Majority of UK vapers now use fruit and other sweet flavours to quit smoking and disruption in flavour choices might push them back to smoking, finds a recent survey.
According to of a recent survey by ELFBAR, conducted by Opinium in December 2025, 63% of adult vapers use fruit or other sweet options, and 71% saying that access to a variety of flavours helps them stay off tobacco.
The data suggests that restricting flavour choices could disrupt established quitting behaviours, increasing the likelihood of relapse among former smokers who now rely on vaping to stay smokefree.
This latest report is part of a series of ongoing studies that examine smoker behaviour and public attitudes to vaping-related issues. Opinium has surveyed 40,000 adults since 2023 (with up to four reports per year), making it one of the most comprehensive datasets on vaping behaviours and emerging trends in the UK.
The findings reinforce vaping’s critical role in helping smokers quit and are a clear reminder to regulators to recognise the importance of flavours as the Tobacco and Vapes Bill moves through Parliament. They also point to ongoing challenges, including a flourishing illicit market and the high level of public misconceptions about vaping, which discourages smokers from making the switch.
ASH’s 2025 survey suggests that 14% of vapers would return to smoking if flavours were limited to tobacco, mint and menthol. Based on ASH’s survey estimate of 5.5 million UK adult vapers, this equates to 770,000 adults, underscoring the potential consequences of flavour restrictions.
The study shows that since the single-use ban on 1st June 2025, 90% of regular vapers have purchased reusable devices, an increase of five percentage points since July 2025.
Among the two million UK adult vapers who use ELFBAR or LOST MARY reusable devices once a week or more, 86% purchase refills, demonstrating high reuse rates, while only 7% buy a new kit each time.
Nonetheless, the survey further highlights outcomes that, although unintended, were widely identified as potential consequences of the ban.
15% of respondents smoke regularly, representing a slight increase from December 2024 (14%), suggesting some relapse following the single-use ban. Separately, 9% of current daily vapers admit to purchasing banned single-use devices.
The proliferation of illicit products, including single-use devices, remains a major concern. A significant proportion of current vapers (29%) admit to knowingly purchasing illegal vapes, and more than one in four (27%) of all those surveyed are aware of illegal vapes being sold locally (within the past three months).
In terms of current vapers’ confidence in the legality of vape products available from various outlets, based on a scale 1-10 (10 = completely confident). Vape stores that are part of a chain and supermarkets averaged 8, compared with a score of 4 for non-traditional retailers of age-restricted products, such as barbers and phone shops.
Smoking cessation rises with the use of vapes
The ELFBAR findings also underscore the crucial role of vaping in supporting smoking cessation.
Over half (53%) 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%) or patches (20%).
When asked if reusable vapes have helped them reduce or stop smoking, almost half (48%) of respondents said they had helped a lot, with another fifth (21%) saying they had helped a little. ASH’s recent survey supports this, showing that three million people (55%) who currently vape have quit smoking as a result.
But misconceptions continue to undermine progress
Misconceptions about vaping remain high, with 50% of adults mistakenly believing that vaping is as, or more, harmful than smoking tobacco. These findings mirror ASH’s July 2025 report, which noted a sharp increase in public misperceptions, particularly among smokers, deterring those who could gain the most from switching to a less harmful alternative.
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.
“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.
“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.”