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Move over, Gen Z — millennials are now the most likely to vape in Great Britain. New ONS data shows adults aged 25–34 overtook 16- to 24-year-olds as the top e-cigarette users in 2025, with their usage jumping from 12.9% to 16.4% in just one year. Meanwhile, cigarette smoking hit a record low, with fewer than 1 in 10 UK adults now lighting up.
Move over, Gen Z — millennials are now Britain's biggest vapers. New data from the Office for National Statistics (ONS) reveals that adults aged 25–34 have overtaken 16- to 24-year-olds as the most likely age group to use e-cigarettes in Great Britain, with usage in that cohort rising from 12.9% in 2024 to 16.4% in 2025. It's the only age group to see an increase, and experts suggest it may reflect existing users simply getting older, growing popularity among that demographic, or both.
On the flip side, traditional cigarette smoking continues its long decline. Fewer than 1 in 10 UK adults (9.8%) smoked in 2025 — the lowest proportion ever recorded — down from 20.2% in 2011. Overall, 5.4 million adults in Great Britain now vape, surpassing the 4.8 million who smoke cigarettes.
By the Numbers:
Why it matters: As vaping becomes more entrenched in older age groups, public health strategies targeting e-cigarette use may need to broaden beyond youth-focused campaigns. The data also signals meaningful progress on smoking cessation — but raises new questions about the long-term health implications of a growing adult vaping population.
