F E AT U R E
have seen in the past will continue as
the demand for a safer alternative to
smoking increases and the passion,
dedication and creativity of the people
this industry attracts will drive that
innovation forward.
Juice flavours are a major area where
we have seen huge levels of innovation
and market-driven expansion.
I remember that a year ago in the
UK there were nowhere near the
same range of flavours as were
available in America.
We had lots of different tobacco flavours
but as far as the variety that was on offer
in the US at the time then we were way
behind the curve.
Now that has all changed and we
are rapidly catching up with the US
in terms of the range of different juices
on offer and in terms of international
juice manufacturers and distributors
competing to get a share of the
lucrative UK market.
Vaping as a hobby (and indeed as sport)
has also seen a huge increase in just a
year and this is also great for the industry
as a whole.
A whole market-within-a-market has
grown around the cloud chasing and
sub-Ohm vapers and there are now
cloud chasing and cloud trick contests
being held around the world with
substantial cash prizes on offer
for winners.
60 ISSUE 06 VAPOUROUND MAGAZINE
Even a quick look on YouTube will
show you how rapidly this section of the
industry has grown and the interest in
competitive vaping can only increase
over time. There are more and more
established teams around now, some
with lucrative sponsorship deals, and
training videos for up-and-coming cloud
chasers or trick vapers are getting lots
of views online.
Make no mistake vaping is a huge
industry and as companies see the
untapped potential out there they
are spending more on marketing and
promotion than ever before. Some of
the stands we see in exhibitions are
works of art in themselves and we are in
a situation where different companies try
to outdo each other in having the most
eye-catching expo stands that they can.
The result of all this is that the public
are better informed about vaping and
are able to make more informed choices
when it comes to vaping - especially
when it comes to trying to quit smoking.
It has helped enormously that respected
bodies such as Public Health England
and the Royal College of Physicians
have both produced major reports which
highlight the harm caused by smoking
and the numbers of lives which could
be saved by switching to vaping instead.
A year ago people were generally
confused by vaping and it was common
to hear people say that they thought
it just as bad as smoking.
We still have a long way to go in terms
of educating the general public, and in
particular the smoking population,
about e-cigarettes and vaping.
Finally a couple of thoughts on
regulation. Regulation is needed in
order to keep standards high and to
protect and reassure the public who
want to switch from smoking to vaping
(or who want to take part in competitive
vaping for that matter.)
But regulation must be proportionate
and fair. If it prevents people from
giving up smoking (which is one of the
main criticisms of the TPD) then it is
not fit for purpose and needs to be
looked at again.
Heavy handed regulation could kill
smokers who were prevented from
switching to vaping by over-zealous
rules regarding product testing,
advertising and product sales.
That must not be allowed to happen.
E-liquids and vaping devices are not
tobacco products and the sooner those
who regulate the industry realise that the
better. It is then that we may actually get
some sensible regulations which are for
for purpose, sensible and proportionate.
Overall I am excited about the future
of this industry and I can’t wait to see
what the next 12 months bring both for
Va pouround and for the the wider global
vaping community as a whole.