Vaping has become a strictly regulated consumer market in Europe, but its development has followed very different national trajectories. A comparison between Sweden, Germany, and the UK offers particularly relevant insights for a British audience, as these three markets illustrate contrasting stages of maturity and adoption within broadly comparable regulatory environments.
Different starting points for the three markets
Although vaping products are subject to age restrictions and regulation in all three countries, their respective markets have not developed in the same way. In the UK, vaping emerged and spread rapidly, thanks to a well-established physical and online distribution network.
Germany entered the vaping market later, and traditional cigarettes have remained predominant there. Sweden represents a third starting point, where the long-standing use of oral nicotine products has limited the development of vaping beyond a niche market.
The UK market: Patterns of use and consumer behaviour
In the UK, vaping is widespread, as are other nicotine products. Survey data show that the vast majority of vapers are smokers or former smokers, with only 3% reporting that they have never smoked. At the same time, there is limited overlap with continued cigarette smoking: 11% of British vapers report still smoking daily, while another proportion report more occasional smoking in the previous month.
Purchasing habits in the UK are strongly influenced by online shopping. A large majority of users (85%) say they have purchased vapes online. Brand loyalty remains relatively low however, with only about one in five users consistently purchasing the same brand.
Sweden: Vaping in a market dominated by oral nicotine
Vape in Sweden plays a limited role, as oral products such as snus and nicotine pouches are already well established. Compared to other markets, Swedish vapers also place less importance on intensity-related features. Only 14% consider the nicotine effect to be a major advantage, indicating that vaping is not primarily used for nicotine consumption alone.
On the other hand, discretion is a key factor in Sweden, with 32% of users citing it as an important advantage. This can be explained by a market where nicotine alternatives are widely available and socially accepted, reducing the pressure on vaping to become the primary option. Consumption habits therefore suggest that in Sweden, vaping is influenced more by the presence and accessibility of established oral alternatives than by the specific characteristics of the products alone.
Germany: A smaller but growing vape market
The German vaping market is smaller and less established than in the UK, but it is showing clear signs of gradual expansion. Consumption patterns indicate greater overlap with smoking: 15% of German vapers report smoking cigarettes daily. Occasional smoking combined with vaping is also more common.
Social factors play a significant role in the adoption of vaping. In Germany, 26% of users say they were introduced to vaping by a friend or family member, a higher proportion than in the UK.
Why users start vaping
The initial motivations for starting to vape show similarities and differences between the three countries. Smoking cessation support is the most frequently cited reason, but its importance varies across markets. In the UK, 41% of respondents said this was their main motivation. In Germany and Sweden, this figure is lower, at 30% in each country.
Social influence is particularly noticeable in Sweden. There, 31% of users say they were introduced to vaping by a friend or family member, compared to 26% in Germany and 22% in the UK. Curiosity also plays a role in all three markets. Marketing however appears to be a relatively minor factor, especially in Sweden.
Responses to restrictions on vape availability
When asked what they would do if vapes were no longer available, users in all three countries mentioned various alternatives. Cigarettes were the most frequently cited option.
Would choose cigarettes:
Preferences varied beyond that. In the UK, 17% said that they would not use any other nicotine product. In Sweden, where oral tobacco is legal, 17% said they preferred traditional snus. In Germany, responses were more diverse: each option was chosen by a smaller proportion, 7% saying they would avoid other nicotine products altogether.
Market characteristics and environmental challenges
Across all three markets, brand loyalty remains limited. Only around 20% of vapers say they always buy the same brand, indicating frequent changes and experimentation. Purchasing channels also show strong similarities.
Environmental practices paint a more mixed picture. Recycling habits are bad in all three countries. Barely 9% of users say they always recycle their used vaping products, while a much larger proportion say they rarely or never do so. Disposable vapes contribute to this problem, particularly in markets where they are widely available and inexpensive.
