The Office for National Statistics (ONS) has confirmed that more than 1.1 million people in Great Britain who have never smoked cigarettes now use e-cigarettes. This shift coincides with an ongoing drop in combustible tobacco use, making vaping more prevalent than traditional smoking for the second consecutive year.
Overall, 5.4 million people aged 16 and over in Great Britain use e-cigarettes, while the number of cigarette smokers across the UK fell from 5.3 million in 2024 to 4.9 million in 2025. Less than one in ten UK adults now report smoking cigarettes.
| Metric | 2024 Figures | 2025 Figures |
|---|---|---|
| Never-Smokers Who Vape | ~940,000 | 1.1 million |
| Total UK Smokers | 5.3 million | 4.9 million |
| Total GB Vapers (Ages 16+) | — | 5.4 million |
| General Vaping Prevalence | 6.6% | 7.2% |
Demographic Trends Show Shifting Age Profiles
The age profile of e-cigarette users is changing across Britain. Adults aged 25 to 34 have overtaken the 16-to-24 demographic as the group most likely to vape, with 16.4% reporting daily or occasional use.
David Mais of the ONS stated that this shift “could reflect existing users getting older, growing popularity among 25 to 34-year-olds, or a combination of both.”
The proportion of the population that has never tried an e-cigarette dipped slightly from 83.4% in 2024 to 83.0% in 2025, indicating broader exposure across multiple age brackets.
Cigarette Smoking Rates Continue Downward Trend
As vaping participation climbs, combustible smoking continues to decrease. Young adults aged 18 to 24 recorded the steepest reduction in smoking rates among all demographics.
In contrast, individuals aged 45 to 54 maintained the highest smoking prevalence in 2025 at 12.4%. Men remain more likely to smoke than women, while half of all current smokers reported an intention to quit.
