As we continue to learn about the health consequences of smoking cigarettes, vaping experts, Vape Superstore, have conducted a survey to learn more about Brits’ journeys towards quitting.
The results revealed the various reasons that smokers decide to quit or switch to vaping, as well as highlighting that quitting is not a linear process for most former smokers.
Britain’s Shift Towards Vaping
As of November 2025, more people in the UK choose to vape than smoke, with a study showing that 5.4 million Brits vaped regularly, compared to 4.9 million frequent smokers1.
The survey reveals that over three-quarters (77.7%) of vapers were smokers before making the switch, with more than one in ten (10.1%) smokers saying that they quit because they were curious about e-cigarettes.
The statistics also show that over two-thirds (69.4%) of former smokers would smoke more than ten cigarettes per day on average. Furthermore, almost one in eight (12.1%) say they would smoke more than 20 daily.
Health And Money Concerns Are Driving Smokers To Quit
Health risks are the primary factor behind Britain’s shift to vaping, with more than a third (34.3%) citing it as their main reason for quitting.
The second-most common factor was how expensive smoking has become, with over a quarter (26.5%) of former smokers saying they quit due to financial reasons. On average, a 10,000-puff prefilled vape costs more than £2,500 less than smoking ten cigarettes per day each year, which is driving price-conscious Brits to quit2.
Table: the most common reasons for quitting smoking, ranked
| Rank | Reason | % of respondents agreeing with the statement |
| 1 | I wanted to improve my health | 34.3% |
| 2 | It was too expensive | 26.4% |
| 3 | I wanted to do something for myself | 12.1% |
| 4 | I was interested in vaping | 10.1% |
| 5= | My family wanted me to | 7.1% |
| 5= | I wanted to improve my appearance | 7.1% |
| 7 | I was trying for a baby/planning a family | 1.8% |
| 8 | New Year’s resolution/Lent | 1.1% |
More Than Half Of Brits Relapse When Trying To Quit Smoking
Just two in five (43.4%) of respondents were able to quit without relapsing, with more than a quarter of quitters (27.2%) saying they only relapsed once, while nearly a third (29.4%) said they returned to smoking on multiple occasions.
Stress and emotional pressure were the most common reasons for relapsing, with over a third (37%) of respondents saying it motivated them to start smoking again. While anxiety is a common withdrawal symptom of smoking, the NHS says that nicotine cravings typically last just 28 days, and that quitting can improve mental health in the long term3.
Certain triggers and habits, such as consuming alcohol or taking a break from work, ranked as the second-most common reason for quitters to return to smoking. More than a third (34.9%) say that they relapsed when taking part in an action that usually accompanied their smoking habits.
Most Brits Stayed Smoke-Free Thanks To Their Motivations To Quit
While relapsing is a common part of giving up smoking, and progress is almost never linear, the research highlights that more than half of Brits (56.9%) were able to stay smoke-free thanks to their reason for quitting.
A further 38.8% said that their motivation to quit is sometimes effective, which still shows that they were able to reduce their reliance on cigarettes.
Seven in ten (70%) say they have been smoke-free for longer than a year. According to Bupa, a year without cigarettes can cause your risk of a heart attack to drop by half, with cancer risks decreasing over 10 years after quitting4. With health concerns ranking as the UK’s main reason for stopping smoking, many former smokers are enjoying happier and healthier lives after going smoke-free.
Dave Phillips at Vape Superstore says:
“No matter what your reasons are for quitting smoking, the long-term benefits for your body and your bank account are clear. Switching to vaping can help to ease withdrawal symptoms, as well as save money and help the environment. With more Brits making the switch than ever before, there’s never been a better time to start your quitting journey.”
For the latest guidance on switching from smoking to vaping, visit Vape Superstore.
