Summary
Introduction:
This text is a summary of a study examining the role of flavors in e-cigarette uptake and cessation among New Zealand smokers and non-smokers. The study aims to provide insights that can inform regulatory decisions regarding e-cigarette flavors.
Key points:
* The study is based on an online survey of 1005 New Zealanders, including 324 current vapers and 302 past vapers.
* Respondents were asked about their reasons for vaping and their preferred e-cigarette flavors.
* The results show that flavors are one of the main reasons for vaping uptake, regardless of smoking status.
* Fruit flavors are the most popular among all groups, while smokers also favor tobacco flavors, former smokers prefer mint or menthol, and never smokers prefer confectionery or sweet flavors.
* Flavor was less important in encouraging former vapers to start vaping.
* Māori and Pacific former vapers who smoke were more likely than NZ European/Other to report flavors as a reason for vaping, and males were more likely than females to cite flavor appeal as a reason for vaping among former smokers.
* Younger people were more likely to prefer fruit flavors than older people.
Main message:
The study highlights the importance of flavors in e-cigarette uptake, particularly among younger people and Māori and Pacific populations. While limiting confectionery e-liquid flavors may discourage vaping uptake among non-smokers, determining the e-liquid flavor range necessary to encourage vaping uptake among smokers requires urgent attention. The effects of intriguingly named and seductively marketed e-cigarette flavors on younger non-smokers are becoming established, and regulation to protect non-smokers is urgently needed. Future work could address this need by examining how flavor marketing could be reduced, such as by allowing only short descriptive flavor names or requiring e-liquid to use standardized (plain) packaging. Such moves could more effectively balance smokers' desire for a pleasurable experience against the risk of vaping uptake by non-smokers.
Citation
Gendall P, Hoek J. Role of flavours in vaping uptake and cessation among New Zealand smokers and non-smokers: a cross-sectional study. Tobacco control. 2021;30(1):108-110. doi:10.1136/tobaccocontrol-2019-055469
