Almost half (48%) of vapers say they plan to stock up on eliquid before the Vaping Products Duty (VPD) is introduced on 1 October 2026, according to a new survey of 1,000 people by nicotine pouch retailer, Alternix.
In addition, a third (32%) are unsure and say they will assess whether there are good deals available before the introduction,
The VPD will add a flat rate of 22p per millilitre plus VAT to all eliquids - adding £2.64 to a standard 10ml bottle. All newly produced products must include duty and tax stamps, while retailers have until 31 March 2027 to sell unstamped products.
The duty covers all eliquids, including nicotine-free, shortfills, nic salts and DIY base liquids, but not nicotine pouches.
Monthly costs
Over half (51%) of the vapers surveyed said they spend £20 to £39 a month on vaping products, with almost a quarter (22%) spending up to £59.
To get a better price per bottle, 36% of those surveyed said they would spend up to £34 in one go - purchasing the majority of their budget in one order.
Unopened eliquid can last up to two years from the manufacturing date, so depending on how much vapers use, buying in bulk may not always be cost-effective.
That said, over a third (37%) of vapers aren’t sure what they’ll do after the new duty is introduced. Over one in ten (11%) plan to absorb the cost of the new prices, whereas a third (33%) will buy in bulk to get a better price per pack.
Almost half (47%) of UK vapers will shop online to offset the extra costs, utilising multi-buy discounts. Two in five (40%) will also shop online, continuing their usual shopping habits. Just 1.5% will shop at local vape shops - and 0.42% will shop in supermarkets or convenience stores.
New habits
David Phillips from Alternix said: “The VPD is likely to change the way many vapers shop, with our research showing that almost half are already planning to stock up before the new tax comes into effect. For retailers, this highlights the importance of considering how pricing, promotions and multi-buy offers can help customers manage the additional cost.
“Nicotine pouches are unaffected by the new duty, which means they could offer another smoke-free alternative for adult nicotine consumers considering their options. With the Government’s wider ambition to move towards a smoke-free nation, adult consumers must have access to a range of alternatives to support their journey away from smoking, with 12% planning on returning to smoking due to the tax introductions.”
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