Flavor Descriptors

Characterizing Descriptors

Flavor descriptors in product names were seen on four of seven brand sites—all of which were e-cigarette sites. The most prevalent flavor descriptors were fruit, mint/menthol, sweets, coffee/tea, and other non-alcoholic beverages. The following names and images are actual examples from data collection:

Nine small photographs with supporting text captions listing the following flavors: "Watermelon juice," "Strawberry milkshake," "Blueberry lemon," "Red heart guava," "Passion fruit," "Sparkling wine," "Longjing Jasmine," "Pineapple grapefruit," and "Cola smoothie" — Source: https://www.hebatvape.com/vi/

Concept Descriptors

Also prevalent on four of seven brand sites (all of which were e-cigarette sites), concept descriptors are terms that imply some type of flavor/sensation/taste/aroma that might await the consumer, such as “Summer Hawaiian,” or “Ice Polar Bear.”

Gray box with blue text that reads "13 Delicious Flavor Choices. Cyberpunk Beast. Super Capacity." Below this text are four small photographs with supporting text captions listing the following flavors: "Sakura Grape," "Exotic Fusion," "Rainbow Cloudz," and "Pineapple Ma." — Source: https://motiplanet.com/vi

View additional supplemental content from IGTC’s study of Online Marketing of E-cigarettes and Heated Tobacco Products on Brand Websites in Vietnam.