UK Vape Market Adapts: Reusables & Pouches Surge Post-Ban

2025 has proven to be a watershed year for the UK vaping industry. Six months following the implementation of the ban on single-use disposable vapes, the market is undergoing a profound transformation. While challenging for retailers navigating new legislation and stock adjustments, the sector is showing resilience and adaptability, with a notable surge in sales for refillable pod systems, prefilled vape kits, and nicotine pouches.

The Shift to Reusables and “Big Puff” Devices

Data indicates a significant behavioral shift among consumers. According to Marcus Saxton, CEO of Totally Wicked Group and Chairman of the Independent British Vape Trade Association (IBVTA), sales of rechargeable/refillable devices reached 7.21 million units in the four weeks ending November 1, 2025 – a figure that, while substantial, represents a 56% reduction compared to single-use sales a year prior, marking the ban as an environmental success. Angelo Yang of ELFBAR noted that 85% of regular users are now using reusables, with refill sales outstripping device sales by a factor of three to nine, proving consumers are using these products as intended.

However, the transition hasn’t been without complications. Susanna De Iesu, Commercial Director at BAT UK&I, pointed out the emergence of copycat devices that mimic disposables in look and price, potentially confusing consumers. To combat this and meet demand for premium alternatives, major players are innovating. BAT has launched the Vuse Ultra and Vuse Reload, while SKE introduced the SKE BAR 15K, a 15,000-puff rechargeable device designed to offer value and longevity. “Big puff” devices are a clear trend, with SKE’s Chris Dong noting they help consumers transition from disposables by replicating familiar flavors and inhalation styles.

Nicotine Pouches: The Fastest Growing Category

Beyond vaping, the ban has inadvertently boosted the nicotine pouch market. Prianka Jhingan of Scandinavian Tobacco Group (STG) UK observed that former vapers are migrating to pouches for their discretion and flavor variety. The category is now worth just under £182m, with volume growing by 65% year-on-year. In convenience stores specifically, pouch volume sales have skyrocketed by 81%.

Imperial Brands has entered this booming market with its new ZONE brand, offering varied strengths and flavors like “Berry Blast” to capitalize on the 234% predicted category growth over the next five years. JTI has also expanded its Nordic Spirit range with “Max” strength (17mg) pouches and new fruit flavors, responding to consumer demand for stronger, faster-acting options.

Flavor Trends and Future Regulation

Despite the hardware changes, flavor preferences remain remarkably consistent. Fruity profiles like blueberry sour raspberry, cherry ice, and pineapple continue to dominate both the vaping and pouch sectors. Menthol remains popular, while tobacco flavors lag behind. Manufacturers are ensuring these popular profiles are available in new formats, such as “bar salts” e-liquids that replicate the intense taste of disposables.

Looking ahead, the industry is bracing for further regulation under the Tobacco and Vapes Bill, expected in early 2026, and a new vape excise duty in October 2026. Industry leaders like John Patterson of IKE Tech warn that packaging restrictions and age-gating at point of sale may not be enough to stop youth access, advocating for technological solutions at the point of use. Meanwhile, wholesalers are advised to stock a tiered range of products—from entry-level pod kits to advanced mods and a wide array of refills—to cater to the diversifying needs of the post-ban consumer.

Read more: UK Tobacco & Vape Trends 2025: Retailer Guide to Next-Gen

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Matthew Ma

Marketing at Ecigator

With over a decade of experience in the e-cigarette industry, Matthew Ma is a seasoned expert in both the manufacturing and usage aspects of vaping products. His extensive background has provided him with a deep understanding of the intricacies and evolving dynamics of e-cigarettes.