The e-cigarettes are now so popular, and so expensive, that cigarette advertising campaigns and other promotional activities are getting outsourced to companies that sell them to kids, according to e-cig manufacturers.
This trend is making it harder to attract kids to try and make a dent in the market for cigarette smoking, which is estimated to reach $3.3 billion in the U.S. in 2018, according the Centers for Disease Control and Prevention.
In some cases, kids are getting hooked on nicotine even though they are not using cigarettes to start with, experts say.
They’re turning to tobacco products as a substitute for cigarettes, and their smoking habits are rising, with one-third of children aged 12 to 17 using e-cigs, according a report by the National Institutes of Health released last year.
“The e-liquid marketing industry is being challenged to find a way to reach kids, while also providing the product that the public is looking for,” says Andrew D. Freedman, the deputy director of public affairs for the National Center for Chronic Disease Prevention and Health Promotion at Johns Hopkins Bloomberg School of Public Health.
“It’s not just about how to get kids hooked on cigarettes; they’re looking for the best products for the health of kids and their health,” Freedman told VICE News.
“And the e-juice industry is going to have to do a much better job than tobacco companies.”
The shift is happening quickly.
Tobacco companies have been pushing e-liquids for years.
In 2012, they launched a program called e-Cigarettes, which were available to teens, as a way for kids to use a safer alternative to cigarettes.
But it was a failure, Freedman said, as most of the kids who tried them got hooked on the nicotine or quit altogether.
By 2014, e-vapor companies like e-Smoke were also trying to reach teens.
But the success of those products had been slower to ramp up.
But this year, the industry is trying something new: e-smokers are using e–cigarettes to get nicotine instead of cigarettes.
“This is going a bit more slowly, but they’re getting there,” Freedmans said.
The push to create a more appealing and healthier alternative to cigarette smoking has been a long time coming, said Michael L. Della Volpe, a professor of public health and public policy at Columbia University.
“There’s been a lot of progress in terms of developing products that have a better profile for kids, but that are still low in nicotine and have a lower toxicity,” Della Volep told VICE Sports.
“But in the last five years or so, they’ve taken on a new challenge: How do we make the product appealing and appealing to kids?”
This is especially important in the e–cigarette space, where tobacco companies have dominated for years, Della said.
“They’re very, very well-established brands, and they’re very profitable, and you have to be very creative to make them appealing,” he said.
In fact, many companies in the industry, including VapoRub, are trying to appeal to kids who would never consider smoking.
The e–cig industry is a hotbed for innovation, and companies are working hard to innovate, Dlla said.
Vapo Rub, for example, is offering a range of flavors for kids that include Strawberry Kush, Mint and Orange Spice.
These flavors have been popular among kids because they’re easy to inhale, and children can pick them up easily, he said, but the company is also working to make the flavors appealing to a wider audience.
For example, Vapo’s Strawberry Kush is a mild tobacco flavor that kids love.
But when Vapo adds an Orange Spice flavor, it’s the same tobacco flavor as the Strawberry Kush but with a splash of Orange Spice, he added.
“We’re trying to make this more of a smoke and candy flavor for kids,” Dello said.
Companies also are looking to make flavors more appealing to children, with some companies offering flavors that are more than just tobacco.
For instance, Vapor, a tobacco company that makes flavors like Red Passion and Red Hot, is making flavors that kids will love.
“Red Passion is our tobacco flavor, but it’s also a flavor that’s so much more appealing,” Dolo said.
Many tobacco companies are trying out new flavors and even new products.
The tobacco industry is in a tough spot.
There are a lot more young smokers than adults, and a lot fewer smokers than those that have been smoking for a long period of time.
But because of that, it has been hard for tobacco companies to keep up with new and different flavors that will appeal to young people, Freedmans explained.
And the industry has also been struggling with a huge number of e-colas.
In 2014, the U