A study funded by the Health Research Council of New Zealand and carried out on a panel of 1,005 people aged 18 to 70, aimed to assess the importance of aromas in the act of vaping and for smokers wishing to help the electronic cigarette to quit smoking.
It appears that whatever the status of the person questioned (smoker, vaper, ex-vaper and ex-smoker), 83% consider that the aromas motivated them to try vaping. If exclusive vapers prefer fruit aromas, the vast majority of smokers coming to the vape have preferred tobacco aromas. The study concludes that flavors play a major role in initiating vaping for current smokers, former smokers and non-smokers who are attracted to vaping, and that they remain important for those who continue to vaping. The results underscore the need for regulation that allows for a variety of flavors without extravagant marketing as currently used to promote vaping and e-liquids.