Youth in Southeast Asia Shift Towards E-Cigarettes and Heated Tobacco

Key points:

• Young people in Southeast Asia are shifting from traditional cigarettes to e-cigarettes and heated tobacco products.
• A survey shows that this change is influenced by different tastes and product prices.
• Although these products are banned in some countries, their usage rates continue to rise.

According to a report by The Straits Times on April 8, a survey conducted by consumer research and data analysis company Milieu Insight found that people under 35 in Southeast Asia are increasingly moving away from traditional cigarettes and turning to e-cigarettes and heated tobacco products.

A survey involving countries such as Singapore, Malaysia, Vietnam, the Philippines, and Indonesia found that among smokers under the age of 35, the proportion of those using alternative nicotine products is higher compared to older smokers.

The report points out that diversity in flavors is a key factor influencing this trend, with fruit and mint flavors being the most popular in alternative nicotine products. The "affordability" of e-cigarettes and heated tobacco products is also cited as a significant reason for their increasing use.

Milieu Insight released a report on April 7 titled "Cigarettes and Alternative Nicotine Delivery Products: A Study of Product Use and Consumer Behavior in Southeast Asia”. The study surveyed over 18,000 legal adults and examined their consumption trends, flavor preferences, purchasing channels, reasons for use, and future adoption intentions.

In Singapore, despite the ban on alternative nicotine products, a survey has found that 7.8% of the 21 to 29 age group prefer to use e-cigarettes and heated tobacco products, while 5.7% are still using traditional cigarettes. Users mostly purchase these products through online shopping and information platforms, with 43% buying from online channels, 29% getting them from friends and family, and 19% purchasing through social media platforms. The most popular social media platforms for purchasing such products are Telegram and WhatsApp. The use of e-cigarettes and heated tobacco products in the region is expected to increase as a significant portion of smokers indicate that they may use alternative nicotine products within the next six months.

In Vietnam, despite regulations, 9.2% of people aged 25 to 34 use e-cigarettes. In Malaysia, approximately 14.8% of young people aged 20 to 29 use alternative products.

During a press conference on April 7th, Chris Humphrey, Executive Director of the EU-ASEAN Business Council, expressed concerns about the illegal trade of tobacco and nicotine products. He highlighted Malaysia's alarming 55% illegal cigarette market, emphasizing the impact of high taxes on consumers, who may turn to cheaper alternatives on the black market as a result.

The challenge in law enforcement lies in online platforms or instant messaging platforms, which make it harder to detect illicit trade of alternative nicotine products, especially in countries where these products are already prohibited.

E-commerce is a huge issue. We must establish a Memorandum of Understanding between law enforcement agencies, online platforms, and brand owners to crack down on these sellers.

Main image source：ST FILE