清晰口味:清晰口味电子烟的日益普及以及在线描述揭示了什么
Adrian Bertrand1, Megan C Diaz2, Tyler Minter2
1Truth Initiative Schroeder Institute, Washington, DC, USA abertrand@truthinitiative.org.
Tobacco control
|February 4, 2026
概括
"清晰"调味的电子烟,作为无调味品销售,市场份额正在增加. 产品描述使用与风味相关的术语,表明它们可能会吸引年轻人并绕过风味限制.
科学领域:
- 控制烟草的控制方式
- 公共卫生 公共卫生
- 消费者行为 消费者行为
背景情况:
- 味道是年轻人使用电子烟的一个重要因素.
- 制造商在2021年推出了"清晰"风味电子烟,并将其作为无风味电子烟销售.
- 本研究研究了这些产品的零售和在线营销.
研究的目的:
- 分析透明口味电子烟的市场份额趋势.
- 调查在线营销中使用的清淡风味电子烟的术语.
- 评估"清晰"电子烟是否使用风味语言来吸引消费者.
主要方法:
- 利用尼尔森IQ零售扫描器数据 (2021年10月至2024年8月) 进行市场份额分析.
- 通过使用关键词"vape"",e-cigarette"",clear"和"flavor"进行在线搜索.
- 经过培训的编码人员分析产品描述的风味或感官术语.
主要成果:
- 透明口味电子烟的市场份额从34,000美元上升到100多万美元 (一次性市场的0.03%至0.59%).
- 与薄荷醇相关的术语出现在53.2%的在线列表中.
- 21.3%的描述使用了非特定的风味语言,比如"古典味道".
结论:
- "清洁"电子烟在市场上使用与口味相关的术语,尽管被标记为无味.
- 这种营销策略可能会规避风味限制.
- 这些产品可以通过暗示口味体验来吸引年轻人.
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