Around 5.6 million people in the UK vape, with over 7,000 vape flavours to choose from.
We surveyed 1,000 e-cigarette users in the UK to reveal which flavour of e-liquid they’d most like to try, as well as which flavour is the most popular overall.
What vape flavour do Brits most want to try?
Over a quarter (27%) of vapers want to try birthday cake-flavoured vapes the most, according to Vape Superstore’s survey of 1,000 vapers and e-cigarette users.
Banana bread and pumpkin spice complete the top three flavours Brits want to try, with 16% and 14% interested in the flavours, respectively.
The younger ages (18-24, 25-34 and 35-44) are more likely to want to try different flavours, with almost a quarter (24%) of 45-54-year-olds and 2 in 5 (44%) of 55+-year-olds saying they don’t want to try any other flavours that they haven’t yet already tried.
Males are less likely to try new flavours, with almost a quarter (23%) saying that they don’t want to try any other vape flavours. Despite 28% of females saying the same, 32% said they’d like to try birthday cake-flavoured vapes.
Females tend to have a sweeter tooth, with birthday cake (32%), banana bread (18%) and pumpkin spice (17%) being the top three flavours they’d like to try. Compared to males top three flavours they’re interested in are birthday cake (17%), coffee (16%) and CBD (15%).
Londoners are most eager to try a matcha-flavoured vape, with 1 in 10 of the capital residents interested in the flavour. According to recent research, it makes sense, as London is the most popular UK city for matcha.
Welsh residents are the most adventurous when it comes to vape juice flavours with 10% of respondents stating they’ve tried every flavour and there aren’t any they wish to try. This highlights the variety in the market, making it accessible to those able to.
The top ten flavours Brits would most like to try
| Rank | Flavour | % of Brits wanting to try |
|---|---|---|
| 1 | Birthday Cake | 27% |
| 2 | Banana Bread | 16% |
| 3 | Pumpkin Spice | 14% |
| 4 | Coffee | 14% |
| 5 | CBD | 12% |
| 6 | Pistachio | 9% |
| 7 | Mince pie | 8% |
| 8 | Lavender | 8% |
| 9 | McDonald's burger | 6% |
| 10 | Cucumber | 6% |
What is the most popular vape flavour?
According to our sales data, the most popular vape flavour is berry, with over 1 in 10 (12%) choosing berry notes.
Cherry is the second most popular vape flavour, with 6% of customers opting for the fruit-flavoured vape. Strawberry completes the top three, with 6% of vapers choosing the fruit flavour.
The least popular flavours with just 1% of vapers choosing them are: gummy bear, tobacco, pink lemonade, mint, menthol, guava and banana.
It’s perhaps surprising that tobacco isn’t a favoured vape flavour. Vapes are typically used as a way to stop users from smoking cigarettes so opting for a more fruity flavour may suggest vapers are using the devices as a deterrent to go back to cigarettes.
The most popular vape flavours, according to Vape Superstore sales data
| Rank | Flavour | % of Customers |
|---|---|---|
| 1 | Berry | 12% |
| 2 | Cherry | 6% |
| 3 | Strawberry | 6% |
| 4 | Raspberry | 6% |
| 5 | Apple | 4% |
| 6 | Lemon | 4% |
| 7 | Blueberry | 4% |
| 8 | Melon | 3% |
| 9 | Lemonade | 3% |
| 10 | Watermelon | 2% |
| 11 | Kiwi | 2% |
| 12 | Pineapple | 2% |
| 13 | Peach | 2% |
| 14 | Mango | 2% |
| 15 | Cola | 2% |
| 16 | Lime | 2% |
| 17 | Grape | 2% |
| 18 | Banana | 1% |
| 19 | Guava | 1% |
| 20 | Menthol | 1% |
| 21 | Mint | 1% |
| 22 | Pink Lemonade | 1% |
| 23 | Tobacco | 1% |
| 24 | Gummy Bear | 1% |
Methodology
Vape Superstore surveyed 1,000 UK vapers/e-cigarette users, aged 18+, asking what vape flavours they would like to try the most. Data correct October 2024.
Vape Superstore’s internal sales data was used to identify the top-selling vape flavours, distinguished by incorporating all similar vape flavours into one name to ensure no overlap.
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