Role of flavours in vaping uptake and cessation among New Zealand smokers and non-smokers: a cross-sectional study

Abstract

BackgroundConcerns about the effects of vaping have prompted calls to restrict e-cigarette flavours. Vaping proponents have criticised these proposals, which they argue may discourage smokers from taking up vaping or trigger relapse to smoking. We explored the role flavours play in vaping uptake and cessation among New Zealand cigarette smokers and vaping-susceptible never smokers (VSNS), and examined current vapers’ preferred flavours.MethodsWe conducted an online survey of 1005 New Zealanders aged 18–70 years that included 324 current vapers (vaped in the last 30 days) and 302 ‘past’ vapers (reported past vaping, but not within the last month). We asked respondents their reasons for vaping and explored current vapers’ preferred e-cigarette flavours; we analysed the data using descriptive statistics and logistic regression.ResultsIrrespective of smoking status, flavour was one of the main reasons respondents gave for vaping (smokers 83%; former smokers 77%; VSNS 80%). Flavour was less important to former vapers; 47% of smokers, 57% of former smokers and 64% of VSNS cited flavour as a reason for originally taking up vaping. Fruit flavours were most popular among all three groups; smokers also favoured tobacco flavour, while former smokers also favoured mint or menthol, and never smokers also favoured confectionery/sweets/lolly flavours.ConclusionsFlavours play a major role in vaping initiation for current smokers, former smokers and vaping-susceptible non-smokers, and remain important to those who continue vaping. Our findings highlight the need for regulation that allows some flavour diversity without the extravagant marketing currently used to promote vaping and e-liquids.

Do health halos and conspicuous consumption influence the appeal and risk perceptions of e-cigarettes among young Cambodian men?

“…There were other aspects of product design that were also appealing to young people. Although previous research shows that flavours are one of the main appeals of using e-cigarettes among young people,30–33 this study identified how exposure to the smell of e-cigarette flavours in social settings may play a role in some young people’s awareness of and interest in using these devices. This study also demonstrated that young people create shared experiences with their friends around trying e-cigarettes and different e-cigarette flavours, often describing situations where an e-cigarette was passed around among friends to taste or try different flavours.…”

“…While flavours are shown to increase e-cigarettes’ appeal to young people,30–33 social and performative aspects of e-cigarettes may also shape positive attitudes towards these devices. For example, studies have demonstrated that the ability to perform ‘smoke tricks’ with e-cigarettes is a noteworthy factor contributing to the use of these products in young people,34 35 alongside practices such as ‘dripping’, which entails applying e-liquid directly to the heated coils to produce large volumes of vapour 36–38.…”

Estimated public health gains from smokers in Germany switching to risk-reduced alternatives: Results from population health impact modelling by socioeconomic group

“…Uptake of RRPs by smokers is also affected by other factors such as taxation [36], affordability [37], moral concerns around addiction [38], and consumer choice regarding ECig avors [39]. To reduce smoking-related health inequalities, an integrated strategy has been proposed which combines targeted cessation programs, tobacco control measures, and educational media campaigns, all applied within wider attempts to address inequalities in health [9].…”

An update on controversies in e-cigarettes

“…An online survey that asked 1005 New Zealanders aged 18-70 years the reasons for vaping showed that irrespective of smoking status, flavour was one of the main reasons respondents gave for vaping (smokers 83%; former smokers 77%; vaping-susceptible never smokers (VSNS) 80%). 64% of VSNS cited flavour as a reason for originally taking up vaping [53] . The vast majority (89%) of 18-25 years young adults from Australia preferred flavoured e-cigarettes (92% of smokers, 82% of non-smokers, 95% of never smokers), with fruit flavours the most popular [54] .…”