Vaping Trend or Plateau? UK Market Slows in 2025

After years of headlines about skyrocketing vape use in the UK, the latest numbers are showing something unexpected: a slowdown. According to 2025 stats from the Office for National Statistics (ONS) and Action on Smoking and Health (ASH), the growth of vaping — particularly among new users — is starting to level off.

So what’s going on? Is this the end of the vape boom, or just a natural shift as the market matures? In this post, we explore the current vaping trend or plateau — and what it could mean for users, brands, and retailers alike.

What the latest numbers say

Here’s what the data is showing so far in 2025:

• The number of adult vapers in the UK has stabilised at around 4.8 million (up only 1% year-on-year)
• Youth vaping among 11–17-year-olds has slightly declined from 20.5% to 18.7% after three years of growth
• Sales of disposable vapes have dropped in early 2025 — likely due to upcoming legislative bans
• Interest in refillable devices and nicotine-free options is growing

In short: vaping hasn’t crashed, but it’s no longer exploding either.

Why the slowdown?

There are a few major reasons the trend might be flattening:

1. Upcoming vape legislation

With the Tobacco and Vapes Bill moving forward in Parliament, many users (and retailers) are bracing for big changes. The proposed ban on disposable vapes is already reshaping buying habits, with some vapers cutting back or switching to refillables in anticipation.

2. Market saturation

At some point, every trend slows down — especially when it reaches mass adoption. Most UK smokers who were going to switch to vaping already have. That means fewer brand-new vapers entering the space, and more users settling into long-term habits with devices they already like.

3. Health messaging and social stigma

Vaping once had a “cool factor,” especially among young adults. But with increasing media scrutiny, school bans, and public health campaigns targeting youth vaping, that edge may be fading. More people are aware of potential risks and thinking twice before picking up a vape — especially if they never smoked to begin with.

4. Economic pressure

With inflation and the cost of living crisis still affecting UK households, some users are cutting down on spending — including vaping. That’s leading to fewer impulse buys and more conscious consumer behaviour, like switching to cost-effective refillables over disposables.

How brands and retailers are responding

Rather than panic, smart vape brands are adapting to this new era. Here’s what we’re seeing across the industry:

• More focus on refillable pod systems and compact vape pens
• Increased demand for 0mg and low-nicotine e-liquids
• Growth in wellness-style marketing — positioning vaping as a mindful alternative to smoking, not just a trend
• Education-driven content to rebuild trust and offer transparency about ingredients, safety, and regulations

The future may not be about fast growth — but rather smart evolution.

Is vaping still helping people quit?

Absolutely. Despite the plateau in new users, vaping remains the UK’s most popular and effective quit-smoking tool. The NHS and Public Health England continue to back it as a far safer alternative to cigarettes — especially when using regulated, TPD-compliant products.

The message is shifting from “Vapes are trendy!” to “Vapes are tools — use them wisely.”

What this means for vapers

If you’re someone who vapes, this plateau likely won’t affect your day-to-day routine. But you might notice:

• Fewer flashy disposable launches
• More emphasis on value and sustainability (refillables, long-term kits)
• Greater regulation on what you can buy and where

It’s also a good time to reassess your own vaping habits. Are you still using nicotine? Have you thought about stepping down your strength or even going nic-free? Many long-term vapers are using this moment as a reset — not a retreat.

Final thoughts: a healthy slowdown?

Not every dip is a disaster. The fact that vaping is plateauing might be a sign of maturity in the UK market. Fewer first-timers, more informed users, and better products for long-term health goals? That’s not failure — that’s evolution.

Explore refillable options that grow with you

If you're ready to leave disposables behind, Vape Lounge UK has you covered. We stock refillable, TPD-compliant devices built for performance, savings, and flexibility — no matter where you are in your vape journey.