Vapers Overtake Smokers for First Time in Great Britain

Introduction

For the first time in Great Britain, there are now more vapers than smokers. According to the Office for National Statistics (ONS) 2024 survey, 5.4 million adults vape compared with 4.9 million who smoke. It’s a historic shift — and one that raises big questions for public health, policy and your local vape shop. In this guide we break down what the numbers really mean, why so many people are switching and what the data says about safety.

What the ONS Data Shows

The 2024 Adults’ Smoking Habits survey reveals some striking statistics:

• 10% of UK adults currently vape (daily or occasional) — up from previous years.
• 9.1% of UK adults currently smoke — a continuing long-term decline.
• 74.2% of current vapers are ex-smokers who have switched completely — up from 70.3% in 2023.
• Vape use among 16–24 year olds fell to 13% from 15.8%, suggesting the youth-vaping narrative is beginning to reverse.

Why So Many People Are Switching

Several factors are driving the vapers-vs-smokers crossover:

• Cost: Vaping is significantly cheaper than smoking over time. A pack-a-day smoker can save thousands of pounds yearly by switching.
• Flexibility: Vape devices are pocket-friendly, usable indoors in many spaces and come in hundreds of flavours.
• Health comparison: Public Health England and the NHS state that vaping poses only a small fraction of the risk of smoking. While not harmless, it removes exposure to tar, carbon monoxide and thousands of toxic combustion chemicals.
• Disposable-to-refillable transition: Now that single-use disposables are banned, many new vapers are moving to refillable pod kits and nic salts — a more sustainable, cost-effective switch.

What the Safety Experts Say

The NHS is clear: “Vaping poses a small fraction of the risks of smoking.” That doesn’t mean vaping is risk-free — long-term data is still limited, and non-smokers should never start. But for current smokers, the evidence consistently shows switching reduces exposure to harmful chemicals and improves respiratory health within months.

The Smoking Death Toll Makes the Switch Urgent

Action on Smoking and Health (ASH) stresses that smoking causes approximately 70,000 deaths annually in the UK — still the leading cause of preventable death. As smoking rates fall, vaping has fast become the most popular quitting tool. For every person who switches, the health gain is substantial.

What This Means for You

If you’re still smoking, the data is clear: switching to vaping offers a safer, cheaper alternative. For the best results:

• Choose a beginner-friendly device — see our Starter Kits.
• Use the right nicotine strength — 10mg or 20mg nic salts are standard for new quitters.
• Phase out nicotine gradually — our Quit Smoking guides explain the step-down method.
• Avoid unregulated products — buy from trusted UK retailers who verify age and comply with TPD rules.

Looking Ahead

The Tobacco and Vapes Act 2026, now law, will tighten rules on youth access, packaging and nicotine-pouch sales. Vaping Products Duty arrives in October. The landscape is changing fast — but the central message from the ONS is that vaping is now the UK’s most popular alternative to smoking.

Conclusion

With vapers overtaking smokers for the first time, the UK’s relationship with nicotine is undergoing a historic shift. If you’re ready to make the switch, Norwich Vape can help. Browse our Vape Kits and Nic Salts, or pop into our Hall Road, Norwich store for personalised advice.