NEWS
took fewer puffs but of larger volumes
(16 puffs, 83mL) compared to 21 puffs of
52mL.
‘The data for those using the ‘cig-alike’ was most similar to that we see
for smokers,’ said Murphy. Different
devices require different draw effort,
have different nicotine levels etc. All
these changes combined mean that
vapers may adapt their behaviour over
time to get the level of nicotine and / or
flavour that they require. Eventually this
behaviour is very different to that of a
smoker.
Vapers are developing new habits, using
different flavours, different products, in
different ways and at different times.
They can adjust their behaviour to
suit their lifestyle and they have a
greater variety of sensorial experiences
available to them. They can vary the
nicotine levels, vary type and intensity
of flavouring and even vary the power
input. All of this may help reinforce their
behaviour in this category in a way that
makes it too great a shift to move back in
the other direction to old behaviours and
old habits and smoking.
There is also the issue of pleasure –
20 ISSUE 05 VAPOUROUND MAGAZINE
vapers do enjoy their products. The
same cannot be said of NRTs. The
narrow approach to NRTs has meant
a preoccupation with nicotine with no
consideration for consumer satisfaction
(meeting sensory and ritualistic needs).
Surely, the key aspect of any product
that could have a health benefit is that
people want to use them?
“Before e-cigarettes came along,
quitting smoking was a pretty miserable
process,” said Dr Christopher Russell of
the Centre for Substance Use Research
in Glasgow, Scotland. He continued:
“With the advent of e-cigarettes, smokers
have something that actually makes
quitting smoking fun. And who would
have thought, even 10 years ago that
we’d have something that succeeds
tremendously where all other smoking
cessation products fail, something that is
very good at taking the pain out of, and
putting the fun into, quitting smoking?
Public health professionals have truly
hit the jackpot with the invention and
continual innovation of e-cigarettes to
appeal to and satisfy more and more
smokers at a rate previously unimagined,
let alone observed.”
Vapers are
developing
new habits,
using different
flavours, different
products, in
different ways
and at different
times.
Consumers’ e-cigarette journey is only
starting and the products are evolving
rapidly to meet their needs. As products
improve, and offer better experiences,
more and more smokers will feel these
products meet their behaviours and
needs and will stick with them.
Onwards and upwards!