Why youngsters are addicted to flavoured vapes? Experts are concerned

Take a stroll through any part of your city, especially in areas near schools or popular social hubs, and you'll notice stores displaying an array of products designed to appeal to younger consumers - superhero figures, miniature sports collectibles, perfumes, mint-flavoured products, bubble gum and, increasingly, flavoured vapes, nicotine pouches and disposable e-cigarettes.

According to Dr Yash Mathur, Senior Consultant, Head & Neck Oncology and Robotic Surgery, HCG Cancer Hospital, Borivali, Mumbai, these products have become a widely recognised source of nicotine consumption, particularly among younger demographics.

"The rapid rise of vaping has generated conversation among healthcare professionals, academics and policymakers globally," says Dr Mathur. "Although often advertised as a contemporary alternative to traditional cigarettes, these products have created a belief that consuming nicotine can be cathartic, trendy and less harmful. The reality, however, is far more complicated," he adds.

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The appeal of flavoured vaping

Unlike traditional tobacco products, vapes and e-cigarettes are often packaged in sleek designs and offered in a wide variety of flavours, including fruit, mint, candy and drink-inspired versions.

"Their branding regularly aligns with digital lifestyles and social media trends, making them especially appealing to younger consumers," says Dr Mathur.

According to him, this sensory appeal may reduce the perceived risks associated with nicotine use, encouraging experimentation among individuals who may never have considered smoking conventional cigarettes.

"For many users, vaping becomes a pathway to continued nicotine dependence," he adds.

Understanding the health concerns

While vaping eliminates the combustion process that produces tar in traditional cigarettes, Dr Mathur cautions that it does not eliminate health risks.

"Aerosols generated by vaping devices can contain nicotine, heavy metals such as lead and cadmium, volatile organic compounds and ultrafine particles capable of penetrating deep into the lungs," he explains.

Nicotine itself remains highly addictive.

"Regular exposure can affect heart health, influence brain development in children and adolescents, and contribute to long-term dependence," says Dr Mathur.

He also notes that healthcare experts continue to study the potential respiratory and systemic effects associated with long-term vaping.

Questions around product quality

Another area of concern, according to Dr Mathur, is product quality and transparency.

"Consumers in many markets may encounter products from unverified sources with limited transparency regarding ingredients, manufacturing standards and safety testing," he says.

The absence of clear information can make it difficult for consumers to fully understand what they are inhaling and the potential risks involved.

Social media and consumer perception

Dr Mathur believes social media has played a significant role in shaping public perceptions of vaping.

"Influencer content, lifestyle-focused advertising and user-generated videos often present vaping as a harmless leisure activity rather than a form of nicotine delivery," he says.

This portrayal can influence how consumers view these products and may contribute to misconceptions about their safety.

"Such narratives can make it more difficult to have important conversations about addiction, product safety and long-term health implications," Dr Mathur adds.

As vaping products continue to evolve, he argues that public awareness must keep pace with emerging evidence and changing consumer behaviour.

The need for awareness and transparency

With the vaping industry continuing to expand, Dr Mathur emphasises the importance of greater transparency and consumer education.

"There should be a growing emphasis on ingredient transparency, quality assurance, responsible advertising practices and public education," he says. "Individuals should have access to clear information about what these products contain and the potential risks associated with their use."

Whether viewed as an alternative to smoking or as a separate category of nicotine products, Dr Mathur believes vaping should be approached with caution.

"Vaping should be approached with informed awareness rather than assumptions of safety," he concludes. "Understanding both its appeal and its risks is essential for making responsible choices in an increasingly complex nicotine landscape."