Source: Action on Smoking and Health (ASH), “Use of E-Cigarettes Among Adults in Great Britain 2025”
Vaping Continues to Redefine the Future of Smoking in Britain
Each year, Action on Smoking and Health (ASH) releases its comprehensive review of vaping trends across Great Britain, and the 2025 report paints a clear and compelling picture. More adults than ever are choosing e-cigarettes to quit smoking, with millions reporting successful transitions away from tobacco.
At iBreathe, we believe that knowledge builds confidence. That’s why we’re summarising this year’s findings to help our community understand how vaping continues to shape public health, habits, and perception across the country.
1. Over 5 Million Adults in Great Britain Now Vape
According to ASH’s 2025 survey conducted by YouGov in February 2025:
- 9.5% of adults in Great Britain are current e-cigarette users, equivalent to around 5.1 million people.
- That’s up from 8.7% (4.7 million) in 2024.
- 56% of these vapers are ex-smokers who’ve completely quit smoking.
- 39% are current smokers using vapes to cut down or transition away.
- Just 1.3% of vapers have never smoked, showing that e-cigarettes remain largely a harm-reduction tool for smokers, not a gateway for non-smokers.
These figures underline what we’ve seen for years: vaping is helping more adults move away from tobacco.
2. Why Do People Vape? Quitting Is the Main Reason
When asked why they use e-cigarettes, most adults gave health-related or harm-reduction reasons:
- 36% vape to stop smoking entirely
- 22% vape to avoid relapsing after quitting
- 17% vape to cut down on smoking
- Smaller groups mentioned enjoyment (9%) and cost savings (8%)
It’s clear that vaping is not just a hobby; it’s a quitting strategy for millions. At iBreathe, we see this reflected daily in our customers’ stories of how vaping has helped them take back control of their health and habits.
3. Changing Device Preferences: A Move Toward Refillable Vapes
This year’s ASH report highlights an important shift in how adults vape:
- Refillable pod and tank systems are now the most popular choice, used by 52% of adult vapers (up from 48% last year).
- Disposable vapes, while still common, are starting to decline in popularity as more people choose sustainable and cost-effective alternatives.
- Many users are also moving toward lower nicotine strengths as they reduce dependency over time.
This evolution reflects a more mature, responsible vaping culture focused on value, personalisation, and long-term harm reduction.
4. Misinformation About Safety Is Growing
Despite clear evidence that vaping is far less harmful than smoking, public perception is moving in the wrong direction.
- Only 29% of adults correctly believe that vaping is less harmful than smoking.
- 43% incorrectly think vaping is as harmful or more harmful.
- Another 28% are unsure.
This misunderstanding can discourage smokers from switching, a concern highlighted by ASH and echoed by many health experts. At iBreathe, we remain committed to providing transparent, science-based information to help correct these misconceptions and empower adult smokers to make informed choices.
5. Vaping Remains the UK’s Most Effective Quit Aid
The report reinforces what multiple studies have already shown: vaping is the most popular and effective quitting tool in the UK.
- Among adults who successfully quit smoking in the past year, over 40% used a vape in their attempt.
- In comparison, fewer than 10% used traditional nicotine replacement products such as patches or gum.
- Smokers who use vapes are consistently more likely to succeed in quitting than those who try to quit unaided.
For public health and personal wellbeing, this is powerful evidence that vaping works and that access to reliable products and information is vital.
6. Responsible Regulation and the Future of Vaping
The ASH report calls for a balanced approach to vaping regulation:
- Continue protecting non-smokers and young people from exposure.
- Promote accurate, evidence-based communication about relative risks.
- Support adults who smoke in accessing safe, regulated vape products as a harm-reduction option.
At iBreathe, we fully support these principles. Every product we design, every flavour we release, and every piece of information we share reflects our commitment to responsible vaping and public trust.
7. What This Means for iBreathe and Our Community
The 2025 ASH findings confirm what drives our mission every day:
- Vaping helps millions quit smoking.
- Education combats misinformation.
- Quality and responsibility build trust.
We believe the path to a smoke-free future starts with access to reliable, regulated alternatives and clear information that empowers adults to make healthier choices.
Through ongoing research, product safety, and honest communication, iBreathe remains at the forefront of positive change in the UK vaping community.
Conclusion: Knowledge Leads to Better Choices
The 2025 ASH report is more than just data; it’s proof of progress.
As more adults move away from tobacco and embrace safer alternatives, the UK moves closer to its smoke-free 2030 goal.
At iBreathe, we’ll continue to share independent research and promote open, responsible conversations around vaping because the more people understand, the more lives can change for the better.
References
Action on Smoking and Health (ASH). Use of E-Cigarettes Among Adults in Great Britain, 2025.
Read the full report here