Vape Sales Plunge Across Britain Amid Government Crackdown on Disposables

Vape sales have fallen sharply at retailers across Britain as a result of a government clampdown on disposable devices. Expenditure on vapes dropped by £225 million, representing a decline of nearly 13 percent over the year to 6 September, according to figures from data firm NIQ and The Grocer magazine. Leading brands such as Lost Mary, ElfBar and SKE Crystal Bar experienced significant losses, with SKE Crystal Bar, the largest brand in Britain, seeing a reduction in sales of £66.5 million, or 14.8 percent. Lost Mary suffered a decline of £72 million, equating to 21.4 percent, while ElfBar faced the steepest fall, losing £139.3 million in sales, or 40.8 percent. This marked the largest decrease recorded for any product in the survey.

The prohibition of single-use vapes, announced in January 2024 and implemented in June, raised concerns regarding consumers turning to illicit sources. Retailers responded with clearance pricing to liquidate stock. Vapes emerged as the second-fastest-declining goods category, with only loose tobacco surpassing it, the latter’s sales falling by 22 percent, largely as a result of escalating prices.

John Dunne, director of the UK Vaping Industry Association, stated that the retail sales decline does not necessarily indicate reduced vaping rates, referencing data that suggest more than a third of current consumers are purchasing unregulated products. Dunne argued that such measures are likely to shift adult consumers to black market options or back to smoking, according to industry observations. A survey conducted by the online nicotine vendor Haypp in October found that 63 percent of vapers continued to use disposables despite the ban; this figure reached 82 percent among those aged 25 to 34.

Government action on vapes came after figures from Action on Smoking and Health indicated increasing uptake among young people. In 2024, 7.6 percent of individuals aged 11 to 17 reported using vapes, compared to 4.1 percent in 2020. When announcing the policy, the former prime minister Rishi Sunak cited growing youth usage as a significant concern. Official statements noted that nearly 70 percent of parents, teachers, healthcare staff and members of the public supported stricter regulation.

Aggregate sales of vapes, tobacco and cigarettes collectively lost more than £1 billion in the period to September. Several other categories, including spirits, packaged bread, light wine and lager, also saw declining sales. By contrast, purchases of fruit, chocolate and meat increased, while products assisting smoking cessation, such as lozenges, gums and sprays, grew by 24 percent in volume.

Julian Crane, managing director at NIQ, observed a broader trend of consumers prioritising wellbeing, citing increased demand for fresh produce and minimally processed foods. He also noted that regulatory changes and growing health concerns are driving a decisive move away from products such as smoking and vaping.