Interpretation | British e-cigarette use survey: Fruit flavors are the most popular, and nicotine bags are becoming more and more popular
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Interpretation | British e-cigarette use survey: Fruit flavors are the most popular, and nicotine bags are becoming more and more popular
On August 12, the UK Action on Smoking and Health released the latest survey report on "Smoke-free Britain", which analyzed the changes in the behavior and attitudes of British adults (over 18 years old) towards e-cigarettes. The report shows that fruit-flavored e-cigarettes are the most popular, the use rate of disposable e-cigarettes is stable at 30%, and the popularity and use rate of nicotine bags are gradually increasing.
Editor's note: The two supremes have previously reprinted some reports of the UK Action on Smoking and Health ("British Research: Nearly 5.6 million adults use e-cigarettes, and the use rate has reached a new high"). After obtaining the original report, the two supremes sorted out the key contents.
On August 12, the UK Action on Smoking and Health (hereinafter referred to as "ASH") released the latest survey report on "Smoke-free Britain", which analyzed the changes in the behavior and attitudes of British adults (over 18 years old) towards e-cigarettes.
According to the report, 11% of adults in the UK currently use e-cigarettes, which is the highest use rate ever recorded, with a number of 5.6 million people. The following are two highlights of the report:
Fruit-flavored e-cigarettes are the most popular
From the ASH survey report, it can be seen that among British adults in 2024, fruit-flavored e-cigarettes are the most popular, followed by mint/menthol flavors and tobacco flavors.
Source: ASH
Specifically, fruit-flavored e-cigarettes ranked first with a share of 47%, while mint/menthol flavors and tobacco flavors accounted for 17% and 16% respectively. In addition to indicating the popularity of fruit-flavored e-cigarettes, this data also shows the changes in the British people's choice of e-cigarette flavors. In 2016, the most popular was tobacco-flavored e-cigarettes, accounting for 33%.
In addition, the differences in preferences among different user groups when choosing e-cigarette flavors may be related to their smoking history and personal tastes.
The ASH report mentioned that fruit flavors are also popular among current traditional cigarette users (49%) and ex-smokers (45%). Among e-cigarette users who have never used traditional cigarettes, most (61%) prefer fruit-flavored e-cigarettes.
Traditional cigarette ex-smokers are more inclined to choose mint/menthol flavored e-cigarettes, with 22% of ex-smokers choosing this flavor. Dual users who use both traditional cigarettes and e-cigarettes are more likely to choose tobacco-flavored e-cigarettes, accounting for 23%.
The use rate of disposable e-cigarettes tends to stabilize
Although the use of disposable e-cigarettes stabilized in 2024, its popularity among young people is still high. Data shows that the proportion of disposable e-cigarettes is stable at 30%, while open-type and removable cartridge e-cigarettes account for 53% and 15% respectively.
Source: ASH
From the table, it can be seen that the relative popularity of disposable e-cigarettes increased rapidly from 2021 to 2023, with e-cigarette users increasing from 2.3% to 31%. Since 2023, this proportion has stabilized at 30%.
Source: ASH
The survey shows that two-thirds (66%) of e-cigarette users say they only use one e-cigarette device.
In 2024, more than half (52%) of adults aged 18 to 24 will use disposable e-cigarettes as their main device. ASH mentioned that convenience and price are important factors when choosing the type of device. The most common reasons for choosing disposable e-cigarettes are convenience (32%) and the ability to get the desired flavor (21%)
Regarding the brand selection of disposable e-cigarettes, ASH surveyed users who mainly use disposable e-cigarettes. The data showed that the most popular brand is Elf Bar, accounting for 52%, followed by Lost Mary (40%) and Crystal Bar (35%).
Nicotine pouches are becoming more and more popular
The report shows that the popularity and usage of heated tobacco products and nicotine pouches as e-cigarette alternatives are gradually increasing, which may be related to marketing activities. ASH believes that the popularity trend of these alternatives may have an impact on public health policies and e-cigarette regulatory measures.
Source: ASH
As for heated tobacco products, the popularity and use of heated tobacco products have gradually increased since the launch of IQOS in 2017. In 2024, 37% of smokers said they had heard of these products, and 9.6% of smokers had tried them.
Nicotine pouches (such as ZYN and Nordic Spirit) have higher public awareness than heated tobacco products. Data shows that in 2024, 61% of smokers said they had heard of these products, 3.3% of smokers currently use nicotine pouches, and 17% of smokers have tried them.
