Insights from ASH Smokefree GB Surveys 2024
Delve into the latest findings from the ASH Smokefree GB and Smokefree Youth surveys conducted in 2024. Gain valuable insights into smoking trends, attitudes, and behaviors among different age groups. Explore the impact of smoke-free initiatives on the youth population and understand the evolving landscape of tobacco use in the community.
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Findings from the ASH Smokefree GB and Findings from the ASH Smokefree GB and Smokefree Youth surveys 2024 Smokefree Youth surveys 2024
Who we are ASH (UK) was set up by the Royal College of Physicians in 1971 to advocate for evidence-based measures to reduce the harm from tobacco ASH is independent from all other ASH organisations internationally ASH accepts no commercial funding: our main funders are the British Heart Foundation and Cancer Research UK
Our surveys Smokefree GB survey (conducted by YouGov) Started in 2007 and included questions on vaping in 2010 Sample size ~12k in each wave 18+ GB weighted to be representative Fieldwork Feb/March each year Smokefree youth survey (conducted by YouGov) Started in 2013 Sample size ~2k - ~2.5k in each wave 11-18 year olds but most reported data 11-17 year olds Fieldwork ~ March each year
Underage Underage vaping rates vaping rates
Changes in patterns of youth vaping Changes in patterns of youth vaping 11-17 yr old GB use of vapes Fewer than one in five (18%) have ever vaped down from 21% in 2023 9.5% of 11-17s have tried vaping once or twice 7.6% current vapers: occasional use (3.1%) and regular use (4.5%). First year that the rate of regular use is higher than occasional use 13% 11.6% 12% 11% 10.0% 9.5% 9.3% 10% 9.0% 9% 8.1% 8.0% 7.7% 7.7% 7.2% 8% 7% 5.6% 6% 5% 4.2% 3.9% 3.9% 4% 3.1% 2.9% 2.4% 1.7% 3% 3.0% 3.7% 2.0% 1.2% 1.7% 1.7% 1.6% 3.1% 1.5% 1.3% 2% 0.8% 0.5% 0.5% 1% 1.5% 1.7% 1.5% 1.1% 2017 1.3% 0.8% 1.3% 1.1% 2022 0.7% 2019 0.8% 2021 0.6% 2018 0% 2013 2014 2015 2016 2020 2023 2024 Tried vaping once or twice Used to vape but no longer do Occasional use (less than once a week) Regular use (more than once a week) ASH Smokefree GB Youth Surveys, 2013-2024. Unweighted base: All 11-17 year olds (2013=1,895, 2014=1,817, 2015=1,834, 2016=1,735, 2017=2,151, 2018=1,807, 2019 =1,982, 2020 =2,029, 2021=2,109, 2022=2,111, 2023=2,028, 2024=2,587)
Clear age gradient of youth vaping Clear age gradient of youth vaping Ever vaping by age, GB youth (11-15, 16-17, and 18), 2013-2024 45% Ever tried in 2024 14% aged 11-15 28% aged 16-17 34% aged 18 41% 38% 40% 34% 33% 35% 31% 31% 30% 30% 34% 30% 26% 29% 29% 28% 25% 22% 27% 25% 24% 23% 20% 16% 20% 18% 15% 15% 9.0% 14% 14% 10% 10% 9.3% 8.5% 6.6% 7.7% 5% 7.5% 6.9% 6.5% 6.4% 3.8% 2.6% 0% 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 11 to 15 16 to 17 18 ASH Smokefree GB Youth Surveys, 2013-2024. Sample sizes in 2024 Total: 2,889 11-15 yr old 1,650; 16-17 yr olds 937; 18 yr olds 302
Adult vaping Adult vaping rates rates
GB adults: Vaping trends GB adults: Vaping trends Use of vapes over time 18+ 15% Still more GB smokers (6.2 million) than vapers (5.6 million) 11% of adults currently vape: an all-time high 13% 11% Pre pandemic fieldwork 11% 9% 9.1% 8.3% 7% 7.1% 7.1% 6.3% 5.4%5.7% 5.8%6.2% 5% 4.2% 3% 2.7% ASH Smokefree GB Survey 2024 and ONS mid-year population estimate 2022 1% -1% 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 Current use of vapes ASH Smokefree GB Adult Surveys 2013-2024. Unweighted base: All adults (2013=12,171, 2014=12,269, 2015=12,055, 2016=12,157, 2017=12,696, 2018=12,767, 2019=12,393, 2020=12,809, 2021=12,247 2022=13,088, 2023=12,271, 2024=13,266)
Most adults who vape are ex-smokers Smoking status of adult current vapers More than half (53%) of current vapers are ex- smokers ~3 mn Nearly four in ten (39%) of current vapers also smoke ~2.2 mn Fewer than 2 in 100 never smokers currently vape ~0.4m (8.0% of people who vape have never smoked) 67% 70% 65% 65% 60% 59% 57% 56% 60% 54% 53% 51% 52% 52% 50% 38% 40% 47% 45% 44% 33% 39% 40% 38% 28% 37% 30% 35% 31% 20% 8.1% 8.0% 6.7% 6.1% 5.8% 10% 4.9% 4.2% 3.0% 2.9% 1.9% 1.8% 1.8% 0% 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 Never smoker Ex-Smoker Smoker ASH Smokefree GB Adult Surveys 2013-2024. Unweighted base: Adult current vapers (2013=325, 2014=498, 2015=614, 2016=667, 2017=669, 2018=738, 2019=854, 2020=787, 2021=826, 2022=1,089, 2023=1,079, 2024=1,408)
55% of people who successfully quit smoking in last 5 years used a vape in that quit attempt GB Adult ex-smokers who quit smoking in the last five years using a vape Can't recall/ invalid answer Currently vape Have quit vaping ALL % 64% 29% 7% 100% Approx. number of people 1.7 million 800K 200K 2.7 million Average duration of vaping ~1 year Current vaping behaviour in GB Adult ex-smokers who quit smoking in the last five years using a vape, 2024 ASH Smokefree GB Adult Survey 2024.Unweighted base: Adult ex-smokers who quit in the last 5 years using a vape n=665
Adult Adult perceptions perceptions of harm of harm
Adult smokers perceptions of harm worsening Do you think vapes (e-cigarettes) are more, less or as harmful as tobacco cigarettes? GB adult smokers 2024 60% 59% 60% 53% 50% 50% 49% 48% 47% 50% 42% 41% 39% 39% 40% 33% 32% 29% 28% 28% 34% 34% 26% 30% 25% 32% 22% 20% 25% 25% 24% 20% 15% 22% 22% 22% 22% 20% 10% 16% 10% 10% 0% 2013 2014 2015 2016 Vapes are a lot more, more or equally harmful as cigarettes Vapes are less or a lot less harmful than cigarettes I don't know 2017 2018 2019 2020 2021 2022 2023 2024 ASH Smokefree GB Adult Surveys 2013-2024. Unweighted base: Adult current smokers who have heard of vapes (2013=1,720, 2014=1,705, 2015=1,945, 2016=1,639, 2017=1,569, 2018=1,566, 2019=1,679, 2020=1,599 2021=1,438, 2022=1,641, 2023=1,426, 2024=816) NB: sample size is halved in 2024 because the question was split to make sure that a small wording change didn't have a big effect. There was very little difference between the two wordings. The version of the question with the new wording is used here.
Harm perceptions appear to impact on reasons not to vape among current smokers Main reason for not trying an e-cigarette among adult smokers, Great Britain (2024) I do not want to substitute one addiction for another 24% I am concerned they are not safe enough 15% I do not think they would help me to quit or cut down 11% I do not know enough about them 10% I do not want to quit smoking 9.4% I am not addicted to smoking and don't need help to quit 6.9% Haven't got around to it yet 6.3% They cost too much 2.8% Other 14% 0% 5% 10% 15% 20% 25% ASH Smokefree GB Adult Surveys 2024.Unweighted base: Adults who are current smokers, who have not tried vapes but had heard of them (n=388)
Youth Youth perceptions perceptions of harm of harm
11-17 perceptions of harm worsened most between 22 and 23 Compared to cigarettes, do you think vapes (e-cigarettes) are more or less harmful to the person using them, or is there no difference? GB youth (11-17) 2024 80% 73% 66% 65% 70% 62% 61% 60% 53% 50% 58% 50% 54% 42% 42% 42% 40% 33% 31% 41% 41% 37% 30% 34% 31% 20% 28% 26% 20% 15% 25% 20% 18% 17% 16% 16% 10% 14% 13% 13% 12% 11% 11% 10% 0% 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 About the same or more harmful Less harmful Don't know ASH Smokefree GB Youth Surveys 2013-2024. Unweighted base: 11-17 year olds aware of vapes (2013=1,190, 2014=1,483, 2015=1,700, 2016=1,607, 2017=1,968, 2018=1,687, 2019=1,863, 2020=1,909, 2021=1,905, 2022=1,916, 2023=1,917, 2024=2,349)
11-17 perceptions of harm worsened most between 22 and 23 Compared to cigarettes, do you think vapes (e-cigarettes) are more or less harmful to the person using them, or is there no difference? GB youth (11-17) 2024 80% 73% 66% 65% 70% 62% 61% 60% 53% 50% 58% 50% 54% 42% 42% 42% 40% 33% 31% 41% 41% 37% 30% 34% 31% 20% 28% 26% 20% 15% 25% 20% 18% 17% 16% 16% 10% 14% 13% 13% 12% 11% 11% 10% 0% 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 About the same or more harmful Less harmful Don't know ASH Smokefree GB Youth Surveys 2013-2024. Unweighted base: 11-17 year olds aware of vapes (2013=1,190, 2014=1,483, 2015=1,700, 2016=1,607, 2017=1,968, 2018=1,687, 2019=1,863, 2020=1,909, 2021=1,905, 2022=1,916, 2023=1,917, 2024=2,349)
Promotion to children
Youth awareness of vape promotion highest instore GB 11-17 year olds One in five say don t see vapes being promoted, down from nearly a third two years ago (31% to 19%) More than half are aware of promotion in shops compared to a third two years ago (37% to 55%) 60% 55% 53% 2022 2023 2024 50% 37% 40% 32% 31% 29% 30% 24% 20% 19% 16% 20% 14% 13% 12% 11% 11% 10% 9.3% 9.2% 9.0% 8.3% 7.9% 7.6% 7.2% 6.9% 10% 2.3% 2.0% 1.8% 0% Billboards In shops Online On buses On TV In newspapers/ magazines Somewhere else Don't know Don't see vape promotion ASH Smokefree GB Youth Surveys, 2022-2024. Unweighted base: All 11-17 year olds aware of vapes (2022=1,916, 2023=1,917, 2024=2,349)
Among youth aware of online promotion 60% 52% 29% of youth aware of online promotion Most likely source Tik Tok, then Youtube Instagram and Snapchat Little change since last year 49% 50% 2023 2024 40% 32% 29% 28% 28% 25% 30% 24% 24% 21% 20% 17% 20% 12% 9% 10% 0% Facebook TikTok Instagram Snapchat Twitter YouTube Google ASH Smokefree GB Youth Surveys 2023 & 2024. Unweighted base: 11-17 year olds aware of vapes who have seen them promoted online (2023=640, 2024=717)
Access to products
Most current underage vapers buy their vapes Most current underage vapers buy their vapes Youth vapers usual sources of vapes (multiple selection allowed) 71% of 11-17s who currently vape buy their vapes Most (58%) buy from a formal source (eg shop, market) A quarter (27%) buy from an informal source (eg friend, family member, other) 52% are given their vapes by someone else (eg friend, family member, other) Better awareness and enforcement of legislation about age of purchase and proxy purchase is required 70% 58% 60% 52% 50% 40% 27% 30% 20% 6.4% 10% 0% Buy from a formal source Buy from informal source Someone gives them Some other means/don't want to say ASH Smokefree GB Youth Survey, 2024. Unweighted base: 11-17 year olds who currently vape = 225
Adults and children purchase vapes differently Adults and children purchase vapes differently Adult and youth comparison of formal sources of vapes 40% 35% Buying online is most frequently used source for adult vapers (32%) but not under 18s (14%) Buying from small shops such as a newsagent, corner shop or off- licence most frequent source for 11-17s (21%) followed by vape shops (20%) Adults 32% 29% 30% Youth 11-17 25% 21% 20% 20% 14% 14% 15% 13% 12% 12% 9% 9% 10% 4% 5% 3% 1% 0% Internet Vape shop Newsagent, corner shop or off-licence Supermarket Some other Petrol station or garage shop Street markets type of shop ASH Smokefree GB Adult & Youth Surveys, 2024. Unweighted base: adults who currently use vapes (excluding vaped once or twice or DK frequency of vaping): 1,374, 11-17 year olds who currently use e- cigarettes: 225. Respondents allowed to tick more than one box if more than one usual source. Those who don t purchase their vapes from commercial sources are included in the base but not represented in the bar totals
Products used
The market for disposable vapes may have peaked Type of e-cigarette used, GB Adult vapers (2014-2024) 90% 83% 77% 77% 77% 80% 71% 71% 66% 65% 70% 60% 53% 50% 47% 50% 40% 31% 30% 41% 26% 30% 23% 22% 19% 18% 18% 17% 17% 15% 20% 14% 10% 15% 2.3% 0% 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 Disposable vape (non-rechargeable and/or non-refillable) Vape that is rechargeable with replaceable pre-filled cartridges/pods Vape that is rechargeable and has a tank or reservoir that you fill with liquids ASH Smokefree GB Adult Surveys 2014-2024. Unweighted base: Adults who currently vape, excluding 'once or twice' and DK frequency from 2017 onwards (2014=498, 2015=614, 2016=667, 2017=657, 2018=715, 2019=800, 2020=767, 2021=790, 2022=1,033, 2023=1,042, 2024=1,374)
Rapid rise in youth vaping 2021 Rapid rise in youth vaping 2021- -23 associated with growth in use of disposable vapes growth in use of disposable vapes 23 associated with Proportion of vapers who mainly use disposable vapes, by age Disposable vapes are most popular with young adult vapers 18-24 (52%) and youth vapers 11-17 (54%) Age gradient so only 16% of 55+ vapers mainly use disposable vapes All age groups show a significant increase in disposable use from 2021 to 2023 That rise seems to have peaked 70% 69% 60% 57% 54% 52% 50% 47% 40% 32% 29% 30% 29% 28% 22% 20% 16% 13% 10% 0% 2017 Age 11-17 2018 2019 2020 Age 25-34 2021 Age 35-44 2022 2023 2024 Age 55+ Age 18-24 Age 45-54 ASH Smokefree GB Adult Surveys 2017-2024, ASH Smokefree GB Youth Surveys 2017-2024. Unweighted base: Adult and Youth (11-17) current vapers, excluding only tried once or twice and don't know freq. of use
Most popular disposable brands among children in 2024 Brands of disposable vapes tried, GB youth (11-17) ever disposable vapers, 2024 60% % of users of disposable vapes who 48% 50% have tried the brand 40% 34% 31% 28% 30% 19% 18% 20% 13% 10% 8.7% 10% 1.4% 0% Elf Bar Crystal Bar Lost Mary Elux Legend Geek Bar 88Vape Smok Vuse Go Other Don't know/ don't want to say ASH Smokefree GB Youth Survey, 2024. Unweighted base: 11-17 year old respondents who had ever used disposable vapes; 394. Respondents asked to select every brand they have used.
Fruit flavours are the most popular for adults and children Main choice of vape flavour, GB current vapers 2024 57% of youth and 47% of adults prefer fruit flavour vapes Vapes with sweet flavours are more popular with children (17%) than adults (8.8%) Tobacco/tobacco menthol and menthol flavours are more popular with adults (17% and 17%) than children (5.5% and 6.4%) 57% Fruit flavour 47% Sweets/vanilla/coffee/ chocolate/dessert 17% 8.8% Youth Adult 6.4% Menthol/mint flavour 17% Tobacco/tobacco menthol flavour 5.5% 17% 4.5% Energy drink or soft drink 1.6% 1.5% Alcohol flavour 0.4% 1.2% No flavour 1.6% 0% 10% 20% 30% 40% 50% 60% ASH Smokefree GB Adult Survey 2024 & ASH Smokefree GB Youth Survey 2024. Unweighted base: Adult current vapers=1,408; Youth current vapers=255
Adults increasing use fruit flavoured vapes Flavours used by adult vapers, Great Britain (2016 & 2024) 22% Fruit flavour 47% 22% Menthol/ mint flavour 17% 2016 2024 33% Tobacco flavour 16% Chocolate, desserts, sweet, vanilla, coffee or candy flavour 8.7% 8.8% Energy drink, soft drink or alcoholic drink flavour 1.5% 2.1% 3.3% No flavour 1.6% 2.5% Tobacco menthol flavour 1.4% 5.0% Other flavour 3.9% 2.2% Don't know 2.0% 0% 10% 20% 30% 40% 50% ASH Smokefree GB Adult Surveys 2024. Unweighted base: Adults current vapers (2016=667, 2024=1,408)
Summary Adults Vaping is up ~ 5.6m Reinforces evidence we have that vaping is key aspect of current quitting behaviour Over time large numbers of people who vape to quit stop vaping but many also continue Wide range of flavours used Harm misperceptions all time high Children Vaping has not gone up following previous years of increase Evidence of more regular vaping within group that has vaped Exposure to promotion remains high Popularity of disposables prob peaked Harm misperceptions all time high
