On August 12th, the British anti-smoking and health organization Action on Smoking and Health (ASH) released its latest report titled ‘Smoke-Free UK,’ analyzing changes in behavior and attitudes towards e-cigarettes among British adults (aged 18 and over).
According to the report, 11% of British adults currently use e-cigarettes, marking the highest recorded usage rate to date, with a total of 5.6 million users. Here are the key findings from the report:
Fruit-flavored e-cigarettes are the most popular
The ASH survey reveals that in 2024, fruit-flavored e-cigarettes are the most popular among British adults, followed by mint/menthol flavors and tobacco flavors.
Specifically, fruit-flavored e-cigarettes lead with a 47% share, followed by mint/menthol and tobacco flavors at 17% and 16% respectively. This data not only highlights the popularity of fruit-flavored e-cigarettes but also shows a shift in flavor preferences among British users. In 2016, tobacco-flavored e-cigarettes were the most popular, holding a 33% share.
Additionally, the differences in flavor preferences among various user groups may be linked to their smoking history and personal taste preferences.
The ASH report notes that fruit flavors are also favored by current traditional cigarette users (49%) and ex-smokers (45%). Among e-cigarette users who have never smoked traditional cigarettes, the majority (61%) prefer fruit-flavored e-cigarettes.
Ex-smokers who have switched to e-cigarettes tend to prefer mint/menthol flavors, with 22% opting for this taste. Dual users, who smoke both traditional cigarettes and e-cigarettes, are more likely to choose tobacco-flavored e-cigarettes, accounting for 23%.
Usage of Disposable E-cigarettes Remains Stable
Despite the stabilization of disposable vape usage in 2024, they continue to be popular among young people. The data indicates that disposables maintain a steady 30% share, while open-system and pod-system e-cigarettes account for 53% and 15%, respectively.
The table shows that from 2021 to 2023, the relative popularity of disposable e-cigarettes surged rapidly, with usage among e-cigarette consumers increasing from 2.3% to 31%. Since 2023, this percentage has stabilized at 30%.
The survey indicates that two-thirds (66%) of e-cigarette users report using only one type of e-cigarette device.
In 2024, more than half (52%) of adults aged 18 to 24 use disposable e-cigarettes as their primary device. ASH notes that convenience and price are important factors when choosing a device type. The most common reasons for choosing disposable e-cigarettes are convenience (32%) and the ability to obtain the desired flavor (21%).
Regarding brand choices for disposable e-cigarettes, ASH surveyed users who primarily use disposables. The data show that the most popular brand is Elf Bar, accounting for 52% of the market, followed by Lost Mary (40%) and Crystal Bar (35%).
Awareness and Usage of Nicotine Pouches Gradually Increase
The report indicates that the awareness and usage of heated tobacco products and nicotine pouches as alternatives to e-cigarettes are gradually increasing, which may be associated with marketing campaigns. ASH believes that the rising popularity of these alternatives could impact public health policies and regulatory measures for e-cigarettes.
Regarding heated tobacco products, since the launch of IQOS in 2017, awareness and usage of these products have gradually increased. In 2024, 37% of smokers reported being aware of these products, and 9.6% had tried them.
Public awareness of nicotine pouches (such as ZYN and Nordic Spirit) is higher than that of heated tobacco products. The data shows that in 2024, 61% of smokers were aware of these products, 3.3% are currently using nicotine pouches, and 17% had tried them.
OSKVAPE support all vape devices like disposable vape, pod vape, pre-filled vape, empty vape and nicotine pouches, with 11 years experience in vape industry and one-stop vape solution, white-label service etc.
