Young smokers in Southeast Asia switch from cigarettes to vapes, survey finds
Survey highlights growing popularity of alternative nicotine products among people under 35
KUALA LUMPUR (MNTV) — A recent survey by consumer research firm Milieu Insight reveals a shift among young smokers in Southeast Asia from traditional cigarettes to alternative nicotine products such as vapes and heated tobacco products (HTPs).
The study, conducted across Singapore, Malaysia, Vietnam, the Philippines, and Indonesia, shows a decline in cigarette smoking among individuals under 35.
However, this demographic is increasingly turning to vaping and HTPs compared to older age groups.
Key factors driving this trend include the availability of appealing flavors, with fruit and menthol being particularly popular, and the perceived affordability of these alternatives.
“E-cigarettes and heated tobacco products being ‘cheaper’ is also an important reason for using alternative nicotine products,” said Milieu Insight COO Gerald Ang.
The report, titled Cigarettes And Alternative Nicotine Delivery Products: Product Usage And Consumption Behaviour Study In Southeast Asia, surveyed over 18,000 legal-age adults, analyzing consumption patterns, flavor preferences, purchase channels, and reasons for adoption.
In Malaysia, 14.8% of young adults aged 20–29 reported using e-cigarettes and HTPs.
Among them, individuals like Malik Ismail, a bank employee, have embraced vaping as a “healthier and cheaper” alternative.
Malik, who switched three years ago, noted improved breathing and appreciated no longer having the lingering smell of cigarettes.
Student Sofia Nasir, 19, shared that she began vaping out of curiosity after seeing her older brother use the devices.
Sofia enjoys the fruity flavors of vapes but dislikes traditional cigarettes, citing their unpleasant odor.
The survey underscores a significant behavioral shift in nicotine consumption among younger generations in Southeast Asia, driven by evolving preferences and accessibility of alternative products.
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