From June 1, 2025, the legal sale of disposable vapes in Scotland came to an end. The ban caused an immediate and steep drop in sales for the category — but it also sparked a surge of new device formats, setting the tone for the next phase of the UK vape market.

Drawing on the latest VAPEPIE data, we can clearly see how consumer preferences, brand rankings, and device categories are evolving, and where innovation is headed next.

Flavour Trends: Fruit + Ice Still Reigns Supreme

Even with the ban, Scotland’s vape consumers haven’t shifted away from their love of fruit-and-ice combinations. The top-performing flavours in the post-ban period show strong continuity — with a growing appeal for mixed and seasonal blends that keep customers coming back.

Top Flavours by Brand

• SKE: Lemon Lime, Cherry
• Elf Bar: Watermelon, Blueberry, Blue Razz Lemonade
• Lost Mary: Pineapple Ice, Strawberry Ice, Blueberry Sour Raspberry
• Newcomer – VAPEPIE Series: Strawberry Ice, Kiwi Passionfruit, Triple Melon, Mint

Trend Insight: Fruit flavours vape continue to dominate, while limited-edition and hybrid blends are becoming a key strategy for driving repeat purchases.

Brand Sales Rankings: New Players Rise, Established Names Under Pressure

In the four weeks to June 28, 2025, Scotland’s Top 10 brands accounted for 93% of total market sales. The data shows a reshuffling of the leaderboard — with some newcomers experiencing explosive growth while established giants saw double-digit declines.

Brand Performance Highlights

1. SKE – Maintains the No.1 position
2. IVG – Holds second place
3. Pixl – 13.5% share, surging after just one year on the market
4. Elf Bar – Down 57.5%
5. Higo – Up 238% to 7.1% share
6. Lost Mary – Down 44.7%
7. Hyola – Climbs to seventh with half-price promotions
8. Gold Bar – Falls from 5.8% to 1.5%
9. Haze Platinum – Down 19.8%
10. VAPEPIE – Enters the chart with the VAPEPIE 40000 model

Category Shift: From Disposables to Reusables

Before the ban:

• Disposables held 75% market share.

After the ban:

• 2ml Pod Kits – 38.4%
• 2+10 Pod Kits – 25.4%
• Pods – 18.7%
• 4-in-1 Systems – 7.9%

This shift highlights how quickly consumers are moving toward refillable and multi-use systems when disposables are no longer an option.

UK Device Trends: Short-, Mid-, and Long-Term Outlook

Short-Term Winners

• 2ml Rechargeable Pod Kits – Closest in look and feel to disposables, making them the easiest transition choice (e.g., Elf Bar 600 Prefilled, Lost Mary BM600 Prefilled, blu bar kit).
• 12ml / 4-in-1 Systems – High value for money; education will be the key to adoption.

Mid-Term Innovation Drivers

• More diverse form factors: box-style, ultra-portable
• Interactive features: lights, screens, puff counters
• Seasonal flavour launches to stimulate repeat purchases

Long-Term Opportunities

• Cross-category hybrids: Vaping + nicotine pouch combos
• Modular devices: Compatible with e-liquid pods and nicotine powder cartridges
• Eco-friendly designs: Biodegradable shells with recycling incentives
• Smart connectivity: App integration for usage tracking and personalised restock alerts
• Stealth aesthetics: Discreet, everyday product designs for wider situational use

Market Takeaways

Scotland’s ban confirms one critical truth: regulation changes consumer habits far slower than new product innovation can.

• Channel Opportunity: 2ml pod kits will dominate in the short term; 4-in-1 systems are the mid-term battlefield; nicotine pouches represent a promising new blue ocean.
• Brand Opportunity: Migrating disposable users requires familiar flavours, better value, and similar experiences — not lectures on regulations.
• Device Opportunity: The next wave will be driven by sustainability, cross-category integration, and smart technology.

Conclusion:

The end of disposable vape sales in Scotland is not the final chapter — it’s the starting line for the next generation of UK vape devices. Brands that innovate fast, deliver familiar yet improved experiences, and invest in sustainable, connected designs will lead the industry’s next growth cycle.