Young Asians Switching from Cigarettes to Vaping and Heated Tobacco Products

A recent survey conducted by Milieu Insight, a consumer research and data analytics company, has revealed that young people in Southeast Asia are increasingly turning to vaping and heated tobacco products (HTPs) as alternatives to traditional cigarettes. The study, which polled over 18,000 legal-age adults across Singapore, Malaysia, Vietnam, the Philippines, and Indonesia, examined consumption trends, flavor preferences, purchase channels, reasons for use, and future adoption of these alternative nicotine products.

According to Gerald Ang, Milieu Insight’s chief operating officer, the variety of flavors available, particularly fruit and menthol, is a key factor driving this trend. The perceived lower cost of e-cigarettes and HTPs compared to traditional cigarettes is also an important reason for their growing popularity among young consumers.

Despite Singapore’s ban on alternative nicotine products, the survey found that they remain prevalent among people aged 21 to 29, with 7.8% of this age group using vapes and HTPs, compared to 5.7% who smoke cigarettes. In Singapore, 43% of users purchased these products from online shopping and messaging platforms, 29% obtained them from friends and family, and 19% bought them through social media platforms.

The study also indicates that the use of e-cigarettes and HTPs in the region is expected to grow, as a significant portion of smokers expressed their intention to use alternative nicotine products in the next six months. In Vietnam, where these products are also banned, 9.2% of people aged 25 to 34 are vaping, while in Malaysia, 14.8% of young people between 20 and 29 are using e-cigarettes and HTPs.

As the popularity of alternative nicotine products continues to rise among young adults in Southeast Asia, it is crucial for policymakers and public health officials to closely monitor this trend and address the potential health risks associated with these products, while also considering the role they may play in reducing the harm caused by traditional cigarettes.

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Matthew Ma

Marketing at Ecigator

With over a decade of experience in the e-cigarette industry, Matthew Ma is a seasoned expert in both the manufacturing and usage aspects of vaping products. His extensive background has provided him with a deep understanding of the intricacies and evolving dynamics of e-cigarettes.

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