Vaping has become increasingly common among people in the UK who have never smoked cigarettes, according to recent Office for National Statistics survey data. The number of non-smokers taking up vaping has grown year-on-year, with more than one million people falling into this category. Approximately 5.4 million people aged 16 and over vape in Britain, compared to 4.9 million adult smokers, while cigarette smoking rates continue to decline.
Individuals who have adopted vaping without prior smoking experience often cite the psychological and habitual aspects of the practice. Users describe the hand-to-mouth action and the tactile sensation of holding a vape as appealing, particularly when managing stress or anxiety. The nicotine in vaping products is highly addictive and can trigger withdrawal symptoms such as irritability and anxiety. Many vapers report their habit becoming a mindless, constant action integrated into daily routines, often paired with other activities like phone scrolling or working.
Research suggests the age group 25-34 shows the highest vaping prevalence, with nearly one in six people in that range using e-cigarettes daily or occasionally. A 2024 study from UCL researchers found nicotine use had risen among young adults in England while cigarette smoking declined, suggesting some people vape who would not otherwise have smoked. However, experts note that determining whether this represents net harm reduction or creates additional risk remains unclear, as some former non-smokers may now face nicotine addiction they would not have otherwise experienced.
The UK government has implemented measures to reduce vaping’s appeal, including banning disposable vapes last year and examining marketing practices. Bright colours and sweet flavours in vaping products are under scrutiny for potentially attracting non-smokers. The NHS advises non-smokers and those under 17 to avoid vaping entirely, while it remains illegal for anyone under 18 to purchase vapes. Health professionals note that misleading perceptions of vaping as safe and non-addictive have contributed to its uptake among populations the original products were not designed to serve.
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