Flavors are key to smokers switching to vaping — US study
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IMAGE: These are blu e-vapor flavors. view more 

Credit: Fontem Ventures

New peer-reviewed research published today in the Harm Reduction Journal shows that flavours play a critical role in attracting – and retaining – smokers into the vaping category, directly contributing to tobacco harm reduction.

“The results show that non-tobacco flavours, especially fruit based flavours, are being increasingly preferred to tobacco flavours by adult vapers who have completely switched from combustible cigarettes to vapour products,” said Dr Christopher Russell, Deputy Director of CSUR, who led the research.

The survey, one of the largest of its kind to focus on flavours, conducted by the Centre for Substance Use Research (CSUR) and funded by Fontem Ventures, assessed the first flavour and current e-vapour product flavour used by over 20,000 adult frequent vapers in the United States. The majority of frequent e-vapour product users, who had completely switched from smoking cigarettes to using vaping products, are shown to have increasingly likely initiated vaping with non-tobacco flavours, and to have transitioned from tobacco to non-tobacco flavours over time.

Of the 20,836 adult frequent e-vapour product users in the survey, nearly 16,000 had completely switched to from smoking to vaping, while 5,000 were dual

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