The Association of E-cigarette Flavors With Satisfaction, Enjoyment, and Trying to Quit or Stay Abstinent From Smoking Among Regular Adult Vapers From Canada and the U.S.

Summary of Study

Bottom line: This study shows that a variety of non-tobacco e-cigarette flavors, especially fruit, are popular among adult regular vapers, particularly among those who have quit smoking and are now exclusively vaping. Flavor bans may have detrimental consequences for vapers looking to quit smoking or avoid relapse.

E-cigarettes are a popular cessation aid, surpassing other approved cessation therapies such as licensed nicotine replacement therapy and prescription medications. There have been numerous flavor restrictions in jurisdictions in the United States and Canada.  

Recent studies in the United States have shown that adult vapers (including current and former smokers, and nonsmokers) demonstrate a preference for a range of flavors, and commonly use nontobacco flavored e-cigarettes.

In this study, nearly two-thirds of vapers use a non-tobacco flavor. Exclusive vapers most commonly reported using fruit (36.4%), followed by tobacco (22.9%), candy (15.8%), menthol/mint (13.9%), “other” (7.1%), unflavored (2.1%), and tobacco/menthol mix (1.9%).

Vapers who used non-tobacco flavors find vaping more satisfying and are more likely to use vaping to quit smoking. Vapers using candy reported being relatively more satisfied than vapers using tobacco flavor.

Among the study participants, 46% reported that they were planning to quit smoking within the next 6 months, with the highest proportion among those using candy flavor, and the lowest among those using tobacco flavor.

The majority of concurrent users reported that vaping helps them cut down on the number of cigarettes that they smoke. The highest proportion of concurrent users who reported vaping to help them reduce cigarette consumption used candy or fruit.

Among study participants, 78.3% said that vaping may help them quit smoking. Significantly more concurrent users using candy or fruit reported that they were vaping to help them quit smoking compared with the tobacco flavor group.

Banning flavors might make e-cigarettes less attractive to smokers and former smokers, as a smoking substitute, or as a way to quit smoking.

Read the full study here.

Feature Charticle

Flavors Used Among Regular Vapers

Nicotine & Tobacco Research

Findings:

  • Non-tobacco e-cigarette flavors, especially fruit, are popular among adult regular vapers, particularly among those who have quit smoking and are now exclusively vaping. 
  • Nearly two-thirds of vapers in this study use a non-tobacco flavor.
  • Exclusive vapers most commonly reported using fruit (36.4%), followed by tobacco (22.9%), candy (15.8%), menthol/mint (13.9%), “other” (7.1%), unflavored (2.1%), and tobacco/menthol mix (1.9%). 
  • Vapers who used non-tobacco flavors find vaping more satisfying and are more likely to use vaping to quit smoking. 

Read the full study here.