More than 1.1 million people in Great Britain who have never smoked cigarettes now vape regularly or occasionally, according to new figures from the Office for National Statistics (ONS). The sharp rise from 940,000 non-smokers in 2024 comes as England’s adult smoking rate dropped below 10% for the first time on record.
The ONS Opinions and Lifestyle Survey showed that approximately 5.4 million adults aged 16 and over across Great Britain vaped in 2025. While the overall adult vaping rate plateaued at 9.9%—down fractionally from 10.0% in 2024—the proportion of never-smokers using the devices expanded, prompting public health officials to review existing retail controls.
Young Adults Drive Growth as Under-25 Usage Levels Off
Between 2024 and 2025, e-cigarette use dropped across nearly all age brackets, except for adults aged 25 to 34. In this group, usage climbed from 12.9% to 16.4%, replacing 16-to-24-year-olds as the demographic with the highest vaping rate in the country.
The numbers contrast with public health guidance. While state programs like the Swap to Stop scheme promote e-cigarettes as an effective cessation tool for smokers, health authorities maintain that non-smokers and children should avoid them. In 2025, one million young people aged 11 to 17 reported having tried an e-cigarette.
| Metric | 2024 Level | 2025 Level |
|---|---|---|
| Never-Smokers Who Vape (Great Britain) | 940,000 | 1.1 million |
| Adult Smoking Prevalence (England) | 10.4% | 9.5% |
| Vaping Prevalence (Ages 25–34) | 12.9% | 16.4% |
| Overall Adult Vaping Rate (Great Britain) | 10.0% | 9.9% |
Smoking Drops Below 10% Despite Regional Inequalities
The ONS reported that fewer than one in 10 adults in England now smoke combustible cigarettes, with the rate declining from 10.4% in 2024 to 9.5% in 2025. The Department of Health and Social Care (DHSC) noted that smoking prevalence has more than halved since 2011, aided by initiatives such as Stoptober, targeted pregnancy support, and the NHS Quit Smoking application.
Chief Medical Officer Professor Chris Whitty addressed the milestone:
“Smoking causes enormous preventable harm and addicts people at a young age taking their choice away. The latest data released today shows the smoking rate in England is now under 10% with particularly rapid falls in young adults. E-cigarette use is also no longer rising in people under 25.”
Despite this drop, economic disparities persist. Smoking rates in the most deprived communities reached 19.4% between 2023 and 2025—over four times higher than in the least deprived areas. Health Minister Alison McGovern noted that smoking remains concentrated among manual workers: “It is vital we support people to quit and lead healthier lives, so we will keep targeting support where it can make the greatest difference.”
New Regulations Target Flavours, Packaging, and Displays
To curb youth appeal and non-smoker experimentation, the UK enacted the Tobacco and Vapes Act on April 29, 2026. The law introduces a phased sales ban on tobacco for anyone born after January 1, 2009, and grants ministers authority to regulate e-cigarette packaging, displays, and flavour formulations.
These marketing curbs coincide with the Vaping Products Duty and Vaping Duty Stamps Scheme, introduced on October 1 to reduce product affordability through targeted taxation. Both the Royal College of Physicians and the Royal College of Pharmacy have publicly supported these measures to restrict child-targeted branding while preserving access for adult smokers attempting to quit.