UK Vape Sales Decrease By Over £ 225 Million Top 3 Vapes Declines

Nielsen data: UK vape sales decrease by over £ 225 million, with the top three brands experiencing double-digit declines

As of September 6, 2025, the overall sales of tobacco and nicotine products in the UK have declined by 12.7%, resulting in a loss of over £ 1 billion. Among them, the sales revenue of vape alone decreased by about 225 million pounds. The report shows that the top three have all experienced double-digit declines, with Elf Bar experiencing the most severe decline (£ 140 million), followed by Lost Mary (£ 72 million) and SKE Crystal (£ 66.5 million).

Quick overview of the key points for reducing sales of vape in the UK in 2025

1. According to Nielsen IQ data, the tobacco and nicotine products market in the UK decreased by 12.7% year-on-year in the 12 months ending September 6, 2025, with sales decreasing by over £ 1 billion. Among them, the vape sector alone decreased by about 225 million pounds.
2. During the same period, sales of smoking cessation assistance products (chewing gum, lozenges, sprays, etc.) increased by nearly 24% year-on-year, becoming the fastest-growing health-related category.
3. The market concentration is still high, with the top three vape brands accounting for approximately 54.7% of the market share, but all recorded double-digit declines:
4. Excluding electronic cigarettes, sales of bulk tobacco decreased by approximately £ 290 million, while sales of cigarettes and cigars decreased by approximately £ 512 million.
5. Nielsen IQ pointed out that consumers are clearly moving away from smoking and vapes, mainly due to stricter regulations and increased health awareness.

The top vape manufacturers still hold a core market share, but the top three have all experienced double-digit declines.

• SKE Crystal Bar remains at the top with sales of 382.5 million pounds, a year-on-year decrease of 66.5 million pounds (-14.8%), accounting for approximately 24.6% of the overall market.
• Lost Mary rose to second place (third place in 2024) with £ 265.1 million, a year-on-year decrease of £ 72 million (-21.4%).
• Elf Bar dropped to third place with sales of £ 201.9 million, a year-on-year decrease of £ 140 million (-40.8%), making it the brand with the largest decrease in amount.

Traditional large tobacco brand vape companies are also declining

• Vuse (BAT UK) achieved sales of £ 107.5 million, a year-on-year decrease of £ 21.4 million (-16.6%);
• Juul‘s sales amounted to 35.4 million pounds, a year-on-year decrease of 500000 pounds (-1.4%);

Some vape brands are growing against the trend

• IVG sales amounted to £ 177.2 million, a year-on-year increase of £ 53.1 million (+42.8%);
• Blu‘s sales revenue was £ 101.5 million, an increase of £ 25.2 million (+33.0%) year-on-year;
• Pixl is a newly listed brand with sales of £ 43.2 million, an increase of £ 42.6 million year-on-year (no data available last year);
• Hayati‘s sales amounted to £ 39.3 million, a year-on-year increase of £ 19 million (+93.6%);
• Elux achieved sales of £ 20.8 million, a year-on-year increase of £ 3 million (+16.6%), ranking 13th → 10th

The overall vape market sales decreased by nearly £ 225 million. Traditional bulk tobacco decreased by approximately £ 290 million, and cigarette and cigar products decreased by approximately £ 512 million

Julian Crane, General Manager of Nielsen IQ UK and Ireland, stated that UK consumers are “clearly distancing themselves from smoking and vaping” due to tightening regulations and increasing health awareness.
The UK will implement a ban on disposable vapes from June 1, 2025, with the aim of reducing hazardous waste.
At the same time, the Tobacco and Vapes Bill UK is entering the parliamentary review stage, intending to gradually raise the tobacco purchase age and restrict vape packaging and advertising.

Reference: Vape and Cigarette Sales Slump Amid UK Crackdown, NielsenIQ Says – Bloomberg