Survey Warns Flavour Ban Could Push Kenyan Smokers Back to Cigarettes

A new survey has warned that a proposed ban on flavours in nicotine pouches and vapes could undermine efforts by some smokers to quit cigarettes, with nearly one in three respondents saying they would return to smoking if flavoured products were prohibited.

The survey, conducted by the Campaign for Safer Alternatives (CASA), found that half of Kenyan consumers who use nicotine pouches and vapes said the products help them quit smoking, while 47 per cent said they use them because they consider them a less harmful alternative to cigarettes.

The findings come as Parliament considers the Tobacco Control (Amendment) Bill, which proposes tighter restrictions on smoke-free nicotine products, including a ban on most flavours.

Flavours Cited as Key to Switching From Cigarettes

According to the survey, flavours play an important role in helping some users move away from conventional cigarettes.

Half of respondents said flavoured nicotine products had helped them stay off cigarettes completely, while 43 per cent said they had helped reduce the number of cigarettes they smoked.

Only 14 per cent of respondents identified tobacco flavour as their preferred option. Most preferred menthol, fruit or other non-tobacco flavours.

When asked how they would respond if flavours were banned, 32 per cent said they would return to smoking cigarettes, while 18 per cent said they would increase their cigarette consumption.

A further 33 per cent said they would seek flavoured nicotine products through alternative sources.

CASA Urges Policymakers to Consider Impact

Joseph Magero, chairman of CASA, said the findings should prompt policymakers to assess how the proposed restrictions could affect smokers attempting to quit.

“Our findings show that the proposed legislation could make it harder for smokers to quit combustible cigarettes. Instead of prioritising ideology, lawmakers must listen to smokers who are desperate to quit their deadly habit,” Magero said.

He said the survey demonstrated that some smokers were turning to alternative nicotine products as part of efforts to reduce or stop cigarette consumption.

“Thousands of Kenyan smokers are using safer nicotine products because they want to leave cigarettes behind. Half of respondents say these products are helping them quit smoking, while many others are using them to smoke less. Parliament should build on that progress, not put it at risk,” he said.

Magero also argued that flavours could influence whether some consumers remain on alternative nicotine products or return to cigarettes.

“When half of respondents tell us flavours help them stay off cigarettes entirely, policymakers should pay attention. These products are competing with cigarettes. Making them less appealing could make cigarettes more appealing again,” he said.

Strong Call for Public Participation

The survey also found strong support for greater public participation before the proposed legislation is finalised.

Eighty-eight per cent of respondents said the Government should conduct public consultations on the Tobacco Control Bill, while a similar proportion felt that the concerns of smokers and nicotine-product users were being ignored.

Meanwhile, 89 per cent said policymakers should prioritise helping smokers quit rather than banning flavoured nicotine pouches.

Magero urged Parliament and the Government to take the views of consumers into account before introducing further restrictions.

“Close to nine out of 10 respondents want the Government to listen before changing the law. These are the people living with the consequences of smoking and trying to quit. Their voices deserve to be part of this debate,” he said.

Debate Over Proposed Restrictions

Magero said policymakers should consider the potential consequences of a flavour ban, including a possible return to cigarette smoking, increased cigarette consumption and the sourcing of flavoured nicotine products through alternative channels.

He maintained that legislation aimed at reducing smoking should support smokers seeking to quit rather than make alternative products less accessible or appealing.

“If our goal is to reduce smoking and save lives, legislation should help smokers move away from cigarettes, not make that journey more difficult,” he said.

The survey adds another dimension to the ongoing debate over how Kenya should regulate emerging nicotine products, as lawmakers weigh public-health concerns against arguments from advocates who say some adult smokers use nicotine pouches and vapes as alternatives to conventional cigarettes.