According to the latest annual report on the E-Cigarette sector, Vape Club is the UK’s most prominent e-cigarette brand in 2023.
The report, conducted by Salience Search Marketing, analysed 11 crucial performance indicators, including year-on-year visibility, search volume trends, and brand awareness, for 50 e-cigarette brands to reveal the brands dominating the e-cigarette industry.
Through analysis of monthly searches for each brand and calculating an owned social score which combines the number of followers and engagement rate across major social platforms for each brand, the report unveils the most prominent brands in the sector.
Top five prominent e-cigarette brands
| Rank | Brand | Brand searches per month | Owned social score |
| 1 | vapeclub.co.uk | 27,100 | 74 |
| 2 | kik.co.uk | 40,500 | 49 |
| 3 | vampirevape.co.uk | 14,800 | 76 |
| 4 | vpz.co.uk | 22,200 | 46 |
| 5 | juul.co.uk | 27,100 | 36 |
A full breakdown of the report is available to view here.
The findings reveal Vape Club is the most prominent e-cigarette brand in the industry. With an owned social score of 74, thanks to the brand’s strong presence of social media followers, (41,661) and 27,100 brand searches per month, Vape Club is the market leader when it comes to brand awareness.
KiK is the second most prominent brand in the sector with 40,500 brand searches per month and an owned social score of 74 due to their 27,202 social followers.
When it comes to monthly brand searches, Vape Shop sees the highest number of monthly searches with an impressive 60,500 searches. KiK follows second and Vape Club follows third with 27,100 searches per month.
OI Aspire is the brand dominating social media, with an owned social score of 339. OI Aspire boasts an impressive 236,000 followers across major social platforms, with Instagram accounting for 67% of followers.
When it comes to organic visibility, it’s been a challenging year for the e-cigarette industry, with a -1% decrease in overall organic growth.
Electric Tobacconist has seen the biggest drop in visibility with a decrease of 45% since June 2022. In contrast, Smoko has seen the biggest growth in organic visibility with an increase of 1,600% Year on Year.
Brand visibility
| Rank | Brands with the biggest growth in visibility YoY | Brands with the biggest drop in visibility YoY |
| 1 | Smoko | Electric Tobacconist |
| 2 | Edge Vaping | Vape Club |
| 3 | Totally Wicked Eliquid | Buy v2 Cigs |
| 4 | The Electronic Cigarette | Vape Superstore |
| 5 | Gourmet Eliquid | Vape Store |
A full breakdown of the report is available to view here.
Brett Janes, managing director at Salience Search Marketing, said: “The past year has been a challenging one for the e-cigarette industry, as overall organic growth decreased by 1%.
“As the popularity of vaping continues to surge, it is crucial for e-cigarette brands to align their marketing strategies, focusing on performance metrics such as visibility and brand awareness.
“Building a strong online presence across multiple channels becomes crucial in driving sales and capitalizing on the expanding market demand.”
