Fun and flavour experimentation are key elements driving tobacco innovation, paving the way for the electronic cigarette (ecigarette) market to grow, according to consumer insight firm Canadean.

Canadean_LogoThe company’s latest report states that 55% of smokers worldwide smoke because tobacco makes them feel good and they enjoy it.

Canadean believes that consumers’ desire for selfindulgence and enjoyment can be targeted by e-cigarette manufacturers, as an emphasis on fun will help attract sensation-seekers. As a result, e-cigarettes will become an important category for formulating and positioning around pleasure, as they are easier to flavour than traditional cigarettes, and their versatility also encourages experimentation.

Furthermore, heavy taxation on cigarettes means that vaping liquids are often cheaper. Flavour innovation in traditional cigarettes will be more difficult, due to antismoking campaigns such as calls for bans on menthol capsule cigarettes.

Kirsty Nolan, Senior Analyst for Canadean, explains: “With e-cigarettes being a less regulated category and seen as a healthier alternative to traditional tobacco, it becomes a promising category to explore should companies wish to tap further into the ’fun’ trend.

“For example, the Jukasa Dual Tank Pro E-Cigarette features a dual-heating flavour chamber that can work independently to provide separate flavours, or simultaneously to blend two flavors, thus giving users the option to enjoy three flavours in one unit.”

The move to increasing numbers of consumers seeking fun products spans beyond the tobacco industry.

Longer working hours and commutes, paired with constant connection through social media, often leave consumers with the perception of having less time, which leads them to seek escapism through their consumption.

“Fun and novelty can facilitate moments of escapism for consumers, allowing them to momentarily relax ahead of their next challenge. Canadean expects demand for such products to continue to increase, as lifestyles are ever busier,” Nolan concludes.

Canadean provides in-depth market research across the fast-moving consumer goods (FMCG) sector, including food, packaging, ingredients, soft drinks, beer, retail, wines & spirits, cosmetics & toiletries, foodservice, baby food, tobacco and travel & tourism.

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