Smoking trends among young people in Southeast Asia:
Preference for vapes and heated tobacco. Flavor diversity and price are key factors
According to a survey, people under the age of 35 in Southeast Asia are gradually moving away from traditional cigarettes in favor of vapes and heated tobacco products, with flavor diversity and price as key factors. Despite bans in some countries, usage is expected to grow and illegal trade is a concern.
Key points:
1. Young people in Southeast Asia are switching from traditional cigarettes to vapes and heated tobacco products.
2. The survey shows that this change is influenced by different tastes and product prices.
3. Although these products are banned in some countries, their use is still on the rise.
According to a survey by consumer research and data analytics company Milieu Insight, people under the age of 35 in Southeast Asia are gradually moving away from cigarettes and instead using vapes and heated tobacco products.
In Singapore, Malaysia, Vietnam, the Philippines and Indonesia, smokers under the age of 35 were more likely to use alternative nicotine products than older smokers.
The survey shows that this change is influenced by different tastes and product prices.
The report notes that flavor diversity is one of the key factors influencing this trend, with fruit and mint flavors being the most popular among nicotine replacement products. The fact that vapes and heated tobacco products are “cheaper” is also an important reason to promote their use.
Milieu Insight’s report, “Cigarettes and Alternative Nicotine Delivery Products: A Study of Product Use and Consumption Behavior in Southeast Asia,” was released on April 7. The study surveyed more than 18,000 legal adults about their consumption trends, taste preferences, purchase channels, reasons for use, and future adoption.
Although these products are banned in some countries, their use is still on the rise
In Singapore, despite the ban on alternative nicotine products, the survey found that 7.8% of people aged 21 to 29 preferred to use vapes and heated tobacco products, while 5.7% still used traditional cigarettes. The majority of users purchased these products through online shopping and messaging platforms, 43% from online channels, 29% from friends and family, and 19% from social media platforms. The most popular social media for such purchases are Telegram and WhatsApp. The use of vapes and heated tobacco is expected to grow in the region, as a significant proportion of smokers say they are likely to use alternative nicotine products in the next six months.
In Vietnam, despite a ban, 9.2% of people aged 25 to 34 use vapes. In Malaysia, about 14.8% of young people aged 20 to 29 use alternative products.
At a press conference on April 7. Chris Humphrey, executive director of the EU-ASEAN Business Council, expressed his concern about the illicit trade in tobacco and nicotine products. Malaysia’s 55% illegal cigarette market is a cautionary tale. High taxes can hit consumers and force them to buy cheaper alternatives on the black market.
- “The law enforcement challenge lies with online platforms or instant messaging platforms that make the illicit trade in nicotine replacement products more difficult to detect, especially in countries that have banned them.”
- “E-commerce is a huge problem. We must have a memorandum of understanding between law enforcement agencies, online platforms and brand owners to crack down on these sellers.”
