As vaping has grown in popularity, the backlash from the media has compelled lawmakers to enact regulations that often hurt legal adult vapers. In an effort to help dispel any misinformation, 180 Smoke has created a helpful infographic that provides an accurate portrayal of the preferences, habits, and demographics of Canadian vapers.
The infographic was first conceptualized as a means of showcasing the ways in which Canadians vape. The majority of the information shown on the infographic was taken from 180 Smoke’s 2019 sales data, with a particular focus being placed on the e-liquid preferences of vapers, the reasons for making the switch to vaping, purchasing behaviours by province, and the age demographics of 180 Smoke customers. This information helps the public, and lawmakers, to develop an in-depth understanding of the average Canadian vaper and to better understand how regulations may affect them.
In response to the increase in youth vaping concerns, many anti-vaping advocates are calling for strict regulations concerning certain e-liquid flavors. These proposed flavor bans would restrict many vapers to tobacco and flavourless options by removing their access to other flavors. In fact, 87% of respondents indicated that they prefer fruit, dessert, and candy flavors, while only 13% indicated they use tobacco or flavorless options. This data stands in contrast to what many flavor-ban supporters claim, especially those supporting the idea that certain e-liquid flavors are not appealing to adult vapers. Furthermore, this statistic also shows that regardless of age, vapers often prefer palatable flavors that have widespread appeal in multiple industries.
The infographic also showcases which flavors are most popular across all Canadian provinces and territories. With the exception of the Yukon, the most popular flavor is fruit, with tobacco often being the least popular among users. This data further reiterates the argument that restricting access to flavors would be a detriment to adult vapers, many of whom rely on the various assortments of flavors as an alternative nicotine delivery method.
When surveying the age demographics of our customers, we found that the 19-24 age group represents the smallest portion, which would surprise many of those in the media. Interestingly, those in the 35-39 and 50+ age groups made up the largest portion of 180 Smoke customers.
As vaping has become a more prevalent aspect of mainstream society, anti-vaping pundits have made claims that increases in vaping are due primarily to social reasons. However, when surveyed, 65% of respondents said they chose vaping for health reasons, while 31% indicated the decision was made for financial reasons. Some respondents did note that they picked up vaping for social reasons, but this only accounted for 4% of all respondents.
While this infographic was created purely to showcase data, recent Canadian regulations may prove why this sort of information is so valuable. In response to the growing concerns over vaping, multiple Canadian provinces have proposed regulations that would restrict the advertisement and sale of flavoured e-liquids. At the time of writing, British Columbia has announced its own strict regulations, which would limit the nicotine strength of e-liquids and would restrict the sale of certain flavors in traditional retail channels. Following British Columbia’s regulations, P.E.I followed suit with its own vaping bill. The bill is currently undergoing a third reading (which if passed would make it law) and seeks to raise the legal age to buy tobacco and e-cigarettes from 19 to 21, while also placing restrictions on where vaping products can be sold and on what flavors can be purchased in the province.
These recent Canadian regulations follow those that are currently sweeping the United States. However, these Canadian restrictions go further, banning certain products and introducing an additional tax on vaping products. In British Columbia, a provincial sales tax would raise the taxes from 7% to 20%. This has been a particular point of concern for Canadian vapers, many of whom are already paying more than those in the United States. Experts have argued that this increase in sales tax could lead to a rise in the use of DIY e-liquids.
As the data suggests, the flavors most enjoyed by adults are fruit and dessert-based options. These clearly play a role in the experience of adult vapers, as well as their decision to choose vaping as an alternative nicotine delivery method. With British Columbia and P.E.I enacting flavor bans, the concern is that a black market could appear to satisfy the needs of vapers. Based on the recent EVALI outbreak and its connection to illicit cannabis products, the expansion of a black market is particularly concerning and could lead to more instances of illness.
About 180 Smoke
180 Smoke is one of Canada’s leading vape retailers, serving thousands of customers across the country. Founded in 2012, 180 Smoke has grown to establish a strong eCommerce presence and currently has over 30 retail locations across Ontario and Alberta.