The vaping market in Great Britain has shifted rapidly since 2021, driven by the rise of disposable vapes, regulatory announcements, changing consumer behaviours and market responses. This study examined changes in the amount people who vape spend on vaping products between 2021 and 2025, overall and within key population subgroups.
Monthly representative cross-sectional survey in Great Britain, January 2021 to April 2025. Participants were 4072 people aged ≥16 years who reported current vaping. The outcome was self-reported weekly expenditure on vaping products, adjusted for inflation.
Overall, average weekly inflation-adjusted expenditure on vaping products increased from £6.13 (95% CI £5.66 to £6.63) to £8.39 (£7.79 to £9.05)—a relative change of +37.0%—with increases in expenditure occurring predominantly among those using disposable vapes (+42.6%). The trend was, however, non-linear. Expenditure first increased steadily between January 2021 and December 2022, peaking at £9.12 (£8.70 to £9.57) in September 2023, and declined slightly thereafter. This trend mirrored changes in disposable vape use, which rose from 1.0% (0.5% to 2.0%) in January 2021 to a peak of 39.8% (36.8% to 42.8%) in April 2023, then fell to 29.7% (24.8% to 35.1%) by April 2025. The increases and then declines in expenditure were most pronounced among subgroups whose use of disposables increased and then declined the most. For example, expenditure in 16-year-olds increased by 143.5% to June 2023, followed by a 30.9% decline by April 2025.
From 2021–2023, expenditure on vaping products increased substantially among people who vape in Great Britain, particularly during the rapid rise of disposable vaping. Between 2023–2025, overall expenditure declined slightly, with large declines in subgroups with the greatest switching away from disposables, particularly young people. An impending ban on disposable vapes in 2025, which was announced in 2024, may have been responsible for people switching away from disposables and unintentionally resulted in vaping becoming more affordable among subgroups (eg, young people) who predominantly started vaping with disposables.