Welcome to our Nicotine Industry Analysis for 2025. The numbers behind the UK’s fast‑moving nicotine market reveal a story of ruthless growth, sudden declines, and fresh SEO opportunities.
This data is sourced from our 69-page nicotine sector report. It analyses over 100 nicotine brands and 9,800+ keywords. Get your free copy here to see all the data.
Which nicotine brands dominate organic traffic in 2025?
| Rank | Brand | Organic Traffic Score |
| 1 | Vape UK | 275,493 |
| 2 | Vape Club | 231,636 |
| 3 | Vape Superstore | 207,432 |
| 4 | Vape Store | 143,758 |
| 5 | VPZ | 123,393 |
| 6 | Vape Shop | 101,671 |
| 7 | Totally Wicked | 84,879 |
| 8 | IQOS | 80,537 |
| 9 | Elf Bar | 74,836 |
| 10 | Electric Tobacconist | 74,482 |
Organic traffic remains the single best proxy for market share online. A 21 % YoY uplift pushed Vape UK to an unassailable #1, adding 48 k extra monthly visits without a penny spent on ads.
Are reviews still influencing buying habits?
| Rank | Brand | Avg. Review | Review Volume |
| 1 | 88Vape | ★4.8 | 58,010 |
| 2 | Vape Club | ★4.9 | 42,134 |
| 3 | Smoke King | ★4.9 | 30,272 |
| 4 | Vape Superstore | ★4.8 | 28,108 |
| 5 | LiQuid | ★4.9 | 22,580 |
With 98 % of shoppers reading recent reviews before purchasing, social proof is no longer optional. 88Vape turns an enormous 58 k review haul into SERP star‑ratings that lift CTR and fend off cheaper rivals.
Brand awareness: who owns share of voice?
| Brand Name | Site | Brand Searches Per Month | Owned Social Score | Rank |
| Vape Club | vapeclub.co.uk | 29000 | 76 | 1 |
| Vuse | vuse.com | 15000 | 100 | 2 |
| Elf Bar | elfbar.co.uk | 25000 | 57 | 3 |
| Totally Wicked Eliquid | totallywicked-eliquid.co.uk | 40500 | 31 | 4 |
| Vape Superstore | vapesuperstore.co.uk | 29000 | 43 | 5 |
| I Vape Great | ivapegreat.com | 14800 | 58 | 6 |
| Washington Vapes | washington-vapes.co.uk | 19000 | 30 | 7 |
| Evapo | evapo.co.uk | 10000 | 48 | 8 |
| Vape Shop | vapeshop.co.uk | 42000 | 10 | 9 |
| VPZ | vpz.co.uk | 32000 | 10 | 10 |
| Juul | juul.co.uk | 9800 | 34 | 11 |
| Nordic Spirit | nordicspirit.co.uk | 21000 | 15 | 12 |
| Vampire vape | vampirevape.co.uk | 12000 | 25 | 13 |
| Velo | velo.com | 13000 | 23 | 14 |
| Blu | blu.com | 5900 | 49 | 15 |
| Electric Tobacconist | electrictobacconist.co.uk | 9300 | 27 | 16 |
| Lost Mary | lostmary.co.uk | 24000 | 8 | 17 |
| Voopoo | voopoo.com | 6000 | 30 | 18 |
| 88 Vape | 88vape.com | 11000 | 13 | 19 |
| Vaping 101 | vaping101.co.uk | 4700 | 26 | 20 |
| Grey Haze | greyhaze.co.uk | 4300 | 27 | 21 |
| Zyn | zyn.com | 24000 | 5 | 22 |
| Iqos | iqos.com | 6800 | 13 | 23 |
| vape And Go | vapeandgo.co.uk | 15000 | 5 | 24 |
| UK Ecig Store | ukecigstore.com | 700 | 82 | 25 |
| The Ripple Co | therippleco.co.uk | 200 | 241 | 26 |
| Haypp | haypp.com | 5500 | 6 | 27 |
| Eco Vape | eco-vape.co.uk | 1800 | 17 | 28 |
| Vapoholic | vapoholic.co.uk | 2400 | 10 | 29 |
| SKE Crystal Bar | skecrystalbar.com | 800 | 29 | 30 |
Digital brand awareness describes how familiar consumers are with your brand or products online, whether they are searching for your brand or interacting with it on social media. To calculate this figure, we blend branded search metrics with the performance and reach of social channels for brands across the sector.
Owned social score considers followers and engaged conversations on all major social platforms. A strong owned audience now influences SEO more than ever—brand queries feed Google’s entity understanding, soften the impact of core updates and now, social content such as TikTok videos and Instagram reels are starting to be pulled into the SERP!
Hidden opportunity keywords
- cigarette vape – 600 searches, Competitiveness 55
- vape bars – 1,800 searches, Competitiveness 56
- vape juice UK – 1,600 searches, Competitiveness 79
Lower competition means quicker wins. Smart brands create topical authority around these queries with semantically relevant internally linked content. Get the full list here
Visibility vs Authority: the quadrant that spots ‘sleeping giants’
Plotting organic traffic against domain authority surfaces two patterns:
- Over‑achievers – high traffic, modest authority (e.g. Vape UK, Totally Wicked). These sites can double down on digital PR to cement leadership.
- Sleeping giants – strong authority, low traffic (e.g. IQOS, Elf Bar). Technical fixes and content revamps could unlock rapid gains.
| Site | Visibility Order | Authority Order | Domain Authority | Organic Visibility | Rank |
| iqos.com | 8 | 1 | 67 | 80537 | 1 |
| vapeuk.co.uk | 1 | 8 | 44 | 275493 | 2 |
| vapesuperstore.co.uk | 3 | 6 | 45 | 207432 | 3 |
| vapeclub.co.uk | 2 | 12 | 40 | 231636 | 4 |
| vapestore.co.uk | 4 | 21 | 37 | 143758 | 5 |
| vpz.co.uk | 5 | 20 | 37 | 123393 | 6 |
| totallywicked-eliquid.co.uk | 7 | 11 | 41 | 84879 | 7 |
| vapeshop.co.uk | 6 | 16 | 38 | 101671 | 8 |
| ecigarettedirect.co.uk | 11 | 10 | 42 | 67545 | 9 |
| elfbar.co.uk | 9 | 13 | 40 | 74836 | 10 |
| electrictobacconist.co.uk | 10 | 14 | 40 | 74482 | 11 |
| vuse.com | 15 | 4 | 46 | 46724 | 12 |
| haypp.com | 13 | 9 | 43 | 54494 | 13 |
| zyn.com | 37 | 2 | 55 | 20908 | 14 |
| ivapegreat.com | 17 | 15 | 39 | 43542 | 15 |
| blu.com | 33 | 3 | 47 | 22134 | 16 |
| velo.com | 35 | 5 | 46 | 22040 | 17 |
| smoke-king.co.uk | 12 | 31 | 33 | 56740 | 18 |
| vapeandgo.co.uk | 18 | 24 | 36 | 39692 | 19 |
| voopoo.com | 38 | 7 | 45 | 19949 | 20 |
| vampirevape.co.uk | 19 | 25 | 35 | 39260 | 21 |
| evapo.co.uk | 20 | 27 | 35 | 37913 | 22 |
| 88vape.com | 21 | 26 | 35 | 36479 | 23 |
| lostmary.co.uk | 14 | 34 | 31 | 52445 | 24 |
| theelectroniccigarette.co.uk | 27 | 18 | 38 | 27646 | 25 |
| gosmokefree.co.uk | 25 | 23 | 37 | 28834 | 26 |
| nordicspirit.co.uk | 31 | 17 | 38 | 23664 | 27 |
| greyhaze.co.uk | 26 | 28 | 35 | 27857 | 28 |
| vapoholic.co.uk | 34 | 22 | 37 | 22068 | 29 |
| aspirecig.com | 39 | 19 | 38 | 18916 | 30 |
What Vape UK got right – and how you can replicate it
- Human‑first content clusters targeting how‑to and device comparison terms drove a 21 % visibility lift.
- Digital PR campaigns on recycling disposable vapes earned links from The Guardian and Wired.
Read our Vape UK spotlight to see their full strategy.
What’s next?
- Want every table, graph and statistic? Download the full 69‑page nicotine report for more insight.
- Need hands‑on support? Learn more about our eCommerce SEO service and see how we’re building “search for humans, not algorithms.”
- Want more content like this delivered daily? Connect with Michael or myself on LinkedIn, where we share regular insights, practical tips, and industry analysis to help you stay ahead of the curve.