Understanding the role that flavors play in the population’s use of e-cigarettes and the impact that
flavored e-cigarette products have on the population’s use of more harmful tobacco products, like conventional
cigarettes, has been identified by the US Food and Drug Administration (FDA) as a public health research priority.
The purpose of the study was to assess the first e-cigarette flavor and current e-cigarette flavors used by a large
non-probabilistic sample of adult frequent users of e-cigarettes in the USA and assess how flavor preferences vary
by cigarette smoking status and time since first e-cigarette purchase.