According to recent figures from Public Health England (PHE), the number of people using e-cigarettes increased from 3.7% in 2014 to 6.3% in 2018. Of that number, 8.5% are 35 to 49 years old. 

Jason Birks, of Moscis in Durham, said since he opened a vape shop in his store two years ago, vaping represents 20% of his turnover. While cigarettes still account for 50%, this is diminishing. 

He told betterRetailing: “I have many customers who vape during the week and have a cigarette on the weekend.

Vaping lines consolidating within independent retail

“The best way to retain customers is to find out where they are on their giving-up journey and assist them. The margins on e-cigarettes are very good, and being trusted by the consumer does encourage loyalty.” 

Overall, figures for smokers in the UK has dropped from around 21% to 15% since 2011. 

However, the reduction over the past three years has slowed from 16% in 2016 to 15% in 2018. 

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