In 2024, vaping remains a topic of significant interest and debate within the UK, both among health professionals and the general public. This guide aims to present an accurate and current picture of vaping in the UK by examining statistical data from reputable sources. This analysis will help shed light on the trends, demographics, and public health implications of vaping, as well as address common concerns.

The 2024 Action on Smoking and Health (ASH) survey paints a picture of a dynamic and rapidly evolving vaping landscape in Great Britain. In recent years, vaping has seen a steady increase in popularity as a smoking cessation tool and as a less harmful alternative to traditional smoking. According to ASH, 2024 marks a milestone year for vaping in Great Britain. The proportion of adults who vape has reached an all-time high of 11%, equivalent to 5.6 million people. This represents a significant increase from just 1.7% in 2012, showcasing the rapid adoption of e-cigarettes over the past decade.

Further data from the Office for National Statistics (ONS) demonstrates that the proportion of current smokers who have ever used e-cigarettes was nearly 60% in 2022. This trend underscores the potential role of vaping in smoking cessation efforts.

Let’s take a look at some of the key findings from the ASH survey.

●    The analysis found that 5.6 million adults in Britain vape, which is about 11% of the adult population.

●    Overall, 5.6 million adults currently vape, 53% have stopped smoking, 39% are still smoking, and 8% have never smoked.

●    Among all those who stopped smoking in the last five years, just over half report they used a vape to quit, equating to 2.7 million people.

●    The number of smokers who use both cigarettes and vapes has increased from 17% in 2021 to 32% in 2024 – the equivalent of 2.2 million people.

●    According to the research, more than half (53%) of those who vape are former smokers, which is the equivalent of 3 million people.

●    Men are slightly more likely to vape than women, with the figures standing at approximately 8% for men compared to 6% for women.

Understanding why individuals vape is crucial for shaping public health strategies and policies. A majority of vapers cite smoking cessation or reduction as their primary motivation, according to ASH data.

●    More than half of ex-smokers who quit in the last five years used a vape in their last quit attempt.

●    Of these, 64% continue to vape, while 29% have stopped using e-cigarettes entirely.

●    28% of ex-smokers say their reason for vaping is to help them quit smoking entirely or help avoid a relapse.

●    Around 11% of ex-smokers use vaping as a way to help cope with stress or mental health.

Additional motivations include the perception of vaping as less harmful than smoking, the enjoyment of e-liquid flavours, and social factors. However, the role of flavours in attracting younger vapers has also sparked debate, prompting regulatory discussions.

Despite evidence supporting vaping as a less harmful alternative to smoking, public perception remains mixed. The ASH survey indicates that a sizable portion of adults either incorrectly believe vaping to be as harmful as smoking or remain uncertain about the comparative risks. This gap in understanding highlights the need for continued public education and transparent communication about vaping's potential benefits and risks.

●    50% of smokers incorrectly believe vaping is equally or more harmful than smoking

●    Only 33% of smokers understand that vaping is less harmful than smoking.

●    For smokers who have never vaped, 60% believe vapes are as or more harmful than smoking.

In 2024, how we vape and what we vape have shifted significantly. Disposable vapes became more popular, with vapers looking for on-the-go convenience. As we move towards 2025, we expect this shift to move towards Big Puff vapes, TPD-compliant devices that offer high-capacity puff counts and multi-flavour options. Let’s take a look at some of the other key findings regarding device preferences in 2024.

●    While refillable tank systems remain the most popular device type with 53% of users, disposable vapes have seen a rapid rise in popularity:

●    Disposable vape use increased from 2.3% in 2021 to 30% in 2024

●    The use of disposables is highest among 18–24-year-olds, with 52% using them as their primary device.

●    60% of vapers surveyed say that they use their vape daily; this aligns with the behaviour of individuals utilising vaping as a smoking cessation tool.

●    Fruit is the most popular e-liquid flavour (47%), followed by menthol/mint (17%) and tobacco (16%)

●    Among current vapers, 59% say that they use the same strength e-liquid as when they first started vaping.

The ASH report also reveals that a substantial segment of vapers use low or nicotine-free e-liquids, reflecting a desire over time to reduce nicotine dependency altogether.

While the ASH survey is vital for gathering key vaping facts for 2024, it’s also important to examine the whole vaping landscape and how it has evolved over the years. We’ve compiled a list of the top 10 vaping facts from reputable sources worldwide.

Vaping in the UK continues to evolve, presenting both opportunities and challenges. Its growing role in smoking cessation highlights its potential benefits, yet public health authorities must grapple with long-term health uncertainties and youth vaping concerns. Accurate public education and research are essential to fostering informed choices and ensuring the responsible use of vaping products in 2025.

Monitoring vaping statistics and trends by reputable sources like ASH, PHE, and NHS will remain crucial in shaping future policies and public perceptions. Go Smoke Free is dedicated to providing impartial and evidence-based information and supporting consumers in making informed decisions about their journey toward a smoke-free lifestyle.

The future of vaping in the UK will likely be shaped by advancing technologies, evolving consumer preferences, and ongoing research, all of which will enhance vaping's accessibility, safety, and efficacy as a harm-reduction tool. To read more, why not take a look at the Go Smoke Free 2025 E-Liquid Predictions?