Vaping en Vogue
Vaping is becoming far more ‘fashionable’, consumer experts, MINTEL, have reported recently.
This ‘fashion accessory’ is seeing increasing numbers of 18-24 years olds consume the smoking alternative, to almost a third. A figure which has grown by 4% from 2016 according to a survey of over two thousand British adults.
Millennials aren’t the only demographic to have taken a liking to vaping, with middle-aged Britons aged between 45-54 transitioning to vaping at the fastest rate of any of the age groups surveyed. A jump of 13% between 2016 and 2019, with men most likely to take up vaping than women.
MINTEL found that despite public concerns for vaping amongst younger age groups, the increase in middle-aged vapers is more reflective of them taking up what they would look at as a 'fashionable trend'.
The detailed MINTEL study also found that a staggering 62% of Brits still want the vaping industry to be regulated and more than 50% believe vaping to be addictive.
Roshida Khanom, MINTEL associate Health and Beauty Director, comments, “It’s interesting that such a high number of people are looking for regulation in the vaping industry, despite the fact that it is already a heavily regulated market. Whilst the nicotine content in e-cigarettes can be addictive, the NHS describes it as ‘relatively harmless’ – with the dangers of traditional smoking coming from other chemicals in tobacco smoke.”
What are the main influencers?
It’s not difficult to appreciate the allure of vaping. A trend which is advocated by celebrities, from beautiful supermodels such as Bella Hadid to the hip-hop scene, with Snoop Dogg, A$AP Rocky and The Weeknd who are teaming up with vape companies to make their own products; cashing in on both the trend and their influence.
A study by US university, Dartmouth Institute, found that cannabis or tobacco products had background or upfront ‘roles to play’ in more than 50% of popular hip-hop music videos in 2017 –a jump of over 40% compared to two years previous.
In the same year, hip-hop shot ahead of all music genres to become the most favoured style of music in the USA. This has not shown any signs of slowing down. With an image of, and lyrical content surrounding the smoking habit and marijuana use by some of the most famous and popular names in the music world, this is making a big impact on the younger market, particularly amongst teenagers and young adults.
According to a study by Statista, 91% of people between the ages of 12 and 24 use YouTube to watch and listen to music, and the majority of hip-hop fans were found to be aged 34 or under.
It is thought that the product placement of e-cigarettes in music videos are used to target ethnic minorities through a variety of social, cultural and political messages which are likely to be positive. The inclusion of product placed e-cigarettes as an alternative to smoking tobacco is one way in which they are seeking to show their increasingly responsible stance on smoking alternatives.
It is important to note that the vaping industry is heavily regulated under similar guidelines to the tobacco industry, which also incorporates advertising regulations.
Red Box Liquids Ltd is a member of the Independent British Vape Trade Association (IBVTA). IBVTA is leading the way in supporting the vape industry and its businesses, in compliance with the regulations set out for this growing market. Overall, this association ensures that leading companies such as ours maintain their responsible stance within the vaping arena.