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Latest ASH report shows there is a huge opportunity for more smokers to quit with vaping
Action on Smoking and Health (ASH) has released its annual report on the use of e-cigarettes among adults. The report covers a vast range of topics including vaping perceptions, reasons for vaping, and the type of products which vapers use. This annual report helps to provide policymakers and public health organisations make informed decisions.
How many vapers have now quit smoking?
The current number of adult vapers in Great Britain has reached 4.7 million, marking an increase from 4.3 million in 2022 and 3.3 million in 2020. Among these 4.7 million vapers, a significant 2.7 million (about 57%) have transitioned from being smokers, a notable rise from 2.5 million in 2022. This progression underscores the impactful role of vaping in aiding nearly 3 million individuals to successfully break free from smoking in Great Britain, a truly encouraging trend. It’s important to note that the actual count of British individuals who have successfully quit smoking with the assistance of e-cigarettes is likely very much higher, as this figure doesn’t account for ex-smokers who have subsequently quit vaping as well.
Out of the 2 million vapers who aren’t former smokers, the majority fall into the category of dual-users, individuals who both vape and smoke. Specifically, these dual users constitute 1.7 million individuals, making up around 36% of the existing vaper population. While quitting tobacco entirely is the best thing a smoker can do for their health, it’s worth recognizing that even a reduction in cigarette consumption holds benefits. For many newcomers to vaping, a phase of transition is common, during which they may persist with smoking alongside vaping before ultimately transitioning solely to vaping.
The number of vapers who have never smoked has decreased since 2022.
The number of non-smokers who have taken up vaping has seen a decline since 2022. According to the 2023 ASH report, only 1.1% of the population who had never smoked were identified as vapers. This translates to 320,000 individuals, marking a decrease from the 350,000 recorded in 2022. This 9% reduction contradicts certain media headlines that suggest vape flavours and marketing are enticing non-smokers to adopt vaping.
Both smokers and non-smokers must be informed correctly about the role that vaping plays. Vaping has been officially credited as being much less harmful than smoking and the most effective aid in quitting smoking, by the NHS and reputable health organisations. The NHS guidance states that if you don't smoke, it's not recommended to start vaping. However, if you smoke, vaping is an effective way to help you quit smoking.
It's important that this guidance is shared appropriately not only to educate never smokers but also to educate smokers. Despite the encouraging number of successful quitters, there is still a large proportion of smokers who have never tried an e-cigarette.
1.8 million smokers haven't tried vaping
More than one-quarter (27%) of current smokers in Great Britain have never even tried e-cigarettes. This amounts to 1.8 million people and signifies a huge public health opportunity. With vaping helping so many people quit smoking, why is there still such a significant proportion of smokers who still haven't tried it?
The ASH Report delves into this in more detail. Among these smokers, nearly half (48.4%) attribute their hesitance toward trying vaping to one of the following statements. These reasons seem to be influenced by misinformation or insufficient awareness and might be acting as deterrents for smokers to take steps toward quitting.
- I don't want to substitute one addiction for another (20%)
- I am concerned they are not safe enough (14%)
- I do not think they would me quit or cut down (13%)
- I do not know enough about them (8.4%)
- They cost too much (3%)
The total number of smokers citing these points as their main reason amounts to 878,000 people. That's almost one million smokers who are reluctant to explore vaping due to a lack of accurate information about how e-cigarettes can effectively aid them in their journey to quit smoking.
- Addiction: Although most e-cigarettes contain nicotine, the nicotine content can be gradually reduced over time. Unlike cigarettes, this option enables vapers to progressively break free from nicotine dependency.
- Safety Concerns: E-cigarettes are deemed to be at least 95% safer than smoking, a stance reaffirmed on multiple occasions by leading health bodies.
- Effectiveness as a Quitting Aid: While vapes might not guarantee a 100% success rate, they stand as the most effective aid for quitting. They have been found to be around twice as effective as traditional Nicotine Replacement Therapies (NRTs).
- Lack of Information: Despite the availability of information about vaping, it can often be obscured by misleading media headlines. Vaping guidance from reliable sources must continue to be published to help these smokers make informed decisions.
- Cost Considerations: Contrasted with smoking, vaping proves far more cost-effective. In fact, making the switch from smoking to vaping can lead to annual savings of up to £3200.
Perceptions of vaping among smokers
In a broader context, the contrasting perceptions of vaping held by smokers are a source of concern. It’s disconcerting to note that an alarming 39% of smokers mistakenly perceive vaping to be equally or even more harmful than smoking itself. Such misconceptions have the potential to deter smokers from transitioning to vaping. Adding to this, an additional 25% of smokers admit uncertainty about whether vaping is less or more harmful than smoking. This lack of clarity might inadvertently lead to missed opportunities for smokers, solely stemming from insufficient information.
The UK government has a target of creating a smoke-free generation (smoking rate lower than 5%) by 2030. There is now significant evidence that vaping can dramatically reduce smoking rates. However, as illustrated in the ASH report there are still a lot of smokers who could make the switch to vaping but are unwilling to do so due to misinformation.
What else was covered in the ASH report?
The report also included information on the type of e-cigarettes that vapers use and the popularity of different flavour ranges.
What is the most popular type of vape?
Despite the aggressive media coverage surrounding disposable vapes, they are not the most popular type of vape. The report shows that 33% of vapers used disposable vapes. This is significantly lower than the popularity of refillable vapes which account for 50% of vapers. The remaining 17% of vapers reported using pre-filled pods as their primary vape device.
What are the most popular flavour ranges?
Media hysteria suggests that vape flavours should be banned due to unsupported claims that they encourage non-smokers and young people to start vaping. Vaping advocates argue that the range of flavours available is important in helping smokers quit. The data from the ASH report supports this.
47% of vapers who are now ex-smokers used a fruit flavoured e-liquid most often. 21% used menthol flavours and 14% used tobacco. It's therefore evident that flavours play a role in the effectiveness of vaping as a quitting aid.
Totally Wicked always welcomes the annual e-cigarette report from ASH. This year, the number of vapers who are now ex-smokers is very encouraging. However this year's report also underlines the importance of accurate information and guidance on vaping. This will help to give the remaining smokers who haven't tried an e-cigarette the opportunity to try vaping.
