A Third Of Millennials Are Now Vaping – But Older People Are Getting In On The Act, Too

by Liz Seyi Digital marketing manager

As we are well-placed to know here at £1 Vape, it’s important to emphasise just how diverse the base of vaping enthusiasts really is. If you still believe e-cigarette use is a hobby merely taken up by ‘hip young things’ (read: teens and 20-somethings), prepare to be surprised.

Indeed, analysts Mintel have put it right out there in black and white, having polled some 2,219 UK adults on this very subject.

They found, as reported by The Telegraph, that even more 18-24-year-olds are now vaping than was the case a few years ago – but also that it is actually middle-aged Britons who are taking up the activity at the fastest rate of any age group.

What do the survey findings say?

Mintel’s research discovered that a whopping 28% of Britons in the 18-24 age bracket vaped as of 2018, which represented a 4% jump on 2016’s figure.

However, this age group isn’t taking up vaping at as swift a rate as 45-54-year-olds, only 13% of which vaped in 2016. Fast-forward two years, and this figure had gone up to an impressive 20%.

The latter stat shouldn’t necessarily be a great surprise, however. After all, more and more middle-aged celebrities seem to be spotted vaping when out and about these days, including the likes of Leonardo DiCaprio, Richard Hammond and Sarah Silverman.

Furthermore, back in 2016, it was also this age group that was most likely to agree that vaping was fashionable, with an amazing 71% of such respondents responding in the affirmative to that suggestion.

The e-cigarette market continues to go from strength to strength

The latest Mintel poll also found that overall, almost one in five (19%) Brits vape, which is slightly up on 2016’s 17% figure. The proportion of men vaping is double that of women, although both percentages show decent participation rates across the genders – 26% and 13% respectively.

As for the state of the wider e-cigarette market, sales are now valued at £283 million, which is 12% higher than the £252 million recorded for 2017.

So... what do you think? Were these figures what you expected, given how mainstream vaping has become in our culture in recent years? Or were you surprised by the sheer proportion of middle-aged vapers to have been emerged lately? Perhaps you’re one of them?

Whatever your views, don’t forget that when you need to shop for the finest quality but also Great Value E-Liquids, there’s only one online store to which you need to turn – our own, right here at £1 Vape. So while you’re on our site, why not explore and discover a few new favourites?