Vape Flavours Research Results

Around 5.6 million people in the UK vape, with over 7,000 vape flavours to choose from. Retailer Vape Superstore has surveyed 1,000 vapers in the UK to discover which flavour of vape they’d most like to try, as well as which flavour is the most popular overall. 

Over a quarter (27%) of vapers want to try birthday cake-flavoured vapes the most. Banana bread and pumpkin spice complete the top three flavours Brits want to try, with 16% and 14% interested in the flavours, respectively. 

Vape Superstore says the 18-44 demographic is more likely to want to try different flavours, with almost a quarter (24%) of 45-54-year-olds and 2 in 5 (44%) of 55+-year-olds saying they don’t want to try any other flavours that they haven’t yet already tried.  

Males are less likely to try new flavours, with almost a quarter (23%) saying that they don’t want to try any other vape flavours. Despite 28% of females saying the same, 32% said they’d like to try birthday cake-flavoured vapes.

Females tend to have a sweeter tooth, with birthday cake (32%), banana bread (18%) and pumpkin spice (17%) being the top three flavours they’d like to try. Compared to males top three flavours they’re interested in are birthday cake (17%), coffee (16%) and CBD (15%).

Londoners are most eager to try a matcha-flavoured vape, with 1 in 10 of the capital residents interested in the flavour. According to recent research, it makes sense, as London is the most popular UK city for matcha.     

Welsh residents are the most adventurous when it comes to vape flavours with 10% of respondents stating they’ve tried every flavour and there aren’t any they wish to try. This highlights the variety in the market, making it accessible to those able to. 

The most popular vape flavour

According to Vape Superstore’s sales data, the most popular vape flavour is berry, with over 1 in 10 (12%) choosing berry notes. 

Cherry is the second most popular vape flavour, with 6% of customers opting for the fruit-flavoured vape. Strawberry completes the top three, with 6% of vapers choosing the fruit flavour. 

The least popular flavours with just 1% of vapers choosing them are: gummy bear, tobacco, pink lemonade, mint, menthol, guava and banana. 

Notably, tobacco isn’t a favoured vape flavour. Vapes are typically used as a way to stop users from smoking and academic research has shown that smokers prefer to opt for a more fruity flavours to distance themselves from smoking.

Commenting on the findings, David Phillips, from Vape Superstore said: “It’s great to see that Brits appear happy and content with the vape flavours on offer to them, with our study showing that over a quarter (26%) of respondents state they don’t wish to try any other flavours. 

“Despite notions that fruity e-cigarette flavours appeal to the youth, e-cigarettes are designed as a tool to encourage others stop smoking cigarettes. A recent study found that e-liquid flavours do not appear to have an effect on cigarette craving, reinforcing that these fruity flavours are a positive deterrent from cigarettes. With this in mind, it’s interesting to see that Brits want to steer away from tobacco flavours in their vapes with just 1% opting for the flavour, suggesting that alternative flavours are an appealing aid for those on nicotine replacement therapy.”

References:

Vape Superstore Flavour Research in full - https://www.vapesuperstore.co.uk/blogs/news/brits-favourite-vape-flavours-are-revealed

Dave Cross

Journalist at POTV

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Dave is a freelance writer; with articles on music, motorbikes, football, pop-science, vaping and tobacco harm reduction in Sounds, Melody Maker, UBG, AWoL, Bike, When Saturday Comes, Vape News Magazine, and syndicated across the Johnston Press group. He was published in an anthology of “Greatest Football Writing”, but still believes this was a mistake. Dave contributes sketches to comedy shows and used to co-host a radio sketch show. He’s worked with numerous start-ups to develop content for their websites.