A growing demographic in the United Kingdom consists of people who have adopted vaping despite never having smoked cigarettes. According to recent Office for National Statistics survey data, more than one million individuals fall into this category, and this population has increased on a year-over-year basis. Within the broader vaping population of approximately 5.4 million people aged 16 and over in Britain, this non-smoking segment represents a significant portion of vape users.
Several individuals interviewed for the report describe similar pathways into vaping. Social exposure played a role, with some beginning the habit after witnessing widespread adoption among peers or during stressful life circumstances. Users cite the repetitive hand-to-mouth motion and psychological comfort associated with vaping as key factors in developing dependence. Medical professionals note that vaping creates both physical and psychological dependencies, as nicotine is a highly addictive substance that can produce withdrawal symptoms including irritability and anxiety. Users describe vaping as becoming a “mindless action” integrated into daily routines.
Research findings present conflicting interpretations of the trend. A 2024 study from University College London researchers found that nicotine use had risen among young adults in England while cigarette smoking declined, suggesting some individuals may have turned to vaping instead of cigarettes. Professor Sarah Jackson from UCL notes that vaping could represent harm reduction if it diverted potential smokers away from more dangerous behavior. However, she acknowledges that other vapers would not have used nicotine products otherwise, meaning they face exposure to health risks they would not have experienced.
Government and health authorities have begun addressing the issue. The NHS advises non-smokers and those aged 17 and under never to vape, while purchases by those under 18 remain illegal. Disposable vapes, identified as a key driver in youth vaping increases, were banned. A recent government consultation on regulating vape marketing—which has featured bright colors and sweet flavors—is expected to produce policy responses. The Office for National Statistics reports approximately 4.9 million adults in the UK continue to smoke, while vaping prevalence expands.
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