In the dynamic global market of flavored electronic-liquids, manufacturers who wish to succeed must understand not only regulatory frameworks but also nuanced consumer flavor preferences across regions. For a flavoring manufacturer supplying to both Chinese and European markets, it is essential to appreciate how social, cultural, regulatory, and sensory factors shape flavor demand. This article offers a technically-rich comparison of flavor preferences in China and Europe, designed for professionals in the flavor and e-liquid supply chain (R&D, product formulation, marketing, regulatory support). We will explore market context, regulatory influence, preferred flavor categories, sensory and cultural drivers, formulation implications, and practical recommendations for flavor manufacturers.
Key questions addressed:
What flavor categories dominate in China versus Europe?
How do regulatory regimes and consumer culture influence flavor choice?
What formulation/production considerations should a flavor house adopt when targeting each region?
How can small to mid-sized flavor-houses adapt their portfolio and development process to serve both markets effectively?
By the end of this article, you should be equipped with actionable insights into flavor preference segmentation and how to align your fragrance/flavor concentrate portfolio accordingly.
1. Market Overview: China vs Europe
1.1 China Market Snapshot
The China e-cigarette and vape market has been growing rapidly. According to a recent report, the China e-cigarette and vape market size was estimated at USD 2.27 billion in 2023 and is expected to grow at a compound annual growth rate (CAGR) of 34.2 % from 2024 to 2030. While this covers devices broadly (not just flavors), it indicates a major opportunity for flavor manufacturers. Other regional flavor-focused data for Asia-Pacific indicate that tobacco flavours still hold strong among adult users transitioning from cigarettes. In China, manufacturing is dominant (China produces ~95 % of vaping products used globally) and export quotas/regulations heavily influence flavor availability domestically and for export.
1.2 Europe Market Snapshot
In the Europe region, the e-cigarette market size reached USD 19.7 billion in 2024 and is projected to reach USD 83.4 billion by 2033 (CAGR ~17.4 %) in the broader e-cigarette category. Flavour segmentation data show that across Europe fruit, menthol/mint and dessert flavours are important, with specialist sources noting that in Europe and the U.S. fruity flavours dominate among younger and flavour-seeking vapers. Additionally, research in the Netherlands found that among various user groups, smokers tended to prefer tobacco flavours, while never-users showed interest in menthol/mint and sweet/fruit flavours.
1.3 Implications for Flavor Houses
For a fragrance/flavouring provider supplying both markets, the above data signal that:
While overall device and e-liquid growth is strong, your flavor portfolio must be regionally tuned.
China may emphasise flavour categories aligned to adult smokers transitioning (e.g., tobacco, lighter dessert) plus strong manufacturing/export orientation.
Europe emphasises flavour variety, especially fruit/mint/novel dessert, but is influenced by regulatory scrutiny (flavour bans, youth protection) which can shape formulation constraints.
Understanding regional growth, regulatory environment, and cultural taste drivers is critical for prioritising flavour development, marketing support, packaging, and formulation compliance.
2. Regulatory & Cultural Drivers of Flavor Preference
2.1 Regulatory Environment – China
China’s regulatory environment has undergone rapid changes. For example, marketing regulations for e-cigarettes on major e-commerce platforms (such as Tmall) have been studied: one study showed that online marketing emphasised low-harm claims, used models and imagery that increased appeal, and that the large population of internet users in China (~904 million in 2020) meant flavour marketing had broad reach. Regulatory restrictions on flavours themselves are evolving (e.g., flavor bans or taxation) which may restrict certain high-sensation categories or youth-appeal flavours. That means flavor houses must plan for regulatory risk. Culturally, the large base of adult smokers in China (over 300 million) means that many vapers may be former smokers seeking familiarity. This influences flavour preference (e.g., tobacco, menthol) as well as novelty.
2.2 Regulatory Environment – Europe
In Europe, the regulatory environment is more matured and stringent in many jurisdictions. The Tobacco Products Directive (TPD) sets forth specific rules for e-liquids (including flavouring ingredients, packaging, labelling) and many member states apply additional national rules. For example, flavour restrictions aim to reduce youth appeal. One systematic review of global policy noted that flavour restrictions reduce “acceptability” among youth and thereby are regulatory levers. Culturally, European vapers include both former smokers and flavour-seeking younger adults. The demand for novel flavours (fruit, dessert, menthol) is relatively higher than purely tobacco-flavoured options in certain sub-segments. Vapers also tend to be more aware of ingredient transparency, “naturalness”, and regulatory compliance, which influences flavour formulation.
2.3 Cultural Taste-Drivers
China:
High prevalence of conventional smoking means flavour familiarity (tobacco, menthol) remains relevant.
Rapid growth of younger urban consumers seeking novelty and convenience (e.g., disposable or pod systems).
Preference may reflect Chinese taste palettes (e.g., emphasis on sweet, fruit, exotic blends) though data are less granular.
Europe:
Mature vaping market with segmentation: former smokers vs flavour seekers.
High interest in fruit, mint/menthol, dessert flavours. For instance, European market sources highlight that “European and American teenagers prefer fruity flavours.”
Greater interest in natural/clean label ingredients, premiumisation (e.g., flavour concentrate quality). In one report over 40% of adult vapers in developed markets preferred “natural e-liquids”.
2.4 Manufacturing & Formulation Considerations
For flavour houses this means:
In China: You may need to emphasise robust flavour concentrates that deliver familiar profiles in high-throughput manufacturing systems; flavour stability (heat, airflow, high-throughput disposables) matters.
In Europe: You may need to emphasise novel flavour synergies (e.g., fruit-menthol blends, dessert-fruity hybrids), premium raw materials (food-grade, “natural”), and regulatory documentation (TPD compliance, toxicological risk assessment).
Across both: You must monitor regulatory shifts (flavour bans, additives restrictions) and adapt quickly by having flexible flavour portfolios, regional variants, and risk-mitigation strategies.
Flavor R&D Lab
3. Flavor Category Comparison: China vs Europe
Here we compare major flavour categories and highlight their relative importance, preference drivers, and implications for flavor-manufacturing strategy.
3.1 Tobacco Flavours
China: Given the high prevalence of adult smokers seeking alternatives, tobacco-flavoured e-liquids remain a core category. One Asia-Pacific report notes tobacco flavours hold a large share in regions like China where smoking culture is entrenched.
Europe: Tobacco flavours are still important, especially for users transitioning from smoking, but relative share is declining in flavour-seeking segments. The global market segmentation data show tobacco flavours accounted for ~30 % of revenue in 2024 globally. Implications: For flavour houses, maintain robust tobacco flavour concentrate lines for China, but consider developing “enhanced tobacco” blends (e.g., creamy tobacco, vanilla-tobacco, tobacco-nut) for Europe to differentiate.
3.2 Fruit & Sweet Flavours
Europe: Fruit flavours are high in demand. For example, the global segmentation indicates fruit & nut flavours are the largest category among non-tobacco flavours. Also, the Dutch study showed never-users and smokers both expressed interest in fruit/other sweet flavours.
China: While less publicly reported in granular form, Chinese reports suggest strong flavour variety demand and growing interest in non-tobacco categories. For example, market commentary mentions “high demand for a wide variety of e-liquid flavors” in China. Implications: For Europe, premium flavour houses hould emphasise innovative fruit/sweet blends (berry-menthol, tropical-dessert). For China, it may be beneficial to launch fruit/sweet flavours BUT ensure they also pass regulatory and manufacturing robustness (heat stability, device compatibility).
3.3 Menthol / Mint / Cooling Flavours
Europe: Menthol/mint remains a significant flavour segment; European markets often show high interest in minty/fresh flavours (especially among younger vapers or transitioning smokers).
China: Menthol appears to play a role but perhaps less dominant than tobacco or fruit/sweet segments. Still, for manufacturers targeting China, menthol/cooling blends may have growth potential given global trends. Implications: Flavour houses should keep menthol/mint lines but adapt blends for region: in Europe you might emphasise “blue ice”, “menthol-berry”, “menthol-citrus”; in China you might integrate mild menthol within local fruit or candy-style flavours to appeal to younger users.
3.4 Dessert, Beverage & Specialty Flavours
Europe: Dessert and beverage flavours (e.g., vanilla custard, coffee, caramel, cola) are popular as premium and novelty options. Many flavour-seeking vapers look for complex profiles.
China: These categories are less documented, but given rapid innovation and younger consumer segments, there is likely growing interest in novel desserts/modern flavours. Market reports often refer to “diverse flavours” for Asia–Pacific. Implications: Flavour houses should develop a “novel flavours” pipeline: dessert or beverage type flavours tailored differently by region. For Europe, premium pricing and “gourmet” positioning may apply; for China, mid-price mass adoption and export orientation may be key.
4. Detailed Comparison of Preference Drivers
4.1 Sensory & Cultural Tastes
China: The traditional flavour palette includes stronger-taste food items (for example, Chinese confectionery, fruit flavours popular locally). Some evidence suggests younger Chinese consumers favour novelty and innovation, but adult smokers may prefer stable familiar flavours. Marketing research indicates Chinese online retail often emphasises novelty, visuals and flavour variety.
Europe: Balanced between heritage (smokers transitioning) and novelty (vaping as hobby). Many European consumers value refined flavour profiles, sensory complexity, and clean ingredients. The Dutch e-liquid flavour preference study revealed smokers leaned to tobacco flavour (~30 % interest) while non-smokers leaned to menthol/mint and sweets.
4.2 Device/Usage Patterns
Device type matters, because flavour performance depends on device (coil temperature, airflow, VG/PG ratio).
In China, high growth in disposables and closed pod systems means flavour concentrates must perform well in high-throughput and often more constrained hardware.
In Europe, open systems (rebuildables, high-VG mods) remain popular with flavour-chasing users, as do premium brands focusing on “cloud + flavor”. Flavour houses may develop variants optimised for high-VG, low-PG, high-power devices.
4.3 Regulatory & Health Considerations
In Europe, regulatory pressure (youth protection, flavour appeal) means flavour houses must emphasise compliance, transparency of ingredients, and restrict provocative flavour names/packaging. Also trend toward “natural/organic” flavour claims.
In China, while flavor bans/marketing restrictions exist or are emerging, the regulatory environment is still evolving; thus speed to market and export orientation might dominate.
4.4 Pricing & Market Segmentation
China: Large market, strong manufacturing base, export orientation means flavour houses often compete on cost + flexibility + formulation breadth.
Europe: Premiumisation is strong. Consumers are willing to pay more for high-quality flavourings, novelty, “clean label” credentials, and artisanal positioning. For example, one report indicates over 40% of adult vapers in developed markets prefer natural e-liquids.
4.5 Innovation & Trend Drivers
Trend of “novel flavour combos” (hybrids like fruit-menthol, dessert-fruity) is strong in Europe and likely growing in China too.
Trend of “cleaner / simpler / natural” flavourings: especially in Europe, pushing flavour houses to switch to food-grade aroma, transparent sourcing, and documentation.
Trend of regulatory risk: as flavour bans or restrictions may come, flavour houses must maintain flexible portfolios and be ready to pivot away from youth-appeal flavours to more “adult-taste” options.
E-liquid Market Lines
5. Practical Guidance for Flavor Manufacturers
5.1 Portfolio Strategy
Dual-region segmentation: Build a two-tier flavour portfolio:
Core-flavoursfor China: tobacco, menthol, popular fruit/sweet blends, cost-optimised.
Ensure flavour concentrates have regional variants: e.g., the same fruit note but adjusted sweetness/after-taste for local palate.
5.2 Formulation & Performance Considerations
Device compatibility: for China’s mass/disposable market, ensure high flavour delivery at lower power devices; robust chemical stability, minimal taint under heat.
For Europe’s high-end devices: ensure balance in VG/PG heavy fluids, deep flavour complexity, and long after-taste.
Colour, viscosity, aroma stability: flavour houses should test under regional storage/transport conditions (China tropical heat/humidity vs Europe cooler ambient).
Regulatory documentation: especially for Europe, ensure flavour concentrate documentation (ingredient lists, allergen declarations, risk assessments). For China export, ensure export-compliance, export language support, and adjust to local regulations.
5.3 Marketing & Packaging Collaboration
For Europe: packaging and flavour naming matter (novel, premium positioning). But must respect regulatory constraints on youth-appeal.
For China: flavour naming and visuals may lean toward trendy, youth-friendly style, but ensure regulatory risk mitigation (some flavours/names may be restricted).
Support customers (vape device manufacturers or OEMs) with flavour selection guides specific to their market (China vs Europe), highlighting regional preference data and performance evaluation.
5.4 Supply-Chain & Raw-Material Strategy
For premium European flavours, consider sourcing higher-grade aroma materials (e.g., “natural identitical” or premium extracts) to support clean/organic claims.
For China, cost-efficiency is key: flavour houses may optimise carrier systems, aroma concentration efficiency, and scale.
Ensure dual-market compliance: flavour houses supplying global clients should maintain traceable raw materials, supplier audits, and ability to restrict or remove ingredients if regulatory bans emerge.
5.5 Monitoring Trends & Feedback Loop
Implement regional consumer flavour-preference tracking: for China and Europe separately, monitor flavour category shifts, novel flavour uptake, regulatory changes.
Maintain a feedback loop with customers (OEMs, brands) to know which flavour variants succeed in each region and why.
Be agile: regulatory and consumer taste changes move fast in vaping; flavour houses should keep innovation pipelines and sunset less performing blends.
6. Case Studies & Regional Insights
6.1 European Insight – “Blue Ice” in Germany
A blog by vape brand Blu reports that Germany’s favourite vape flavour is “Blue Ice” (a menthol-blueberry type). This illustrates how Europeans are receptive to fused flavour profiles (fruit + cooling), not just pure tobacco or pure fruit. For flavour houses, this suggests innovation in hybrid flavours (menthol + berry) is effective in Europe.
6.2 China Insight – Variety and Export Orientation
While granular flavour data for China are more limited publicly, Chinese manufacturing-oriented reports note high demand for flavour variety and note China as a major export manufacturing hub. For flavour houses this means: although domestic Chinese consumption is important, many flavour development efforts should also cater to export markets, meaning the flavour suite must appeal both domestically and internationally (Asia/Pacific + export).
6.3 Regulatory Impact on Flavour Preference
The Dutch study on e-liquid flavour preferences found: smokers preferred tobacco flavours (~30%), followed by menthol (~18%) and sweets (~9%) among that group. This underlines the importance of smoking history when targeting flavour segment: in Europe, a significant portion of vapers are former smokers—thus transition flavours (tobacco, menthol) remain relevant even in flavour-rich markets.
6.4 Market Overviews & Flavor Segmentation
According to global e-liquid market segmentation, tobacco flavours led at ~35.9 % of revenue, fruit and menthol at about ~29.5 % and ~18.2 % respectively globally. For China and Europe, deviations from global averages are expected, but these provide a benchmark for flavour houses to calibrate the regional focus.
6.5 Flavor Innovation Trend – Natural & Premium
In developed markets, over 40 % of adult vapers reportedly prefer “natural” e-liquids, indicating a premium flavour opportunity. For Europe in particular, flavour houses can leverage this by offering higher-grade aroma materials, clean-label claims, artisanal-style flavour concentrates. China market may be slower to shift, but export orientation means the same flavour house may use the “natural” proposition for European lines while maintaining cost-optimised lines for domestic China and export ODM markets.
7. Strategic Recommendations – Bridge & Diversify
7.1 How to Bridge China & Europe
Develop a modular flavour platform: baseline flavour modules (tobacco, menthol, common fruit) and region-specific variants which adjust sweetness, aroma strength, after-taste profile, formulation carrier compatibility, cost structure.
Maintain regulatory foresight: For Europe, ensure all flavour concentrates are compliant with EU TPD, local Member State requirements, ingredients allowed lists, appropriate labelling, allergen declarations. For China, monitor evolving regulation (e.g., flavor bans, export licensing).
Build regional flavour sets: e.g., for Europe: “Nordic Berry-Mint”, “Vanilla Tobacco Luxury”, “Tropical Fruit Fusion”; for China: “Classic Tobacco Light”, “Menthol Ice Mandarin”, “Lychee Grape Sweet”.
Provide formulation support documents: supply your customers (e-liquid manufacturers) with flavour concentration guidelines, device compatibility notes, shelf-stability data, sensory benchmark references by region.
7.2 Focus R&D Investment According to Region
In Europe: allocate more R&D on premium and novel blends, natural & clean label ingredients, hybrid flavour profiles, sensory profiling, consumer test panels in Europe.
In China: allocate more R&D on high-throughput production compatibility, cost optimisation, flavour stability under high temperature/humidity, export-ready flavours (multi-market adjustability).
7.3 Supply Chain & Packaging Collaboration
Harmonise raw-material sourcing: for European premium lines, source higher-grade aroma materials, document origin, traceability, possibly organic-certified. For Chinese/core lines, cost-effective yet robust materials.
Packaging design: For European market, communicate premium, natural, high sensory appeal. For Chinese/export lines, focus on flavour variety, value proposition, vibrant visuals.
7.4 Monitoring & Feedback Loop
Implement regional flavour analytics: track return rates, customer complaints, consumer feedback for each region.
Sunset under-performing flavours: if a flavour variant fails in one region, either adapt for the other region or retire and reinvest.
Stay alert to regulatory changes: flavour bans, additive restrictions, youth-appeal flavour controls may shift preference or available flavours.
7.5 Building Cross-Regional Growth
Leverage flavour innovations piloted in Europe to upscale / localise for China (if cost-structure allows).
Use China’s high-volume manufacturing base for cost-efficient versions of high-volume flavours destined for export (including European supply chains) while retaining premium European lines for high-end markets.
Consider co-branding or multi-market flavour launches: a flavour variant launched in Europe, then adapted slightly (taste intensity, sweetness) and relaunched in China under a different name.
8. Conclusion
Understanding flavour preference differences between China and Europe is not just academically interesting — it is a strategic imperative for fragrance and flavouring manufacturers servicing the e-liquid market. Key take-aways:
While Chinese users lean more toward familiar flavour categories and high manufacturing/volume orientation, European consumers lean toward variety, premiumisation, and novel/clean flavour experiences.
Regulatory regimes significantly influence flavour availability, formulation constraints, naming/marketing, and must be embedded into flavour development strategy.
For flavour houses targeting both markets: a regionally-segmented portfolio, formulation adaptability, regulatory compliance, supply chain and packaging strategy, and constant monitoring of local preferences are essential.
Innovation remains critical: hybrid flavours (fruit-menthol, dessert-fruit), premium raw materials, natural claims and device-compatibility optimisation govern competitive differentiation.
By aligning your flavour concentrate development, formulation support, packaging & marketing collaboration, and regional strategy accordingly, you can position your company to serve both Chinese and European markets effectively — maximising growth, minimising regulatory risk, and boosting your credibility among brand-owner OEMs.
Flavor Collaboration
📞 Call to Action
If your company is looking to develop or optimise flavour concentrates for China, Europe, or both — we invite you to contact us for a technical flavour-exchange, complimentary sample kit, or tailored consultation. 📧 Email:[info@cuiguai.com] 🌐 Website:[www.cuiguai.com]
Let’s collaborate to build your next best-selling flavour line — whether for the fast-evolving Chinese export market, the premium European segment, or cross-regional supply with modular flavour architecture.
For a long time, the company has been committed to helping customers improve product grades and flavor quality, reduce production costs, and customize samples to meet the production and processing needs of different food industries.
Room 701, Building C, No. 16, East 1st Road, Binyong Nange, Daojiao Town, Dongguan City, Guangdong Province
ABOUT US
The business scope includes licensed projects: food additive production. General projects: sales of food additives; manufacturing of daily chemical products; sales of daily chemical products; technical services, technology development, technical consultation, technology exchange, technology transfer, and technology promotion; biological feed research and development; industrial enzyme preparation research and development; cosmetics wholesale; domestic trading agency; sales of sanitary products and disposable medical supplies; retail of kitchenware, sanitary ware and daily sundries; sales of daily necessities; food sales (only sales of pre-packaged food).
