Experimentation tipped to escalate e-cigarette consumption

Consumer insight firm Canadean says fun and flavour experimentation are key elements driving tobacco innovation, paving the way for the e-cigarette market to grow.

The company’s latest report claims that 55 per cent of smokers worldwide smoke because tobacco makes them feel good and they enjoy it.

Canadean says it believes e-cigarette manufacturers can target consumers’ desire for self-indulgence and enjoyment, as an emphasis on fun will help attract sensation-seekers. As a result, it says, e-cigarettes will become an important category for formulating and positioning around pleasure, as they are easier to flavour than traditional cigarettes, and their versatility also encourages experimentation.

Furthermore, Canadean says heavy taxation on cigarettes means that vaping liquids are often cheaper. It adds that flavour innovation in traditional cigarettes will be more difficult, due to anti-smoking campaigns such as those calling for bans on menthol-capsule cigarettes.

“With e-cigarettes being a less regulated category and seen as a healthier alternative to traditional tobacco, it becomes a promising category to explore should companies wish to tap further into the ‘fun’ trend,” Canadean Senior Analyst Kirsty Nolan said.

“For example, the Jukasa Dual Tank Pro E-Cigarette features a dual-heating flavour chamber that can work independently to provide separate flavours, or simultaneously to blend two flavours, thus giving users the option to enjoy three flavours in one unit.”

The move to increasing numbers of consumers seeking fun products spans beyond the tobacco industry, according to Canadean, with longer working hours and commuting, paired with constant connection through social media, often leaving consumers with the perception of having less time, which leads them to seek escapism through their consumption.

“Fun and novelty can facilitate moments of escapism for consumers, allowing them to momentarily relax ahead of their next challenge,” Ms Nolan said. “Canadean expects demand for such products to continue to increase, as lifestyles are ever busier.”

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