Milton Keynes ranked as UK’s eighth most vape-obsessed city, according to new data

Vape and Go compiled the standings based on their sales data and information from Google searches, which gave Milton Keynes a score of 92.6 out of 100.

The data reveals vape sales have grown by 126 per cent in Milton Keynes since 2024, while the spending per capita within the area comfortably places it in the top ten.

Plymouth in Devon leads the overall rankings with a score of 98.2 out of 100, with residents spending three times the national average on vaping products.

Norwich in Norfolk is second overall, scoring 96.5 out of 100, with the data detailing how no city spends more per person on vaping.

Swindon is third in the standings with a score of 96.3, followed by Wolverhampton in fourth with 95.7 and Luton completing the top five with a score of 94.6.

Reacting to the findings, Vape and Go founder Salman Essap said: “You might have expected regulations - like the disposable ban and public space restrictions - to put people off vaping, but what we're seeing is a generation of smokers making a permanent switch.

“Vaping overtook smoking in the UK for the first time in November, and initiatives like the National Health Service handing out vapes in A&E are accelerating that shift.

“When disposables were banned, customers didn't stop as many expected. They adapted and moved to reusable devices. The regulation has helped to push Brits toward longer-term alternatives.

“Our ‘vape obsession index’ is interesting proof of the growth, despite what people may have thought a year ago.

“When we started analysing the data, we expected the usual London, Birmingham and Manchester dominance, but we didn’t expect Plymouth and Swindon to sit at the top of the table.

“Vaping has become mainstream and spread into cities that rarely come up in these conversations.

“Residents are spending significantly more per person than almost anywhere else in the UK.”

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