- Although New Survey Suggests Single-Use Ban May Have Resulted in Increased Smoking Rates -
London, UK, 2nd June 2026 – ELFBAR, a leading smoking cessation brand in the UK, has released its latest findings from its UK vaping study, marking one year since the introduction of the single-use vape ban.
The survey of 6,000 UK adults, conducted by Opinium in May 2026, suggests that more than seven in ten daily vapers (72%) who previously used single-use devices have switched to reusable vapes, with around 80% buying separate refills.
Concerningly, one in six of those who used single-use vapes have relapsed to smoking or started smoking more – an outcome industry stakeholders had warned could emerge and highlighted in the Government’s Impact Assessment ahead of the ban.
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 46,000 adults since 2023 (across eight separate waves), making it one of the most comprehensive datasets on vaping behaviours and trends in the UK.
The findings reinforce vaping’s critical role in helping smokers quit, alongside ongoing challenges, such as illicit trade and public misconceptions about vaping that continue to deter many smokers from switching. The results also underline the importance of proportionate, evidence-based regulation as the Tobacco and Vapes Act enters its secondary legislation phase.
Majority transition to reusables, though some relapse concerns emerge
The majority of UK vapers surveyed have transitioned to reusable devices following the single-use vapes ban, with 77% saying the products helped them reduce or stop smoking, reinforcing vaping’s continued role as a smoking cessation tool; 9% said they had not.
However, the survey also identified a gradual increase in smoking prevalence, with 16% of respondents saying they now regularly smoke, compared with 15% in December 2025 and 14% in December 2024 – suggesting the ban may have disrupted quit attempts for adult smokers who had previously used single-use vapes.
Vapers are reusing devices, but gaps in recycling behaviour remain
Nearly half (48%) of current daily vapers use pod systems, with four in five (79%) buying separate refills and only 8% purchasing a new vape kit each time, showing that devices are being reused as intended and the adoption of longer-term reusable behaviour.
The large majority of vapers (78%) know that used vape refill pods and devices should not be disposed of in general waste bins. In practice, two-thirds (65%) of current daily vapers say they either recycle their pods and devices, have attempted to, or retain them for future recycling. However, 26% still report disposing of either the pod or device in waste bins.
When asked what would most increase the likelihood of returning depleted vape devices or used refill pods to a collection point, nearly half of vapers (48%) said that more convenient collection points would encourage them to recycle.
Awareness of illicit trade remains high
Illicit trade continues to be a concern. Nearly three in ten respondents (29%) say they are aware of illegal vape products being sold in their local area within the past three months.
The survey also shows consumer engagement with illicit products, with one in four current vapers (25%) saying they have knowingly bought them (30% in December 2024). Of these, 39% had done so within the past three months. The findings align with reports from Trading Standards that the illegal vape market has fallen since the single-use ban, though it remains a significant challenge.
Purchases of illicit products made in the last month were most commonly from retail shops (16%), followed by market or street sellers (11%), online (7%) and friends (4%).
Most vapers use fruit and related flavours to help them quit smoking
Flavour choice continues to play an important role in supporting adults trying to quit smoking. The survey shows that 66% of current vapers use fruit or other related flavours, reflecting continued preference for non-tobacco and menthol/mint flavour options.
Three-quarters of current vapers (75%) say they use fruit flavours at least once a week, up from 68% in December 2024 and 57% in November 2023, indicating rising use of fruit flavours post the single-use vapes ban.
The findings also reinforce the importance of flavour variety in smoking cessation, with 70% of current vapers saying access to a range of options helps them reduce or quit smoking.
Misconceptions around vaping persist
Among current regular smokers, 54% say they have tried vaping to quit smoking. This is substantially more than those who have tried nicotine patches (22%) or nicotine gum (17%).
However, more than half of respondents (51%) believe vaping is equally or more harmful than tobacco, including 47% of current smokers – a misconception that persists despite the evidence that switching completely from smoking to vaping is significantly less harmful.
When respondents were informed that 2.7 million UK adults have quit smoking over the past five years using vaping products, according to Action on Smoking and Health’s 2024 report, 37% of current smokers surveyed said they would be more encouraged to try vaping. This suggests that a clearer public understanding of vaping’s role in smoking cessation could influence willingness to switch.
As such, inaccurate perceptions of the relative harm of vaping compared to smoking contribute to preventing many smokers from recognising vaping as an effective cessation aid and discourage wider adoption.
Eve Peters, director of government affairs for ELFBAR in the UK, said: “One year on from the single-use vapes ban, and it is positive to find that the transition to reusable vapes has embedded, with refills being purchased and devices reused as intended.
“However, as highlighted prior to the ban, disruption to established product categories can have unintended consequences, including relapse for some smokers. This underlines the need for clear, consistent public messaging on the effectiveness of vaping as a smoking cessation tool, alongside proportionate regulation that supports smokers to make the switch.
“The proportion of adult smokers who believe vaping is equally or more harmful than smoking remains worryingly high and is a barrier to many smokers switching to vaping as a way to quit tobacco. It is incumbent on all, including those in government, to ensure that the messaging around vaping remains consistent and highlights the evidence that it is much safer than smoking”.
About the ELFBAR Opinium Survey:
The research was conducted by Opinium in May 2026, surveying 6,000 UK-based adults aged 18 and over.
Opinium is an independent research company founded in 2007. It is a member of the Market Research Society, British Polling Council, and ESOMAR.
