European survey: 80 percent of vapers stopped smoking completely. Flavors are extremely important to vapers


Brussels - More than 80 percent of smokers who switched to e-cigarettes have completely stopped smoking. Around 65 percent of vapers in Europe use fruit or sweet liquids. These are two important results of a survey carried out by the European Independent Vape Alliance (IEVA). More than 3,300 european e-cigarette users took part.

The European survey shows: E-cigarettes are a widely used method in Europe to stop tobacco use. 81 percent of vapers have completely stopped using tobacco. Further twelve percent have reduced smoking with the help of e-cigarettes.

86 percent of the participants assume that e-cigarettes are less harmful for them than tobacco cigarettes. Only two percent think e-cigarettes are equal or more harmful compared to combustible cigarettes. The British government agency Public Health England estimates that e-cigarettes are 95 percent less harmful than tobacco cigarettes. [1]

Importance of flavors

The variety of flavors seems to be one of the most important reasons for vapers to use e-cigarettes. 40 percent of them use fruit flavored liquids and 25 percent prefer other sweet flavors. A good third of vapers select tobacco-flavored liquids (35 percent).

IEVA asked the participants how they would react if all liquid flavors except tobacco flavors were banned. Result: Only 20 percent of vapers would switch to tobacco flavors. Negative effects of a flavor ban: 31 percent stated that they would buy other liquid flavors on the black market. 9 percent would even start smoking again.

Dustin Dahlmann, President of IEVA: "Our survey confirms previous research that e-cigarette flavors are crucial for adult smokers. A flavor ban must be avoided at all costs, because it would lead many vapers to buy unregulated products on the black market or to start smoking again. And this would endanger the great opportunity that many more smokers will stop smoking with the help of the e-cigarette.” [2, 3, 4]


[1] „Evidence review of e-cigarettes and heated tobacco products“, Public Health England, 2018

[2] „Role of sweet and other flavours in liking and disliking of electronic cigarettes“, Seattle, 2016

[3] „Reasons for using flavored liquids among electronic cigarette users: A concept mapping study“, Virginia, 2016

[4] „Electronic cigarette liquid and device parameters and aerosol characteristics: A survey of regular users“, Lexington, 2018


Independent European Vape Alliance (IEVA)
President: Dustin Dahlmann

Press coordinator: Philip Drögemüller
Phone: +32 (2) 791 7759


IEVA - Independent European Vape Alliance
IEVA - Independent European Vape Alliance

The Independent European Vape Alliance (IEVA) is the only pan-European association aimed at uniting national associations, companies, manufacturers and wholesalers in the vaping industry and providing them with responsible representation at the European level.

IEVA’s founding principle is to contribute to harm reduction and public health. E-cigarettes have a significant positive impact and should be recognized as a harm reduction tool because vaping is not smoking.  


Följ IEVA - Independent European Vape Alliance

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E-Cigarettes flavours ban in the Netherlands endangers Public Health14.1.2021 14:45:38 CET | Press release

Brussels - Around 65 percent of adult vapers in Europe use fruit or sweet liquids. [1] The variety of flavours is one of the most important reasons for smokers to switch to e-cigarettes and for vapers not to go back to smoking. Without paying attention to this fact, the Dutch State Secretary Paul Blokhuis has announced to ban all e-cigarette flavours except tobacco flavours in the Netherlands, as they are supposedly particularly attractive to young people. [2] This measure risks very negative consequences for Public Health and tobacco harm reduction: With only tobacco flavours left vaper’s threshold to relapse on tobacco smoking dangerously lowers. A public consultation on the plan will run until January 19, 2021. The vast majority of the comments so far come from vapers and scientists who reject the government's plan. [3] The Dutch plan ignores important facts: The number of young people in the Netherlands who have ever tried e-cigarettes has decreased by a quarter in the past five ye

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