With changes in regulatory policies, the taste pattern of the global vape market is changing. European and American teenagers prefer fruity flavors, while Eastern Europeans prefer sweet flavors. Among them, the vape use rate among British teenagers, especially women, has increased, and tobacco consumption has decreased.
In recent years, a variety of innovative flavors have emerged in the international vape market, including chocolate popcorn, cinnamon sundae, pineapple coconut, vanilla rum, daffodil ice cream, curry chicken, bubble milk tea, and even salted licorice. However, many of these specialty flavored vape products only have a brief moment on the market, like a flash in the pan. At the same time, various new regulations and bans have made the vape market complex and diverse.
Fruity Vapes Dominate the Market
Although there are many novel flavors of vape, fruity vape is still the mainstream in the market. The British NGPTrends website is a professional website that specializes in reporting on new tobacco products such as vape. Alan Byrne Carter, general manager of the company, pointed out that fruity vape has always been popular. Fruity vapes have continued to evolve in recent years, moving away from traditional cherry or grape flavors to more unique mixed fruit flavors. Mint-flavored vapes have undergone a similar evolution, now being more often combined with fruity flavors such as Green Ice Mint and Strawberry Mint.
In Europe, especially in Western European markets, demand for traditional tobacco-flavored vapes seems to have declined. This may be partly because most vape consumers have quit smoking and no longer pursue tobacco flavors. However, the vape market has not completely eliminated tobacco flavors. For example, the British vape brand PodSalt recently launched the Origins series of products including 6 tobacco flavors.
Regional Consumer Demands and Regulations
The development of vape flavors is affected by consumer preferences in various regions, and different regions also have their own regulatory regulations stipulating which flavors are allowed to be sold and which are not.
Some European countries have already implemented bans on certain flavored vapes, especially products containing sugar or sweeteners. These bans may be extended to the entire EU, affecting vape market trends, and potentially re-boosting the rise of tobacco-flavored vapes in the Western European market.
The United States has experienced a similar situation, with the Food and Drug Administration requiring vape companies to focus on the development of tobacco flavors. Carter pointed out that he hopes to see more tobacco-flavored vapes in the U.S. market.
Regulatory differences in different regions make some markets, such as Canada, a place for testing and promoting new vape flavors, which is not possible in the United States.
Flavor and Fragrance Companies Launch New Flavors
Understanding vape flavor trends can help you observe the latest trends in flavor and fragrance companies.
Germany’s Hertz Flavors and Fragrances Company has a long history in the tobacco industry. Now it not only supplies flavors and fragrances for traditional cigarettes but has also begun to produce its own vape liquid products. At the 2022 InterTabac show, the company launched a variety of new flavors of vape liquid, including flavors such as rock sugar, white coffee, lemon cheesecake, coconut caramel, and banana cookies. Customers have shown strong interest in these new flavor products.
While fruity vapes currently dominate, more and more consumers are interested in more complex and exotic vape flavors. Expect the momentum of disposable vapes to wane and the rise of devices that can inject vape liquid, bringing more complex flavor products. The market in each region is different, and only by being familiar with local tastes can we create fragrances that attract consumers.
Differences in regulations between countries have led some countries such as Denmark and the Netherlands to ban flavored vapes other than tobacco flavors, while the European Union is considering a similar ban across the board.
Eastern European Consumers Prefer a Sweet Taste
In Eastern European markets, vape flavor trends are also different. Eastern European company Bimar Project said the most popular flavors include bubble gum, blueberry, cola, grape, iced banana, and other sweet flavors. Sweetness is increasingly important in Eastern European markets, and traditional mint flavors have lost market share.
It is expected that in the future, vape products with exotic and multiple complex flavors will emerge in the Eastern European market. In addition, Eastern European consumers are increasingly interested in confectionery flavors.
Although traditional tobacco-flavored vapes are popular in the U.S. market, they are increasingly unpopular in Eastern European markets. This may be because young people are the main consumers of vape, and they prefer to try novel flavors rather than the taste of traditional cigarettes. In Russia and Belarus, vape products are currently not subject to excise tax, but this may change, and vape sales in Eastern Europe are expected to grow further.
The rapid development of the British vape market is also eye-catching, especially the significant increase in use among young women, while the consumption of traditional cigarettes has declined.
VPZ plans to open 15 new stores in the UK, bringing the total number of stores to 160, and launch a vape recycling service to eliminate the negative impact of disposable vapes on the environment.
To ensure vapes are not sold to minors, UK retailers have introduced facial recognition technology to verify the age of buyers, despite the potential for controversy.
Unlike the UK, Denmark’s Bilka supermarket has stopped using facial recognition age verification equipment, because this may cause consumers to buy vapes in smaller stores that do not have such equipment. As a result, the British Retail Consortium is calling for laws to empower stores to verify shoppers’ age at the point of sale.
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