Revealing European Trends in Tobacco and Nicotine Use

Source: John Thys/AFP via Getty Images‍

Overview of smoking rates and trends

According to the report, fewer than one in four Europeans (24%) currently smoke, reflecting a slight decrease from the 2020 survey. The majority of Europeans have never smoked, continuing the overall decline in smoking rates observed since 2012. Interestingly, most non-smokers have never tried any tobacco products.

Smoking is most prevalent in Bulgaria, Greece, and Croatia, while non-smokers are predominantly found in Portugal, Ireland, and Malta.

As for sociocultural factors, men are more likely to smoke than women, and smoking is most common among those aged 25-39.

Consumption patterns

The average daily consumption of tobacco is around 14 units, slightly lower than in 2020. This consumption varies by age, with younger individuals (15-24 years) averaging 11 units per day, compared to 15 units approx. for those aged 55 and older. The daily smoking habits are divided into following segments:
• 75% of respondents smoke 6 to 20 units daily
• 14% smoke 1 to 5 units
• 8% smoke 21 units or more

Preferred tobacco products

Boxed cigarettes remain the most popular tobacco product among both current and former smokers. In fact, when it comes to the first experience with tobacco, most smokers or former smokers reported that boxed cigarettes were their initial introduction.

Other products, such as hand-rolled cigarettes, cigarillos, cigars, and pipes, are less commonly used. Meanwhile, over 90% of Europeans have never tried heated tobacco products, though most of those who do use them daily.

Source: Pexels/Olena Bohovyk

E-cigarettes: usage, preferences, and motivations

E-cigarette usage in Europe is diverse, with nearly 10% of Europeans having tried them. Usage is highest in Estonia, Lithuania, and France, and lowest in Finland, Sweden, the Netherlands, Croatia, Spain, Greece, and Germany. Notably, there are no significant gender differences in e-cigarette usage, though the frequency of use varies widely among users.

Popular devices and flavours

Refillable e-cigarette devices with separate e-liquid containers are the most popular among both current and former users. When it comes to e-liquid flavours, fruit is the top choice, followed by tobacco and menthol or mint flavours.

Source: Unplash

Usage patterns

The data reveals distinct usage patterns among smokers and ex-smokers who use e-cigarettes.

Among current smokers:
• 60% use e-cigarettes less than 10 times per day
• 28% use them up to 20 times daily
• 11% use them more than 21 times daily

Ex-smokers who used e-cigarettes show similar habits, with 60% using them less than 10 times per day during their e-cigarette phase. Notably, only 2% use them up to 20 times.

Motivations for e-cigarette use

The report highlights several motivations behind e-cigarette use. Over a third of current and former e-cigarette users, as well as those who have tried them once or twice, began using them to reduce their traditional tobacco intake.

Other significant motivations include:
• Perception of e-cigarettes as less harmful than traditional tobacco
• Lower cost compared to traditional cigarettes
• Influence from friends who vape
• Attractive flavours

Effectiveness in reducing tobacco consumption

Despite these motivations, most users did not find e-cigarettes or heated tobacco products effective in fully curbing their tobacco consumption.
However, a smaller but notable proportion of respondents successfully quit smoking tobacco entirely after switching to e-cigarettes or heated tobacco products.