IEVA welcomes major study showing that non-tobacco flavours play a key role in reducing cigarette use and supporting the transition toward quitting.

A new year-long study of 886 participants, published in Nicotine & Tobacco Research, sends a clear message to regulators across Europe: adult smokers who vape overwhelmingly prefer non-tobacco flavours — and this preference is strongly associated with reducing or even quitting smoking.

This large-scale analysis of dual users (people who both smoke and vape) found that non-tobacco flavours were by far the most commonly used among adults trying to move away from cigarettes. The results reinforce the essential role of flavours in successful harm reduction.

Key Findings on Flavours

The study provides several important insights:

• Most dual users preferred non-tobacco e-liquid flavours, such as fruit, dessert, or menthol.
• These flavour preferences were associated with reduced cigarette consumption over time.
• For a significant proportion, the use of flavoured vapes supported the transition from dual use to complete smoking cessation.
• Tobacco flavours were comparatively less attractive for adult smokers attempting to change their behaviour.

Experts quoted by the Science Media Centre emphasised the importance of these findings.

Prof Caitlin Notley, Professor of Addiction Sciences at University of East Anglia, said:

“A further key practical finding from this observational study is that tobacco flavoured e-liquids were unpopular. Those starting vaping with tobacco flavour quickly switched to fruit flavours. This supports existing and emergent evidence that flavours are an important part of the sensory experience of vaping that may help people to switch fully from tobacco smoking to vaping.”

IEVA’s Perspective

Dustin Dahlmann, President of IEVA, highlights the significance for European policymaking:

“This study confirms what the vaping sector has been observing for years: adult smokers overwhelmingly rely on non-tobacco flavours when trying to leave cigarettes behind. These flavours are not a gateway — they are an exit route.”

He continues:

“Any regulation that restricts or bans flavours would make switching significantly harder — in many cases nearly impossible — for millions of adult smokers across Europe. Evidence like this should guide risk-proportionate, harm-reduction-focused legislation.”

Why Flavours Matter for Harm Reduction

The study clearly shows that:

• Flavoured e-cigarettes help smokers distance themselves from the sensory cues of cigarettes.
• Non-tobacco flavours increase the likelihood of reducing harm by lowering or eliminating cigarette use.
• Flavour restrictions could unintentionally push smokers back to cigarettes or strengthen illicit markets.

In short: flavours are a critical harm-reduction tool for adult smokers.

Conclusion

This robust new evidence underscores the importance of keeping a diverse, regulated flavour market accessible to adults. Flavoured e-liquids support smokers during the crucial transition away from combustible tobacco — reducing harm, improving cessation outcomes, and ultimately saving lives.

IEVA urges policymakers to consider this evidence as they shape future tobacco and nicotine regulations across the European Union.