As UK market grows, speed of future expansion remains unclear



  • Executive summary
  • Market size
  • Vaper population
  • Consumer perception and satisfaction
  • Form factors
  • Tobacco industry and heat-not-burn
  • Top online retailers
  • E-liquids
  • Pricing
  • Associations


In our latest look at the UK market, we find there are approximately 2.8m vapers, an increase of around 12% since 2015. Most are daily users, and there is a clear preference for open system products.

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Please see this page for a detailed description of our methodology.