Up to 770,000 UK adults who vape could return to smoking if flavour options were restricted, according to new data, as Parliament debates the Tobacco and Vapes Bill.
The findings are based on a December 2025 Opinium survey of 6,000 UK adults and form part of an ongoing research series that has surveyed 40,000 adults since 2023.
The data, commissioned by Elfbar, suggests that fruit and sweet flavours now play a central role in helping people quit smoking – and that limiting them could increase relapse.
According to the survey, 63 per cent of adult vapers use fruit or other sweet options, while 71 per cent say that access to a variety of flavours helps them stay off tobacco.
Separate data from Action on Smoking and Health (ASH) adds weight to the concern. ASH’s 2025 survey suggests that 14 per cent of vapers would return to smoking if flavours were limited to tobacco, mint and menthol. Based on ASH’s estimate of 5.5 million UK adult vapers, that equates to around 770,000 people.
Flavours and quitting
The study highlights the role that vapes play in smoking cessation. Over half (53 per cent) of current or recent ex-smokers have used vapes in the past five years to quit, more than twice as many as those who used nicotine gum (21 per cent) or patches (20 per cent).
When asked whether reusable vapes had helped them reduce or stop smoking, 48 per cent said they had helped “a lot” and a further 21 per cent said they had helped “a little”.
ASH’s recent survey supports this picture, showing that three million people (55 per cent) who currently vape have quit smoking as a result. Elfbar argues that these patterns should inform policymaking as the Bill progresses through Parliament.
Eve Peters, director of government affairs for Elfbar in the UK, said: “Fruit and other sweet vape flavours play an increasingly critical role in helping smokers quit for good.
“As such, it is essential that the Tobacco and Vapes Bill takes an evidence-based approach to flavours, ensuring smokers can continue to access the vaping products and flavours they need.”
Single-use ban and unintended effects
The data also examines behaviour following the UK’s single-use ban, which came into effect on 1 July 2025.
Since the ban, 90 per cent of regular vapers say they have purchased reusable devices, up five percentage points since July 2025. However, nine per cent of current daily vapers admit to purchasing banned single-use devices.
Fifteen percent of respondents now smoke regularly, compared with 14 per cent in December 2024, suggesting a slight increase in relapse.
Peters said: “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.”
The survey points to a growing illicit market. Twenty-nine percent of current vapers admit to knowingly purchasing illegal vapes, while 27 per cent of all respondents are aware of illegal products being sold locally in the past three months.
Confidence in legality varies sharply by retailer. On a scale of one to 10, chain vape stores and supermarkets averaged eight, compared with four for non-traditional retailers such as barbers and phone shops.
Peters added: “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.
“With the right policy measures, we can build on recent progress, help more smokers adopt less harmful alternatives, and keep the UK on course for its smokefree goals.”
Meanwhile, His Majesty’s Revenue & Customs has awarded a five-year contract to SICPA and Cartor Security Printers to introduce a secure tax stamp and track-and-trace system for vape products.
The scheme will be phased in from April, with a transitional duty stamp followed by a fully integrated track-and-trace solution from October.
The move marks the first time vape products in the UK will be subject to a dedicated tax verification system. Under the contract, the companies will deploy physical and digital security features designed to monitor products across the supply chain, curb counterfeiting and strengthen compliance, giving enforcement agencies greater visibility of the market.
