October 2026: Vapers Continue to Outnumber Smokers in Great Britain as Smoking Rates Halve Since 2011
Adult cigarette smoking in the UK fell below 10% for the first time in 2025, reaching a record low of 9.8% (approximately 4.9 million people), down from 10.6% in 2024. The latest data from the Office for National Statistics (ONS) shows that national smoking prevalence has halved since 2011, when it stood at 20.2%. Meanwhile, e-cigarette use held steady at 9.9% of adults in Great Britain (roughly 5.4 million people), ensuring vapers continue to outnumber traditional smokers for the second consecutive year following a landmark crossover in 2024.
A major highlight in the latest findings is a key demographic shift among vapers. Adults aged 25 to 34 have officially overtaken 16- to 24-year-olds – who had previously led vaping rates between 2021 and 2024 – as the group most likely to use e-cigarettes. Vaping among 25- to 34-year-olds rose from 12.9% in 2024 to 16.4% in 2025, making them the only age category to record an increase. The trend likely reflects existing e-cigarette users growing older alongside rising popularity within that age bracket.
In contrast, traditional smoking experienced its steepest long-term decline among young adults. Smoking among 18- to 24-year-olds dropped to 7.2% in 2025 – tying with those aged 65 and over for the lowest smoking rate – down dramatically from 25.7% in 2011. The highest rate of traditional smoking was recorded among adults aged 45 to 54, at 12.4%. Gender differences also persist, with 11.3% of men (2.8 million) reporting as current smokers compared to 8.2% of women (2.1 million).
The ONS figures also point to strong momentum in smoking cessation. Nearly three-quarters (74.1%) of adults in Great Britain who had ever smoked regularly reported having quit by 2025, while 51.7% of current smokers expressed an intention to quit. E-cigarettes play a prominent role in these transitions, with 20.7% of ex-smokers reporting current vape use, while 33.8% of current smokers report using both e-cigarettes and traditional cigarettes.
October 2026: Juul Labs Launches Upgraded JUUL2 Starter Kit in the UK
Juul Labs has launched an upgraded JUUL2 starter kit across the United Kingdom aimed at adult smokers transitioning from traditional cigarettes. The refreshed offering updates the device hardware while expanding the initial selection of e-liquid pods provided within the retail package. The upgraded JUUL2 device replaces the former proprietary magnetic charging dock with a standardized USB-C charging port and included USB-C cable. Additional hardware changes include an expanded battery capacity for longer operational time between charges, a redesigned device casing, reduced packaging footprint, and the continuation of a two-year limited warranty. Priced at £9.99, the new starter kit includes four prefilled pods: Crisp Menthol, Virginia Tobacco, Mango, and Watermelon. This replaces the previous starter kit format, which offered two pods at the same retail price. Distribution of the updated starter kit begins in October across grocery chains, convenience stores, wholesale channels, and direct-to-consumer platforms in the UK.
In addition to the four flavors included in the starter kit, the full JUUL2 range available online and through retailers includes thirteen flavor options. The wider selection features Autumn Tobacco alongside Virginia Tobacco, as well as several additional menthol and mint variations including Polar Menthol, Arctic Breeze, Ruby Menthol, Summer Menthol, and Tropical Medley. Additional fruit options comprise Apple, Lychee, and Peach. Outside of the starter kit, JUUL2 refill pods are sold in packs of two at a price of £6.99 per pack.
October 2026: UK Vaping Products Duty Takes Effect
The United Kingdom has officially introduced its first dedicated excise tax on e-liquids, known as the Vaping Products Duty, which came into force on October 1, 2026. Administered by HM Revenue and Customs, the levy applies across England, Scotland, Wales, and Northern Ireland, marking a major structural shift in how vaping products are taxed and sold.
The duty is calculated as a flat rate of £2.20 per 10ml of e-liquid, working out to 22p per millilitre. Because the standard 20% Value Added Tax applies on top of the excise duty itself, the total tax addition comes to £2.64 per 10ml. The levy applies universally to all consumable liquids intended for vaping – including nicotine-free shortfills, nicotine salts, and mixing ingredients – regardless of nicotine concentration. Hardware components, such as rechargeable devices, replacement coils, and empty refillable pods, remain exempt from the excise duty and continue to incur standard VAT alone.
Assuming that manufacturer base prices and trade markups remain identical, the implementation of the tax results in variable price increases depending on liquid volume. Under this assumption, a single 2ml prefilled pod incurs 44p in duty and 9p in VAT, raising the retail price by 53p. A standard 10ml bottle carries an additional £2.64 in tax. For larger formats, the duty significantly increases retail prices, as 50ml and 100ml shortfill bottles incur £13.20 and £26.40 in added tax costs, respectively.
To facilitate compliance, HM Revenue and Customs established a six-month transitional sell-through window. Retailers are permitted to continue selling unstamped inventory manufactured or imported before October 1, 2026, until March 31, 2027, after which all non-compliant stock must be removed from sale by April 1. Additionally, the government implemented a simultaneous increase in tobacco duty to preserve a relative price gap between traditional cigarettes and vaping alternatives.
July 2026: ‘Big Puff’ Vape Surge Undermines UK Ban, Driving Escalating Battery Fire Hazards
Following the UK government’s mid-2025 ban on single-use disposable vapes, sales of high-capacity “big puff” devices have skyrocketed. Rather than curbing overall nicotine consumption, the policy has driven manufacturers to exploit regulatory loopholes, flooding the market with larger alternatives that present an even greater fire hazard.
According to recent market data, the monthly sales volume of “big puff” vape liquid more than doubled between January 2025 and May 2026, surging from 6.5 million ml to 15.5 million ml. Over the exact same timeframe, sales of traditional disposable vape liquid collapsed from 6.7 million ml to near zero, demonstrating a direct shift in consumer habits rather than a drop in overall usage.
While the ban was introduced in part to curb waste and prevent blazes, the influx of big puff devices has introduced a significantly more dangerous threat. Devices designed to deliver upwards of 10,000 puffs require much larger lithium-ion batteries than standard disposables. These larger batteries are far more volatile, burning exceptionally hot and spreading rapidly in fires that are notoriously difficult to extinguish. When thrown into regular household trash, these oversized batteries are easily damaged by compaction equipment in bin lorries and waste processing plants.
Data from environmental non-profit Material Focus reveals that an alarming 6.3 million vapes are still improperly discarded every week across the UK, placing severe strain on waste management infrastructure. Waste recycling company Suez reported that 55% of the 670 fires across its UK sites in 2025 were confirmed to be caused by batteries or vapes, with an additional 26% suspected to be linked – meaning up to 81% of all facility blazes stem from discarded electronics.
The figures highlight a growing consensus among waste officials that banning a single vape format without addressing battery safety and regulatory loopholes simply displaces the risk. Without stronger policy enforcement, clearer consumer education on safe battery disposal, and accessible recycling routes, fires across the UK’s waste management sector will continue to escalate.
June 2026: The Evolution of the UK Vaping Market: Post-Ban Dynamics and Prominent Brands
The UK vaping landscape has undergone a major structural reorganization following the implementation of the single-use (disposable) vape ban. Far from shrinking the sector, the regulatory shift has redirected consumer demand toward more sustainable, high-margin, and rechargeable configurations. Vaping products continue to serve as a key driver of retail profits across mainstream grocery and convenience channels.
Vaping adoption has reached a historical milestone in Great Britain, with adult vapers now officially outnumbering traditional cigarette smokers. Approximately 10% of the adult population – representing 5.4 million individuals – now vape. The consumer demographic is primarily composed of ex-smokers (50%) and current smokers who use vaping as a dual-use or cessation tool (40%), while never-smokers account for only 5%.
The regulatory landscape has accelerated several distinct market shifts:
– The Rise of Pod Systems: Pre-filled and reusable pod kits have become the mainstream choice for casual vapers, accounting for the main system type for 75% of users. The total pods and refills category has more than doubled in size post-ban, reaching an annual valuation of £1.3 billion in tracked retail channels.
– Dominance of “Big Puff” Hardware: Reusable devices featuring high puff counts (typically bundling a 2ml pre-installed pod with a 10ml dedicated refill reservoir) comprise roughly 60% of the market. Total “Big Puff” market value grew from £39.5 million to £53.8 million per month following the disposable ban.
– The Channel Value Anomaly: Independent and symbol convenience retailers have heavily prioritized larger formats, driving up overall e-liquid volume sales within the convenience channel by 40%. However, due to the lower price-per-milliliter of high-capacity hardware compared to legacy single-use items, the total retail value of e-liquid within convenience stores dropped by 22%.
– Flavour Profiles: Flavour choices remain foundational to adult smoking cessation. Fruit and sweet flavor profiles dominate consumer preferences, capturing an 83% market share according to retail EPOS data. Menthol and mint combinations form the second largest flavor segment.
Strategy and Insights for Prominent Brands
As the market transitions away from short-term disposable hardware, three prominent brands have solidified distinct market positions by catering to the evolving demands for value, reliability, and adult-oriented harm reduction.
1. Elfbar
Formerly a dominant force in the single-use category, Elfbar has successfully migrated its portfolio toward high-puff-count rechargeable systems and prefilled pods. This pivot addresses consumer cost-of-living pressures by lowering the financial cost per puff while matching the convenience of discontinued single-use devices. Alongside legacy lines like the Elfbar 600 and Lost Mary BM600, the brand’s growth is heavily led by the Lost Mary BM6000 and the newer Lost Mary NERA15K. The brand focuses on mainstream fruit and iced profiles (such as Pineapple Ice, Lemon and Lime, and Blueberry Sour Raspberry) to satisfy the high consumer demand for sweet profiles, which internal data notes helps a majority of adult vapers avoid returning to tobacco.
2. blu (Imperial Brands)
Positioned as a sleek, lightweight option focused on device reliability, the blu bar kit and blu box kit platforms rely on specialized mesh coil technology (“blu Flavour Tech”) to ensure consistent flavor delivery across a 1,000-puff-per-pod lifespan (sold in 2,000-puff twin packs). The ecosystem has scaled to offer up to 17 distinct flavor options. In April 2026, the brand expanded into more authentic, less synthetic fruit profiles with its “Sour Berry” flavor utilizing a tailored formulation mirroring natural fruit acidity. Unlike brands focused entirely on sweet profiles, blu directly targets mature demographics and former cigarette smokers (particularly in the 29–41 age bracket) by maintaining and developing traditional tobacco options like “Creamy Tobacco.”
3. JUUL (Juul Labs UK)
JUUL operates strictly within the premium closed-pod sector via the JUUL2 platform. The brand intentionally distances itself from the brightly colored, high-volume “Big Puff” devices popular in the convenience sector, which could attract underage users due to youth-appealing flavor naming conventions. JUUL maintains a strong position in conventional flavor profiles, holding the number two brand spot in the tobacco/menthol segment and the number one overall refill SKU with “Crisp Menthol.” Recognizing that a lack of fruit choices can prevent adult smokers from fully switching, the brand recently deployed a highly controlled, single-fruit lineup (including Apple, Mango, Watermelon, Lychee, and Peach) specifically engineered to offer responsible adult styling rather than dessert-themed branding.
| Brand | System Focus | Key Structural Attributes | Target Consumer Segment |
| Elfbar | High-Puff Prefilled & Reusable | High e-liquid capacity, Lost Mary sub-branding, fruit-led profiles | High-volume casual vapers seeking low cost-per-puff alternatives to disposables |
| blu | Mesh-Coil Pod Kits | Sleek hardware, 1,000 puffs/pod, specialized authentic flavor formulas | Dual-users and transitioning smokers seeking technical consistency and diverse profiles |
| JUUL | Premium Closed Pods | Strict adult styling, minimal packaging design, high-traction menthol/tobacco bases | Adult smokers looking for an explicit, non-novelty alternative to combustible cigarettes |
June 2026: UK Disposable Vape Ban Cuts Waste, but Millions of Devices Still End Up in Bins
One year after the UK ban on single-use vapes came into effect on June 1, 2025, vape waste has declined but remains a significant environmental challenge. Material Focus, the non-profit organisation behind the Recycle Your Electricals campaign, estimates that around 6.3 million vapes and vape pods are still being discarded every week across the UK, representing a 23% reduction compared with the previous year.
Material Focus attributed much of this decline to the ban, which has accelerated the shift toward rechargeable and refillable devices. However, many consumers continue to treat rechargeable vapes in a disposable manner, discarding entire devices and purchasing replacements instead of recharging and reusing them.
The continued disposal of vapes raises environmental and safety concerns due to the lithium-ion batteries they contain. Improperly discarded devices can cause fires in waste collection vehicles and recycling facilities, while large volumes continue to enter general waste and recycling streams rather than being properly processed. Material Focus calls for stronger enforcement of retailer take-back obligations, improved consumer awareness, and greater access to vape recycling points to ensure rechargeable devices are reused and recycled as intended.
May 2026: UK Vaping Market Enters Structural Maturity as Vapers Outnumber Smokers and Reusable Systems Accelerate Growth
The UK vaping market has reached a defining structural milestone, with the latest data confirming that vapers now outnumber cigarette smokers for the first time. Around 10% of UK adults – 5.4 million people – now vape, underscoring vaping’s position as the leading smoke-free nicotine alternative and marking a fundamental shift in national nicotine consumption behaviour.
The composition of the vaping population remains closely linked to smoking substitution. Just over half of users are ex-smokers who have fully switched, around 40% are dual users who continue to smoke while vaping, and approximately 5% are never-smokers. This indicates that while vaping remains primarily a harm-reduction-driven category, non-smoker uptake has moderated over time.
Flavour continues to be a key structural driver of category performance. Fruit flavours now account for 48% of total category sales, making them the largest single flavour segment. Research from ASH shows that 51% of adult smokers express a strong preference for fruit flavours as part of their switching journey, reinforcing the importance of flavour innovation in supporting transition away from combustible tobacco. At the same time, consumers are increasingly seeking more differentiated, less synthetic flavour profiles, reflecting gradual maturation and premiumisation within the category.
Device preferences are shifting decisively toward reusable systems. Refillable and pod-based kits are now the most widely used formats among adult smokers, with pod and tank-based systems accounting for 75% of users in 2024 (ASH). This transition has been accelerated by the disposable vape ban, as well as evolving consumer expectations around cost, performance, and sustainability.
The post-disposable landscape has significantly reshaped category value. The pods and refills segment is now worth £1.3 billion annually in tracked retail channels, more than doubling following the disposable vape ban introduced in June 2025 (Circana). Since the ban, big puff value has increased from £39.5 million to £53.8 million per month, highlighting continued migration toward longer-life vape formats rather than a contraction in demand. Retail channel dynamics further reflect this transition. Circana data shows that independent retailers are leading growth in big puff formats, while small puff formats – now valued at £30.9 million per month – are primarily driven by supermarkets.
Despite the regulatory shift, the market remains highly competitive across formats and brands. Established players such as JUUL, Vuse, and Blu continue to maintain strong positions, while brands including Lost Mary and SKE Crystal – previously dominant in disposable products – have increasingly transitioned into reusable and pod-based systems to retain relevance in the evolving market structure.
Overall, the UK vaping category is entering a more mature and structurally defined phase. Growth is increasingly driven by reusable systems, stronger flavour-led consumer preferences, and channel rebalancing following the disposable vape ban. The fact that vaping has now overtaken smoking in prevalence terms highlights the extent of this transition, positioning vaping as the dominant nicotine format in the UK and reshaping the long-term structure of the nicotine market.
May 2026: Imperial Brands Launches Blu Max 6000 in New 2ml + 10ml Format
Imperial Brands-owned blu has expanded its vaping portfolio in the UK with the launch of the new Blu Max 6000 reusable vape kit, aimed at adult smokers and vapers seeking longer-lasting alternatives following the UK’s disposable vape ban. The Blu Max 6000 uses a compliant “2ml + 10ml” format, combining a 2ml prefilled pod with a separate 10ml refill container that clicks onto the rechargeable device. The system is designed to deliver up to 6,000 puffs while complying with UK tank-size limits. It also incorporates mesh coil technology and a visible e-liquid display intended to improve flavour consistency and ease of use.
The range is launching in flavours including Blueberry Ice, Cherry Ice, Lemon Lime, Mango Ice, Mint, and Strawberry Ice. Blu’s official UK website lists the bundle – containing one 2ml pod and one 10ml refill at 20mg/ml nicotine strength – at £7.99. The launch reflects the broader shift toward reusable and refillable vaping systems as manufacturers adapt to the UK’s post-disposable vape ban market environment.
May 2026: UK Vape Waste Crisis Persists Despite Disposable Ban
Nearly a year after the UK banned single-use vapes, more than 6 million vapes and vape pods are still being discarded every week, continuing to strain recycling systems and raise fire risks across the waste sector. Waste management companies say the sheer volume of discarded devices is overwhelming recycling operations, while hidden lithium-ion batteries inside the products are increasingly linked to fires at recycling plants and waste collection facilities.
The nature of discarded devices has also changed since the ban. Instead of smaller disposable products such as Elfbar devices, larger rechargeable “Big Puff” vapes are now becoming more common in the waste stream. These rechargeable products contain larger batteries, creating additional challenges for waste handlers. Recycling operators estimate that vapes were suspected as the cause of more than 80% of reported fires linked to battery waste incidents last year, underlining the growing safety concerns associated with improper disposal of vape products.
May 2026: UK Vape Sales Continue to Decline Nearly One Year After Disposable Ban
New convenience retail data from Talysis suggests the UK nicotine category remains under pressure: during Q1 2026, the overall category declined 4.4% in value and 7.8% in volume year-over-year. The latest figures follow a difficult 2025, when the category sales declined 8% in value and 13.4% in volume.
Specifically, vape sales fell 3.9% in value and 10.3% in volume. The UK prohibited disposable vapes from June 2025, citing youth vaping and environmental concerns. Prior to the ban, disposables had become one of the country’s fastest-growing nicotine categories and a major driver of convenience-store traffic. According to the latest Q1 2026 data, the expected consumer migration toward reusable vaping products remains incomplete. Purchasing patterns indicate reusable formats are far from embedded among consumers, despite strong industry efforts to transition users toward pod systems and rechargeable devices.
The rapid emergence of “big puff” reusable products is also changing purchasing dynamics. Consumers can now buy substantially larger amounts of e-liquid for prices similar to former disposable products, reducing purchase frequency and store footfall. The £20 million per week sales concentrated in disposable vapes is now fragmented across multiple subcategories.
One notable growth area remains oral nicotine products. Oral nicotine value sales rose 42.5% in Q1 2026, with units increasing 46%, though the category still represents only a small portion of the overall nicotine market.
April 2026: Imperial Brands Expands blu Vape Range with New Sour Berry Flavour
Imperial Brands has expanded its blu vaping range with the launch of a new Sour Berry flavour, continuing its strategy of growing its rechargeable vape portfolio and broadening flavour choice. The new variant is launching across retail in April 2026 with a recommended retail price of £5.99 and will be available for the blu bar kit and blu pod packs. The addition brings the total number of blu flavour options to 17.
The flavour is designed to deliver a more authentic wild berry taste with a tart profile, reflecting strong consumer demand for fruit flavours, which remain the dominant category in vaping. According to Imperial Brands, a large majority of users prefer fruit-based options, and the new launch is intended to capitalise on this trend and support category growth. The company also indicated that three additional fruit flavours – Blood Orange, Fresh Citrus, and Zesty Strawberry – are expected to follow. Overall, the launches highlight Imperial Brands’ continued focus on expanding its blu ecosystem as the vaping market increasingly moves toward rechargeable devices and wider flavour portfolios.
March 2026: UK Vape Waste Falls but Fire Risks Remain High
According to new research from Material Focus, more than 6.3 million vapes and pods are still thrown away each week in the UK. The organization said this figure is down 23% from 8.2 million in 2024, suggesting that the single-use vape ban introduced in June 2025 has helped reduce waste.
Despite the decline, the current level still represents a significant waste of valuable materials and a major fire risk. Lithium batteries in vapes were identified as a continuing hazard, as lithium-ion batteries can cause fires in bin lorries or at waste and recycling centres if they are crushed or damaged. Such fires have increased by 71% since 2022.
Meanwhile, many retailers are failing to comply with environmental regulations and have not put proper recycling drop-off points or systems in place. Stores profiting from vape sales have a long-standing legal duty to provide safe recycling drop-off points and cover the cost of doing so, while vape producers and importers are also required to finance recycling and waste management systems.
Material Focus is a UK non-profit organization that works to reduce electronic waste and improve recycling of electrical products, including small consumer electronics such as vapes, cables, and batteries. The group conducts research, public awareness campaigns, and industry initiatives aimed at increasing recycling rates and reducing environmental damage.
March 2026: Flavours and Regulation Reshape the UK Vape Market
Flavours play a significant role in helping smokers transition to vaping as part of smoking cessation efforts. Survey data from December 2025 shows that 63% of regular adult vapers in the UK most often use fruit and other sweet flavours to quit smoking, up from 48% in December 2024. Access to a wide variety of flavours is also considered important for maintaining reduced tobacco use, with 71% of vapers reporting that flavour variety helps them stay off tobacco or cut down smoking. Fruit-led flavour profiles- such as pineapple ice, cherry ice, and blueberry – are among the most popular choices among adult users.
Regulation has also significantly reshaped the market. A ban on disposable vapes introduced in June 2025 triggered major changes in consumer behaviour. Six months after the ban, most users have adapted, with 90% of daily adult vapers now using reusable devices. Among these consumers, 86% purchase separate refill pods, while only 7% buy a new kit each time, highlighting the growing importance of refill products. As a result, reusable prefilled pod kits and their refills have become the dominant format in the vaping category. At the same time, high puff-count products have emerged as the fastest-growing segment, increasing their market share from 10% to 36% over the past year across the total vape market.
The shift toward reusable systems has also altered purchasing patterns and category economics. Because refill pods are significantly cheaper than purchasing a new device, consumers are buying devices less frequently. This dynamic has reduced overall category value even as total volume has grown, driven primarily by rising sales of refill pods and containers.
February 2026: UK Vaping Market Enters Structural Reset Following Disposable Ban
After several years of rapid expansion, the UK vaping market is entering a phase of structural transition. Around 10% of adults – approximately 5.4 million people – now vape, meaning vapers outnumber cigarette smokers for the first time. The category has delivered robust growth and is now valued at more than £1.4 billion, supported by continued switching from combustible cigarettes.
However, 2025 marked a turning point. Regulatory intervention, shifting product preferences and retail channel adjustments reshaped the market’s trajectory. The most significant development was the nationwide ban on single-use disposable vapes, which came into force on June 1, 2025. While intended to address environmental concerns and youth uptake, the measure fundamentally altered product demand and retail economics. Prior to the ban, disposables dominated the category, accounting for more than 80% of vape revenues. Following implementation, consumers and retailers rapidly pivoted toward refillable pod systems and rechargeable devices. Sales of refillable formats and high-capacity “big puff” devices have surged, suggesting that underlying demand remains intact, albeit with clear format migration.
Regulatory grey areas have also emerged. Some products closely resemble disposables but technically qualify as rechargeable, enabling continued uptake of similar formats. Although the transition aligns with environmental policy objectives, it has created commercial disruption for retailers and manufacturers previously reliant on high-volume disposable sales. Industry data indicates that total vape sales value declined in 2025, with revenues falling by roughly £225 million year on year, largely driven by declines among leading disposable brands. Early feedback further suggests that the ban did not fully resolve the issues policymakers aimed to address and may, in some instances, have generated unintended consequences.
Overall, vaping remains a central pillar of the UK nicotine alternatives market, but the sector is clearly undergoing a structural reset. The shift from disposables to reusable and pod-based systems presents both risks and opportunities. Companies that successfully navigate tightening regulation, align with consumer demand for sustainability and product quality, and optimise portfolio mix will be best positioned as growth moderates and the category enters a more mature phase.
February 2026: Imperial Brands Expands Blu Portfolio in the UK with Creamy Tobacco Launch
Imperial Brands has expanded its Blu vape portfolio in the UK with the launch of a new Creamy Tobacco flavour, available across Blu bar kits and pods. The addition brings the total number of Blu flavours to 16.
The variant is positioned as a rich, velvety tobacco blend with a smooth finish and will retail at £5.99 per two-pod pack, delivering up to 2,000 puffs. The launch supports the brand’s continued focus on broadening its appeal among adult smokers within the closed-system category.
January 2026: Disposable Vape Ban Reshapes Tobacco’s Role in the UK Convenience Retail
Tobacco remains the single most important category in the convenience channel, meaning any structural change – such as the ban on disposable vapes – has an outsized impact on the sector. In 2025, Tobacco & smoking alternatives’ share of the convenience market by value fell by 2.1pp year-on-year to 30.3%. This decline reflected an 8% drop in value and a 13.4% fall in volume. While much of the contraction has come from traditional cigarettes and tobacco, vaping is no longer offsetting those losses. Following the disposable vape ban, the vaping category itself has entered decline, with value sales down 12.7% year-on–year and unit sales falling sharply by 20.8%. The category’s role as a growth engine for convenience has effectively stalled.
Retailers are being hit not only by lower reported sales, but by a fundamental shift in product formats. Before the ban, shoppers typically paid £5–£6 for a single 2ml disposable vape. Today, they can buy two 2ml pods for roughly the same price, reducing both retailer margin and purchase frequency. Fewer store visits translate directly into weaker footfall and lower overall takings. This effect is amplified by the rise of “big puff” kits, which combine a 2ml pod with a 10ml refill. Although these products cost roughly twice as much as a former 2ml disposable, they deliver 500% more liquid, further stretching the time between purchases.
Because convenience retail is so dependent on tobacco and nicotine sales, the disposable vaping ban has had a disproportionate effect compared with other categories. Retailers face a combination of reduced turnover, declining footfall, and higher operational costs as they invest more time and money in merchandising an increasingly complex range of products. The environmental rationale behind reducing single-use plastics is clear, but the ban has yet to achieve its intended outcomes. Consumption has not meaningfully declined and may, in some cases, have increased. A significant number of consumers continue to treat reusable devices as disposables, with an estimated 1.0 million reusable vapes (2ml) and 0.5 million big puff kits (2ml+10ml) sold each week. In the short term, vaping has arguably become cheaper for consumers. Whether forthcoming duties will reverse this trend remains uncertain.
December 2025: 1.2 million Illicit Vapes were Seized in the UK in 2025
New UK council data released in December 2025 shows a surge in the illicit vape market, revealing that 1.2 million illicit vapes were confiscated from high streets across the UK in 2025. Over 14,000 cases were recorded involving businesses found to be in possession of, stocking, or selling illegal vaping products. The data highlights the scale of the problem for local enforcement and underscores continued challenges for trading standards and police teams tackling non-compliant products on UK streets – especially, after the June 2025 ban on single-use vapes aimed at reducing environmental harm and youth uptake.
December 2025: UK Tobacco & Vape Sales Slump as Pricing and Regulations Bite
Recent data from NielsenIQ reveals a significant downturn in the UK’s tobacco and nicotine products market, with total retail sales dropping more than £1 billion, as consumers buy fewer traditional cigarettes and loose tobacco. Cigarettes and cigars decreased by roughly £512 million, while loose tobacco sales were down about £290 million, highlighting a broad shift away from combustible tobacco products. The vape segment also saw a decline of £225 million.
The downturn in vape sales comes amid intensifying regulatory pressure in the UK, most notably the ban on disposable (single-use) vapes that came into force on June 1, 2025. The government’s crackdown has been aimed at reducing youth vaping and environmental waste, but it has also contributed to a market reshuffle. Price discounts to deplete the existing disposable vape stock and subsequent consumer stocking ahead of the ban contributed signicifantly to the retail sales decline. Major disposable brands such as SKE Crystal Bar, Lost Mary, and Elf Bar saw double-digit declines in sales, with Elf Bar experiencing the largest drop at over 40 % year-on-year.
Despite the overall slump, some brands and product types bucked the trend. Brands like IVG, Hayati, Pixl, and Elux recorded notable sales increases, indicating that consumer preferences may be shifting toward alternative or emerging offerings, such as Big Puff Vapes, even as the broader category contracts. Nevertheless, the top three vape brands still account for 55% of the market.
Alongside declining tobacco and vape sales, there’s been strong growth in smoking-cessation aids such as gums, lozenges, and sprays – up nearly 24 % – suggesting that more consumers may be attempting to quit nicotine altogether.
December 2025: JUUL Adds Peach Flavour to its Line-up
Following the launch of four single-fruit flavours (Mango, Watermelon, Apple and Lychee) in October 2025, JUUL announced the further expansion of its JUUL2 system flavour portfolio with the launch of the Peach flavour. The new flavour will be rolled out across the UK from January 1, 2026 through major retailers, wholesalers, and convenience stores.
Two-pod packs will be sold across all channels and four-pod packs will be available at select key accounts. The Recommended Retail Price is £9.99 for the JUUL2 Starter Kit (- which contains Virginia Tobacco & Crisp Menthol pods), £6.99 for the JUUL2 Device Kit, £6.99 for the 2-pod Refill Kit and £13.99 for the 4-pod Refill Kit.
November 2025: UK will Impose Tough New Penalties and Digital Tracking to Curb Illegal Vape Trade
The UK Government is preparing a major enforcement push against the country’s rapidly expanding illicit vape market, introducing fines of up to £10,000 and potential prison sentences for traders selling unlicensed e-cigarettes. As part of measures to be unveiled in the upcoming Budget, all vapes sold in the UK will require a digital stamp with a QR code to verify legitimacy, while Border Force and His Majesty’s Revenue & Customs (HMRC) will gain enhanced powers to seize illegal products. Legitimate sellers can register from April 2026, ahead of a mandatory rollout in the autumn, with a six-month transition to clear unstamped stock. The initiative forms part of broader efforts to protect the high street, address youth vaping, and align penalties with those imposed for illegal tobacco sales.
The crackdown complements the Tobacco and Vapes Bill currently progressing through Parliament, which will restrict advertising, sponsorship, flavours, packaging and in-store display of vaping products. Anti-smoking groups and industry bodies alike have welcomed the plan, arguing that tackling black-market vapes is essential for consumer safety and fair competition. The involvement of HMRC and Border Force will likely to substantially strengthen compliance efforts, while industry representatives note that eliminating illicit products will help restore confidence in regulated vaping as an effective smoking-cessation tool.
November 2025: There are More Vapers than Smokers for the First-time in the UK
For the first time in the United Kingdom, the proportion of adults using e-cigarettes has surpassed those who smoke traditional cigarettes, according to new data from the Office for National Statistics (ONS). In 2024, 10.0% of adults aged 16 and over – equivalent to about 5.4 million people – reported using e-cigarettes either daily or occasionally, compared with 9.1% (around 4.9 million) who smoked cigarettes. The ONS said the crossover reflects a long-term decline in smoking, coupled with the growing popularity of vaping as a perceived less harmful alternative.
Vaping use remained highest among younger adults, particularly those aged 16 to 24, where 13.0% reported vaping in 2024, although this represented a decrease from 15.8% the previous year. Among smokers, the highest prevalence was recorded in the 25–34-year age group at 12.6%, while smoking was least common among those aged 65 and over, at 7.1%. Over the longer term, smoking among 18–24-year-olds has fallen dramatically – from 25.7% in 2011 to just 8.1 % in 2024 – underscoring the sharp generational shift away from tobacco use. Gender trends also showed some convergence. Daily or occasional vaping among men declined slightly from 11.0% in 2023 to 10.1% in 2024, while the rate among women rose from 8.5% to 10.0%, bringing the two groups almost level for the first time.
Public-health experts described the data as a historic milestone, marking the moment when vaping overtook smoking in Britain. They credited tobacco-control policies and smoking-cessation campaigns for the decline, while warning that vaping is not risk-free and should ideally be used as a tool to quit smoking rather than as a long-term habit. Meanwhile, the UK Government is now moving forward with the Tobacco and Vapes Bill, which seeks to ban tobacco sales to anyone born on or after 1 January 2009, restrict vape flavours, packaging, and advertising, and tighten enforcement against retailers selling nicotine products to minors.
October 2025: Vapers in the UK Continue to Use Disposable Vapes Despite the Ban
According to the research findings released by online nicotine retailer, Haypp Group, 62.5% of vapers in the UK still use disposable vapes despite the ban. The figure reaches 82% among 25-34 year-olds. 78.5% of the disposable vape users purchased the product before the ban and 35% continue to buy now-outlawed disposable vapes. Among the current purchasers, 55% purchase the product from local corner shops, 37% from specialist vape shops, and 24% from supermarkets. 14% of the users state that they plan to continue buying disposable vapes in the future. Moreover, around 6% of vape users claim that they relapsed back to smoking since the ban.
Meanwhile, vape category sales volume (in mL) is up +33% and sales value (in £) is down -25% in the last 12 months in the convenience store channel. Driven by the heavy discounting of single-use vapes products to clear existing inventory before the June 2025 ban and the surge of Big Puff devices, unit vape price (£/mL) declined by almost 45%. Big Puff devices offer a much lower price per millilitre compared to the pod-based vapes and now-outlawed disposable vapes.
September 2025: Two-thirds of Britons Believe Vaping is at least as Harmful as Smoking; BAT Launches “Vapers Deserve Better” Campaign
According to British American Tobacco (BAT), two-thirds (67%) of the UK public surveyed think vaping is as harmful, or more harmful, than smoking. Six in ten smokers and more than half of vapers surveyed share the same view. This is despite guidance from the National Health Service (NHS), Public Health England and Office for Health Improvement and Disparities estimating that vaping poses only “a small fraction of the risks of smoking”. The same study found that 10% of UK vapers surveyed consider returning to smoking. BAT claims that Britain potentially risks its first rise in smoking rates since records began in 1974 due to the misbeliefs about vaping.
More than half of the public (53%) surveyed are unaware that NHS guidance explicitly states: “nicotine vaping is not-risk free, but it is less harmful than smoking.” When the NHS guidance is shared, belief in the statement that vaping is “as harmful” as smoking falls from 67% to 52%.
43% of smokers, 45% of vapers, and 40% of the public surveyed want clearer, supportive guidance from public health bodies like the NHS. BAT UK has launched the “Vapers Deserve Better” campaign to confront the challenges facing the vaping industry. The goal of the campiagn is to ensure that vaping can maximise its potential to contribute to improved public health outcomes, by advocating for a legitimate, well-regulated market where consumers can have confidence in the products they choose. The campaign calls for:
– Stricter enforcement of existing regulations
– Action against illegal practices such as black-market sales and underaged access
– Mandatory independent quality testing of vaping products to check for harmful chemicals and heavy metals before they reach shelves.
Currently, independent testing is not legally required in the UK – a loophole that could undermine consumer confidence. Mandatory independent testing was the top choice (45%) for measures that would increase trust in vapes, followed closely by stronger enforcement of existing laws (42%) for the public surveyed.
September 2025: JUUL Adds 4 New Flavors to the JUUL2 Pod Range
JUUL Labs UK has announced the expansion of its JUUL2 pod portfolio with the launch of four new flavour variants: Mango, Apple, Watermelon, and Lychee. JUUL’s pod portfolio continues to focus on tobacco, menthol and single-fruit flavours. The Retail Selling Price is £6.99 for the JUUL2 device, £9.99 for the JUUL2 starter kit (device plus one Virginia tobacco and one crisp menthol pod), £6.99 for the 2-pod refill pack and £13.99 for the 4-pod refill kit.
August 2025: Disposable Vape Ban Flops as Disposables are Replaced with Lookalike Reusables
Sales of disposable (single-use) vapes were banned on June 1, 2025 in the UK based on the grounds of underage use and environmental impact. So far, the ban on disposable vapes fails in the UK as vape makers replace the outlawed devices with reusable lookalikes that most users still throw away. The new lookalike vapes employ near identical names, flavours, designs and prices. In the first month after the ban, 5.3 million “reusable” vape devices were sold; yet, the refill sales for these devices amounted to only 1.4 million units (i.e. almost one refill for every four device sold). Also, a survey of 1,000 vapers found that vape users buy a new device – not a refill – every 16 days on average1. More than half of the survey respondents admit that they throw away the vapes instead of buying refills. Meanwhile, recycling NGO, Material Focus, warned of a “vapocalypse” unless action is taken to stop circumvention of the disposable vape ban.
August 2025: British American Tobacco Launches VUSE Ultra in the UK
British American Tobacco (BAT) starts to roll out its premium VUSE Ultra device at select convenience stores in the UK following an intial launch at the offical online store in July 2025. The first cycle of launch expansion covers 2,000 stores, mostly in/around London.
The new device contains a smart chip that connects via Bluetooth to MyVuse app, allowing users to personalise use by adjusting flavour intensity, vapour intensity (“cloud control”) and nicotine levels. Users can also track usage, check battery and e-liquid level, auto-lock their device remotely and find their device if it is misplaced. VUSE Ultra also features wireless charging.
VUSE Ultra pods come in eight flavours in total, but only four are currently available to most retailers: Cherry Ice, Chilled Mint, Golden Tobacco, and Dragon Fruit & Pomegranate. VUSE Ultra devices retail at £30, while pods come with an RRP of £9 for a pack of two. Each pod contains 2ml of liquid with 20mg of nicotine and can deliver up to 1,000 puffs.
VUSE Ultra was first test marketed in Canada and the nationwide expansion started in June 2025. VUSE Ultra pods captured 2.4% market share (by value) in Canada within first month of launch and significantly improved VUSE’s brand perception in terms of premiumness, innovativeness and ease of use. BAT plans to roll out VUSE Ultra in other major vape market in the second half of 2025.
July 2025: Imperial Brands Launches blu Box Kit
Complementing the blu Bar Kit, the newly launched blu Box Kit is a box-style rechargeable vape device. Blu pods, delivering up to 1,000 puffs, are compatible with both devices – which feature Imperial Brand’s third-generation mesh coil technology for enhanced & consistent flavour delivery and a 560mAh battery with USB-C port for fast charging and repeated use.
With the additions of Cherry, Pineapple, Lemon Lime, and Triple Melon flavours to the exisiting Strawberry Ice, Mint, Watermelon Ice, and Blueberry Sour Razz flavour lineup, blu pod range is extended to a total of 8 variants. Recommended retail price for the new blu Box Kit, which include a blu Box rechargeable vaping device and one blu Pod, is £5.99. Recommended retail price for the blu Pod pack, which include two blu Pods, is also £5.99.
July 2025: UK Disposable Ban is Falling Short to Deliver the Promised Benefits
Single-use (dispoable) vapes have been illegal in the UK since June 1, 2025 with penalties for businesses that sell or supply products that cannot be refilled with vape liquid or lack rechargeable batteries ranging from an initial fine of £200 to two years in jail. However, the ban is falling short as near-identical new reusable vapes sell for nearly the same price and refill pods are in short supply, undermining a government drive to reduce youth use and cut waste in the world’s second largest vape market. According to Material Focus, a recycling non-profit, more than 400 million vapes, dense with combustible metals such as lithium, hit the UK landfills in 2024 alone.
A Financial Times (FT) analysis2 of 50 convenience shops and vape stores in London and the south-east of England found that outlets stock new reusable devices at a significantly higher rate than refill pods, suggesting consumers are buying the devices repeatedly as single-use products. Since the legislation took effect, popular single-use brands such as Elf Bar, Lost Mary and Geek Bar have all created near-identical reusable versions of their products that sell for roughly the same price, typically £5.99. Two in five shops visited did not sell the refill pods required for reusable e-cigarettes and almost 80% of the shops selling refills have substantially more stock of reusable vapes than refill pods. More than a quarter still sell disposable vapes, despite the change in the law, with many prominently displayed. The lack of a mandate to sell refills together with the device and supply chain issues limiting retailer access to refill pods result in retailers and consumers treating rechargable devices like throwaways – even if it is cheaper for vapers to reuse their device as Elf Bar and Lost Mary refill pods are priced at £5.99 for a pack of two.
Meanwhile, contrary to the FT’s observations, Elf Bar and Lost Mary states that their refill pods are widely available in the UK and account for two-thirds of UK sales.
June 2025: Disposable Vape Ban is in Effect in the UK
In the first week of the ban on disposable vapes, vape category sales in convenience stores dropped more than £5million – presumably due to the pull-forward in the vape demand (i.e. consumer stockpiling diposable vapes ahead of the ban). Before the ban, the vapes category (disposables, rechargable kits, pods, accessories) was grossing £23 million per week in the UK convenience stores (i.e. £1.2 billion annual run rate). In the week ending June 8, 2025, sales dropped by £5 million to £17.8million.
Before 1 June, around 25% of the vaping market was made up of non-compliant devices, including oversized and unregistered products. On June 1, disposable vapes also become non-compliant. According to the UK Convenience Data UK, over £1 million-worth of disposable vapes were sold in the same period – in line with the widely reported flouting of the ban by some retailers. Nevertheless, sales of disposable vape alternatives, small puffs (2ml kits) and big puffs (4-in-1 or 10+2ml combined), is on the rise. Small puff retail sales grew +11% in the first week of the disposable ban. Specifically, in the big puff space, 10+2ml (12ml) kits recorded +24% growth in value, while the 4-in-1 kits sales are up +12%. In terms of unit sales, small puffs is around double those of big puffs (vs. broadly similar two weeks ago) and, in big puffs, 10+2ml kits outpace 4-in-1 kits by 3.5-to-1. Meanwhile, sales of pods (for reusable kits) continue to rise, with value sales up by +21% last week, although the number of kits sold still easily outpaces pods as consumers are yet to start re-using the newly purchased kits3.
June 2025: Geek Bar Introduces UP 10000
Geek Bar introduces UP 10000 vape designed for long-lasting use with a capacity of up to 10,000 puffs. Containing 12ml of e-liquid in a “2+10” format (2ml pre-filled pod and 10ml refill container), UP 10000 delivers up to 10,000 puffs in Regular mode (smooth and mellow for an extended/easier vaping experience) and up to 6,500 puff in Pulse Mode (rich and direct, delivering a burst of fruity flavors). Users can switch between the two modes by holding a side button for three seconds. UP 10000 includes a transparent 10ml e-liquid tank for easy monitoring and a slim indicator light – instead of a screen – to show vaping mode. Aimed at simplicity and reliability, the UP 10000 includes anti-leak features such as an anti-condensation cotton layer and a triple-layer leak-proof system.
The product offers a wide range of fruity flavors such as Pink Lemonade, Sour Apple, and Mexico Mango. Geek Bar UP 1000 Refillable Pod is registered in the e-cigarette product notification database of UK MHRA (Medicines and Healthcare products Regulatory Agency); thereby, the product is likely to be soon available in the UK market.
May 2025: Single-use Vape Ban Goes into Effect on June 1, 2025
From June 1, 2025, both traditional and online retailers will be banned from selling or supplying single-use vapes in England. Violators will face a minimum £200 fine for the first offence and a prison sentence of up to two years for repeat offences. Penalties are broadly similar in England, Scotland, Wales and Northern Ireland. Trading Standards will seize any single-use vape spotted. Only reusable vapes, that are rechargeable, refillable and with a replaceable coil, will be legal.
The ban on disposable vapes is introduced to tackle youth vaping and environmental impact:
– Youth vaping: Around 18% of 11 to 17-year-olds (980k children) have tried vaping, according to a 2024 survey. About 7% (390k children) currently vape, down from 8% in 2023, but still well above the 4% figure recorded in 2020. In contrast, just over 5% of 11 to 17-year-olds (280k children) currently smoke, while just under 3% (150k children) both smoke and vape. Among all age groups over 16, the use of vapes has risen, with about 5.1 million people vape in 2023. According to the Office for National Statistics (ONS), 5.9% of people aged 16 and over vape every day, up slightly from the previous year, while another 3.9% vape occasionally. The group with the highest rate of vape use – nearly 16% – is 16-24 year-olds.
– Environmental impact: Almost five million single-use vapes were thrown away each week in 2023, according to the Department for Environment, Food, and Rural Affairs (DEFRA). Vapes contain lithium-ion batteries and circuit boards. If these aren’t not disposed of properly, they can leak toxic compounds, such as cobalt and copper, and pollute the marine livestock. Recycling disposable vapes is not straightforward because of their size and difficult-to-dismantle design. Although recycled vape materials can be reused for green technologies, such as electric car batteries or in wind turbines, there is currently no large-scale disposable vape recycling in the UK.
Vaping is considered as less harmful than smoking. Nevertheless, vaping may cause long-term damage to vital organs – thereby, it is only recommended for adult smokers trying to quit as part of the NHS “Swap-to-Stop” program. Non-smokers are advised not to start vaping. More research is needed to fully understand the long-term effects of vaping. In February 2025, the Government allocated £62million to a research project would track 100,000 eight to 18-year-olds for a decade to better understand the risks.
In addition to the disposable vape ban, a new vaping duty will be introduced on October 1, 2026 and vapes will be charged at a flat rate of £2.20 per 10ml e-liquid (plus the standard 20% VAT). At the same time, duty on tobacco products will be increased to preserve the financial incentive for smokers to switch to vapes. The Tobacco and Vapes Bill – in making – will also outlaw advertising and event sponsorships for the vape category. It will also restrict the flavours, packaging and display of vapes and other nicotine products.
The Government is also cracking down on iIlegal vapes, which are widely available and are much more likely to contain other harmful chemicals or drugs4. More than six million illegal vaping products were seized by Trading Standards officers across England between 2022 and 2024.
May 2025: Number of Vape Shops in England Rises by 12 Folds in a Decade
According to a study conducted by Health Equity North, the number of vape shops in England has increased by almost 1,200% over the past decade. In 2014, only 33.8% of 317 local authorities in England had a vape shop, rising to 97.2% in 2024. Similarly, in 2014 less than 1% of local authorities in England had 10 or more vape shops, rising to 28% in 2024. Researchers also identified that there were three times as many vape shops in deprived areas compared with the least deprived ones.
May 2025: Philip Morris Expands VEEV ONE Pod Range with Two New Flavours
Philip Morris Limited (PML), the UK and Ireland affiliate of Philip Morris International (PMI), expanded VEEV ONE flavour range with the launch of Sour Apple and Cherry flavours. VEEV ONE Cherry offers intense cherry aroma notes and VEEV ONE Sour Apple offers a mix of sour green apple aromas in a refreshing vaping experience. With these extensions, VEEV ONE pod portfolio is now available 14 flavours: Cherry, Sour Apple, Blue Raspberry, Pineapple Lemon, Blueberry, Blue Mint, Classic Tobacco, Watermelon, Strawberry, Grape, Mango, Blackcurrant, Lemon Lime and Passion Fruit Kiwi Guava.
VEEV ONE utilises a Compact Ceramic heating technology that delivers consistent taste. It also has a low-level e-liquid detection system, designed to keep flavour alive by preventing burnt taste. VEEV ONE delivers up to 1000 puffs per 2ml pod of 1.8% nicotine strength.
May 2025: Disposable Vapes are Stockpiled Ahead of the Ban
Consumers are stockpiling disposable vapes ahead of the sales ban set to come into effect on June 1, 2025. The ban was initiated by the former Labour Government and became law under by the Conservative Government in January 2025 with the aim to curb the increasing use of e-cigarettes among youth. Although the UK National Health Service (NHS) recognizes the role of e-cigarettes as a “Stop Smoking Treatment”, the long-term health effects of e-cigarette use have not been definitively established.
Multiple online sales platforms report that the sales of certain flavors of disposable products have more than doubled in the past month. Overall, in the past three to four weeks, sales of disposable e-cigarettes have increased by 50% to 100%. Popular flavors are particularly in high demand. Research from University College London (UCL) indicates that the use of disposable e-cigarettes among the 16 to 24 age group has decreased from 63% to 35% in the past year. The study suggests that most users choose to switch to refillable/rechargable devices rather than quitting completely, indicating that the impact of the ban on overall use could be limited. In addition, some local trade regulatory agencies have indicated a lack of sufficient funds and manpower, making it difficult to effectively supervise the enforcement of the ban on disposable e-cigarettes and to prevent the circulation of illegal products.
May 2025: SKE Unveils New Rechargeable Vape Line-up Ahead of the Disposables Ban
The U.K. disposable vape category leader, SKE launched the new SKE Bar, a refillable and rechargeable version of its most-popular line. SKE Bar is available in a variety of flavours, including the popular Watermelon Ice, Berry Ice and Lemon & Lime flavours. Each SKE Bar features a mesh coil, contains 2ml of 20mg/mL nicotine (4mg nicotine in total) and delivers up to 600 puffs. SKE Bar is accompanied by eight additional products, including the “box mod” SKE Edge X and the SKE 600 Pro – which features easily interchangeable pods for vapers who like to switch quickly between flavours. The open-pod line-up includes the SKE PULX Air and there is also a “vapour-free” vape that delivers the flavour and nicotine without the vapour.
March 2025: New Nicotine Product Sales more than Doubled in 2024 in the UK Convenience Stores
New nicotine product (vapes, nicotine pouches & heated tobacco) sales in UK convenience stores more than doubled to £1.7 billion in 2024, adding close to £900 million in sales in one year. The growth is primarily by disposable vapes, such as Elf Bar, Lost Mary and SKE, which will be banned from June 1, 2025. Elf Bar alone generated £654 million in sales in 2024 in the convenience and independent grocery segment.
Fruity flavours dominate the vape products with 65% share at the end of 2024 (- up from 41% a year ago). Mint and menthol flavours take the second biggest share with 16% (- down from 28% a year ago). All the other flavors, including tobacco, make up the remaining 19%. This trend is backed by the consumer preference research data which reveal that almost two-thirds (64%) of UK adult vapers prefer fruit flavours when it comes to vapes. According to Elfbar, more than two-thirds (68%) of vapers think that a wide flavour variety helps them reduce their smoking or stay off tobacco while almost half (48%) of vapes use fruit or other sweet flavours. Among the best-selling Elfbar flavours are Watermelon, Cherry and Blueberry, and for Lost Mary top performers include Pineapple Ice, Strawberry Ice, and Blueberry Sour Raspberry. Consequently, UK market players are in a rush to expand their rechargable / reusable product line-up with a range of flavours similar to the soon-to-banned disposable vapes.
On the retailer side, business is seemingly better with consumer shift to new nicotine products as convenience stores report an average profit margin of 37% on vape products, compared to 8.5% on traditional tobacco. A survey by Marlboro-maker, Philip Morris International reveals that more than a third of UK convenience stores are interested to become an “exclusive smoke-free (new nicotine products) sales point” by giving up combustible cigarettes.
March 2025: Imperial Brands Extends its blu Bar Rechargeable Vape Range with a 1000-puff Device
Ahead of the disposable vape ban which will come into effect on June 1, 2025, Imperial Brands extends its Blu Bar rechargable vape range with the launch of a 1000-puff device and 14 new pod variants: Watermelon Ice, Blueberry Ice, Blueberry Sour Razz, Blueberry Ice, Lemon Lime, Strawberry Ice, Berry Mix, Kiwi Passionfruit, Mint, Apple, Grape, Banana Ice, Blueberry Cherry, and Triple Melon.
Blu Bar kit comes with a rechargeable device and a flavoured pod. Each pod is pre-filled with 2ml of e-liquid and delivers up to 1,000 of one-second puffs. Both the Blu Bar kit and refill packs of two pods retail at £5.99.
March 2025: Lost Mary Launches 30,000-puff Rechargeable Vapes in the UK
In the United Kingdom, the Government announced a forthcoming ban on disposable vapes as part of efforts to address environmental concerns and reduce youth vaping. In response to the ban, Chinese manufacturers are introducing rechargeable alternatives, such as “Big Puff” vapes, which allow users to refill and reuse devices while technically complying with new regulations. 3 million so-called “Big Puff” vapes are sold each week in Britain. Altough the volume is below the 5.3 million per week peak sales of single-use vapes, the total quantity of nicotine consumed is much more. Read more: Disposable Vapes & Big Puff Vapes.
Most recently, Heaven Gifts (Shenzhen) Technology introduced Lost Mary NERA30K FULLVIEW device with a 3D curved screen that displays real-time information on the battery status, vaping modes (Normal/Turbo), puff count, and e-liquid level. The kit includes one device, two 2ml prefilled pods and two 10ml refill containers (a total e-liquid volume of 24ml at 20mg/mL strength) – providing up to 30,000 puffs (i.e. equivalent to 75 packs of 20-cigarettes based on 20-puff-a-cigarette conversion rate). Lost Mary offers a wide range of sweet & fruity flavors in single or dual-flavour editions. The new device retails at £14.99-£16.99 and is positioned as an innovation that pushes the boundaries of convenience, performance and longevity as an alternative to disposable vapes.
March 2025: More Than One in Every Eight “Nicotine Free” Vapes Contains Nicotine
As part of Operation Joseph (a Department of Health and Social Care (DHSC) funded initiative tracking the sale of illegal vapes and underage sales), 76 products sold as nicotine free vapes were tested by the National Trading Standards in order to unearth new intelligence around the illegal vapes market.
More than one in every eight (13.2%; 10 samples) of the products were found to contain nicotine in amounts ranging from 0.06 mg/ml to 27.02 mg/ml (i.e. around the amount delivered by a pack of 20 cigarettes). All ten samples were also found to exceed the limit on the amount of e-liquid permitted in vapes with two found to exceed both the e-liquid and nicotine strength limit.
