The Office for National Statistics estimates that 9.8 per cent of people aged 18 and over smoked in 2025, down from 10.6 per cent in 2024 and 20.2 per cent in 2011. Around 4.9 million adults still smoke.
The figures arrive ahead of a UK-wide ban on selling nicotine pouches to under-18s from 29 October, extending age restrictions to products previously outside the rules covering nicotine vapes.
Vapers continue to outnumber smokers
A separate ONS survey, covering people aged 16 and over in Great Britain, found 5.4 million vapers compared with 4.8 million smokers. Vaping remained more common for the second consecutive year.
Vaping prevalence was broadly unchanged at 9.9 per cent, against 10 per cent in 2024. These figures can’t be compared directly with the headline UK smoking rate because the surveys cover different populations and use different definitions.
Nicotine vaping is less harmful than smoking.
Among UK 18 to 24-year-olds, smoking fell from 25.7 per cent in 2011 to 7.2 per cent in 2025.
The figures alone can’t establish how much of the decline vaping caused. Separate evidence, however, supports its role in helping smokers quit.
The NHS’s current guidance states: “Nicotine vaping is less harmful than smoking.”
It explains that vaping exposes users to fewer toxic substances and at lower levels than cigarettes. Smokers need to stop smoking completely to gain the full benefits of switching.
Nicotine pouches brought within age restrictions
From 29 October, retailers across England, Scotland, Wales and Northern Ireland will be prohibited from selling any vaping or nicotine product to under-18s, including online.
The rules cover tobacco-free nicotine pouches, which sit between the gum and lip, as well as nicotine strips and pearls. Medicinal products are excluded.
Non-nicotine vapes will also become age-restricted in England, Wales and Northern Ireland. Scotland already applies an age limit to these products.
Adults will also commit an offence if they buy, or attempt to buy, covered products for someone under 18.
Heart of the South West Trading Standards has urged retailers to prepare their age checks and staff training before the changes take effect.
Alex Fry, its head of intelligence and investigations, said: “If there is any doubt about a customer’s age, businesses should always ask for proof of age before making a sale.”
Free stop-smoking support can continue
The changes also restrict promotional giveaways and substantial discounts on vaping and nicotine products. Normal retail discounting can continue.
However, government guidance confirms that stop-smoking services can still supply free products or vouchers under arrangements made by a public authority.
That includes council-funded programmes and NHS-commissioned services providing vapes to help people stop smoking.