E-Liquid Flavor Preferences and Individual Factors Related to Vaping: A Survey among Dutch Never-Users, Smokers, Dual Users, and Exclusive Vapers

Abstract

Appealing product characteristics, such as flavors, may stimulate e-cigarette use. While switching to e-cigarettes may reduce harm for smokers, concerns exist about e-cigarette use among never-smokers. The role of flavors in the decision to switch to or refrain from vaping is unclear. This study used a bottom–up approach to investigate the relation between flavor preferences and individual factors related to vaping between various user groups. A cross-sectional survey was conducted among never-users (n = 407), smokers (n = 138), dual users (n = 122), and exclusive vapers (n = 61) in the Netherlands. Demographics, attractiveness of product characteristics, flavor preferences, and individual factors related to vaping (knowledge, trust, perceived susceptibility, attitude, social influence, deliberation, and intention) were assessed. The availability of different flavors was the most attractive characteristic of e-cigarettes. Dual users and exclusive vapers had most often used tobacco and menthol/mint flavors when they first started vaping. Compared to dual users, exclusive vapers currently used more fruit and sweet flavors. Never-users who were interested in trying an e-liquid flavor had more knowledge about and a more positive attitude towards e-cigarettes. Smokers who were interested in trying a flavor had a more positive attitude towards e-cigarettes and experienced the social influence towards not using e-cigarettes as less strong than those who did not want to try any flavor. Hence, individual factors related to vaping differed depending on whether never-users and smokers wanted to try an e-liquid flavor. This means that flavors may moderate differences found in individual factors related to vaping, or vice versa.

An Observational Study of Vaping Knowledge and Perceptions in a Sample of U.S. Adults

“…Researchers found that youth who had used an e-cigarette were 3.5 times more likely to use marijuana compared to youth who had not used an e-cigarette [ 19 ]. In a Dutch cross-sectional survey, it was found that access to a variety of flavors is one of the most attractive characteristics prompting initial vape use [ 12 ]. In our study, flavor was not found to be a significant factor influencing vape use.…”

“…Vape products come in a variety of styles, and there are over 7,000 available flavors in the market [ 9 - 11 ]. A cross-sectional survey in a large cohort (N = 728) was carried out to examine the relationship between product characteristics and e-cigarette appeal [ 12 ]. Of participants that exclusively vaped, 68.9% reported that the option of different flavors was the most attractive characteristic of using vapes that influenced their decision to begin vaping [ 12 ].…”

“…A cross-sectional survey in a large cohort (N = 728) was carried out to examine the relationship between product characteristics and e-cigarette appeal [ 12 ]. Of participants that exclusively vaped, 68.9% reported that the option of different flavors was the most attractive characteristic of using vapes that influenced their decision to begin vaping [ 12 ]. These results suggest that people who have never vaped or smoked cigarettes may be vulnerable to e-cigarette flavor marketing strategies.…”

Critical appraisal of the European Union Scientific Committee on Health, Environmental and Emerging Risks (SCHEER) Preliminary Opinion on electronic cigarettes

“…It appears that vape tricks may attract adults too. In a small survey (n=183 ENDS users) conducted in the Netherlands 24.6% endorsed cloud chasing tricks as an attractive feature of ENDS [77]. Attractive features, such as the generation of very dense aerosols, appear to entice people into using these products and not just flavors.…”

Vaper, Beware: The Unique Toxicological Profile of Electronic Cigarettes

“…18,29 Surveys have shown that the availability of different flavors is among the most attractive features of e-cigarettes in this age group. 30 Teenage vaping, in turn, has been shown to increase the likelihood of smoking, with or without concurrent e-cigarette use, later in life. 31,32,33 A review study found that adolescents, males, and white people are more likely than other groups to consume e-cigarettes in the United States and several other countries.…”