Young e-cigarette consumers are favouring flavour blends

E-cigarettes that mix fruity, sweet and refreshing flavors (Banana Ice, Cool Cucumber for example) or those with vague names (conceptual flavors) and do not directly refer to a flavor (like Blue Dream, OMG and Marigold) are very popular among young users, according to a study by the American organization Truth Initiative published in the journal Nicotine & Tobacco Research.[1].

Conceptual aromas include a descriptor that does not directly name a fruit, food, drink or spice, but is evocative of a taste or sensation.

In this study, researchers surveyed 2,281 current e-cigarette users ages 15 to 24 about the flavor blends and concept flavors they were using at the time of the survey. Respondents rated the intensity of the fruity, refreshing, sweet, or minty taste of the flavors they were currently consuming with their e-cigarettes.[2].

The success of fruity/menthol flavor combinations

Three-quarters (74.8 %) of e-cigarette users at the time of the study reported using mixed flavors, and more than half (57.9 %) had used at least one concept flavor in the past month. Mixed flavors with fruit or refreshing flavor descriptions were the most popular, including Iced Mango (30.2 %), Banana Ice (26.4 %), Lush Ice (23.8 %), and Melon Ice (22.9 %). Use of multiple concept flavors was also common, with more than a third of respondents (38.2 %) reporting use of three or more concept flavors in the past 30 days.

For Truth, the data on consumption of vaping products with flavors that combine fruity, sweet and refreshing characteristics is interesting because until now, national surveys that measure flavor use have often been limited to single categories such as fruit, candy and menthol. The study highlights the need for a consistent classification of flavored products to track the proliferation of new products and flavors and to help policymakers identify and regulate all e-cigarette flavors that appeal to youth.

The authors say the presence of cooling flavours in vaping products is of concern because the cooling attributes of menthol have been shown to play a role in youth smoking initiation and these characteristics may be transferred to vaping products.

The problem of conceptual aromas

According to survey respondents, most conceptual flavors were less intense in taste than flavor blends with descriptors, but some did not differ significantly from flavor blends in the intensity of their fruity, refreshing, sweet, or minty taste, including Tropic, Bahama Mama, Marigold, Island Breeze, Winter, Honeymoon, Island Cream, Meteor Milk, OMG, and Royal Dagger.

The use of conceptual blends and flavours for new nicotine products aligns with the tobacco industry’s tactics to alter product characteristics, labelling or packaging to circumvent flavour restrictions designed to deter youth from using nicotine and thereby maintain or increase sales. Conceptual flavours, in particular, present a challenge for the enforcement of restrictions on flavoured nicotine products, as they make it difficult for designated authorities to monitor the legality of a flavoured product.

Researchers recommend expanding restrictions on flavored e-cigarettes to all device types, including disposable e-cigarettes, to effectively combat the continued proliferation of flavors that are popular among youth.

Keywords: aromas, flavors, electronic cigarettes, vaping products, youth, menthol

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[1] Jennifer M Kreslake, PhD, MPH, Katie M O'Connor, MPH, Daniel Stephens, MPH, Donna M Vallone, PhD, MPH, Elizabeth C Hair, PhD, Perceived Sensory Characteristics of Blended and Ambiguous “Concept” Flavors Among Adolescent and Young Adult E-cigarette Users, Nicotine & Tobacco Research, 2023;, ntac236, https://doi.org/10.1093/ntr/ntac236

[2] Truth Initiative, Young e-cigarette users report widespread use of flavor blends and “concept” flavors like Iced Mango, Blue Dream, and OMG, published January 27, 2023, accessed January 30, 2023