More than one million adults who have never smoked a cigarette are now regular or occasional vapers, according to the latest figures released for 2025, marking a significant shift in nicotine consumption patterns across the UK. This represents an increase from approximately 940,000 in 2024, as vaping continues to displace traditional smoking among the population.
For the second consecutive year, the number of people using e-cigarettes has surpassed the number of cigarette smokers. The Office for National Statistics reports that 5.4 million over-16s now vape, compared with 4.9 million smokers—a decline from 5.3 million smokers in 2024. Smoking prevalence has fallen to just under one in ten adults, continuing a long-term downward trend.
However, separate research suggests the picture is more nuanced. An ASH survey conducted in 2026 estimates that 400,000 adults in Great Britain who have never smoked currently vape, representing 1.5% of the population. The same survey indicates that 60% of current adult vapers are former smokers who successfully quit cigarettes, equivalent to 3.3 million people.
Which age groups are driving the shift?
Adults aged 25 to 35 now vape more frequently than any other age group, with 16.4% using e-cigarettes daily or occasionally. This represents a notable change from previous years, when 16 to 24-year-olds held the highest vaping rates. David Mais from the ONS suggested this shift
may reflect existing users getting older, growing popularity among this age group, or a combination of both.
Among smokers, those aged 45 to 54 show the highest prevalence, at 12.4% of their age group. Conversely, young adults aged 18 to 24 have experienced the steepest decline in smoking rates across all age groups. Men remain more likely to smoke than women, consistent with patterns observed in previous years.
The proportion of people who have never used an e-cigarette declined to 83.0% in 2025 from 83.4% in 2024, indicating gradual but steady growth in vaping adoption across the population.
Why is smoking declining?
Experts attribute the sustained fall in cigarette smoking to growing public awareness of tobacco's harmful effects, which has motivated many smokers to quit. The NHS acknowledges that vaping carries less risk than smoking, though it emphasises that the long-term health consequences remain unclear.
Of those currently smoking in 2025, half reported an intention to quit, suggesting continued momentum toward further reductions. In England specifically, smoking prevalence fell from 19.8% in 2011 to 9.5% in 2025, marking the first time the rate has dropped below 10%.
Hazel Cheeseman from the charity Action on Smoking and Health welcomed the progress, stating:
Smoking has fallen enormously over recent decades, but it remains the biggest driver of preventable death in the UK. Now is the time to finish the job.
What new legislation is coming?
The UK government has enacted sweeping new restrictions on tobacco and vaping products. The Tobacco and Vapes Act received Royal Assent on 29 April 2026, with key provisions scheduled to take effect in phases.
From 29 October 2026, the Act will prohibit the sale of all vaping products—including non-nicotine vapes—to anyone under 18 and will ban proxy purchases of vapes for minors. Additionally, from 1 January 2027, the sale of tobacco products will be permanently banned for anyone born on or after 1 January 2009, creating what the government describes as a
smoke-free generation.
These measures represent the most significant regulatory shift in tobacco control in decades and are intended to prevent future generations from accessing either cigarettes or e-cigarettes during their formative years.
Key facts
- Over one million never-smokers now vape regularly or occasionally, up from 940,000 in 2024
- Vaping now exceeds smoking for the second year running: 5.4 million vapers versus 4.9 million smokers
- Adults aged 25–35 are the heaviest vapers at 16.4%, overtaking the 16–24 age group
- Smoking rates have fallen to 9.5% in England, the first time below 10% since records began
- New vaping restrictions take effect from 29 October 2026, and tobacco sales bans for those born after 1 January 2009 begin on 1 January 2027
