The percentage of young individuals in the U.K. who engage in vaping has tripled over the past three years, as per new research findings. This increase has led to a rise in nicotine addiction, marking a shift from previous trends.
Research conducted by University College London indicates that disposable vapes have contributed to the emergence of a significant youth population that would not have taken up smoking otherwise.
The study reveals that the proportion of 18-24-year-olds using nicotine products has surged from 28% to 35% since 2021.
One major factor driving this increase is the popularity of vaping, particularly with the widespread promotion of disposable vapes. The percentage of 18-24-year-olds using e-cigarettes has jumped from 9% in May 2021 to 29% in May 2024.
Contrary to historical trends, this rise was not anticipated. In fact, smoking and vaping had been on a decline among adults until June 2021.
Rise of Vaping
Initially introduced as a safer alternative to smoking, e-cigarettes were primarily marketed to regular cigarette users.
However, researchers caution that vaping is now leading individuals who would not have otherwise used nicotine products to become addicted to nicotine. This trend is largely influenced by the marketing strategies employed.
While there are strict regulations on cigarette packaging in the U.K., requiring them to display graphic health warnings and prohibiting advertising, the rules are more lenient for vapes.
Chinese e-cigarette brands like Lost Mary and Elf Bar have facilitated the expansion of nicotine consumption among a younger demographic by offering vapes in vibrant colors and enticing flavors such as watermelon and sour cherry. Major companies like Philip Morris International, known for manufacturing cigarettes, are transitioning towards vapes in response to increasing regulations and taxes on tobacco products.
Philip Morris has been promoting a “smoke-free future” centered on nicotine alternatives like e-cigarettes in recent years.
The researchers noted, “Since the rise in popularity of disposable vapes in England, the declining trend in nicotine usage has reversed. Currently, nicotine usage is on the rise, primarily driven by a significant increase in vaping among young people. The steepest declines in smoking have been observed in age groups with the highest surge in vaping.”
Although vapes are considered less harmful than cigarettes, they are not entirely risk-free, and experts advise against non-smokers picking up this highly addictive habit. Due to their recent introduction, there is limited information available on the long-term health effects of vaping. A study from Seoul National University Bundang Hospital found that individuals who switched to vaping after quitting smoking were more likely to develop lung cancer compared to those who entirely quit smoking.
The Conservative government led by Rishi Sunak has introduced legislation to curb nicotine use before it escalates further.
A proposed bill would prohibit individuals born after 2009 from ever smoking, gradually raising the minimum age to purchase cigarettes from 18 and ultimately banning smoking for the entire population.
This bill is expected to be put on hold until after the U.K. General Election on July 4.
Disposable vapes, the most common form of e-cigarette use, will be outlawed in the U.K. starting in April next year.
The findings of UCL’s study align with the observed trends among Gen Z individuals, who are increasingly seeking ways to consume nicotine.
Some individuals have turned to nicotine pouches as an alternative to vapes, with brands like Zyn from Sweden, owned by Philip Morris, gaining popularity in the U.S.
Beyond nicotine, young consumers have shown interest in Zyn’s rewards program, where frequent users can redeem their loyalty points for items like $400 Apple Watches and $600 Dyson Air Wraps.
Nicotine pouches like Zyn have managed to evade regulations as they are not inhaled products.
Lawmakers are likely to continue grappling with the strategies of major nicotine companies to attract a younger audience, as recent data suggests that immediate action is necessary.
