Nearly 1.5 million former smokers, who have switched to vaping, fear they could return to their old habit – if the Government goes through with a ban on flavoured vape devices and liquids.
Some of the nation's favourite vape flavours – including strawberry, blueberry, watermelon, and cherry – have become hugely popular among children, as well as among adults.
And over a quarter of adult vapers (27%) agree there is a real need to tackle youth vaping.
However, Ministers are now considering an outright ban on the sale of these fruit- and sweet-flavoured vapes, such as Elf Bars.
And a survey of 2,000 adult vapers worry this will be detrimental to them – as 83% claim that flavoured vapes like these helped them pack in their smoking habits.
But three-quarters of those polled (76%) say they had only begun to quit smoking conventional cigarettes.
And a separate poll, of 1,000 smokers, found over a third (36%) are currently trying to reduce the number of cigarettes they smoke – by increasing how much they vape.
Instead of a complete ban on these flavours, 37%, of the 2,000 vapers polled, are calling for more effective enforcement handed out to retailers who are selling them to children.
John Dunne, director general of the UK Vaping Industry Association, which commissioned the research, said: “The research shows there is a reliance on vapes to help smokers quit – and flavours have a role to play.
“While we are supportive of attempts to eradicate youth smoking, having a ban on flavours could have a negative impact on those who are attempting to quit.
“Often with these types of policies, trying to stamp out one problem can cause another, and it shows many adult vapers are concerned about what they are hearing from the Government.
“The survey has shown many fear such a change could lead them back to smoking, meaning nearly 1.5 million current vapers across the UK could return to conventional cigarettes, based on the number of adult vape users (4.3m) reported by the Office of National Statistics last year.”
The research, conducted via OnePoll.com, also revealed that other, more unusual flavour preferences for adults who vape include lychee, Earl Grey, and even a Bloody Mary.
Tobacco and menthol flavourings are the most common ones quitters turned to – although 65% didn’t receive any advice on the best flavours to help them on their quest to give up smoking.
And 83% think having this guidance would be an important part of the quitting journey.
Of those who are using vapes to cut back on their cigarette smoking, three-quarters are confident this will help them to be successful on their quitting journey.
John Dunne added: “It is important to offer those who are trying to quit smoking the appropriate advice, including flavours, to support them during the process.
“We know that going cold turkey is not an option for many, and it shows a considerable amount are having success with flavoured vapes to help reduce, and ultimately cut out, their reliance on cigarettes.”
