This page will attempt to address the following questions:

FAQ: Why are flavored ENDS products important to people who smoke?
FAQ: Why are flavored ENDS products important to people trying to prevent relapse to smoking?
FAQ: Do flavors entice youth to illegally use ENDS products?
FAQ: When comparing continuum of risk, how do flavored ENDS products compare to smoking?
FAQ: Are the flavors a threat to public health?

Studies - Use of Flavors

Variety-seeking behaviour (behavior) was common and typically reported within the first 12 weeks of participants’ e-cigarette-assisted attempt to transition away from smoking. Policies allowing diverse e-liquid flavours at specialist stores only could support users’ variety-seeking and potentially create opportunities to couple e-liquid purchasing occasions with cessation advice during the first months of a transition attempt.
(Link above is to the PDF version)
Citation: Mei-Ling Blank, MPH, Janet Hoek, PhD, Choice and variety-seeking of e-liquids and flavour categories by New Zealand smokers using an electronic cigarette: a longitudinal study, Nicotine & Tobacco Research, , ntaa248, doi:10.1093/ntr/ntaa248
Acknowledgement: Royal Society of New Zealand Marsden Fund Grant (17-UOO-129) to Janet Hoek (PI), Mei-Ling Blank (AI), Tamlin Conner (AI), Shelagh Ferguson (AI), and Lee Thompson (AI). Both authors are members of ASPIRE 2025, a research collaboration working to achieve the New Zealand Government's Smokefree 2025 goal.

Nonsmoking teens’ interest in e-cigarettes was very low.
Adult smokers’ interest was significantly higher overall and for each flavor.
Teen interest did not vary by flavor, but adult interest did.
Past-30-day adult e-cigarette users had the greatest interest in e-cigarettes, and their interest was most affected by flavor.
Nonsmoking teens who had never tried e-cigarettes had the lowest interest in flavors, followed by adults who had never tried e-cigarettes
PDF Version
Citation: Saul Shiffman, PhD, Mark A Sembower, MS, Janine L Pillitteri, PhD, Karen K Gerlach, PhD, MPH, Joseph G Gitchell, BA, The Impact of Flavor Descriptors on Nonsmoking Teens’ and Adult Smokers’ Interest in Electronic Cigarettes, Nicotine & Tobacco Research, Volume 17, Issue 10, October 2015, Pages 1255–1262, doi: 10.1093/ntr/ntu333
Acknowledgement: This work was supported by NJOY, a company that markets electronic cigarettes, but does not make or sell any combustible tobacco products. All authors work for Pinney Associates and provide consulting services to GlaxoSmithKline Consumer Healthcare on their stop-smoking medications and to NJOY, Inc. on electronic nicotine delivery systems (ENDS). SS and JGG also own an interest in a novel nicotine medication in development. The study sponsor was involved in discussion of the study design, but had no role in study execution, data collection, data analysis, or writing of the manuscript, nor did the sponsor review the manuscript prior to submission.

ENDS Flavors