The UK vaping market is a dynamic space, constantly evolving with trends, preferences, and regulatory changes. But despite the innovation in devices and flavours, one product format continues to reign supreme — the 10ml e-liquid bottle. But why does this compact size still dominate shelves, especially when larger bottles seem more cost-effective? The answer lies in a mix of regulation, consumer behaviour, and clever industry workarounds.
The Tobacco Products Directive (TPD), specifically the UK version post-Brexit, outlines strict rules regarding nicotine-containing e-liquids. Under these laws:
These restrictions were designed to reduce accidental nicotine exposure and ensure product safety. As a result, even though manufacturers could produce larger volumes, the law requires that nicotine-containing e-liquids be distributed in 10ml bottles only.
To bypass the 10ml nicotine limit without violating TPD laws, brands introduced an ingenious solution: shortfills. These are larger bottles (typically 50ml or 100ml) filled with nicotine-free e-liquid, leaving enough room to add a 10ml nic shot (a nicotine booster).
When a customer adds a nic shot to a shortfill, the result is a larger quantity of nicotine-containing e-liquid — but it’s mixed by the consumer after purchase, keeping the manufacturer within legal bounds.
At Vapes Venture, we offer a range of high-quality shortfills and nic shots, allowing users to customize their nicotine levels without sacrificing flavour or compliance.
Despite shortfills gaining popularity, the 10ml bottle still serves several critical roles:
While cloud chasers may gravitate towards shortfills and sub-ohm setups, many UK vapers — particularly those seeking a smoking alternative — still prefer the simplicity and punch of 10ml nic salts. Nic salts deliver a smoother throat hit and faster nicotine absorption, making them popular among ex-smokers and pod system users.
According to PHE data, pod systems and pre-filled 10ml nic salt bottles remain a dominant segment in the UK e-liquid landscape.
The 10ml format isn’t just surviving — it’s thriving because it hits the sweet spot between regulation, flexibility, and user demand. While shortfills and nic shots offer great alternatives for hobbyist vapers, the classic 10ml bottle continues to be the go-to for everyday users and nic salt fans alike.
At Vapes Venture, we’re committed to helping you navigate the ever-changing UK vape scene. Whether you're into high-VG shortfills or potent nic salts, we’ve got options tailored to your needs.
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