This report analyses the results of ECigIntelligence’s latest US consumer
survey, which was carried out from November 2021 to January 2022. Our analysts regularly
survey consumers’ choices in this important market to identify and measure changing
behaviour. For example, advanced devices are still the most popular product type for
hobbyist vapers in the US but their use as primary devices has been in steady decline since
2017. E-liquid consumption has also been declining since 2018, while nicotine concentration
levels have been increasing.
Reasons to buy
If your business has an interest in the US e-cigarette market,
this report will provide you with valuable insight into consumers’ behaviour, from their
choice of primary and secondary devices and disposables to their preferences for e-liquid,
brands and flavours. Our analysts also cover nicotine consumption and perception, use of
nicotine salts, DIY e-liquids, favourite retail channels and responses to potential flavour bans.
Table of contents
- Executive summary
- Sample characteristics
- E-liquid consumption
- Nicotine consumption and perception
- E-liquid flavours
- Retail channels
ECigIntelligence has been running an annual consumer survey of vapers across all regions of
the US since 2016, with a sample size of between 4,000 and 9,000 respondents. This latest
survey was carried out from November 2021 to January 2022. Responses were received from
more than 4,000 vapers.
Several questions have remained consistent to allow analysis of change over time. The focus
is to identify and compare changing trends in consumer vaping behaviour. To increase
comparability between years, 2,000 respondents from each year’s survey since 2017 were
selected using a stratified random sampling procedure based on respondents’ age groups.