Key points:
Ban drives transformation: 85% of regular e-cigarette users switch to reusable devices, with 84% of the 1.5 million Elfbar and other brand users purchasing refill packs.
Side effects of the ban are evident: 26% of disposable users relapse, increase tobacco consumption, or purchase illegal e-cigarettes, highlighting the issue of illegal products.
Points of awareness and retrieval: 51% of adults mistakenly believe that e-cigarettes are as harmful as or more harmful than smoking; over half of respondents want more retrieval points.
Value of using e-cigarettes for quitting smoking: 50% of smokers use e-cigarettes as an aid, with 62% of successful quitters in the past two years relying on e-cigarettes.
According to a report from Talking Retail on August 7th, 2025, market research company Opinium conducted a survey of 6,000 e-cigarette users and smokers in the UK in July 2025. The survey aimed to explore the behaviors of smokers and the public's attitudes towards e-cigarette related issues.
85% of users have purchased reusable e-cigarette devices
The research results further confirm the role of e-cigarettes in helping smokers quit smoking, while also reflecting consumers' demand for more convenient recycling channels.
In addition, the investigation also highlighted some challenges currently being faced, including the rampant illicit market and the growing "misunderstanding" among the public about e-cigarettes, both of which are hindering smokers from switching to e-cigarettes.
A study has shown that after the ban was implemented, 85% of regular e-cigarette users have purchased reusable devices.
In the UK, there are 1.5 million adult e-cigarette users who use Elfbar and Lost Mary's reusable e-cigarettes at least once a week, with 84% of them stating they would purchase refill packs, indicating widespread repeat usage of these products. Only 8% of users indicated they would always purchase a new device each time, treating it as a disposable item.
For those interviewed who have switched from disposable e-cigarettes to reusable e-cigarettes, the main reasons include similar pricing (33%), familiar design (31%), ease of use (30%), and comparable quality (30%), with sustainability (26%) being a secondary factor.
26% of users intentionally purchase illegal disposable e-cigarettes
The investigation also revealed some unintended consequences that are widely believed to be the result of the ban.
One quarter (26%) of disposable e-cigarette users say that the ban has led them to either resume smoking, increase their tobacco use, or purchase illegal e-cigarettes.
The proliferation of illegal products (currently including disposable e-cigarettes) remains a significant issue.
Twenty-six percent of current e-cigarette users admit to intentionally purchasing illegal e-cigarettes, with over one-fifth (22%) of respondents stating that in the past three months, they were aware of illegal e-cigarettes being sold in their area.
Although disposable e-cigarettes have been banned, it is still legal for the products to be used for re-export or import, creating a potential loophole in the policy. Nearly two-thirds (64%) of surveyed British adults believe this loophole should be closed.
The recycling channels for e-cigarettes still need further improvement
The public has a high awareness of responsible disposal of e-cigarettes, with 77% of reusable e-cigarette users understanding that used pods and devices should not be thrown into regular trash bins.
This point is also reflected in the data: 37% of respondents said they would collect used devices and pods and take them to a recycling point; 23% of people would take used items to a place that accepts e-cigarette waste; and 16% of people would return them to the store where they made the purchase.
However, 18% of people admit to throwing them in the household garbage bin, another 18% would throw them in the public trash bin, and 12% of people said they have tried to return used items to the retailer they purchased them from, only to find that the store did not have a dedicated trash bin.
Despite there being over 10,000 e-cigarette recycling points throughout the UK, with retailers obligated to recycle, many respondents believe that the recycling channels are still inadequate.
More than half (52%) of people wish for more recycling points to be set up in convenient locations, while 49% hope that all retailers can provide recycling bins in-store.
Flavored products can help users quit smoking
A survey has found that taste remains crucial in helping people quit smoking, with 57% of e-cigarette users opting for fruity or sweet flavors. Additionally, 63% of respondents said that the variety of flavors helps them stay away from tobacco.
A survey conducted by the UK Action on Smoking and Health (ASH) in 2025 asked what e-cigarette users would do if e-cigarette flavors were limited to tobacco, mint, or menthol. 14% of respondents said they would start smoking again. According to ASH, there are 5.5 million adult e-cigarette users in the UK, so this would equate to approximately 770,000 people.
According to a recent study, 50% of current smokers have used e-cigarettes as a tool to quit smoking.
The research results also emphasized the role of e-cigarettes in assisting smoking cessation.
Half (50%) of current smokers or recent quitters in the past five years have used e-cigarettes to quit smoking, a proportion that is more than twice as high as those using nicotine patches (22%) or nicotine gum (20%). In the past two years, three-fifths (62%) of successfully quit smokers indicated they used e-cigarettes during the quitting process.
When asked whether reusable e-cigarettes help them reduce or quit smoking, over two-fifths (44%) of respondents said it was very helpful, while a fifth (21%) said it was somewhat helpful. A recent survey by ASH also supports this, with data showing that there are currently 2 million e-cigarette users (55%) who have successfully quit smoking as a result.
However, misconceptions about e-cigarettes continue to deepen, with 51% of adults mistakenly believing that the harm of e-cigarettes is equivalent to or even greater than smoking, a percentage that has increased by 9 percentage points since December 2024.
This is consistent with the report from ASH in July 2025, which also expressed concerns about the sharp increase in public misconceptions.
The UK government affairs director at Elfbar, Eve Peters, stated that people are increasingly turning to reusable devices, and there is evidence that many consumers are purchasing refill pods and have some awareness of responsible waste disposal. However, the survey results also highlight some challenges that need to be addressed, including the widespread presence of illegal markets, and the public's increasingly negative perception of e-cigarettes, especially among adult smokers.
“Therefore, we support the implementation of a licensing system for e-cigarette retailers, with mandatory in-store recycling services as a condition. We also call for a national strategy to combat illegal trade and ban the import of disposable e-cigarettes. With the appropriate policy measures in place, we can continue to progress and help more smokers transition to less harmful alternatives, ultimately working towards achieving a smoke-free UK”,Eve Peters say.
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