E-cigarettes are known to be a highly effective tool for smoking cessation. But not all variants seem to be equally effective. A new UK-Australian research study shows that smokers who stick to tobacco flavours in their vejp find it harder to quit smoking than those who choose other flavours.
Published in the scientific journal ”Nicotine & Tobacco Research”, the study is based on an in-depth analysis of data from a larger study on smoking cessation. The researchers examined how different patterns of e-cigarette use affect the chances of quitting smoking, this time with a particular focus on flavour choice.
The study was conducted by researchers from Queen Mary University of London in the UK and the University of New South Wales in Australia, and the data analysed included almost 900 adult smokers who had tried to quit smoking using a vejp or other nicotine replacement therapy.
Tobacco flavour stood out negatively
One of the clearest conclusions of the analysis is that participants who used artificial tobacco flavoured e-juice had worse smoking cessation outcomes than those who were drawn to other flavours. This applied to both the likelihood of being smoke-free at the end of the follow-up period and the degree of reduction in cigarette consumption.
The researchers note that the choice of tobacco flavour was linked to lower quit rates, even when other factors - such as nicotine strength, frequency of use and type of product - were taken into account. The results suggest that flavour itself may play a crucial role in the effectiveness of vejpen as a smoking cessation tool.
Flavour can influence motivation and use
According to the study, one possible explanation could be that smoke-flavoured e-cigarettes are perceived as less satisfying or less attractive compared to other flavours. This, in turn, could affect the consistency of use of the product and how well it replaces regular cigarettes in everyday life.
The researchers also highlight that flavoured tobacco may reinforce the association with traditional smoking, rather than acting as a clear alternative. This could make it harder for some users to completely break their old smoking habits. Put simply, the step away from cigarettes will be smaller if it still tastes much the same.
Important piece in the flavour debate
The findings come at a time when flavour bans and restrictions on e-cigarettes are being discussed or introduced in many countries. While the study does not comment on how legislation should be designed, the researchers say their findings show that flavour is not an unimportant detail - it can have a tangible impact on smoking cessation outcomes.
As usual, the researchers emphasise that the study is based on controlled conditions, and that the results therefore need to be weighed against other research and experience from more real-world settings.
