Cigarettes are a commonly seen product in our daily lives. However, in the general perception, smoking is considered a habit more prevalent among men, and women are traditionally expected to avoid it. This cultural influence has resulted in China's female smoking rate remaining relatively low compared to the global average.
From 2015 to 2018, the percentage of women who smoke has decreased by 0.6%.
According to the China CDC's report, "China Adult Tobacco Survey 2015-2018," smoking rates among those aged 15 and above in China have been declining. In particular, the proportion of female smokers has decreased from 2.7% in 2015 to 2.1% in 2018. However, the report also shows that the willingness of the adult population to quit smoking remains low and there has been no significant change in quitting rates. While the proportion of female smokers has declined, traditional attitudes towards women who smoke remain negative. This perception continues to be problematic for women who are concerned about their public image.
Ms. Song is a loyal purchaser of bubble bursting cigarettes. She shared with 2FIRSTS that she started smoking due to high work pressure and for stress relief. However, she couldn't tolerate the high tar content in regular cigarettes. Eventually, she chose bubble bursting cigarettes because they have a good taste but aren't too strong in tobacco flavor. Nevertheless, when she is around other people, she is always worried about them smelling the smoke on her.
In contrast to Ms. Song's preference for Bubble Burst cigarettes, Ms. Liu favors Xuan He Men, saying "I only smoke Xuan He Men and love only one person in my life." Ms. Liu told 2FIRSTS that the moderate, slightly sweet taste and filtered mouthpiece of Xuan He Men have led her to prefer them. She added, "I started smoking for fun with friends, but as life and work stress increased, I developed a dependence on cigarettes. I can only try to control my intake and smoke less.
With a fast-paced lifestyle and mounting work pressure, many women occasionally turn to tobacco and alcohol as a way of releasing their stress. However, the pervasive smell of smoke has made socially conscious women aware of the negative impacts of smoking in social situations. Furthermore, smoking can discolor teeth and speed up the aging process of the skin, leading to increased beauty anxieties among health-conscious women. This has resulted in more and more women opting to steer clear of tobacco. When a woman picks up a cigarette, it can signify rebellion, an independent social status, and aesthetic charm. But when she puts it down, it means she has made peace with herself and is enjoying the finer things in life through a healthy lifestyle. From the romantic stories of smoking portrayed in movies to the popularization of designer cigarettes, smoking has taken on numerous connotations for women.
According to the third edition of the World Health Organization's Global Tobacco Use Trends report from 2000 to 2025, over the past two decades, the total number of people using tobacco worldwide has decreased from 1.397 billion in 2000 to 1.337 billion in 2018, a decrease of approximately 60 million people. This is mainly due to a decrease in the number of women using these products (from 346 million in 2000 to 244 million in 2018, a decrease of approximately 100 million people).
2. Women's Health is a Key Concern with New Tobacco Products.
The number of women who smoke is decreasing annually, but with the emergence of heated non-combustion electronic cigarettes and interchangeable cartridge electronic cigarettes in our lives, they have attracted the attention of many female smokers with their harmful substance and nicotine content lower than traditional cigarettes, as well as their stylish, technologically advanced design and a variety of sweet flavors to choose from.
Ms. Yang is an early adopter of electronic cigarettes. She told 2FIRSTS that she chose electronic cigarettes mainly because of the variety of flavors available, which suited her preferences, and because smoking them doesn't leave a lingering odor on her clothes or body. She finds the design, colors, and accessories for electronic cigarettes to be very trendy and fashionable.
According to the 2021 Electronic Cigarette Retailing Blue Book and the 2021 Electronic Cigarette Industry Blue Book, the pod-based electronic cigarette officially entered the domestic market in 2017 and in just two years, the retail industry completed its layout across the country. Additionally, this survey found that young people primarily use electronic cigarettes, with a usage rate of 1.5% among the 15-24 age group. As of the end of 2021, there were 190,000 electronic cigarette retail stores nationwide, with 20 provinces having more than 1,000 stores each. In 2021, the domestic market retail sales reached 19.7 billion yuan, 5.2 billion yuan higher than 2020. Electronic cigarettes have entered our lives at an extremely high speed.
Electronic cigarette design has never solely catered to the male market, from the pink IQOS to the ZIPPO VAZO cat series.
According to insiders at RELX, the best-selling product line is one with a neutral design that appeals to both men and women, rather than the strictly business-oriented 2nd generation Alpha. Brands like Plode, Yogurt Forest, Baby Face, and Rose Litchi have been tailored specifically for female consumers, and even offer mystery box options to tap into female shopping psychology. Meanwhile, the emerging electronic cigarette brand ZIPPO VAZO has incorporated feline elements into their design.
Therefore, during the initial stage of product definition and ID design, manufacturers would consider the needs of both male and female consumers. During the later stages of operation, customization would also be made for women in terms of taste, color, special editions, and packaging.
According to the "2021 E-cigarette Retail Industry Bluebook" and "2021 E-cigarette Industry Bluebook," young female consumers account for 54.6% of stable e-cigarette users, indicating that women are gradually becoming the main consumers of e-cigarettes. It is worth noting that, compared with 2015, there has been an increase in the proportion of consumers who have heard of e-cigarettes, have used e-cigarettes in the past, and currently use e-cigarettes. The days of black and white business-style e-cigarettes are long gone, as macaroon colors, mixed colors, Chinese-style and cute-style e-cigarettes are becoming popular. "She" has become one of the main forces driving e-cigarette consumption and "her influence" is affecting the diversified development of e-cigarette brands.
Reference materials:
2015 Adult Tobacco Survey Report in China" by Chinese Center for Disease Control and Prevention.
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The "2018 China Adult Tobacco Survey Report" by the Chinese Center for Disease Control and Prevention.
The link provided leads to a webpage on the China Center for Disease Control and Prevention's website. The information on the webpage is in Chinese and pertains to a report on the outbreak of a particular disease. Therefore, a translation of the information would require a fluent understanding of the Chinese language and medical terminology.
The third edition of the "Global Tobacco Use Trend Report 2000-2025" by the World Health Organization.
The World Health Organization has released a new report on the worldwide trends of tobacco use. The report highlights the importance of continued efforts to combat tobacco usage around the globe.
The 2021 E-cigarette Retail Industry Blue Book, published by Juju Think Tank.
The 2021 Blue Book of the Electronic Cigarette Industry" compiled by the Electronic Cigarette Industry Committee of the China Electronic Commerce Association and Jujiu Think Tank.
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