“Big puff” vapes are surging onto the market adding to the vape environmental crisis

Media release, 16th December 2024

• An estimated 8.2 million vapes (such as single use, pod and big puff) are now thrown away every week or recycled incorrectly – 13 per second. 
• Surge in the number of big puff type vapes being bought. With 3 million big puff vapes bought a week, with 63% of puffs taken on a vapes now being taken on a big puff style vapes*
• Material Focus forecast that these big puff vapes and other new vapes are set to cause significant environmental challenges post the disposable ban next year.  
• More people are recycling their single-use vapes in store: 20% this year compared to 8% last year.  Retailer recycling is improving, but much more easily accessible recycling options need to be in place.
• The lithium inside the vapes thrown away could instead be powering 10,127 electric car batteries per annum .
• The purchase of vapes have increased to  13.5 million – compared to 9.9 million per week last year – 37% increase
• 77% of UK vapers feel there is not enough information on how to recycle vapes
• Whilst the disposable vape ban will take some of the most environmentally wasteful products off the market, the overall environmental challenges are growing

With 8.2 million vapes now thrown away, or recycled incorrectly, per week, the issue of disposable vapes is not going away. With a ban due in just six months (June 2025), the production of vapes is continuing to morph with more new products entering the market such as “big puff” which have been designed by the producers to avoid the new regulations. Material Focus forecast that these big puff vapes and other new vapes are set to cause significant environmental challenges post the disposable ban next year.  

The new vapes research, commissioned by Material Focus, and conducted by Opinium found that these new big puff style vapes are set to grow and are fuelling the  8.2 million vapes thrown away including big puff, single use and single-use pod, compared to 5 million single-use last year. Big puff style vapes have already surged onto the UK market in just six months with 3 million of these types of vapes now being bought a week, with 63% of puffs being taken on these vapes*. 

“Big puff” –  the new style vape, can hold up to 6,000 puffs per vape, with single use vapes averaging 600. Coming in at a price competitive 0.19 pence per puff for a big puff, compared to 0.83 pence per puff for a single-use vape, it’s no surprise that their popularity is surging, particularly amongst young people who are more likely to buy these new style of vapes  – 48% of 16 to 34 year olds compared to 36% of 35 to 55 year olds.  With 3 million bought per week compared to 5.3 million single-use vapes, their popularity has soared in just six months. 

And with this continued rise in vapes being thrown away, their environmental impact continues to increase. All types of vapes are powered by lithium-ion batteries which, if binned, can get crushed or damaged and spark serious and dangerous fires in bin lorries and waste and recycling centres. Fires caused by vapes and other electricals with hidden batteries are on the rise across the UK. Material Focus research earlier this year identified that the number of battery fires in the waste stream had increased to over 1,200 in the last year, an increase of 71% from 700 in 2022. These fires cause serious damage to the local community in addition to air pollution levels spikes in local areas, breaking WHO limits and affecting the health of local residents. Some of these fires are considered to be caused by vapes. 

Scott Butler, Executive Director, Material Focus said: “Without quick and extensive action, the threat of a vapocalypse remains and new big puff vape models are already contributing to an environmental nightmare.  Vape producers are being infinitely creative with their products in order to avoid the forthcoming disposable vape ban. Whilst the current ban will take some of the most environmentally wasteful products off the market, we might need more flexible legislation to deal with the ongoing challenges of the new products surging onto the market. It’s good to see that more vape retailers are beginning to provide recycling facilities, and more people are recycling them. However this isn’t anywhere near enough to turn the tide.  The majority of vapers are either unaware of where to recycle their vapes or don’t have a good experience of recycling them. It should be as easy to recycle a vape as it is to buy one. We want more vapers demanding that where they buy them provide recycling points as it is a legal obligation for all those who sell vapes to provide this after all.   

“Vapes, like any other electrical with a plug, battery or cable, should never be binned and always be recycled as a minimum. We need rapid growth in the number of accessible and visible vape recycling drop-off points. And we need proper retailer and producer financing of genuine recycling solutions to recover materials and manage fire risks. The UK needs more accessible recycling drop-off points in stores, in parks, in public spaces near offices, bars and pubs, and in schools, colleges and universities.“

And it’s not just fires that are the problem. Vapes are a strong contender for being one of the most environmentally wasteful, damaging and dangerous consumer products ever made. Vapes contain valuable and critical materials such as lithium and copper that are regularly being binned. The number of vapes thrown away per annum  could instead be powering 10,127 electric vehicles. Vapes are toxic and damaging to the environment and wildlife if littered. 

Instead vapes can be recycled – 80% of the materials inside a vape can be recycled. More people are recycling their single-use vapes in store: 20% this year compared to 8% last year.  Although retailer vape takeback is improving, with some retailers providing  more vape recycling in their stores, examples of good practice include Sainsbury’s and Waitrose. However, still many retailers do not comply with environmental regulations and haven’t put recycling drop-off points and systems in place. Much more readily available takeback options need to be in place.

Material Focus is calling on vapers to report their experiences of recycling their vapes which will inform its research and encourage retailers to provide more recycling facilities. Take a minute to share your feedback and click on this link and complete the survey.    

Material Focus analysis of the research also found that:

• 3.3. million vapes per month are stashed in cupboards and drawers across the UK
• 1.2 trillion puffs taken on vapes per year*
• 16 to 34 year olds are more likely to bin/ litter / flush – 64% compared to 57% for 35 to 54 and 34% for 55 plus
• 39% of vapes bought each month are single-use/disposable and 23% are big big puff models
• 61% of people threw their single-use vapes in the bin. However, some people think they are recycling their vapes, but doing this in the wrong places e.g. kerbside recycling or in park bins
• 29% of used up vapes are recycled, leading to 3.8 million recycled each week
• 77% of UK vapers feel there is not enough information on how to recycle vapes

A package of solutions are needed to solve the problem:  

• Immediate, significant and transparent vape industry action on a comprehensive and widely accessible take-back and recycling solution alongside a major communications campaign to raise public awareness
• More information displayed on vapes on how they can be recycled and also in stores
• More recycling points for vapes in stores, parks, public places and schools and universities and  colleges
• Vapers shop from places that only offer recycling facilities
• In-store take back to be emphasised as part of a proposed licensing system for selling vapes
• Material Focus Industry Briefing on the legal obligations of all vape sellers and producers – including communications assets to promote take-back of vapes

Notes to Editors

For media enquiries please contact kate@materialfocus.org.uk mobile 07714 708416

Opinium conducted the online survey among 778 UK adults (16+) who have bought a vape / e-cigarette in the last 12 months. Fieldwork was conducted between the 18th and the 24th of October 2024. Results were weighted to be representative of the respective population on age and gender, region, and social grade, based on estimates from a 4,000 nationally representative online survey, ran by Opinium between the 27th of September and 1st of October 2024.  Estimates of number of vapes bought and thrown away were based on the 4,000 nationally representative survey that found 15.9% of the UK adults population had bought a vape in the past year. Based on ONS population estimates, the UK 16+ population is 55205767 * 15.88% = 8,701,716 adults who have bought a vape in the past year

Material Focus is a not-for-profit organisation whose goal is to stop the nation throwing away or hoarding all their old small electricals. Material Focus is delivering  the UK-wide Recycle Your Electricals campaign. The campaign is revealing the value hidden in electricals and is making it easier for us all to recycle and reuse the small electricals we no longer need by providing more recycling points as well as providing practical information on how households can recycle.

The campaign is funded by producers of electrical appliances. The UK government sets annual targets for the recycling of all waste electricals, including small electricals. If producers of electrical appliances don’t meet this target, then they contribute towards a fund (WEEE Fund) which pays for a range of activities, including communications, behaviour change activities, increased recycling projects and research. Ultimately the aim is to support actions that will help the UK increase the levels of reuse and recycling of waste electricals.