A new report from vape supplier Elf Bar has shown that any plans to restrict vape flavours could push three quarters of a million vapers back into smoking.
It shows the majority (63%) of regular UK adult vapers are using fruit and other sweet flavours most often to quit smoking, a rise from 48% in December 2024 and a 31% increase in the past year.
73% of vapers surveyed use these flavours at least once a week, with 71% believing that having access to a range of different flavours helps them reduce their smoking or stop them from going back to tobacco products
Further to the single-use vape ban on 1 June last year, the majority of current daily vapers (90%) are using reusables, although almost one in ten (9%) admit to purchasing illegal single-use vapes.
27% of respondents said they are aware of illegal vapes being sold in their area, suggesting a steady increase following the ban, rising steadily from 19% in December 2024 and on to 22% in June 2025.
The survey of 6,000 UK adults was conducted by Opinium in December 2025. It has surveyed 40,000 adults since 2023 (with up to four reports per year), making it one of the most comprehensive datasets on vaping behaviours and emerging trends in the UK.
The findings reinforce vaping’s critical role in helping smokers quit and are a clear reminder to regulators to recognise the importance of flavours as the Tobacco and Vapes Bill moves through Parliament.
Eve Peters, director of government affairs for Elf Bar in the UK, said: “Fruit and other sweet vape flavours play an increasingly critical role in helping smokers quit for good. As such, it’s essential the Tobacco & Vapes Bill takes an evidence-based approach to flavours, ensuring smokers can continue to access the vaping products and flavours they need.
“Following the single-use ban, the vast majority of vapers have transitioned to reusable vapes and are purchasing separate refills, but a minority are consuming illegal single-use vapes or have seemingly relapsed back to tobacco. This emphasises the need to fully assess the impact of regulations before proceeding with further potential legislation.
“Given the reported scale of the illegal market, we fully support the implementation of the proposed retail licensing system, which we believe should be accompanied by a national anti-illicit trade strategy.”
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