What UK, Germany & Sweden tell us about vaping (In 5 mins or less)

Want the fast facts on how vaping is evolving in Europe?Whether you’re a vape enthusiast, policymaker, or just vape-curious, Haypp’s2024 Vape Reportgives us a front-row seat to what’s happening across the UK, Germany, and Sweden. Here’s the ultra-digestible version—complete with charts, tables, and a little vape humor along the way.

Vape Growth Overview by Country

Sweden may be minimal on vaping, but they’re puffing proudly on their snus. Meanwhile, the UK is treating vapes like national treasure—right next to tea and sarcasm.

UK: The Vape Success Story

• 11% of UK adults vape—about 5.6 million people puffing on purpose.
• Smoking rates have dropped to 11.9% thanks to vapes and public health promotion.
• 53% of vapers are ex-smokers. That’s a victory lap for nicotine replacement.
• 87% shop online—because nothing says “I’m a modern vaper” like avoiding the corner shop.
• Disposables are popular, but the UK bans them in June 2025 (cue dramatic sigh).

Brits are switching cigs for clicks—and soon, possibly bricks if the flavor ban gets too spicy. But hey, at least they can still complain about the weather.

Germany: Cautiously Puffing Ahead

• Vaping rose from 1.6% to 2.2% since 2016. Slow, but at least it’s moving.
• Disposable vapes rule the scene, with 60% of users preferring them.
• 92% buy online—because who needs tobacco shops when there’s Wi-Fi?
• Flavour matters a lot here—almost 43% say they’d return to smoking if it’s banned.
• Unfortunately, 31% would consider buying illegal vapes. Yikes.

Germany’s vape game is like its techno music—bold, flavorful, and not a fan of interruptions. But if you outlaw flavours, don’t be surprised when users find a backdoor beat.

Sweden: Snus First, Vapes Second

• Only 0.6% of Swedes vape daily (~83,500 users).
• Snus and nicotine pouches dominate, because old habits die… delicious?
• 63% still use disposables, especially older adults. (Yes, grandma vapes.)
• Swedes recycle the least—only 22% do it often. Come on, guys—it’s not IKEA furniture!
• Just 18% would buy illegal vapes—lowest among all three countries.

Sweden’s vape use may be small, but their dedication to snus is Olympic. If “Best in Tobacco Alternatives” were a sport, they’d podium every time.

Key Vape Trends Across Europe

• Online Shoppingdominates: 85%+ shop online in all 3 countries.
• Flavour banscould backfire: Up to 43% would go back to cigarettes.
• Recyclingis weak: Especially in Sweden, where 30% never recycle vapes.
• Tax strategiesmatter: Support is growing for harm-based tax models.

If we taxed confusion, “Are vapes worse than cigs?” would make nations rich. Spoiler: No, they’re not.

Final Puff: What This Means

Vaping is shaping up to be a key player in global tobacco harm reduction. The UK leads the charge with quitting support, Germany is leaning into flavours and disposables, and Sweden? They’re still team Snus.

If governments regulate too hard—especially on flavours or disposables—they risk sending users back to cigarettes or into black market territory. Smart policy, not panic bans, is the way forward.

For full details, view the completeVape Report 2024 here from haypp.

Vape smart, recycle smarter, and for the love of clouds—don’t outlaw mint unless you want a revolt that smells like tobacco and regret.