Consumers shifting to tanks, preferring sweeter flavours

thumbs up 300x180Vapers are switching away from using e-cigarettes as simulators of tobacco smoking and embracing them as a product category in their own right, according to a new market study.

The trend is demonstrated by a shift in consumer preferences from cigalikes to tank systems and from tobacco flavourings to sweeter flavours, surveys of e-cigarette users suggest.

The surveys showed that more than 50% of e-cigarette users regularly vape a sweet flavour, while less than 25% use a tobacco flavour.

Use of cigalikes – particularly disposable pre-filled products – has also continued to fall, in contrast to a growth in popularity of tank systems. This could point to success for e-cigarettes as a tool in smoking cessation, with the surveys demonstrating that vapers with tank systems are significantly less likely than cigalike users to carry on smoking tobacco too.

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    Further circumstantial evidence for e-cigarettes’ ability to wean consumers off tobacco can be seen in the drop in strength of nicotine e-liquids, with the average potency falling for this year compared to 2013.

    These results were drawn from a series of extensive surveys carried out by E-Cigarette Forum in April of this year – largely covering U.S. consumers but also with substantial numbers of responses from the UK, Australia and Canada – along with data from a UK survey conducted by YouGov for ASH (Action on Smoking and Health), a public health charity.

    What This Means: Although data from these surveys are not the final word, it is clear that there is a quantifiable shift from cigalikes to refillable tank systems. The constantly changing patterns of use amongst users of e-cigarettes, along with developing preferences for retail channels is further explored in ECigIntelligence’s in-depth report, available to Premium Subscribers.

    – Freddie Dawson ECigIntelligence staff

    Photo: Sarah Reid

    Freddie Dawson

    Managing editor, news
    Freddie studied at King’s College, London and City University and worked for publications including The Times, The Malay Mail, PathfinderBuzz and Solar Summary before joining the ECigIntelligence team. He has extensive experience in covering fast-moving consumer goods (FMCG), manufacturing and technological innovation.

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