The Future of E-Liquid, According to an Expert

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E-liquid
vape, smok, smoke @ Pixabay

The health benefits of nicotine are often debated, but one thing is certain: vaping has become one of the most popular ways to consume E-Liquid. But with the FDA’s new regulations on e-cig marketing and production coming into effect, it remains to be seen how these products will evolve. To find out where they’re headed, we talked with Gregory Conley of the American Vaping Association (AVA) about what he sees as potential challenges and opportunities for this industry. We focused on the potential impact that changes in regulation and technology could have on e-liquid and its future.

The health benefits of nicotine are often debated, but one thing is certain: vaping has become one of the most popular ways to consume e-liquid. But with the FDA’s new regulations on e-cig marketing and production coming into effect, it remains to be seen how these products will evolve. To find out where they’re headed, we talked with Gregory Conley of the American Vaping Association (AVA) about what he sees as potential challenges and opportunities for this industry. We focused on the potential impact that changes in regulation and technology could have on e-liquid and its future.

E-liquid has become popular not only among smokers looking to quit, but also—and perhaps primarily—for the variety of flavors that are available; vaping is an experience that can be tailored to personal preferences. “There are millions of different flavors out there today, and millions more people are developing their own blends,” Gregory Conley said. Vapers see the e-liquid market as almost unlimited in its possibilities. “The sky is the limit with vaping,” Gregory Conley said, “because consumers are so diverse” when it comes to their preferences for flavor, nicotine delivery method, intensity of throat hit, etc. In fact, e-liquid is available in a range of flavors that is expected to expand even further as the industry grows. Along with tobacco and menthol, more unexpected flavor options are becoming available. One example Gregory Conley gave is coffee—a flavor that many people enjoy, but might not have considered vaping.

E-liquids also play a role in the quality of a vaping experience. “Manufacturers really care about this category,” Gregory Conley said, and they’re offering products “that will make huge advances in terms of consistency and quality.” In some cases, vapers can even mix their own e-liquid using different flavors as well as nicotine strengths. This flexibility is something that Gregory Conley considers to be a core strength of the e-liquid market.

Although e-liquid is taking off, there are still concerns about its safety. The AVA has sought to dispel these concerns by posting on its website information about the known health impacts of vaping versus smoking cigarettes, as well as research results on e-liquid itself. “We’ve seen reports show that e-cigarettes are at least 95% safer than tobacco cigarettes,” said Gregory Conley. “All studies that have been done show that vaping is dramatically less harmful than smoking.” However, more research on the long-term impact of vaping on users’ health is still needed.

Gregory Conley also noted that the market in e-liquid and associated devices is rapidly growing in this country. “There are 104 vape shops in New York State, and more than 25,000 across the country,” he said.

In fact, it’s difficult to get a full sense of the growth rate of sales because e-liquid sales are not included in traditional cigarette sales figures. But Gregory Conley assures us that “the growth rates for e-cigarettes and vaping products has been relatively steady. That’s the important thing to remember.” The AVA estimates that by 2017, e-cigarettes will outsell traditional cigarettes. In addition, Gregory Conley pointed out that vapers tend to keep their e-liquid supplies for a longer period of time than cigarette smokers tend to, so the number of potential customers is substantially higher.

The market for vaping products is getting bigger and bigger every day, and Gregory Conley expects that this trend will continue. “We’re going to see a lot of growth in the vaping market over the next two years,” he said.

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