The Rise of Vaping Among Non-Smokers: A Growing Public Health Concern

A significant and growing number of individuals who have never smoked cigarettes are becoming regular vapers, a trend driven by social normalization, the habit-forming nature of nicotine, and pervasive marketing. According to recent Office for National Statistics (ONS) survey data in the UK, over one million people now vape despite never having smoked, a figure that has increased year-on-year.

Gracey Mungulu, 21, a hairdresser and school worker, initially found vaping repulsive but eventually took up the habit at 16 as it became commonplace among her classmates. Now, she purchases a refillable vape daily, using it habitually throughout her work. She describes the hand-to-mouth action as a coping mechanism for social anxiety, a sentiment echoed by others. "It's the hand action," she stated, referring to the simple act of holding something or having it in one's mouth.

Nicotine, the primary addictive substance in vapes, triggers withdrawal symptoms such as irritability and anxiety when its levels drop. This contributes to a psychological dependence, described by GP Dr. Helen Wall as a way for individuals to "regulate their emotions." Malin Andersson, a domestic abuse campaigner and former Love Island contestant, experienced this firsthand. She began vaping during a stressful period, finding comfort in the physical act. "It's a dopamine hit," she explained, likening it to "an adult's version of a dummy." Andersson found the habit demotivating and eventually quit in May, frustrated by its constant presence.

Alex, 26, from Manchester, also developed a vaping habit, starting with occasional use on nights out before bringing vapes home. She found herself vaping while working, often with her laptop in front of her and her vape resting on her chest. This habitual use highlights how vaping can become a "mindless action" integrated into daily routines.

Experts acknowledge the rising numbers with concern. Professor Sarah Jackson from University College London's Alcohol and Tobacco Research Group suggests that while some non-smokers might have turned to cigarettes if vaping hadn't been an option, thereby potentially reducing harm, others are exposed to risks they wouldn't otherwise face. A 2024 UCL study indicated an increase in nicotine use among young adults in England, alongside a decline in cigarette smoking, suggesting that some vaping among this group is not a substitute for smoking.

The ONS report indicates that approximately 5.4 million adults in Britain vape, while the number of smokers continues to decline, with about 4.9 million adults currently smoking. The UK government aims to reduce smoking rates and curb youth vaping. Measures such as a ban on disposable vapes, which were identified as a key driver of youth uptake, were implemented last year. The marketing of vapes, characterized by bright colors and sweet flavors, is also under scrutiny, with a government consultation on new regulations expected to yield a response soon. Hazel Cheeseman from the charity Action on Smoking and Health notes that prominent marketing likely encourages some non-smokers to vape.

The NHS advises individuals who have never smoked and those under 17 to avoid vaping, as it is illegal for anyone under 18 to purchase vapes. Despite these warnings, the marketing has fostered a "misconception" that vapes are "safe and not addictive," according to Wall. Gracey believes vapes should be sold in standardized, plain packaging similar to cigarettes, as their current appealing design and flavors make them more attractive.

Quitting vaping can be challenging. The NHS recommends strategies such as gradually reducing nicotine strength, increasing the time between vaping sessions, or using nicotine replacement therapies. However, professional support for vaping cessation is inconsistent, with a recent survey finding that fewer than half of healthcare providers in England offer such support. For those like Gracey who never smoked, vaping represents a new form of nicotine dependence, with experts emphasizing that it was initially intended by health bodies as a tool solely for smokers looking to quit cigarettes.