BACKGROUND: Flavored ENDS (Electronic Nicotine Delivery Systems) have gained significant popularity in Poland, especially among young people. Although the production of flavored tobacco cigarettes is banned, many flavored e-cigarettes, including disposable ones, have appeared on the market. It is crucial to study this trend to better understand the potential risks it poses to public health and take appropriate action. Our aim was to explore the reasons and motivations encouraging young people to use flavored nicotine products.
METHODS: We conducted in-depth interviews between September and October 2024 among 40 participants aged 12-25, differentiated by socio-demographic variables. Each interview followed a set script, was structured, lasted up to 30 minutes, and was recorded for later transcription and analysis. Qualitative analysis was done by identifying themes and subthemes using WEFT-QDA software. We divided participants into two groups: 12-17 (n=20) and 18-25 (n=20), to compare results between adolescents and young adults.
RESULTS: Flavored nicotine products are popular among both groups, mainly due to their pleasant taste and lower aversion compared to traditional cigarettes. Adolescents value these products for their discretion, lack of strong odor, and ease of concealment, while young adults emphasize their social acceptability and modern design reminiscent of trendy gadgets. Both groups perceive flavors as a factor that mitigates the negative image of smoking, though older users also emphasize convenience and less guilt. The differences between the groups are mainly due to visual and social aspects, which are more important for young adults.
CONCLUSIONS: The findings highlight the widespread appeal of flavored nicotine products among young people, driven by factors such as taste, discretion, and perceived modernity. Regulatory measures, such as banning flavored e-cigarettes and restricting marketing strategies targeting youth, are crucial to reducing their appeal.