by SeanWelcome to our Nicotine Industry Analysis for 2025. The numbers behind the UKās fastāmoving 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 | ā 4.8 | 58,010 |
| 2 | Vape Club | ā 4.9 | 42,134 |
| 3 | Smoke King | ā 4.9 | 30,272 |
| 4 | Vape Superstore | ā 4.8 | 28,108 |
| 5 | LiQuid | ā 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 starāratings 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 everābrand queries feed Googleās 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 ā 600 searches, Competitiveness 55
- vape bars ā 1,800 searches, Competitiveness 56
- vape juice UK ā 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 āsleeping giantsā
Plotting organic traffic against domain authority surfaces two patterns:
- Overāachievers ā high traffic, modest authority (e.g. Vape UK, Totally Wicked). These sites can double down on digital PR to cement leadership.
- Sleeping giants ā 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 ā and how you can replicate it
- Humanāfirst content clusters targeting howāto 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.
Whatās next?
- Want every table, graph and statistic? Download the full 69āpage nicotine report for more insight.
- Need handsāon support? Learn more about our eCommerce SEO service and see how weāre building āsearch for humans, not algorithms.ā
- 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.
