quit in the last five years say they used a vape to quit, which amounts to 2.5 million ex-smokers. Among those who quit smoking using a vape in the last 5 years, 67% are still vaping while 32% have quit vaping as well (Table 2). The remaining 2% can’t recall or gave an invalid answer.

Table 2. Current vaping status in GB adult ex-smokers who quit smoking in the last five years using a vape (2026)

ASH Smokefree GB Adult Survey 2026. Unweighted base: Adult ex-smokers who quit in the last 5 years using a vape n=585

Our findings are consistent with the Smoking Toolkit Study (an ongoing series of monthly surveys of the adult population of England) which shows that vapes are the most popular quitting aid and that there is a clear association between changes in population rates of quitting smoking and prevalence of vaping.[2] For further discussion of the STS, see Appendix 1. If the association is causal, then the use of e-cigarettes in quit attempts is estimated to have helped in the region of 30,000 to 50,000 additional smokers to successfully quit each year in England since 2013.[3]

Our findings are also consistent with randomised controlled trials which provide good evidence that vapes that contain nicotine are an effective quitting aid. A Cochrane systematic review of the evidence concludes that there is high certainty evidence that vapes that contain nicotine increase long-term quit rates to a greater extent than Nicotine Replacement Therapy (NRT).[4] Furthermore, there is high certainty evidence that nicotine e-cigarettes, varenicline and cytisine are the stop-smoking aids most likely to help people quit smoking.[5] Varenicline and cytisine are only available on prescription and were used in less than 1% of quit attempts in 2022.[6]

Vaping behaviour in never smokers

About one in 70 adults who have never smoked currently vape (1.5%, Figure 5). Vaping among 11–17-year-olds who have never smoked also remains low at 1.4%. For more information on vaping among young people see Use of vapes (e-cigarettes) and other novel tobacco and nicotine products among young people in Great Britain.

The overall proportion of adults who are vaping, smoking or doing both has remained similar since 2015. (Figure 6).  

• Vaping has plateaued across all age groups. It is lowest in those aged 55 or over (6%) and highest in those aged 25-34 (15%). 
• There has been an increase in 18-24 year olds trying vaping (from 32% in 2025 to 39% in 2026) but no change in current use which has been stable at 11% since 2021.
• Vaping is more common in more disadvantaged groups, reflecting their higher rates of smoking (ABC1 9% vape, C2DE 12% vape).

In the ASH/ YouGov survey, vaping is most common in 25–34-year-olds (15%, Figure 7) and 35–44-year-olds (14%). This differs from insights from the Smoking Toolkit Study run by UCL which finds vaping to be most common among those under 25. The difference is likely linked to different sampling, questions and definitions in the two surveys. Common across both surveys is that vaping among younger adults has plateaued over the last couple of years.

Ever having tried vapes is over three times the level of current use among 18–24-year-olds in the ASH survey (Figure 8).

Vaping is more common among more disadvantaged groups reflecting that smoking is also concentrated in these populations. In the ASH/YouGov survey, 12% of those in social grades C2, D or E vape, compared with 9% of those in social grades A, B or C1.

• Daily vaping has increased, so now 7.8% of adults vape every day, up from 4.5% in 2020.
• Of ex-smokers who vape, 88% vape daily and 60% of dual users do.
• Daily smoking is declining, falling from 9.7% of people in 2020 to 6.6% in 2026.  
• 59% of ex-smokers who vape have done so for over 3 years.

Daily vaping has increased significantly in recent years from 4.5% of the population in 2020 to 7.8% in 2026 (Figure 9). From 2020 to 2026 non-daily vaping has remained at a similar level meaning that the rise in vaping during this time has largely been in daily use.

It seems likely that daily vaping is displacing at least some smoking.[7,8]

Smoking rates in the UK have been steadily decreasing for the past 50 years.[9] In the ASH survey in 2008, 24% of adults smoked, compared with 11% of adults in 2026 (Figure 10).

Daily smoking has dropped from 9.7% in 2020 to 6.6% in 2026 during the period that daily vaping has grown (Figure 11).

The proportion of adults who smoke but do not vape has almost halved between 2015 (15%) and 2026 (8%, Figure 12). Over the same time, the proportion of adults who vape but do not smoke has more than trebled, from 2% in 2015 to 7% in 2026.

Over the same period, 2-4% of adults both smoked and vaped. While the overall rate of dual use is similar in 2015 and 2026, it was significantly higher than usual in 2024 and 2025 (4%), but has fallen in 2026 (3%).

In 2015 it was most common for dual users to vape non-daily and smoke daily (44% of dual users, Figure 13), but in 2026 this is now less common (18%). Over the same period there has also been an increase in proportion of dual users who both vape and smoke non-daily (from 10% to 22%), and who vape daily while smoking less than daily (from 16% to 32%).

While daily vaping is common among ex-smokers (17% of all ex-smokers) and current smokers (18%), it is not common among never smokers who vape (0.7%). However, daily vaping in this group has still risen significantly since 2021 (Figure 14).

The average number of cigarettes smoked by smokers has fallen by more in current vapers (from 12.2 per day in 2015 to 6.5 in 2026; a 47% decrease, Figure 15), than in ex-vapers (26%) or never vapers (19%).

Vaping duration in ex-smokers

Among those who have vaped or currently vape, vaping over a number of years after quitting smoking is common. Our survey finds that 59% of people who no longer smoke but still vape have vaped for more than 3 years. 

However, many people also stop vaping after they have quit smoking. The duration of use varies but on average among those who used a vape to quit smoking the duration of vaping is around 3 years.  

The proportion of ex-smoker, ex-vapers that used vapes for less than a year has fallen over time from 83% in 2017 to 45% in 2026 (Figure 16). The proportion using vapes for over a year before stopping has more than trebled from 15% in 2017 to 52% in 2026, with 19% saying they vaped for more than three years before stopping. 

In 2026, more than half (59%) of ex-smokers who vape said they had been vaping for over 3 years, compared with 18% in 2017 when we started asking this question (Figure 17).

• 12% have vaped for under 1 year
• 28% have vaped for 1 - 3 years
• 21% have vaped for 3 - 5 years
• 27% have vaped for 5 - 10 years
• 10% have vaped for over 10 years

Many people who were both ex-smokers and ex-vapers had previously vaped regularly, with 40% saying they vaped daily and 51% at least weekly. Most ex-smokers who currently vape do so daily (88%), with 97% vaping at least weekly.

Reasons for use

• Ex-smokers: quitting (24%), stress (17%)
• Smokers: reduce smoking (17%), enjoyment (15%)
• Never-smokers: stress (29%), enjoyment (26%)

Satisfaction and barriers

• 63% of ex-smokers who vape find vaping as or more satisfying than smoking
• Barriers faced by smokers to vaping: fear of substituting one addiction for another (25%), safety concerns (20%)

Misperceptions of harm

• 54% of people believe vaping is as/more harmful than smoking
• Misperceptions are highest among smokers who have never vaped (61%) and smokers who have stopped vaping (58%)

Quitting vaping

• 19% of those who have tried to quit vaping using a particular method have used smoking as an aid to quit vaping

• Ex-smokers: quitting (24%), stress (17%)
• Smokers: reduce smoking (17%), enjoyment (15%)
• Never-smokers: stress (29%), enjoyment (26%)

Reasons for vaping

Among those who vaped more than once or twice, the four main reasons for vaping are as an aid to quitting smoking (18%), followed by enjoying the experience (16%), to help with stress or mental health (16%) and preventing relapse (12%).

Reasons for vaping by smoking status

When ex-smokers who vape are asked for their main reason for vaping, the most frequently cited reasons are to help them quit smoking (24%), to cope with stress or mental health (17%), enjoying the experience (16%) and as an aid to keep off tobacco (15%). (Figure 18)

The main reasons current vapers who also smoke (dual users) give for vaping are to help them to reduce the amount smoked (17%), enjoying the experience (15%), to save money compared with smoking tobacco (13%) and to help stop smoking tobacco entirely (11%)

The three main reasons for vaping among never smokers are a reason not listed (30%), to cope with stress or mental health (29%), enjoying the experience (26%) and that it was suggested or recommended by a friend (11%).

• 63% of ex-smokers find vaping as or more satisfying than smoking
• Barriers: fear of substituting one addiction for another (25%), safety concerns (20%)

Those who tried vaping were also asked how satisfying they found it in comparison with smoking:

• Ex-smokers who currently vape: Nearly two thirds of e-cigarette users who no longer smoke find vaping more or equally satisfying compared with smoking (63%). The proportion finding it less satisfying is 32% (Figure 19). 
• Smokers who currently vape (dual users): Half (50%) of vapers who also smoke find vaping more or equally satisfying compared with smoking, while 47% find it less satisfying.
• Smokers who are ex-vapers: Three quarters of current smokers who tried vaping but stopped found vapes less satisfying than cigarettes (73%). 

Among dual users, there has been a small fall since 2017 in the proportion who think vaping is less satisfying, and a small increase in those finding vaping as or more satisfying (Figure 20). 

Barriers to smokers switching to vaping

Just over a quarter of smokers (28%) have not yet tried vapes. The top four reasons given for not trying vapes are:

• I don’t want to substitute one addiction for another (25%, Figure 21)
• I am concerned they are not safe enough (20%)
• I do not want to quit smoking (11%)
• I do not think they will help me quit or cut down (8%)

Four in ten smokers (41%) have tried but no longer use vapes. Although the question wasn’t asked in 2026, in 2025 the main reasons cited for stopping using them were:

• 25%: vaping did not feel like smoking a cigarette 
• 18%: vaping did not help them deal with cravings
• 12%: they had only tried them to see what they were like
• 10% made them feel unwell
• 9% not safe enough
• 7% didn’t like the taste 

Some of this group stopped vaping some time ago (35% more than two years ago, 17% more than five years ago). The design of vape products has changed in the last few years, and some of these issues might apply less to vapes currently on the market. 

• 54% believe vaping is as/more harmful than smoking
• Misperceptions are highest among smokers who have never vaped (61%) and smokers who have stopped vaping (58%)

While vaping is not completely risk-free, the level of risk is much lower than for smoking. However, despite growing evidence to support this, NICE recommendation of vapes as a quitting aid and government investment in a ‘swap to stop’ scheme harm misperceptions are now as inaccurate as they have been at any point this survey has been conducted.

All adults 

From 2016 to 2019 around one in four adults inaccurately believed vaping to be as, or more harmful than smoking, with between 43% and 50% believing it to be less harmful (Figure 22). In 2020 inaccurate views rose significantly to 37% and accurate views declined to 39%. The likely driver for this change in public perception was significant media coverage of injuries to health in the US from vaping products banned in the UK.[10,11]

Between 2022 and 2025, misperceptions about the harms of vaping rose sharply each year, with over half (54%) of adults in 2026 believing vaping to be more or equally harmful compared with cigarettes. In 2026, three people in ten (29%) correctly believe that vapes are less harmful than tobacco cigarettes (23% “less”, 6% “a lot less”).

The drop in the accurate public understanding that vaping is less harmful than smoking in the past two years could be linked with widespread media coverage of youth vaping which has not always clearly distinguished the differences between the harms from smoking and vaping.

[i] Before 2024, the wording referred to “regular cigarettes”. Due to concern that “regular cigarettes” implied that vapes were a type of cigarette, in 2024, the sample was split, with a random assignment to either the “regular cigarettes” wording or a new “tobacco cigarettes” wording. The “tobacco cigarettes” 2024 responses are shown in the graph, but results were very similar across the two conditions. From 2025 onwards, the “tobacco cigarettes” wording is used.

Smokers’ perceptions of harm

A similar pattern can be seen among smokers’ perceptions of harm. In 2026 (Figure 23) more than half (52%) believe that vaping was more or equally harmful. The proportion thinking that vaping is less or a lot less harmful than smoking is the same as that among all adults (29%).

Smokers who currently vape have slightly more accurate perceptions of their harm, with 49% thinking that vapes are less harmful and 35% thinking that they are more or equally harmful (Figure 24). In 2019, only 9% thought vaping was as or more harmful as smoking (Figure 25).

Ex-smokers who currently vape have the most accurate perceptions of the harm of vapes, but the trend in misperceptions is still upwards. In 2026, 68% of them correctly thought that vapes are less harmful than smoking and 16% said that vapes are more or equally harmful (5% in 2019) (Figures 24 and 25).

Misperceptions about the relative harms of vapes compared with cigarettes among smokers are highest among those who have never tried vaping. The proportion of current smokers who have never tried vapes who believe they are more than or equally as harmful as cigarettes has increased from 27% in 2019 to 61% in 2026 (Figure 25).

Differences by social grade

Among people who smoke there is no clear difference in the accuracy of views by social grade in 2026 (Figure 26).

The views of health professionals

While not everyone who works in health and social care roles will have a patient facing role it is notable that 52% of the 856 people working in these professions in the survey believe that vaping is as or more harmful as smoking. Although high, this is a decline from 2025, where 60% of people in health or social work roles held this misconception.

Inaccurate views about nicotine 

The public have long held inaccurate views about the harms from nicotine. While people are addicted to nicotine it is the other components in tobacco smoke that pose the health risks. This is poorly understood by nearly every group including health professionals. 

In 2025, among all adults 61% believe that half or more of the health risks of smoking are due to nicotine (for question wording, see Appendix 5).

Last year the survey also asked people for their views as to contribution of nicotine to any health harms from vaping. While it is difficult to estimate the exact health harms from vaping, it is expected that any harms from nicotine will be low. While ‘don’t know’ was the most common response (35%), 46% still believed that half or more of the health risk of vaping came from nicotine (Figure 27). 

Perceptions of harm from Nicotine Replacement Therapies (NRT)

From 2017 to 2023 we also asked people for their views of the relative harms of NRT compared with tobacco smoking. NRT is a licensed medication with minor side effects, which is recognised as an essential medicine by the WHO.[12]

Understanding of the relative risk of NRT compared to smoking among smokers remained poor up to 2023 (Figure 28). However, it is considerably better than their understanding of the relative risk of vaping and smoking (Figure 23). In 2023 a third (34%) of smokers said that they did not know how harmful NRT is compared to smoking, 11% thought it was more than or equally as harmful as smoking, and 48% correctly identified NRT as being less harmful than smoking.

About three quarters of ever vapers (74%) and a third (36%) of current vapers had ever tried to quit vaping. Most ever vapers who have tried to quit did so without using a particular method (63%)

Concerningly 19% of people who have ever tried to quit vaping using a method have used cigarettes as a quit aid (Figure 29). It was the second most popular named method from the list.

Misconceptions and choices about health

If people have misconceptions about the relative harms of vaping and smoking, this may influence decisions they make about their health.

A person who vapes and believes that smoking is less harmful than vaping might use smoking as a vaping quit aid, intending to reduce risk. One in three ever vapers who believe vaping to be more harmful than smoking and have tried to quit attempted to do so by smoking (33%), compared with 20% of those who think they are equally harmful and 14% of those who think that smoking is more harmful. (Figure 30)

Smokers who don’t vape and who have incorrect beliefs about the relative health harms of vaping and smoking are also less likely to say they would be interested in trying a vape that was given to them for free by a health professional. While 52% who believe vapes to be less harmful than cigarettes would be ‘very’ or ‘fairly’ interested, only 37% of those who think they are equally harmful would be interested, and 29% of those who believe vapes are more harmful (Figure 31).

Device types

• Main device: 48% tank systems, 42% pod devices, 8% disposables
• Disposable use peaked in 2023 at 31% and has declined following the ban on disposable devices
• Most popular brands: 
  • Disposables: Lost Mary (44%), Elf Bar (36%), Crystal Bar (30%)
  • Pod devices: Lost Mary (29%), Elf Bar (18%), Crystal (14%)
  • Tank systems: Vaporesso (23%), Smok (14%), Innokin (13%), Apsire (13%)

Predicted and actual behaviour change following disposables ban

• Most disposable users vaped the same amount (43%) or less (43%) following the disposables ban
• Most reported smoking the same amount (70%), but 13% reported a rise in their smoking

Disposal and reuse of vapes

• Vapers often dispose of their vapes in the general rubbish (40%)
• 27% never or rarely reuse vapes
• 47% reuse vapes more than 10 times

Flavour preferences

• Most popular: Fruit (60%), Menthol/Mint (15%), Tobacco (9%)
• 43% of vapers sometimes or always use ‘ice’ flavours

Nicotine strength and consumption

• 84% used strength within legal limits in 2025 (<=20mg/ml), with most of the remainder unsure what strength they use
• 30% of vapers have reduced nicotine strength over time
• 10% currently use "shake and vape" products

• Main device: 48% tank systems, 42% pod devices, 8% disposables.
• Disposable use peaked in 2023 and has declined following the ban on disposable devices.
• Most popular brands: 
  • Disposables: Lost Mary (44%), Elf Bar (36%), Crystal Bar (30%)
  • Pod devices:  Lost Mary (29%), Elf Bar (18%), Crystal (14%)
  • Tank systems:   Vaporesso (23%), Smok (14%), Innokin (13%), Apsire (13%)

Vape device types

The most commonly used type of vape remains a refillable tank system, with 48% of current vapers reporting that they currently use this as their main vaping device (Figure 32). However, their popularity among vapers has fallen since 2021 (77%). The relative popularity of disposable vapes rose rapidly between 2021 and 2023 from 2% to 31% of current vapers but ahead of and following the disposables ban this has since fallen with 8% of current vapers reporting these as their main device in 2026. As the use of disposables has fallen there has been an increase in use of pod devices (15% in 2024, 25% in 2025 and 42% in 2026) likely due to disposable brands moving into these products. This pattern is also found in the Smoking Toolkit Study.[13]

As vaping prevalence increased over the period 2021-2024, it is useful to see the prevalence of vaping by device type over the entire population. The fall in the relative popularity of tank-type devices (Figure 32) didn’t correspond with a fall in the absolute numbers of people using these devices (Figure 33), due to an increase in the number of vapers over the same period. In 2018, 5% of all adults used tank type devices, which has remained fairly stable since.

In 2021, 0.2% of all adults used disposable type devices, compared with 3.1% in 2024. The proportion fell to 2.6% in 2025 and 0.8% in 2026, representing a significant reduction in the number of disposable vape users in GB, from about 1.7 million in 2024 to 440K in 2026. In the 2025 fact sheet, the number of disposable users was incorrectly calculated and reported as 170K, but should have said 1.3M.

Younger adults were the primary driver of the rapid rise in using disposable vapes as the main type of vape between 2021 and 2023. (Figure 34). For 18–24-year-olds, more than half of current e-cigarettes users (57%) used disposables as their main type in 2023, an increase from only 3% in 2021. In 2023, 69% of 11-17 year olds who vaped used disposables as their main type of device.[14]

However, the overall popularity of disposable vapes among adult vapers appears to have peaked in 2023 (Figure 34), a decline following the announcement in January 2024 that the government would implement a ban on the sale of disposable vapes.[15] This decline has been clear among all age groups. The use of disposable vapes has also declined in 11-17 year old vapers (13% in 2026).[14]

Brands of vapes

Vapers were asked about all the brands of vapes they used, with multiple responses encouraged.

• For current vapers who mainly use disposable vapes, the most popular brands in 2026 were Lost Mary (44%), Elf Bar (36%), Crystal Bar (30%) and Blu Bar (13%)
• For current vapers who mainly use cartridge type devices, the most popular brands were Lost Mary (29%), Elf Bar (18%), Crystal (14%), Vuse (11%) and IVG (11%).
• The most popular brands for current tank device users were Vaporesso (23%), Smok (14%), Innokin (13%), Apsire (13%).

Brands that were previously popular in the disposables category (Elf Bar, Lost Mary, Crystal Bar) appear to have gained market share in the pod category as these brands have brought out pod versions of their disposable products. 

While it is difficult for people to accurately predict what their behaviour will be in the future in response to policy changes, it is a way to assess the potential impact policies may have. In the 2026 survey, ASH asked vapers how they responded to the implementation of a regulatory change (ban on disposable vapes) and how they might respond to one hypothetical regulation (restrictions on vape flavours, section 3.2). 

In 2026, we asked those who reported that they had used mainly disposable vapes immediately before the ban in 2025 how their smoking and vaping behaviour had changed in the three months following the ban. They were equally likely to say they had stopped (30%) or decreased (13%) their vaping as to say that they had maintained the same level (43%), and it was fairly uncommon to report an increase in vaping (7%) or not know (8%) (Figure 35).

The survey also asked these vapers how, if at all, their smoking behaviours had changed following the disposables ban. A majority reported that their smoking had not changed (70%), with a minority reporting that their smoking had increased (13%), decreased (4%) or stopped (1%).

The majority of those who were using disposable vapes before the ban and continued vaping after it reported that they had switched to using a reusable type of device (51%). However, continuing to use disposable devices was not unusual, with 30% saying they could still get disposable vapes and 24% that they used disposables vapes that they had stockpiled prior to the ban.

The previous year, in 2025 we asked the equivalent group of vapers how they expected to respond to the disposables ban. Most predicted that they would switch to a reusable type of vape (78%) with 22% saying they would still try to get illicit vapes. The option to stockpile vapes ahead of the ban was not suggested in 2025.

Figures 36 and 37 below show the predicted and actual reported behaviour change in people who vaped using mainly disposables ahead of the disposables ban.

Disposal of vapes

For the first time in 2025 we asked people how they dispose of their vapes. A concerningly high proportion do so through general rubbish collections (40%, Figure 38). Only 14% report disposing of them through a return scheme which retailers are legally required to provide.

Refill behaviours

For the first time in 2026 we asked people how frequently they refilled their device to better understand if those who used refillable products were doing so. Among those who dispose of their vapes, 27% report they rarely or never refill their products before disposal, or that they only use disposable vapes (Figure 39). By contrast 47% reported refilling products more than 10 times before disposal.

Two-thirds of current vapers who dispose of their devices and who mainly used tank type devices refilled them more than 10 times (67%), compared with 35% of those who mainly used cartridge type vapes (Figure 40).

• Most popular: Fruit (60%), Menthol/Mint (15%), Tobacco (9%)
• 43% of vapers sometimes or always use ‘ice’ flavours 

There were significant changes in the most popular flavours used by adult vapers between 2016 and 2025. In 2016, tobacco was the most popular flavour (33%), followed by fruit and menthol/mint (both chosen by 22%). By 2026 fruit flavours were by far the most popular (60%), followed by menthol/mint (15%) and tobacco (9%). The next most popular are sweet or drink flavours, little changed between 2016 and 2025 at 10% and 7% respectively (Figure 41).

Changes in flavour preference took place steadily over 2016-2022 and appear to have settled. In 2023 fruit flavours were chosen by 47% of vapers, and tobacco was chosen by 12%.

Fruit flavour vapes are the preference for the majority of people who vape, regardless of smoking status (56% of never smokers, 62% of current smokers and 60% of ex-smokers). Younger adults are especially likely to prefer fruit flavours (73% of 18-34 year olds, compared with 41% of those aged 55+).

As well as types of flavours, respondents were also asked if they used ‘ice’ flavours. These are products with ingredients designed to give a cooling sensation when used. These flavourings have been shown to increase the appeal of products.[16] Among all vapers, 43% use ice flavours sometimes (34%) or always (9%). The use of ice flavours varies by age with younger vapers more likely to use them than older vapers (Figure 42).

Hypothetical flavour restrictions

We asked current vapers what impact a flavour ban that limited flavours to tobacco, menthol and mint would have on their behaviours. Many did not believe it would change their vaping (52%) or smoking (44%) behaviour (Figure 43). More anticipated that it would drive reduction in vaping behaviour (37%) than an increase (3%) and 9% didn’t know. However, more believe it will cause an increase in their smoking (15%) than a decrease (6%).  

Among those who report they would continue to vape, a majority report they would use legally available flavours (65%). However, others also report that they would stockpile other flavours before the ban is implemented (30%), access illegal flavours (14%) or that they would make their own liquids (7%), the last two of which could expose users to greater risks. Only 7% said that they would use unflavoured vapes.

• 82% use strength within legal limits (<=20mg/ml), with most of the remainder unsure what strength they use
• 27% of vapers have reduced nicotine strength over time
• In 2025, 10% of vapers currently used "shake and vape" products

The Tobacco Products Directive (TPD)[17] imposed a cap on nicotine levels of 20 mg/ml or 2%. In 2016, before the legislation was introduced, more than three quarters of current or former vapers surveyed by ASH vaped liquids with concentrations of nicotine of 18 mg/ml or less (77%), with nearly half (49%) using e-liquid containing 12 mg/ml or less. One in ten (10%) used more than 18 mg/ml (the legal limit of 20 mg/ml was only included as a specific break point from 2017 onwards). In 2017, at the time the sell through period was coming to an end, 5.9% of current vapers were using above the TPD limit, falling to 0.9% by 2022 (Table 3).

In 2026, 1.4% of current vapers who vape with nicotine said they use nicotine strengths above the legal limit, and 17% did not know what strength they used.

Table 3. Strength of nicotine used, GB adult current vapers, excluding those who don’t use nicotine (2017-2026)

ASH Smokefree GB Adult Surveys 2017-2026. Unweighted base: Current adult vapers, excluding those who don’t use nicotine (2017=597, 2018=365, 2019=720, 2020=693, 2021=633, 2022=938, 2023=953, 2024=1,311, 2025=1,240, 2026=1,236)

In 2026, 61% of current vapers say they use the same strength e-liquid as when they started, while 27% have decreased the strength. Only 6% have increased the strength over time (Figure 44). Vapers who have quit smoking are more likely than dual users to report using a lower nicotine strength over time (34% of ex-smokers who vape say the strength they use has decreased compared with 16% of current dual users).

Volume of e-liquid used 

Legislation limits the volume of e-liquid in a vape to less than 2ml and dedicated refill bottles for tank-type devices to 10ml. In 2016, prior to this legislation coming into force, 44% of those vaping daily and using a tank device reported using 2ml or less a day with 0.2% reporting using more than 10ml of liquid a day. In 2023, 28% of all daily vapers who mainly use a tank device used 2ml or less a day and 3.1% more than 10ml a day. 

In 2025 we asked people what volume of liquid their device usually contained (Figure 45). The majority of disposable vape users didn’t know (59%), while more users of pods and tank devices were aware, ‘don’t know’ was still a common answer (34% and 26%). Those using tank devices were most likely to report their products where above the legal tank size (24%) however this remained uncommon for users of disposables (11%) and pods (14%).

Shake and vape

To get around the volume limits, larger bottles of zero-strength liquid are on sale alongside smaller bottles with the highest legal limit nicotine strength liquid, sold to be mixed together. This is sometimes marketed as short-fills or ‘shake and vape’. In 2025, 19% of current vapers who mainly use tank devices and/or who use nicotine reported ever using ‘shake and vape’ products, and 10% reported using them currently (Figure 46). This trend has been declining since 2021, although note that the structure of the question changed substantially between 2022 and 2025.

• 31% of vapers use vape shops; 38% purchase online
• Smokers favour supermarkets and corner shops

There are some differences in the way in which people who smoke and people who vape access their products of choice. While 54% of smokers usually buy their cigarettes from supermarket, only 19% of vapers get their vapes there (Figure 47). Smokers are also more likely to get them from a newsagent, corner shop or off-license (39% vs 24% of vapers) or from a petrol station or garage (13% vs 6% of vapers). 

About 3 in 10 of vapers (31%) usually get their vapes from a vape shop. Far more vapers get their vapes from the internet than smokers buy their cigarettes there (38% vs 7%, Figure 47). These patterns are similar if you compare only dual users, which suggests that it is something about the products rather than the people which means purchasing patterns are different. play (Figure 48).

One in ten smokers (10%) get cigarettes by being given them by friends, compared with only 2% of vapers. About one in a hundred vapers (1%) get their vapes through a smoking cessation service or app.

A majority of adults (62%) believe they have seen vapes being promoted. However, this varies by age. Younger adults are more likely to say they are aware of vape promotion and older adults least likely to say they are aware (77% of 18–24-year-olds compared to 56% of people aged 55 or over, Figure 49).

The most common source of vape promotion is in shops, with just under half of adults reporting they have seen vapes promoted in these settings (42%). The next most common place is on the outside of shops (e.g. posters, retail signage; 38%). The third most common place is online (16%). 

This again varies by age. Younger adults are more likely to be aware of vape promotion in all settings than older adults, particularly online when they are 4 times as likely to be aware of promotion if they are 18-24 than 55 or over (36% versus 8%, Figure 50).

While a lot of people don’t recall where they saw promotion online (31%) the most common place online that people report seeing vapes promoted is on Facebook (29%, Figure 51) followed by Instagram (26%), TikTok (21%) and YouTube (20%). However, again there was variation for the youngest adults. While Facebook was the most common place for all age groups 35 and over, among those 18-24 Facebook (16%) was the 6th most common place, with Instagram (41%), TikTok (35%), YouTube (25%) X/Twitter (18%) and Snapchat (17%) all being more common. This likely reflects different patterns of online activity.

About one adult in 70 currently use nicotine pouches (1.4%). This is equivalent to around 770,000 adults in GB. A further 5.2% of adults have tried them in the past but no longer use them. More than half of adults surveyed were aware of nicotine pouches (62%).

Men are more likely than women to have ever tried nicotine pouches (8.5% of men, 4.9% of women). They are also more likely to currently use them (2.0% of men, 0.9% of women).

The use of nicotine pouches is much higher among current smokers (5.1%) or ex-smokers (2.1%) than those who have never smoked (0.3%, Figure 52). Most ex-smokers will have quit before the promotion of nicotine pouches. The rate of current use of nicotine pouches among those who quit smoking in the last year is 5.8%, significantly higher than ex-smokers in general. Use of nicotine pouches has more-than doubled among smokers and ex-smokers since 2023, but there is no clear indication that the proportion of never smokers who use nicotine pouches has increased (Figure 52).

Younger smokers are much more likely than older smokers to use nicotine pouches (Figure 53). In 2026, 12% of 18-24 year old smokers currently used nicotine pouches, compared with 0.9% of those aged 55 and over.

See also: ASH Key topic: Nicotine pouches

About one in two hundred adults (0.5%) currently use heated tobacco products (sometimes called heat not burn products), and a further 2.1% have used them in the past (Figure 53). Among current smokers, 2.7% currently use HTPs. One in four adults are aware of heated tobacco products (26%), and half of smokers are aware of them (49%).

See also: ASH Key Topic Heated tobacco

About one in twenty adults report using shisha at least yearly (2.2%), including 0.8% who use it at least monthly. Shisha use is more common among current smokers (3.2% use at least monthly) than ex-smokers (0.6% use at least monthly) or never smokers (0.5% use at least monthly).

This question is not included in the survey every year, but there have been no clear changes in the proportion of adults or adult smokers using shisha since 2017.

Methods

This briefing reports the results of the ASH Smokefree GB surveys on the use of vapes among adults in Great Britain. All figures, unless otherwise stated, are from YouGov Plc. ASH included questions on vape use in this annual survey starting in 2010, with questions initially addressed only to smokers. ASH updated its annual survey with questions on e-cigarettes addressed to all respondents from 2012 onwards. (Appendix Table 4). These surveys have all been carried out online once a year in Spring by YouGov. All figures have been weighted and are representative of GB adults (aged 18+). Not all questions are asked every year, especially where answers have proven stable in the past. A few new questions are also introduced each year. ASH has also carried out a survey of youth vaping (11-18-year-olds) since 2013. Most results are reported for 11-17 year olds only, and from 2026 the youth survey will only include 11-17 year olds. This analysis is published separately.[11]

Calculations of the total number of vapers in Great Britain set out in Table 1 are by ASH. In each of the years we applied the proportions of e-cigarette use in the YouGov survey to the most recent available ONS mid-year GB population estimates at the time the YouGov data was gathered.1 In 2025 and 2026 the 2024 population estimate was used. Percentages in this report are given to the nearest whole number, or to one decimal place in a context where it’s helpful. As a result, some sums may appear out by ±1 percentage points due to rounding error.

The word significant is used where 95% CI error bars don’t overlap, and all comparisons that are emphasised in the text are significant differences. However, no specific hypothesis test was used and there is no correction for multiple comparisons.

Table 4. History of ASH Smokefree GB Surveys

COVID-19

The YouGov data collection for the ASH Smokefree surveys occurs in February and March, so we do not expect that the 2020 data was significantly affected by the COVID-19 pandemic. The data in subsequent years may capture changes in smoking and vaping attitudes and behaviours that are causally related to the pandemic or lockdown. In 2020, data collection for both the Annual Population Survey[18] and the Smoking Toolkit Study[19] had to be changed from face-to-face to telephone interviews. This means it is difficult to determine how far the changes in vaping patterns in these surveys were due to changes in the mode of data collection and how far they were directly due to COVID-19. To compensate for the change of modality, the APS made a statistical adjustment to the data for 2020 onwards, which has since been revised a second time.[20]The ASH Smokefree survey has always been online, so did not have a discontinuity in method during the pandemic.

Table 5. Sample sizes for Figure 5

Table 6. Sample sizes for Figure 7

Table 7. Sample sizes for Figures 14, 52 and 54

Table 8. Sample sizes for Figure 15

Answers to number of cigarettes per day are banded, so average cigarette numbers are approximated by using the middle values.

Table 9. Sample sizes for Figure 25

Table 10. Sample sizes for Figure 34

Table 11. Sample sizes for Figure 53

Since the ASH-commissioned Smokefree GB survey first started, there have been a number of other surveys which have gathered data on e-cigarette use. The Smoking Toolkit Study is probably the most extensive of these and tracks both smoking and vaping throughout the year.[21] The study started in England in January 2007 and expanded to Scotland and Wales in December 2020. The countries’ surveys are reported separately rather than together as Great Britain, and only the England data are discussed here.

The trends are similar in both surveys,[22] although the vaping prevalence among never smokers has always been a little lower in the ASH survey. However, both surveys find a similar trend over time, with an increase in vaping among never smokers in 2023-2024. The surveys differ in the rates of vaping among younger adults, with the STS finding a higher overall rate of vaping among 16-24s. Differences are likely due to different sampling methods, question design or collection methods. For further information see the Smoking Toolkit Study.

Another major survey covering vaping in GB is the Annual Population Survey, conducted by the ONS. In 2024, their most recent survey at the time of publication, they found that “Around 2.7% of those who had never smoked reported using an e-cigarette daily or occasionally.”, which is an increase from 1.5% in 2021.[23] Like the STS, this rate is higher than was found in the 2021-2023 ASH surveys (0.7%, 1.3% and 1.1% respectively). However, all three surveys do find a significant increase of vaping among never smokers over the period 2021-2023/4.

E-cigarette regulations 

From the 1st June 2025, disposable vapes have been banned. The 2026 wave of this survey was the first ASH survey conducted since this regulation came into force. The Tobacco and Vapes Bill has been passed and is due to come into force on 1st Jan 2027. 

In 2015, a minimum age of sale for e-cigarettes of 18 was introduced, making it illegal to sell e-cigarettes containing nicotine to under 18s or to purchase them on behalf of under 18s.[24]

From 20th May 2016, a regulatory framework for e-cigarettes was introduced in the UK under the EU Tobacco Products Directive (TPD) Article 20.14 The regulations are due to be updated and strengthened following a review in 2023, but the timescale and content of the revised regulations has still to be decided at time of publication of this factsheet. 

In line with the TPD since 2016 the advertising or promotion, directly or indirectly, of electronic cigarettes and re-fill containers on a number of media platforms, including on television, radio, newspapers and magazines, was prohibited. The only advertising still allowed is at point of sale and other local advertising such as on billboards and public transport. 

The new product rules under the TPD for electronic cigarettes introduced a notification process for manufacturers and importers in May 2016.[25] See below for a summary of the key product standards: 

Nicotine strength of e-liquid

• Electronic cigarettes which contain up to 20 mg per ml of nicotine are regulated as consumer products. 
• Products containing over 20mg per ml of nicotine cannot be sold unless they have a medicinal licence.[26]
• Zero nicotine products are not included in the TPD and do not require a medicinal licence. 

Quantity of e-liquid

• Disposable electronic cigarettes, cartridges and tanks can contain a maximum of 2ml of e-liquid, while dedicated refill containers can contain up to 10ml.

Safety

• Products must be child-resistant and tamper evident.

Health warnings

• The pack must carry a health warning covering 30% of the surfaces of the unit packet and any outside packaging stating ‘This product contains nicotine which is a highly addictive substance.’ 

The Medicines and Healthcare products Regulatory Agency (MHRA) is the competent authority for the notification scheme for e-cigarettes and refill containers in the UK.[27] Consumers and healthcare professionals can report side effects and safety concerns with e-cigarettes or refill containers to the MHRA through the Yellow Card reporting system.[28] They can also report products suspected to be defective or non-compliant to their local Trading Standards service or to TPDsafety@mhra.gov.uk.   

The Yellow Card Scheme was put in place for e-cigarettes on 20 May 2016. Between then and January 2022, MHRA received 257 Yellow Card adverse reaction reports covering 720 adverse reactions.[29] The MHRA assesses all reports received in associated with nicotine-containing e-cigarettes and should any potential safety concerns be identified regulatory action would be taken and communicated as appropriate. The MHRA also receives reports of potential safety concerns and works with local Trading Standards teams to investigate as needed.

ASH asks vapers questions about the type of product they use to inform our understanding of the impact of the current regulations and how the market for vapes is evolving.

Vaping and smoking questions and definitions

This is the question that adults were asked about their vaping status:

The following question relates to vapes. These products are sometimes called e-cigarettes. Which of the following statements BEST applies to you?

1. I have never heard of vapes (e-cigarettes) and have never tried them
2. I have heard of vapes (e-cigarettes) but have never tried them
3. I have tried vapes (e-cigarettes) but do not use them (anymore)
4. I have tried vapes (e-cigarettes) and still use them
5. Don’t know

“Current vapers” are defined as those answering 4)

“Ex-vapers” are defined as those answering 3)

“Never vapers” are defined as those answering 1) or 2)

Before 2024, the question was phrased as “E-cigarettes are also sometimes called vapes or vaping devices. Which of the following statements BEST applies to you?”. Before 2024 answers had the words “vapes” and “e-cigarettes” in swapped positions.

This is the question that adults were asked about their smoking status:

Smoking in this survey refers to all burnt tobacco products. It does NOT include vapes (e-cigarettes). Which of the following statements BEST applies to you?

1. I have never smoked
2. I used to smoke but I have given up now
3. I smoke but I don’t smoke every day
4. I smoke every day

“Current smokers” are defined as those answering 3) or 4)

“Ex-smokers” are defined as those answering 2)

“Never smokers” are defined as those answering 1)

Before 2024 the question had the words “vapes” and “e-cigarettes” in swapped positions.

These questions asked people about the portion of smoking and vaping health harms that come from nicotine:

According to what you know or believe, what proportion, if any, of the health risks of smoking comes from nicotine in cigarettes?

and

According to what you know or believe, what proportion, if any, of the health risks of vaping comes from nicotine in vapes (e-cigarettes)?

1. None or very small
2. Some but well under half the risk
3. Around half the risk
4. Much more than half the risk
5. Nearly all of the risk
6. Don’t know

Data collected by YouGov for ASH.

Reviewers:

Prof Sarah Jackson, UCL

Prof Leonie Brose, KCL

Prof Jamie Brown, UCL

Please cite as: Action on Smoking and Health (ASH). Use of vapes and other novel tobacco and nicotine products among adults in Great Britain. 2026.

Online links last checked May 2026.

Access historical adult vaping fact sheets (.ZIP file)