Over 21's Only
World Vape Show is a trade event open to over 21's only.
Under 21's will not be admitted to the event.
World Vape Show is a trade event open to over 21's only.
Under 21's will not be admitted to the event.
Written by || Ecigintelligence.com
Data suggests growth in the uptake of disposable vaping devices in the UK is slowing and use is stabilising, bringing into question the usefulness of a ban on these products in the country. But demographic breakdowns show youth preference for disposable products, which is the political drive behind the prohibition.
Disposable devices have exploded in popularity in recent years, but the rapid growth may already have plateaued. UK public health charity Action on Smoking and Health (ASH) notes that the “relative popularity” of disposable units increased “from 2.3% to 31% of current vapers” between 2021 and 2023, but the proportion of adult vapers using disposable products “has since stabilised” at 30%. That suggests the era of rapid growth is already over, and that the ban will not artificially curtail significant further expansion.
Also between 2021 and 2023, the proportion of UK vapers using refillable tank devices declined to 53%, compared with 77% in 2021. Pre-filled cartridges account for around 15% of current vape usage, the ASH data shows.
Those figures are broadly supported by UK government data published in March this year. This data did not include a pre-filled category, but both data sets clearly show that the majority of vapers prefer reusable units. The UK government data stated that 54% “mostly use reusable” devices, while 43% tend to use disposables.
Disposables are still favoured by younger vapers
Different sources also agree that younger consumers are more in favour of disposable devices, and that that specific demographic drove the rapid uptick in market share over the period between 2021 and 2023. As the government’s own impact assessment for the vaping bill states, “youth vaping in recent years has happened concurrently with the increase in the use of disposable vape products”.
The disposable units are “most popular among adults aged 18 to 24, more than half of whom (52%) used disposable vapes as their main device in 2024”, says ASH. This meshes broadly with UK government data, which says that “in 2023, among young people that vape in Great Britain, 69% said the most frequently used device was a disposable”. In the 18- to 24-year-old demographic, 57% primarily used disposables last year, up from only 2.8% in 2021, according to ASH data.
The organisation also notes that among 11- to 17-year-old e-cigarette users, disposables “are also the most popular main device” at 54%. The usage data therefore supports the UK government’s stated goal of banning disposable devices to discourage young people from taking up or continuing the habit, though it is somewhat surprising that almost half of under-age youth vapers opt for reusable devices.
What income has to do with it
Not only is vaping more popular among younger people than the population as a whole, but it is also more common among those who are less affluent, in large part due to the high tax burden on tobacco products. Price and convenience are vital considerations for these consumers, but, interestingly, opinion is split among users over which types of devices offer the best value for money and greatest convenience.
ASH says that 32% of disposables users said convenience was behind their choice, with 21% and 11% attributing their decision to flavour availability and price, respectively. At the same time, cartridge device users also cited convenience (28%) and low cost (12%), as did those who use refillable tank units, at 25% for pricing and 13% for convenience.
The low entry cost of disposable devices is key here, as a portion of consumers – especially those who are younger or less well-off – seem to be focused on that, compared with reusable devices, which may be relatively expensive upon initial purchase but might prove more economical with subsequent refills.
Buying habits now and after the ban
It is still unclear how the younger, disposables-oriented demographic will change its purchasing habits after the ban. However, slightly older users may already be taking note of the legislative change. ASH notes that “following the announcement in January…there has been a big decline in the proportion of 25- to 34-year-olds using disposable products” to 29% from 47% previously.
But the organisation also says that “disposable vape use has remained stable in other age groups”, so it is unclear how much of a factor awareness of the changing law might be.
A spokesperson from the Association of Convenience Stores (ACS) said: “We expect a shift this year towards more pods and refillable devices as retailers and consumers switch ahead of the ban, but do not have data on this right now.” Indeed, retailers – and their decisions about what and when to stock – will probably be critical in informing the public about the coming changes.
Such retailers will also have a significant collective influence on the future vaping market through their decisions on what products – whether cartridges or vaping fluid – to stock and display following the ban.
Where vapers shop could also matter
Currently, however, disposables continue to dominate sales from non-specialist retailers. The ACS explains that among its members last year, “the vast majority (>90%) of vape sales came from disposables”.
Conversely, the pattern at specialist stores is completely inverted. The Independent British Vape Trade Association (IBVTA) cites concurrent data showing that single-use products comprise 82% “of the market through traditional supermarket/impulse channels”.
The IBVTA has also stressed that “anecdotally we know that many of our specialist members have less than 10% share of sales value to single use”, and cites the ability of those retailers “to offer advice and expertise to guide customers into more sustainable solutions”.
The trade association therefore emphasises it is “not materially concerned” about the incoming ban, noting that “many of the specialist vape stores have been transitioning customers away from single use for some time”.
The influence of specialist retailers
Overall, it is probably fair to assume that if the UK ban goes ahead as expected, it will push more consumers to adopt reusable units purchased from specialist stores. There are also some indications that shopping in such stores might be related to better health outcomes for those using vaping as a method to quit smoking.
A study published last month in the journal Nicotine & Tobacco Research “found a positive association between purchasing from a specialist vape shop and abstinence rates” but also noted that the “results were inconclusive” and require further investigation.
The study suggests that “there are several reasons why [specialist] vape shops may help people to quit more successfully”. Staff are often users themselves and ex-smokers who can offer experienced advice and “help inexperienced users navigate e-cigarette purchasing”.
The report’s authors note that “low satisfaction is a common reason” for people to switch from vapes back to cigarettes, and that staff in specialist shops may be able to help prevent that through advice on factors such as nicotine strength, flavours and issues with vaping devices.
– Simon Ferrie ECigIntelligence contributing writer
Photo: Mac DeStroir
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