Customization Trends: The Return of “Flavor Shots”

المؤلف: فريق البحث والتطوير، نكهات CUIGUAI

نُشر بواسطة:شركة قوانغدونغ الفريدة للنكهات المحدودة

آخر تحديث:  أغسطس 19، عام ٢٠٢٦

واتساب وتيليجرام: +86 189 2926 7983

البريد الإلكتروني：info@cuiguai.com

Flavor Shots E-Liquid Customization

“Flavor shots” — ultra-concentrated flavor additives designed to be mixed into an unflavored or nicotine-only e-liquid base — are experiencing a significant commercial resurgence across global vaping markets in 2025-2026. Driven by regulatory pressure on pre-flavored products, rising consumer demand for personalization, and the proven cost efficiency of the shortfill format, flavor shots are transitioning from a niche DIY phenomenon into a mainstream B2B product category that B2B flavor manufacturers cannot afford to ignore.

For the e-liquid flavor concentrate industry, the flavor shot opportunity is particularly compelling: it creates a direct-to-consumer adjacent product extension for manufacturers who have historically operated only in B2B supply chains. Understanding what differentiates an excellent flavor shot concentrate from a generic concentrated flavoring — the formulation science, the compatibility requirements, the documentation standards, and the market positioning — is the foundation of capturing this opportunity effectively.

1. Understanding the Flavor Shot Format: Definition and Market Context

1.1 What Is a Flavor Shot?

In the e-liquid context, a flavor shot is a small-volume (typically 10ml) ultra-concentrated flavor additive designed to be added to a larger unflavored or nicotine base e-liquid — most commonly a 50ml or 100ml ‘shortfill’ — to create a complete, flavored vaping product. The consumer purchases the unflavored nicotine base and the flavor shot separately, combining them at home according to supplier guidance to achieve their preferred flavor strength.

The ‘shake and vape’ format, as it is commonly called in the UK and EU markets, bypasses the restrictions on larger-volume pre-flavored nicotine products by selling flavor and nicotine as separate components. According to ECigIntelligence’s UK market analysis, the shake and vape format is approximately 36% cheaper for consumers than equivalent pre-mixed flavored e-liquids — a cost advantage that has driven significant adoption among value-conscious vapers who also appreciate the customization dimension of the format.

1.2 The Regulatory Origins of the Shortfill-and-Flavor-Shot Market Structure

The flavor shot format achieved its first major commercial scale in the UK and EU following the implementation of the Tobacco Products Directive (Directive 2014/40/EU, Article 20) in 2016. Article 20 established a 10ml maximum volume for nicotine-containing e-liquid refill containers in the UK and EU markets — a restriction that effectively capped the size of any pre-mixed flavored nicotine e-liquid sold in compliance with the regulation.

The market’s response was the shortfill innovation: larger bottles of flavored e-liquid sold without nicotine (to which the 10ml restriction did not apply), with space left in the bottle for consumers to add one or two 10ml nicotine shots to achieve their desired nicotine strength. The flavor shot extended this innovation further: bottles of unflavored nicotine base, with flavor shots sold separately as non-nicotine flavor additives, giving consumers control over both nicotine strength and flavor character.

The UK vaping market — which hit approximately £2.5 billion in 2025 serving around 5.5 million adult vapers, according to VB Distribution’s UK Vape Market Report 2026 — has embedded the shortfill-and-flavor-shot format as a structural feature of its e-liquid retail landscape. The format now accounts for a significant and growing share of premium e-liquid volume sold through independent vape retail channels.

1.3 Why Flavor Shots Are Resurging in 2025-2026

Several converging forces are driving the current resurgence of the flavor shot format beyond its original UK/EU TPD-compliance roots:

• Expanding regulatory restrictions globally: as more markets implement restrictions on pre-flavored e-cigarette products — disposable bans, flavor bans in Nordic EU markets, regulatory uncertainty in North American markets — the shortfill and flavor shot model provides a compliant commercial structure that can be adapted to diverse regulatory environments
• Consumer personalization demand: the maturing vaping consumer market increasingly values control over their experience. Experienced vapers — who represent a disproportionate share of total consumption volume and premium product spending — actively seek products that allow flavor customization and intensity control
• Cost efficiency as a purchase driver: Mordor Intelligence’s global e-liquid market analysis (May 2026) projects the e-liquid market at USD 4.5 billion in 2026, growing to USD 4.9 billion by 2030 at 14.0% CAGR. Within this growing market, value-format products including shortfills are outperforming premium pre-mixed formats in volume growth — driven by consumer cost-consciousness and the favorable value perception of the format
• Premium positioning opportunity: craft flavor houses and artisan B2B manufacturers use the flavor shot format to deliver complex, premium-quality flavor profiles that justify price premiums in a format communicating expertise and quality — establishing brand credibility distinct from commodity pre-mixed competitors

2. The Flavor Shot Market: Size, Segments, and Commercial Dynamics

حجم السوق وتوقعات النمو

The flavor shot category does not exist as a separately tracked market segment in most published research — it is subsumed within the broader e-liquid market. However, the structural indicators of the category’s commercial significance are clear. Grand View Research’s e-liquid market analysis values the global market at USD 2.2 billion in 2024, projected to grow from USD 4.5 billion in 2026 at a CAGR of 14.0% through 2030. Within this market, the trend toward larger-format, lower-cost e-liquid products — of which shortfill and flavor shot formats are the primary vehicle — is identified as one of the key structural growth drivers.

The UK market provides the most developed data for the shortfill and flavor shot segment specifically. ECigIntelligence’s UK market data confirms that shortfill e-liquids represent a substantial and growing share of UK e-liquid retail volume — with the format’s 36% cost advantage over comparable pre-mixed products driving sustained adoption across both mainstream and premium consumer segments.

2.2 The Three B2B Customer Segments for Flavor Shots

The flavor shot opportunity creates distinct B2B demand from three overlapping customer segments, each with different requirements:

• Regulated market brand customers: e-liquid brands operating in UK, EU-restricted markets (Denmark, Netherlands, Estonia, Finland, Hungary, Lithuania, Slovenia), and other markets with pre-flavor or disposable restrictions. These customers need flavor shot concentrates specifically tested and documented for shortfill compatibility — including solubility profiles, usage rate guidance across standard shortfill ratios, and color stability data for the finished mixed product
• Retail chain house brand developers: premium vape retail chains developing proprietary flavor shot ranges for in-store customization experiences. These customers need consistent quality across production batches, exclusive or semi-exclusive flavor profiles for brand differentiation, and consumer-appropriate packaging and usage documentation
• DIY and online community platforms: the structured DIY e-liquid community — which represents a high-engagement segment with significant volume per user — purchases flavor concentrates for personal formulation. Flavor shots marketed directly to this segment create a consumer-facing brand dimension and a complementary revenue stream for B2B manufacturers willing to develop consumer-appropriate product formats

3. The Formulation Science of Excellent Flavor Shots

Flavor shot concentrates differ from standard B2B manufacturing concentrates in several technically significant ways. Understanding these differences is essential for manufacturers developing products specifically for the flavor shot market.

3.1 Concentration Parameters and Dilution Ratios

Standard B2B e-liquid flavor concentrates are formulated for usage rates of 5-20% in the finished e-liquid — meaning the concentrate constitutes 5-20% of the total liquid volume. A 10ml flavor shot added to 50ml of shortfill base creates a 16.7% effective concentration (10ml ÷ 60ml total). This falls within the typical usage range of many standard concentrates — but flavor shot applications require specific optimization within this range.

Several important concentration considerations apply specifically to the flavor shot format:

• Headroom for variation: consumers do not always add exactly 10ml to exactly 50ml. Some add to 60ml, 80ml, or 100ml bases. Some use two flavor shots in one base. The concentrate must be formulated to perform acceptably across the realistic addition rate range of 8-20% — not just at the nominal 16.7% target
• Double-strength flavor shots: a growing format uses 20ml flavor shots designed for addition to 100ml bases, maintaining the 16.7% nominal ratio while increasing the base volume served per shot. These require equivalent formulation but doubled total volume at the same concentration
• Intensity optimization: flavor shots are typically formulated toward the upper end of the optimal usage rate range (12-18%) to ensure the finished mixed product delivers full, satisfying flavor character — compensating for the modest dilution effect of the mixing process on perceived intensity

3.2 VG/PG Base Compatibility — The Critical Technical Requirement

Unlike B2B concentrates supplied to manufacturers who use a consistent, known base formulation, flavor shots must be compatible with diverse consumer base products — varying VG/PG ratios, nicotine systems (nic salt vs. freebase), nicotine concentrations, and base quality levels. This creates compatibility requirements substantially more complex than standard B2B concentrate formulation.

Vegetable glycerin (VG) is the primary compatibility challenge. High-VG bases (70-80% VG) have significantly lower solubility for certain aroma compound classes than PG-dominant bases — particularly larger-molecular-weight lactones, certain terpenoids, some aldehyde compounds, and high-molecular-weight esters. A flavor shot that produces a clear, well-integrated product when mixed with a 50/50 VG/PG base may show turbidity, phase separation, or reduced flavor impact when mixed with an 80% VG base.

Minimum solubility testing protocol for flavor shot qualification should include:

• Cold-temperature stability test: mix at 3°C and observe for precipitation or turbidity — simulating cold-chain transport conditions that flavor shots may experience in retail distribution
• High-VG compatibility test: mix with 80% VG / 20% PG base and observe for separation, turbidity, and flavor character change versus 50/50 control
• Accelerated shelf life test: observe mixed samples at 40°C for 7 days — simulating long-term room temperature storage in consumer environments
• Nicotine system compatibility: test mixed product in both freebase nicotine (pH ~8.5) and nicotine salt (pH ~5.5) base environments — different pH affects the stability and sensory impact of certain flavor compounds

3.3 Color Stability in the Finished Mixed Product

Consumer-facing flavor shots have a color stability requirement that B2B manufacturing concentrates do not: the finished mixed e-liquid must maintain acceptable appearance throughout its shelf life in a transparent consumer bottle. Certain aroma compounds — particularly vanillin, ethyl vanillin, caramel compounds, and some phenolics — undergo progressive browning (Maillard-adjacent reactions with trace nicotine or oxygen exposure) that produces visible coloration over time.

For dessert and tobacco flavor shot categories, some degree of color development may be expected by consumers — these categories are associated with naturally darker colors. For fruit and candy categories where consumers expect water-clear or lightly tinted finished products, vanilla-adjacent or caramel compound content must be carefully managed or replaced with alternatives that deliver equivalent sensory impact with lower color-development potential.

The sweetener selection principles that govern color stability in flavor shots are directly connected to the broader coil-life and formulation optimization considerations discussed in our technical guide: Flavor Complexity vs. Coil Life: The Consumer Trade-Off — which provides detailed guidance on managing sweetener compound loading for both hardware compatibility and aesthetic stability in finished e-liquid products.

Flavor Shot VG/PG Compatibility Testing

4. Flavor Category Priorities for the Flavor Shot Market

Not all flavor categories are equally suited to the flavor shot format. The following analysis identifies the categories with highest commercial potential in the current flavor shot market and the specific formulation considerations for each.

4.1 Fruit Category Flavor Shots

Fruit-flavored flavor shots represent the highest-volume commercial opportunity, consistent with fruit’s dominant position across all e-liquid market segments globally. Mordor Intelligence’s e-liquid analysis confirms that flavored e-liquids led with 95.48% of 2025 revenue, with fruit profiles consistently the top-performing category within the flavored segment.

Fruit flavor shots must be formulated with particular attention to:

• Ester compound solubility: the primary fruit aroma compounds (isoamyl acetate, ethyl butyrate, ethyl hexanoate, methyl anthranilate) are generally well-soluble across VG/PG ratios, but specific terpene-containing fruit profiles (citrus, berry, tropical) require solubility verification in high-VG bases
• Cooling agent compatibility: the dominant fruit-menthol hybrid format requires cooling agent (WS-23, koolada) loading that is calibrated specifically for the shortfill dilution ratio — cooling agents tend to be highly volatile at vaping temperatures and must be concentrated appropriately to maintain impact after dilution
• Minimal color development: fruit profiles should produce clear or very lightly tinted finished products — excessive use of vanilla or caramel compounds in fruit profiles creates browning that consumers find off-putting for a product they associate with fresh, bright fruit character

4.2 Dessert and Sweet Profile Flavor Shots

Dessert and sweet flavor shots command premium price positioning and serve the high-engagement consumer segment seeking complex flavor experiences. Vanilla custard, strawberry cheesecake, caramel, and cookie profiles are among the highest-rated categories in consumer preference surveys for the shortfill market.

The primary formulation challenge for dessert flavor shots is managing sweetener loading in the context of the shortfill addition ratio. At 16.7% addition rate, a flavor shot containing 5% sucralose in the concentrate results in approximately 0.83% sucralose in the finished e-liquid — within the range where coil-fouling becomes significant for consumers using standard resistance coils. Formulating dessert shots with ethyl maltol as the primary sweetener (with sucralose as a supplementary intensity element at lower concentrations) reduces coil impact while maintaining the sweetness character that the category requires.

4.3 Menthol and Botanical Flavor Shots

Menthol and botanical flavor shots serve two important market segments: the menthol-tobacco transitioning smoker segment (for whom menthol is a co-primary preference alongside tobacco) and the wellness-adjacent premium segment (for whom lavender, chamomile, and botanical profiles offer an evening-use positioning).

Menthol shot formulation must account for the high volatility of menthol and WS-23 cooling agents — which evaporate more readily from flavor shot packaging over time than lower-volatility aroma compounds. This creates a flavor drift risk: a menthol shot stored for several months may have measurably lower cooling intensity than a freshly produced sample. Packaging solutions (aluminium-lined caps, nitrogen-flushed headspace) and concentration overage calibration (formulating at 5-10% higher cooling agent concentration than nominal to account for expected drift) address this issue.

4.4 Tobacco Flavor Shots

Tobacco flavor shots serve the transitioning smoker segment — consumers who are managing away from combustible cigarettes and require the familiar sensory anchoring of tobacco character in their vaping product. Despite lower overall market prevalence than fruit or dessert in the mainstream shortfill market, tobacco flavor shots command higher per-unit value and serve a consumer segment with higher-than-average brand loyalty.

Tobacco shot formulation benefits from the relative stability of tobacco flavor compounds (phenolics, pyrazines, tobacco-specific alkaloid-adjacent compounds) — these compounds are generally more stable in flavor shot packaging than the volatile ester and terpene compounds that dominate fruit profiles. This enables longer shelf life with less flavor drift risk for tobacco category shots.

Flavor Shot DIY Customization Station

5. Flavor Shot Portfolio Strategy: The B2B Manufacturer’s Approach

For B2B flavor concentrate manufacturers considering a flavor shot product extension, portfolio strategy requires decisions across four dimensions: flavor category coverage, concentration standardization, packaging and labeling, and usage documentation.

5.1 Flavor Category Coverage Priorities

A commercially complete flavor shot portfolio should cover the four primary consumer demand categories — fruit, dessert, menthol, tobacco — with depth within each category that enables meaningful differentiation from generic competitors. Generic category coverage (one mango shot, one vanilla shot, one menthol shot) is commercially insufficient; the flavor shot market rewards flavor specificity and depth.

Priority category coverage for a launch portfolio:

5.2 Concentration Standardization

Standardizing concentration across the flavor shot portfolio simplifies consumer communication and reduces the documentation burden. The most commercially widespread standard is the 10ml format formulated for addition to 50ml shortfill bases (creating 60ml total at 16.7% flavor concentration). A secondary format — 20ml for 100ml bases — serves larger-format shortfill products that are growing in the UK and EU markets.

Within the standard format, maintaining a consistent flavor concentration target (rather than varying it across flavor categories) enables a single set of mixing instructions applicable to the full range — substantially simplifying both consumer communication and retail staff training for the flavor shot product range.

5.3 Consumer Documentation: Mixing Ratios, Usage Rate, and Safety

Consumer-appropriate usage documentation for flavor shots requires different content from B2B technical documentation. While B2B concentrates are supplied with COA, SDS, and FIDO for regulatory and formulation use by professional customers, flavor shots require:

• Step-by-step mixing instructions: clear, illustrated guidance for combining the flavor shot with the shortfill base — including the specific volume to add, the shaking/mixing protocol (duration, technique), and the resting time before use if applicable
• Flavor profile description: sensory description of the finished mixed product — not technical aroma chemistry, but accessible language describing what the consumer will taste and experience
• Device and coil recommendations: guidance on which device types and coil resistance ranges produce optimal performance with the mixed product — particularly important for dessert and high-sweetener profiles where coil fouling risk varies significantly by device format
• Storage conditions: temperature and light exposure guidance for both the flavor shot bottle (pre-mixing) and the finished mixed product (post-mixing)

The data-driven approach to flavor selection — understanding which flavor profiles have the strongest market demand in specific regions — is the foundation of building a commercially optimized flavor shot portfolio. For the systematic framework connecting search volume intelligence to flavor development priorities, see: Data-Driven Flavor Development: Using Search Volume to Pick Flavors — which provides practical methodology for identifying which flavor shots will find the strongest consumer demand in each target market.

6. Regulatory Compliance for Flavor Shots: EU, UK, and US Considerations

6.1 EU Regulatory Context

Flavor shots sold in EU markets as non-nicotine flavor additives are not subject to the Article 20 10ml nicotine product restriction — they are sold as flavor-only products, not as nicotine-containing e-cigarette products. However, EU member states with national flavor bans (Denmark, Netherlands, Estonia, Finland, Hungary, Lithuania, Slovenia) have implemented restrictions that may apply to characterizing flavors in flavor shots if these are considered part of the e-cigarette product ecosystem.

The forthcoming TPD III revision is expected to introduce EU-wide characterizing flavor restrictions. B2B manufacturers developing flavor shot portfolios for EU markets should monitor TPD III developments and maintain documentation packages compatible with enhanced notification requirements anticipated under the new framework.

6.2 UK Post-Brexit Regulatory Position

In the UK, flavor shots sold without nicotine are generally not subject to MHRA notification requirements applicable to nicotine-containing products under the current regulatory framework. However, when a consumer mixes a flavor shot with a nicotine base to create a nicotine-containing e-liquid, the finished product’s composition is defined by the combined ingredients — meaning the flavor shot’s ingredient profile is effectively part of the final notified product’s formulation.

UK brand customers who incorporate flavor shots into their product lines should ensure that flavor shot ingredient information is compatible with the notification documentation submitted for the nicotine base product. Full ingredient disclosure (FIDO) from the flavor shot supplier is necessary for this compliance pathway.

7. Cuiguai Flavor’s Flavor Shot Capabilities

Guangdong Unique Flavor Co., Ltd. (Cuiguai Flavor) is equipped to supply B2B customers with flavor shot concentrates across all major flavor categories from our library of 20,000+ pre-developed formulas. Our flavor shot development capability includes specific VG/PG compatibility testing, color stability evaluation, and consumer usage documentation as standard components of the product development and qualification process.

نحن Sweet Flavor Concentrate is formulated with the solubility characteristics required for shortfill compatibility across the 50-80% VG range — making it a reliable foundation for sweet-profile and dessert flavor shots that maintain consistent performance across the diverse base products that consumers use.

For fruit category flavor shots targeting the highest-demand profiles across global markets, our Passion Fruit Flavor Concentrate delivers authentic ester-driven character with verified solubility across consumer shortfill base formulations — enabling brand customers to develop premium passion fruit flavor shots that perform consistently from first mix to last drop.

8. الأسئلة الشائعة (FAQ)

Q1: What is a flavor shot in e-liquid vaping?

A flavor shot is a small volume (typically 10ml) of ultra-concentrated flavor additive designed to be mixed with a larger unflavored or nicotine-only shortfill base (typically 50-100ml) to create a complete flavored e-liquid. The consumer purchases base and flavor shot separately and combines them at home. The format is approximately 36% cheaper for consumers than equivalent pre-mixed e-liquids and provides flavor customization capability.

Q2: Why are flavor shots growing in popularity in 2025-2026?

Several converging factors are driving flavor shot growth: expanding regulatory restrictions on pre-flavored products in EU member states and other markets create demand for compliant alternatives; consumer personalization demand is growing as the vaping market matures; cost efficiency makes the format attractive to value-conscious vapers; and premium positioning through artisan flavor shots creates brand differentiation opportunities for quality-focused manufacturers.

Q3: How concentrated should a flavor shot be?

Standard flavor shots are formulated for a nominal 16.7% addition rate (10ml flavor shot into 50ml shortfill = 60ml total). The concentrate should be designed to perform acceptably across the realistic addition range of 8-20% — consumers do not always follow exact ratios. The concentration should target the upper end of the optimal flavor usage window to ensure satisfying intensity after dilution.

Q4: What makes VG/PG compatibility the most critical flavor shot formulation requirement?

Unlike B2B concentrates supplied to manufacturers using consistent base formulations, flavor shots must be compatible with diverse consumer bases — varying from 50/50 to 80/20 VG/PG ratios. High-VG bases have significantly lower solubility for certain aroma compound classes. A concentrate that performs well in a 50/50 base may show turbidity, phase separation, or flavor impact reduction in an 80% VG base. Cross-ratio compatibility testing is essential for every flavor category.

Q5: What regulatory framework governs flavor shots in the UK and EU?

In the UK and EU, flavor shots sold without nicotine are generally not subject to the Article 20 10ml nicotine product restriction — they are flavor additives, not nicotine-containing products. However, national flavor bans in EU member states may apply to characterizing flavors in consumer-intended flavor additives. TPD III is expected to introduce EU-wide restrictions. UK brand customers should ensure flavor shot ingredient profiles are compatible with MHRA notification documentation for associated nicotine bases.

Q6: Can Cuiguai Flavor develop custom flavor shots for specific brand applications?

Yes. We develop custom flavor shots from our 20,000+ formula library with specific VG/PG compatibility testing, color stability evaluation, and consumer usage documentation. Minimum development turnaround is 7-14 business days for new formulations, or 24 hours for samples from existing library profiles. Contact our team with your target flavor profile, base formulation, and target market.

Q7: How does sweetener selection affect flavor shot performance in consumer use?

Sweetener selection is critical for both sensory quality and hardware compatibility in consumer use. Sucralose at high loading creates significant coil fouling at consumer usage patterns — particularly in pod systems and low-resistance coils. Ethyl maltol as the primary sweetener provides warm, authentic sweetness with lower coil impact. For dessert flavor shots, an ethyl maltol-primary formulation with sucralose as a secondary intensity modifier balances sweetness character against hardware-friendly performance.

Q8: How do I request flavor shot samples from Cuiguai Flavor?

Contact our technical team via WhatsApp at +86 189 2926 7983 or email info@cuiguai.com with your target flavor category, target shortfill ratio (e.g., 10ml into 50ml or 20ml into 100ml), VG/PG preference, nicotine system (freebase / nic salt / zero-nicotine), and target market. Samples with full VG/PG compatibility documentation are dispatched within 24 hours of request confirmation.

9. Conclusion: Flavor Shots as a Strategic B2B Product Extension

The return of flavor shots as a commercially significant product format reflects a structural market adaptation — to regulatory pressure in key markets, to consumer personalization demand in a maturing industry, and to the proven cost-efficiency advantages that the shortfill-and-shot format delivers relative to pre-mixed alternatives. For B2B flavor concentrate manufacturers, the flavor shot category creates an opportunity to extend product lines into consumer-adjacent formats while maintaining the B2B supply model that defines their core business.

The technical requirements of excellent flavor shot formulation — cross-ratio VG/PG compatibility, color stability management, concentration optimization for the shortfill dilution reality, and consumer-appropriate usage documentation — are specific and meaningful, differentiating professional-grade flavor shots from generic concentrated flavorings relabeled for the consumer market. Manufacturers who invest in meeting these requirements properly will build a commercially defensible position in a market segment that regulatory trends globally are likely to continue expanding for the foreseeable future.

The global e-liquid market, projected by Grand View Research to grow from USD 4.5 billion in 2026 to USD 4.9 billion by 2030 at 14.0% CAGR, will increasingly route consumer spending through the shortfill and flavor shot format as regulatory environments tighten around pre-flavored products in market after market. The manufacturers who are positioned in this format with high-quality, well-documented, consumer-tested concentrates will be the primary beneficiaries of this structural shift.

Cuiguai Flavor Shot Manufacturing

Develop Your Flavor Shot Range with Cuiguai Flavor

Guangdong Unique Flavor Co., Ltd. (Cuiguai Flavor) is a professional e-liquid flavor concentrate manufacturer based in Dongguan, Guangdong, China. Our flavor shot portfolio covers fruit, dessert, menthol, and tobacco categories — all formulated with shortfill compatibility testing, VG/PG solubility verification, and consumer usage documentation. ISO22000 / ISO9001 / HACCP certified. 20,000+ pre-developed formulas. 24-hour sample dispatch.

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واتساب وتيليجرام: +86 189 2926 7983

المراجع

[1] VB Distribution. (2026). UK Vape Market Report 2026: Trends Every Retailer Should Know. UK market at £2.5 Billion (2025), 5.5 million adult vapers. https://vb-distro.com/blogs/news/uk-vape-market-report-2026-trends-every-retailer-should-know

[2] ECigIntelligence. UK E-cigarette Market Analysis. Shake and vape format approximately 36% cheaper than comparable pre-mixed e-liquids. https://ecigintelligence.com/content_types/market-reports/?geography=united-kingdom

[3] Mordor Intelligence. (May 2026). E-Liquid Market Size, Trends & 2031 Growth Report Outlook. Flavored e-liquids 95.48% of 2025 revenue. https://www.mordorintelligence.com/industry-reports/e-liquid-market

[4] Grand View Research. E-Liquid Market Size & Share Report, 2025-2030. Market at USD 2.2B (2024), USD 4.5B (2026) to USD 4.9B (2030) at 14.0% CAGR. https://www.grandviewresearch.com/industry-analysis/e-liquid-market

[5] European Commission. Directive 2014/40/EU (Tobacco Products Directive), Article 20: E-cigarette product requirements including 10ml nicotine-containing e-liquid volume restriction. https://health.ec.europa.eu/tobacco/product-regulation/electronic-cigarettes_en

[6] Hangsen. (July 2025). What is the Difference Between Shortfill, Longfill and Flavor Concentrate? https://www.hangsen.com/blog-knowledge/Shortfill-Longfill-FlavorConcentrate.html

[7] FlavorIQ. (April 2026). 2026 Vape Regulation Guide: Key Updates for EU, UK, US. TPD III delayed to mid-2026. https://www.flavoriq.com/blog/vape-regulations-and-laws