Introduction

The UK e-liquid market is a landscape shaped not only by flavour preferences but also by the distinct formulations of e-liquids themselves. One of the most critical differentiators is the ratio of vegetable glycerin (VG) to propylene glycol (PG). High-VG and high-PG e-liquids cater to fundamentally different vaping styles and consumer needs, and this distinction continues to influence sales, device compatibility, and retail strategies across the UK. Understanding the sales dynamics between these two categories reveals how vaper preferences align with technological shifts and lifestyle habits.

Optimizing Inventory and Cost Efficiency

In the fast-paced vaping market, retailers must find ways to stay ahead by offering a wide range of products that cater to various customer preferences. One effective strategy is to bulk buy vapes, which allows businesses to reduce costs and maintain a steady supply of popular items. By purchasing in large quantities, retailers can access better pricing, improve profit margins, and ensure their shelves are consistently stocked with the latest trends. This method also helps businesses to be more agile, responding quickly to market changes and customer demands, ensuring they remain competitive in a growing industry.

Understanding VG and PG Preferences

High-VG e-liquids, typically with a VG content of 70% or more, are favoured for their dense vapour production and smooth throat hit. They are the preferred choice for sub-ohm vaping and hobbyist vapers using advanced kits. These e-liquids enhance flavour richness and visual satisfaction, catering to users who value a more immersive and sensory experience.

In contrast, high-PG e-liquids—those with a PG ratio of 50% or more—offer a sharper throat hit and quicker nicotine delivery, making them ideal for mouth-to-lung (MTL) devices and those transitioning from cigarettes. PG’s thinner consistency suits smaller coil systems, such as pods and starter pens, and is often found in nicotine salts and 10ml bottles, which remain under regulatory limits.

Sales Performance and Market Segmentation

Sales figures in the UK reflect a clear bifurcation in the market. High-VG e-liquids dominate the shortfill sector, particularly in 50ml and 100ml bottles. These products are geared toward experienced vapers using refillable sub-ohm devices. This segment supports a wide range of flavour experimentation, with dessert, custard, and complex fruit blends being especially popular.

High-PG e-liquids, meanwhile, have a stronghold in the nicotine salt market, which continues to grow rapidly, especially among casual users and those seeking discreet, compact vaping solutions. The accessibility and convenience of high-PG formulations drive robust sales through both online and physical retailers. Their compatibility with popular pod systems, such as the Uwell Caliburn or Vaporesso Xros, has further cemented their relevance in day-to-day usage.

Retail Distribution Patterns

Specialist vape shops often showcase a wide selection of high-VG liquids, appealing to more informed and hobbyist consumers who are likely to seek guidance on coil compatibility, wattage settings, and flavour depth. These stores often emphasise premium branding and offer customer loyalty schemes, capitalising on the higher price points of large-format VG products.

Conversely, convenience stores, petrol stations, and supermarkets are hotspots for high-PG sales, particularly in the form of 10ml nicotine salt bottles and pre-filled pods. These outlets cater to on-the-go consumers looking for quick, hassle-free purchases, which aligns with the user base of high-PG formulations.

Online platforms bridge the divide, offering both categories with detailed product filters, allowing consumers to select based on device type, nicotine strength, and VG/PG ratio. Here, customer reviews and flavour descriptions often influence purchasing decisions more than in-store sampling.

Consumer Behaviour and Usage Trends

High-VG users tend to vape less frequently but at higher wattages, consuming larger volumes of e-liquid in each session. This results in higher bottle turnover but fewer daily puffs. Their purchasing behaviour leans toward bulk buys, multi-bottle bundles, and high-value orders.

High-PG users typically engage in more frequent, lower-volume vaping, reflecting a pattern similar to cigarette smoking. Their e-liquid purchases tend to be more consistent and repetitive, with a focus on practicality and nicotine satisfaction over vapour production or flavour novelty.

Interestingly, many vapers move between the two types depending on context. For example, they might use high-PG pods at work and enjoy high-VG cloud-chasing sessions at home, demonstrating a hybrid approach that further complicates sales analysis but reflects the maturity of the UK market.

Market Shifts and Regulatory Implications

The TRPR regulations, which limit nicotine concentrations and bottle sizes, have influenced the packaging and marketing of both high-VG and high-PG e-liquids. High-VG liquids are typically sold as shortfills—larger bottles without nicotine that allow the addition of nicotine shots. This workaround remains a standard for users seeking higher volumes without breaching regulations.

High-PG liquids, particularly nicotine salts, are constrained to 10ml bottles but have found success through their high efficacy at low consumption volumes. Their legality and ease of sale ensure their continued prominence, even as other nicotine delivery systems face increasing scrutiny.

As disposable vapes surge in popularity, many of which use high-PG nicotine salt formulas, they have further skewed the market toward PG-heavy consumption patterns in the entry-level segment. However, the sustainability concerns and potential regulatory clampdowns on disposables may redirect attention back to refillable high-VG systems in the long run.

Capitalizing on the Vaping Trend in the UK

As the vaping industry continues to grow, retailers in the UK are looking for efficient ways to meet the increasing demand for diverse products. To remain competitive, businesses need access to a consistent supply of quality items at competitive prices. This is where vape wholesale UK comes into play, offering retailers bulk purchasing options that help lower costs and ensure that popular products are always in stock. By working with reliable suppliers, businesses can stay aligned with market trends and provide their customers with the latest vaping innovations, ensuring long-term growth and success in the industry.

Conclusion

The UK market for high-VG vs. high-PG e-liquids is a nuanced arena shaped by user intent, technological compatibility, and retail strategy. High-VG caters to enthusiasts seeking flavour complexity and visual gratification, while high-PG appeals to pragmatic vapers prioritising convenience and throat hit. Both segments serve distinct yet overlapping communities, reflecting the maturity and adaptability of the UK vape ecosystem. As devices evolve and regulations shift, the interplay between VG and PG preferences will remain central to how brands innovate and how consumers choose to vape.