The UK Vape Tax: What 1,000 Vapers Told Us

Name: Vapekit Vape Tax Survey 2026
Creator: Vapekit
Published: 2026-09-05
License: https://creativecommons.org/licenses/by/4.0/

Vapekit Vape Tax Survey · Fieldwork 10–14 August 2026 · Published September 2026

From 1 October 2026 every 10ml of e-liquid sold in the UK carries £2.20 of Vaping Products Duty, £2.64 once VAT is added on top. To find out what vapers know about it and how they expect it to hit them, Vapekit commissioned OnePoll to survey 1,000 UK adults who vape. The results below are free to use with attribution.

Methodology. Online survey of 1,000 UK adults who vape, conducted by OnePoll between 10 and 14 August 2026, with respondents selected at random from OnePoll’s independent UK consumer panel, not from Vapekit’s customer base. Commissioned by Vapekit. Data is unweighted. Questions about the personal impact of the tax (Q7–Q11) were asked only to the 938 respondents who buy e-liquid refills; percentages for those questions are shown as a share of all 1,000 respondents, matching the figures reported in the press. Regional breakdowns are grouped so that every group has at least 130 respondents.

Key findings

53%had never heard of the tax six weeks before it came in
62%are concerned about what it will do to their finances
48%would consider buying black-market vapes because they’re cheaper
£15.25average weekly spend on vaping products, roughly £790 a year
46%agree vaping will become too expensive for them to maintain
79%want the government to explain how much the tax will cost them

1. Most vapers didn’t know it was coming

Six weeks before the duty took effect, more than half of vapers had no idea it existed. Awareness was lowest in Yorkshire (37%) and Scotland (38%) and highest in Wales and the East Midlands (55%). Older vapers were slightly more likely to have heard of it, but were also far more likely to say the government hadn’t done enough to warn them.

Unaware of the tax before the survey53%
Say not enough has been done to make vapers aware56%
Agree the government should do more to explain the cost79%

“Not enough has been done to make vapers aware” — by age

18–2458%
25–3443%
35–4453%
45–5464%
55–6472%
65 and over72%

2. What vapers spend, and what they think the tax will cost them

The average vaper spends £15.25 a week on e-liquid, pods and kit, about £790 a year. Men spend more than women (£16.97 vs £13.51), 35–44s spend the most (£17.31) and over-65s the least (£7.51). Londoners spend £19.65 a week, a third more than the national average.

Less than £513%
£5–£9.9924%
£10–£14.9922%
£15–£19.9915%
£20–£29.9910%
£30–£49.996%
£50 or more4%

Weekly spend on vaping products. 1% spend nothing; 4% not sure.

Asked how much extra they expect to pay each week once the duty is in, vapers who gave a figure said £7.51 on average, which works out at around £390 a year. That is more than the duty actually adds for a typical user: someone getting through two 10ml bottles a week will pay about £5.28 more, or £275 a year. Nearly one in five (19%) had no idea what it would cost them, and 2% said they would stop buying refills altogether. Our Vape Tax Calculator works it out for any usage pattern.

3. Concern about the impact

Almost two-thirds of vapers are worried about the effect on their finances, and one in five is very concerned. Asked what would happen if the price of a typical bottle of e-liquid almost doubled, two-thirds said it would have a huge or moderate impact on their budget.

Concern about the impact on finances

Very concerned19%
Somewhat concerned43%
Not very concerned23%
Not at all concerned8%

If a bottle of e-liquid almost doubled in price

A huge impact23%
A moderate impact43%
A minor impact20%
No impact at all5%

What vapers say they’ll cut back on to pay for it

Eating out and takeaways34%
Alcohol24%
Clothing and shopping24%
Entertainment and subscriptions22%
Holidays and travel21%
Savings20%
Hobbies18%

Respondents could select more than one. 22% said none of these.

4. The black-market risk

Almost half of vapers would consider buying vape products from the black market simply because they are cheaper, and 18% describe themselves as very likely to. The risk is concentrated among younger vapers: three in five 18–24s would consider it, compared with fewer than three in ten over-65s. Men (55%) are more open to it than women (47%), and London (60%) is well ahead of the South (43%).

Would consider buying black-market vapes because they’re cheaper — by age

18–2461%
25–3459%
35–4455%
45–5442%
55–6441%
65 and over28%

Share of each age group answering very or somewhat likely, among those asked.

5. Will the tax make people quit — or just make vaping unaffordable?

Vapers are split on whether the duty will push people to give up. Half think it will encourage quitting, but younger vapers are far more likely to believe that than older ones, and only one in five vapers say they use a vape mainly to help them stop smoking. What is clearer is the pressure on people who intend to keep vaping: 46% agree that vaping will become too expensive for them to maintain, and 31% say rising costs have already made them cut back on vaping at some point.

“This tax will encourage people to quit vaping” — by age

18–2459%
25–3459%
35–4454%
45–5444%
55–6436%
65 and over29%

Why people vape

I enjoy it24%
To help me stop smoking20%
Stress relief18%
It’s cheaper than smoking14%
Habit or routine14%
Social reasons8%

6. Is it fair?

Opinion is evenly divided: 36% think the tax is fair, 35% think it is unfair and 29% sit in the middle. Age is the dividing line. Only a quarter of 25–34s call it unfair; among over-65s it is three in five. Asked for the single word that best describes their reaction, disappointment comes first, but one in six vapers is angry and one in nine is supportive.

Think the tax is unfair — by age

18–2430%
25–3426%
35–4429%
45–5439%
55–6452%
65 and over59%

Reaction to the tax

Disappointed22%
Indifferent21%
Concerned20%
Angry17%
Supportive12%
Relieved5%

7. The backdrop: a squeezed household

The tax lands on people who already feel stretched. More than two-thirds of vapers (68%) agree they are feeling the strain of everyday rising costs, and of those, two in three are paying more for food and energy, and more than four in ten have less disposable income or higher housing costs.

Higher food costs68%
Higher energy bills68%
Reduced disposable income44%
Higher housing costs, rent or mortgage43%
Higher transport costs38%
Debt repayments27%

Financial pressures currently experienced, among the 684 respondents who say they are feeling the strain of rising costs.

8. Around the UK

Regions are grouped so that each has a large enough sample to report. London vapers spend the most and are the most open to the black market; Southern vapers are the least likely to consider it but the most likely to call the tax unfair; vapers in the North were the least aware it was coming.

Area	Unaware of the tax	Concerned about finances	Would consider black market	Weekly spend	Expected extra per week
London	51%	69%	60%	£19.65	£9.83
NorthNorth East, North West, Yorkshire	57%	62%	52%	£14.09	£6.89
Midlands	52%	72%	53%	£15.23	£6.81
SouthSouth East, South West, East of England	53%	64%	43%	£13.74	£7.01
Devolved nationsScotland, Wales, Northern Ireland	50%	66%	49%	£14.90	£7.34
All UK	53%	62%	48%	£15.25	£7.51

Concern and black-market figures for regions are shown as a share of those asked (respondents who buy refills). Group sizes: London 174, North 299, Midlands 155, South 233, Scotland/Wales/NI 139.

Appendix: full topline results

Every question asked, with the top-line result. Percentages are of respondents who answered each question (the base is shown under each table). Age, gender and regional breakdowns are available on request.

Show all 20 questions

1. How often do you typically vape?

Several times a day	56%
Once or twice a day	16%
Every few days	9%
A few times a week	11%
Once a week	2%
A few times a month	3%
Less than once a month	1%
Only socially	1%
Prefer not to say	1%

base n = 1000

2. How long have you been vaping for in total?

Less than 6 months	4%
6-11 months	10%
1-2 years	28%
3-5 years	33%
More than 5 years	22%
Not sure / can’t remember	2%
Prefer not to say	1%
Average	3.1 years

base n = 1000

3. What is the main reason you vape? [Select one]

I enjoy it	24%
To help me stop smoking	20%
Stress relief	18%
It’s cheaper than smoking	14%
Habit/routine	14%
Social reasons	8%
Other (please specify)	1%
Not sure / no particular reason	1%

base n = 1000

4. How much, if at all, do you currently spend on vaping products in a typical week (e.g., e-liquids, vape pods, refillable vape kits etc)? [Select best match]

Less than £5	13%
£5-£9.99	24%
£10-£14.99	22%
£15-£19.99	15%
£20-£29.99	10%
£30-£49.99	6%
£50 or more	4%
N/A – I don’t spend anything on vaping products	1%
Not sure	4%
Average	£15.25

base n = 1000

5. How often, if ever, do you buy e-liquid refills (e.g. bottles or pre-filled pods)?

More than once a week	11%
Once a week	29%
Every 2-3 weeks	30%
Once a month	14%
Less often than monthly	7%
N/A – I never buy / use e-liquid refills	6%
Not sure	2%

base n = 1000

6. Before taking this survey, were you aware a new tax on vape liquid is due to come into force in October in the UK?

Yes	47%
No	53%

base n = 1000