The UK vape market has changed more in the last 18 months than in the five years before it. A new excise duty, a new Act of Parliament and a clear shift in what adult customers buy mean that retailers who stock the same way they did in 2024 are leaving money on the table. This guide pulls together the latest figures and rules so you can plan your range with confidence. All vaping products are for sale to adults aged 18 and over only.
The UK vape market at a glance (2026)
- 5.5 million adult vapers – around 10% of adults in Great Britain now vape, according to the ASH Smokefree GB survey 2026.
- £1.3 billion a year – the value of pods and refills sold through tracked retail channels, based on Circana data.
- Fruit leads flavour choice – 60% of vapers say fruit is their main flavour, ahead of menthol and mint (15%) and tobacco (9%).
- Online is the top channel – 38% of vapers buy online, 31% in vape shops and 24% in newsagents, corner shops and off-licences.
- New duty in force – Vaping Products Duty of £2.20 per 10ml has applied to all e-liquids since 1 October 2026.
Who buys vapes in the UK, and where
The adult vaping population is large and steady. ASH estimates 5.5 million vapers across Great Britain, roughly one in ten adults. These customers are loyal to formats and flavours they like, which makes repeat purchases the backbone of the category.
Where they shop matters for stocking decisions. The 2026 ASH figures show a split across channels:
- Online retailers – 38%
- Specialist vape shops – 31%
- Newsagents, corner shops and off-licences – 24%
- Supermarkets – 19%
- Petrol stations and garages – 6%
For a convenience store or newsagent, that 24% is a real opportunity: customers already expect to find their usual refills next to the till. For a vape shop, depth of range and staff knowledge are what keep customers coming back instead of ordering online.
Prefilled pod kits and refills drive the category
The biggest trend of the past year is the move to rechargeable prefilled pod kits with separate refill pods. Customers buy a battery once and then come back for pods, so a single sale turns into a run of repeat visits.
“Big puff” kits, which pair a larger battery with prefilled pods and a refill container, have grown especially fast. Circana figures reported by Tobacco Insider show monthly big puff sales rising from about £39.5 million to £53.8 million over the year, while smaller-capacity kits held at around £30.9 million a month. Industry sources now put high puff-count formats at roughly 60% of the market.
One side effect: because refill pods cost less than a new kit, the overall value of the category has dipped even though customers keep buying. For retailers, the answer is to make sure every kit you sell has its matching pods on the shelf, so the repeat sale stays with you.
Popular lines in this space include Lost Mary (BM6000, Nera 15K and Nera 30K), Elf Bar’s pod range and our own Crystal Pro CP10K kits and refills. If you are new to the format, our pod compatibility guide explains which pods fit which battery.
Flavour trends: fruit, ice and menthol
Flavour is the main reason customers pick one product over another. In the 2026 ASH survey:
- Fruit is the main flavour for 60% of vapers.
- Menthol and mint come second at 15%.
- Tobacco flavours account for 9%.
- Ice blends are used sometimes or always by 43% of vapers.
In practice, that means blue razz, strawberry, watermelon, cherry and mixed berry lines, along with their “ice” versions, should make up most of your facings. Keep one or two mint and tobacco options for customers who prefer them. Our flavour stocking guide has a practical starter list.
Vaping Products Duty: what changed on 1 October 2026
Since 1 October 2026, a flat Vaping Products Duty of £2.20 per 10ml applies to vaping liquids sold in the UK. Key points for retailers:
- The duty applies to all e-liquids, including nicotine-free (0mg) products.
- VAT is charged on top of the duty.
- Hardware such as batteries and empty pods is not subject to the duty. It applies to the liquid.
- Vaping products released onto the UK market from 1 October 2026 must carry an HMRC duty stamp.
- Manufacturers and importers must be approved by HMRC to make, store or stamp vaping products.
For shops, the practical message is simple: buy only from suppliers who can show the stock is duty-paid and correctly stamped. Unusually cheap stock without stamps is a red flag and puts your business at risk.
The Tobacco and Vapes Act 2026
The Tobacco and Vapes Act received Royal Assent on 29 April 2026. It gives the government wide powers over how vapes are sold and presented in the UK. The main areas retailers should follow are:
- Age of sale – selling vapes to anyone under 18 remains an offence, and enforcement powers have been strengthened, including on-the-spot fixed penalty notices.
- Promotions and free samples – the Act allows bans on free samples and “free with purchase” offers for vapes.
- Advertising and display – there are new limits on how vapes are advertised and how they are displayed in store.
- Flavours and packaging – ministers can set rules on flavour names, packaging and how products look, after public consultation.
- Retail licensing – the Act creates powers for a retail licensing or registration scheme for shops selling vapes.
Many of these measures start through separate regulations, so dates can vary. Keep an eye on GOV.UK and your local Trading Standards for the latest commencement dates, and see our guide to UK vape rules for shops.
Compliance is now a selling point
Illegal and non-compliant products remain a problem. Councils reported seizing around 1.2 million illicit vapes from UK high streets in 2025. With duty stamps now in place and tougher penalties coming, customers and Trading Standards will both expect retailers to stock genuine, compliant products.
A simple checklist for your shop:
- Buy from a UK supplier that provides VAT invoices and duty-paid, stamped stock.
- Check that nicotine products are TPD compliant (maximum 20mg/ml nicotine and 2ml tanks or pods).
- Run a “Challenge 25” age check on every vape sale.
- Keep 0mg and nicotine products clearly separated on the shelf.
- Avoid free samples and “free gift” style promotions.
What UK retailers should stock in 2026
Based on the trends above, a balanced range for most shops looks like this:
- Two or three prefilled pod kit ranges, including at least one big puff option.
- Matching refill pods for every kit you sell, in your top flavours.
- 10ml nic salts for customers with refillable pod kits.
- Zero nicotine (0mg) options on their own labelled shelf.
- Coils for the most common refillable devices.
Buying by the box keeps your cost per unit down and lets you cover more flavours. Our guide to bulk buying vapes explains pack sizes and how to compare prices.
How Vapes Direct Wholesale can help
Vapes Direct Wholesale supplies vape shops, convenience stores and newsagents across the UK from our base in Manchester. We stock leading prefilled pod kits, refill pods, nic salts and coils in trade packs and boxes of 5 and 10.
- Minimum order just £20 (excluding VAT and delivery).
- Tracked UK delivery for £6.95, free on orders over £250.
- VAT invoices on every order and trade accounts for regular retailers.
Browse our best sellers to see what other UK shops reorder most.
Frequently asked questions
How many people vape in the UK?
About 5.5 million adults in Great Britain vape, around 10% of the adult population (ASH, 2026).
How much is the UK vape duty?
£2.20 per 10ml of vaping liquid, charged from 1 October 2026, with VAT on top. It applies to nicotine and nicotine-free e-liquids.
What is the most popular vape format in the UK?
Rechargeable devices with refill pods or tanks. Big puff prefilled pod kits are the fastest-growing part of the market.
What is the most popular vape flavour in the UK?
Fruit flavours, chosen by 60% of vapers, followed by menthol and mint.
Can I sell vapes to under-18s?
No. It is illegal to sell vaping products to anyone under 18. We sell to adults aged 18 and over only.
Figures in this article come from ASH (Use of vapes among adults in Great Britain, 2026), Circana data as reported by Tobacco Insider, HMRC guidance on Vaping Products Duty and the Tobacco and Vapes Act 2026. Rules change regularly, so always check GOV.UK for the latest guidance.
