ASH UK Vaping Data Released – Youth Vaping Declines & 53% of Vapers Quit Smoking!

ASH UK (Action on Smoking and Health – the UK branch) has always sparked debate among Tobacco Harm Reduction (THR) advocates. Historically, I’ve supported their stance as they’ve been vocal about vaping’s role in smoking cessation, unlike their US and Scottish counterparts.

However, over the past year, their enthusiasm for vaping seems to have waned. They endorsed the Vape Tax and the Tobacco and Vaping Bill, which, while addressing smoking, proposes stricter regulations on vaping. Despite this, ASH UK’s data remains invaluable, offering insights into vaping’s effectiveness in helping people quit smoking.

Days before, ASH UK released new data showing that nearly 3 million people in Britain have quit smoking through vaping in the last five years—an impressive figure! You can check out the press release here and the full fact sheet here.

Yet, ASH is also calling for increased action on youth vaping based on these statistics. You can read their press release on this issue here.

Data Overview

ASH’s latest data reveals:

• 5.6 million adults currently vape, with 53% having quit smoking.

• Of the 5.6 million, 39% still smoke, and only 8% have never smoked.

This data underscores vaping’s significant role in smoking cessation, with over half of those who quit in the past five years—2.7 million people—using vaping as a tool.

Youth Vaping

Separate figures which you can read in full here show:

• 18% of 11-17 year olds have tried vaping; over half (53%) only did so once or twice.

• Current vaping among this age group is 7.2%, down from 7.6% last year. Breakdown: 3% vape less than once a week, 4.2% more than once a week.

• 1.3% of those who tried vaping no longer do.

• The percentage of 11-17 year olds who have ever tried vaping has decreased from 20% in 2023 to 18% in 2024.

• Sadly, 48% of underage vapers managed to buy vapes despite legal restrictions.

Figure 15. Sources of cigarettes and e-cigarettes among current users aged 11-17, 2024

The most popular products among this age group are disposable vapes at 54%, a drop from 69% last year. Additionally, 72% of 11-17 year olds have seen vape promotions, mostly from shops (55%) and online (29%).

Figure 17. Most frequently used vapes by device type, GB youth (11-17) current vapers, 2015-2024

These figures suggest that current laws on sales and promotion need better enforcement. Young people should not be able to purchase or be exposed to vaping products, and enforcement resources should be increased.

Attitudes Towards Vaping

• 28% of ex-smokers use vaping to quit smoking, and 21% use it to prevent relapse.

• 50% of smokers mistakenly believe vaping is as harmful or more harmful than smoking. ASH notes this as the highest level of negative perceptions about vaping, with only one-third of smokers understanding its lower risk compared to smoking.

Vaping Products

• Popular flavors: Fruit (47%), Menthol/Mint (17%), Tobacco (16%).

• Most used device type: Refillable tank systems (53%).

• Disposable vapes are used by 30% of vapers as their main device, down from 31% in 2023.

Vape Brands

• Top brands for disposable vapes: Elf Bar (52%), Lost Mary (40%), Crystal Bar (35%), Elux Legend (16%), Vuse Go (13%).

• For pod devices: Elf Bar (24%), Vuse (17%), 88Vape (12%).

• For tanks: Smok (19%), Aspire (18%), Innokin (15%).

Satisfaction with Vaping

• 68% of ex-smokers find vaping as satisfying or more satisfying than smoking.

• 54% of current smokers find vaping as satisfying or more satisfying.

• High dissatisfaction (79%) among those who have tried vaping in the past, many using outdated products. Encouraging these individuals to try newer, advanced products might improve their satisfaction.

Heated Tobacco and Nicotine Pouches

• Heated tobacco products (HNB) are relatively unknown in the UK, with only 37% of smokers aware of them and 9.6% having tried them.

• Nicotine pouches have gained mainstream attention, with 61% of smokers aware of them. Current usage is 3.3% among smokers and 0.8% among ex-smokers.

ASH’s Stance

ASH acknowledges vaping’s role in smoking cessation and its lower risk compared to smoking but expresses concern over youth vaping. They advocate for the reintroduction and expedited passage of the Tobacco and Vapes Bill to regulate youth access and prevent vaping products from being marketed in ways that appeal to young people.

Hazel Cheeseman, ASH’s Deputy Chief Executive, emphasizes the need for urgent action to protect youth while maintaining vaping’s availability as a smoking cessation tool.