UK consumer survey report: predicting the impact of upcoming e-cigarette regulations on vapers in the UK

This report presents results on e-cigarette perceptions and consumer behaviour among adult vapers in the UK in 2024. We interpret these results in the light of the upcoming UK regulations related to e-cigarettes, which are currently at different stages of approval. We use our survey data to understand which user types are most likely to be impacted by these regulations and predict how vapers in the UK might respond to restrictions – if or when they are implemented.

ECigIntelligence collected responses from 1,202 adult vapers in the UK in October and November of 2024. For the analysis, we only included participants who indicated they were regular vapers (vaping at least once a month). As a result, the final sample contained 1,074 participants.

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UK consumer survey report: predicting the impact of upcoming e-cigarette regulations on vapers in the UK

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Bo van Beuningen

Market analyst

Bo is from the Netherlands, where he obtained his bachelor’s degree in Communication and Information Sciences, and his research master’s degree in Behavioural Science. He has worked in academic research in the Netherlands and Spain before transitioning into market research. His primary interests lie in responsible consumer behaviour and corporate social responsibility, particularly in the areas of public health and environmental sustainability.

The global e-cigarette market is in an opaque regulatory environment that requires professionals to be on top of industry developments to make informed decisions and optimise their strategy.

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UK consumer survey report: predicting the impact of upcoming e-cigarette regulations on vapers in the UK

Bo van Beuningen

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