Nielsen Data Confirms EDGE Vaping Is The UK's Top E-Liquid Brand
Since launching in 2017, EDGE Vaping has been on a mission to be the UK's favourite e-liquid brand.
The teams at EDGE have worked hard for over 8 years to build and maintain the brand's reputation amongst UK vapers as trustworthy and dependable, with EDGE products once making up the majority of the top 25 best-selling 10ml e-liquids sold in retail stores. With the rise of disposable vapes and nic salts however, new brands like Elf Bar and Elux began to dominate the market.
Now in 2025, the latest Nielsen sales data has shown that EDGE has once again become the UK's top 10ml e-liquid brand. In this blog, we will explore the data that proves how popular EDGE Vaping products have become once again and explain why EDGE resonates with UK vapers in such a highly competitive market.
Understanding The Data
Nielsen IQ Data, Value Sales & Unit Sales Explained
NielsenIQ are a global marketing research firm that provide highly detailed reports on brand and product performance in different markets. The data we will discuss in this blog comes from their latest report, which covers the UK's best-performing vape brands in convenience retail stores, ranked by unit sales and the value of those units.
Sales Units
This is the primary stat used to rank the brands. It represents the total number of e-liquid bottles sold during the specified period.
Sales Value
This is the actual monetary value of the unit sales. As some brands charge more for their e-liquids, the sales value figure might be higher even if they haven't sold as many as others in the list.
How Do We Work Out Which Brand Is Best?
The top brand is decided based on the units sold, not their value, as this informs how popular the brands are amongst vapers like you! This is the fairest way to rank them, as it focuses on the brand customers choose to buy from, rather than the money individual companies make from those sales.
NielsenIQ data: UK Total Convenience/Impulse/Independents - Rolling 52 weeks ending 09/08/25
Freebase E-Liquids Are Still Relevant
Nielsen Data Shows EDGE Brand Topping UK Vape Retail Sales
The latest report from NielsenIQ places EDGE as the top-selling UK e-liquid brand by unit sales, outperforming major brands including Elf Bar, Elux, and SKE, most famous for their disposable vape ranges and now 10ml nic salt ranges.
This performance is a landmark achievement for a freebase e-liquid range like EDGE Core, as it has effectively outsold the UK's three biggest nic salt e-liquid brands, which have held market dominance since 2022/23.
Following the disposable vape ban in June 2025, the sale of 10ml nic salt e-liquids skyrocketed. This caused many of the previous top-selling freebase vape juice brands, like EDGE, to slip down in the rankings.
The latest data now showing that EDGE has regained its top-brand position by e-liquid sales proves that not only are EDGE e-liquids a staple amongst UK vapers that have inspired confidence and loyalty from customers, but also that freebase e-liquids like EDGE Core are still among the most popular in the UK vape scene, despite the perceived dominance of nic salts.
You can see the top 5 UK e-liquid brands and their Nielsen sales data in the table below.
| Vape Brand | Sales Units | Sales Value |
|---|---|---|
| EDGE Vaping (Freebase E-Liquid) | 1,458,127 | £3,757,117 |
| Elux (Nic Salt E-Liquid) | 1,436,196 | £4,465,440 |
| Elf Bar (Nic Salt E-Liquid) | 557,386 | £1,782,451 |
| SKE (Nic Salt E-Liquid) | 330,421 | £1,460,177 |
| Jucce (Freebase & Nic Salt E-Liquid) | 267,666 | £606,391 |
What Makes EDGE Vaping Stand Out Vs Other Brands?
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Quality
EDGE Vaping Products have a long-standing reputation as some of the highest quality e-liquids available in the UK, offering total transparency about the behind-the-scenes processes involved in achieving that quality.
You can trust that EDGE e-liquids are high quality because:
- They are proven to be compliant with all UK and EU vaping regulations, including TPD/TRPR and MHRA safety standards.
- EDGE has dedicated research & development, as well as analytical teams conducting strict safety tests on all raw ingredients as well as finished e-liquid batches.
- Quality control experts work tirelessly to uphold consistently high quality standards for all EDGE e-liquids from raw material assessment to pre-sale checks.
- EDGE Vaping works with the UK's leading regulatory experts to ensure absolute compliance with all regulations dictating safety and best practice in our industry.
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Value
EDGE Vaping found its earliest success at the behest of competitive pricing, being one of the first price-marked e-liquid ranges to be available in retail stores, setting a standard in the vaping industry for affordable quality.
- EDGE Core, the freebase 50/50 e-liquid range that has topped the sales charts in the Nielsen data above, has always been priced at £2.50 per 10ml. Compared to circa £4 per 10ml from similar brands, this makes it one of the most affordable and appealing premium freebase vape ranges in the UK.
- EDGE Nic Salts, like the disposable vape flavour inspired EDGELIQ range, are equally competitively priced, available for £3.50 per 10ml, vs circa £5 per 10ml from other nic salt brands like Elux Legends & Elf Bar's ElfLiq range.
- When the proposed 2026 vape tax is applied to all e-liquids in the UK, EDGE will become significantly cheaper than competing brands, even with the additional duties added.
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Availability
UK vapers have often praised EDGE Vaping for their widespread availability across the UK and even in some international locations.
With EDGE e-liquids now available from our online vape store, in thousands of convenience retailers, and even major supermarkets including ASDA, Sainsbury's, Nisa & The Co-Op, there has never been a better time to be a customer. Even if your vape juice runs out when out and about, you are never far away from a top-up.
EDGE e-liquids and devices like the pre-filled pod system and the EDGE Go, are available from Stop Smoking Services across the UK as part of the Government's Swap to Stop scheme.
Product availability is at the heart of what makes EDGE Vaping the UKs No1 e-liquid brand. Circa 60,000 EDGE E-liquids are sold through our online vape store every month, not including the hundreds of thousands more distributed to retailers all across the UK.
About The EDGE Vaping Brand
An 8 Year Journey from 2017 to Nielsen Dominance
EDGE Vaping was founded in 2017 by NextGEN360, a part of the Wilson George Group - a full-scope vaping business that encompasses every aspect of vape manufacturing and retail under one umbrella.
EDGE is committed to:
- fair pricing
- product quality and innovation
- availability
- operational transparency
This approach has resonated with UK vapers for over 8 years, which is reflected in the latest Nielsen data we have showcased above.
Through innovation driven by customer demand and adapting to the ever-changing vaping landscape over the last 8 years, the EDGE Vaping brand has evolved to offer a comprehensive range of products and services.
This offering has now been proven to out-compete even the biggest and most influential brands brought about by the disposable vaping boom, which had originally been expected to kill off freebase-focussed brands like EDGE.
In 2025, EDGE is entering another stage of growth and development. We have new and improved nic salt e-liquids entering the market, alongside a new EDGE pod vape Kit, designed to support disposable vapers as they navigate the UK ban on single-use vapes.
We are adding new flavours to our flagship Core range, including popular customer requests such as: Coconut, Vanilla Latte, Vanilla Tobacco, and Sweet Lemon. Ensuring our freebase vapers have even more choice - alongside subscription and loyalty point options for our online members.
In Summary
The UK Vape Market Is Booming & EDGE Is Ready
With disposable vapes now banned, more people than ever are looking for 10ml e-liquids and alternative solutions to keep their vaping journey going. At the same time, as more and more data emerges supporting the UK government's landmark 95% less harmful than smoking claim from 2015, more people than ever are trying vaping as a method of smoking cessation.
This translates to a booming UK vape market that, even in the face of potential changes to legislation and an upcoming tax in 2026, promises plenty of opportunity for top e-liquid brands like EDGE Vaping to succeed.
By constantly innovating and providing compliant solutions to adult vapers, EDGE Vaping is ready to compete with the biggest and most well-known brands in the market.
EDGE's award-winning freebase e-liquid ranges are constantly expanding and evolving to meet consumer demand and remains among the most competitively priced premium vape offerings in the UK.
EDGELIQ nic salts are set to add to our Nielsen success, offering all the most popular flavour profiles with unmatched quality and affordability; available online and soon to be in stores near you.
There has never been a better time to become an EDGE vaper and to discover for yourself why we're the UK's number one e-liquid brand.
