The UK has banned disposable vapes, sending ripples through the £1.2bn industry. Discover how brands and consumers are adapting, who is switching to reusables, and who might return to smoking. What does this mean for the future of vaping?

Announced in January 2024, the government’s ban on disposable vapes came into effect on June 1st this year. The ban aims to tackle key elements of the industry seen as detrimental to a broader strategy of a “smoke-free generation”. While 69% of the public agreed with the ban, what has been its impact on what was one of the fastest-growing consumable categories in recent years?

Within the multi-billion-pound industry, trends had already been shifting in the run-up to June as consumers and retailers adapted their approaches. Specifically, the transition from disposable to reusable devices has been notable. In the 18-24 age group, a key demographic for disposable vapes, the proportion of users for those devices fell from 52% in 2024 to 40% this year as they prepared for the change.

As with many product bans, there have been elements of a fire sale as retailers look to clear through inventory and users look to stock up. Haypp, an online vaping retailer, reported that 82% of users it surveyed were building a stockpile of disposables to take advantage of their impending unavailability. Many outlets were offering deals as low as £1 to clear through excess stock.

According to a VapeClub poll, 49% of current vapers surveyed indicated they would simply switch to rechargeable devices, which is by far the most convenient option for users and likely more preferable for retailers. Vaping outlets would be more concerned by the 16% of respondents who stated they would quit altogether. Furthermore, the 18% who said if they couldn’t find their preferred vape, they would return to smoking, poses a significant challenge to the government’s smoke-free generation strategy.

The biggest brands, such as Elf Bar, Lost Mary and SKE are well-equipped to deal with the pivot, and have welcomed proportionate regulations. To continue succeeding in the evolving market, they must adapt to the new laws and accompanying trends.

Trends such as convenience remain key, with an omnichannel presence being crucial as users seek the most effective way to purchase and replenish products. Flavour diversity is naturally also a significant factor as brands can offer seasonal specials and combinations to stand out in an increasingly competitive market. Brands should also embrace the regulatory change by offering effective switching solutions and positioning themselves as responsible and trusted entities, both in adherence to the law and in promoting stopping smoking. Combining these factors with user data will allow for more effective marketing and the best chance at enhancing the shopping experience to boost consumer satisfaction and loyalty. These are all methods to nurture success both for this category and the wider retail sector in a changing climate.