Vaping demographics in the UK 2023 - 25: who vapes and why?

August 10, 2025

Vaping in the UK is no longer niche. From young adults quitting cigarettes to older users experimenting with new alternatives, the face of vaping has changed dramatically between 2023 and 2025. But who exactly is vaping in the UK, and what is driving them?

Younger adults still lead, but the gap is closing

According to the latest data from gov.uk, adults aged 18 to 24 remain the largest vaping demographic. In 2023, over 18% of this age group reported regular vape use. By 2025, that figure climbed past 22%, reflecting a steady rise despite restrictions on disposables. However, what’s new is the rise among users aged 35 and above, especially among former smokers seeking harm reduction tools.

Gender divide: who vapes more?

Men still vape more than women in the UK, but the gap has narrowed. In 2023, 13% of men and 9% of women vaped regularly. By mid-2025, the figures had shifted to 16% for men and nearly 13% for women. This growth among female users is especially notable in the 25 to 34 age group, often linked to lifestyle preferences and stress reduction.

Top reasons UK adults choose to vape

quitting smoking: still the top reason, accounting for 53% of users in 2025
enjoyment and flavour variety: 22% cite flavours as their main draw
social habit or peer influence: 15%, especially among those aged 18 to 24
stress and mental wellbeing: reported by 10%, particularly post-pandemic

While smoking cessation remains dominant, lifestyle and sensory experiences now play a larger role than ever. With shortfills, nicotine salts and flavour-packed pod systems widely available, vaping offers both function and form.

Pod kits and refillables reshape the scene

As disposable bans tighten, many users have transitioned to refillable pod kits and starter devices. These systems, like those in our vape machine collection, allow for greater customisation and a wider range of e-liquids. It’s a shift not only in technology, but also in mindset — from fast use to conscious vaping.

Are young users still driving growth?

Yes, but it’s nuanced. While the 18 to 24 crowd remains the core of the vaping boom, their reasons are increasingly pragmatic. Unlike the early wave of trend-driven use, today’s younger vapers cite harm reduction and flavour control more often than aesthetics or peer pressure.

Interestingly, growth among users aged 45 and older is now outpacing the younger segment. This group tends to prefer nicotine salts or A-steam products designed for quitting, indicating a strong shift toward vaping for health-focused reasons.

Disposable crackdown, cultural shift

Regulatory pressure, particularly the 2025 ban on single-use vapes, has driven many casual users to reconsider their relationship with vaping. It’s not about the quick hit anymore — it’s about flavour control, long-term affordability, and sustainable gear. That’s why refillables, accessories and nicotine salts are dominating the UK market today.

The takeaway

Vaping demographics in the UK are becoming more diverse and purpose-driven. The days of disposables being king are over. From health-conscious professionals to ex-smokers looking for control, today’s vapers are thinking long-term.

Join the discussion and shop smarter

Do these stats reflect your own reasons for vaping? Think the public narrative is missing something? Join the conversation and share this post with your circle.

Looking to tailor your gear to your vaping goals? Check out the full selection of devices, nic salts, shortfills, pods and coils at Vape Lounge UK.

Or come by one of our shops: