Under-35s buying less vapes could be result of tighter regulations
Spending on vapes among those under 35 in New Zealand is decreasing, potentially due to stricter regulations on marketing and flavors.Summary
An analysis of bank transactions by Dot Loves Data reveals a decline in vape spending among New Zealanders under 35. Spending by 18-24 year olds decreased from $105 million in 2024 to $90 million in 2025, while those aged 25-34 saw a drop from $122 million to $113 million. This trend, continuing into 2026, is likely linked to tighter regulations on vape marketing and flavors, including a ban on disposable vapes. While spending remains steady or increases among older demographics, the Vaping Industry Association (VIANZ) attributes the decline in younger age groups to these restrictions, noting a decrease in experimentation among teenagers. However, data discrepancies exist between ANZ’s figures ($401 million in 2025) and the Ministry of Health’s estimates ($280 million), with concerns raised about reporting accuracy. The Asthma Foundation emphasizes the need for stricter enforcement of reporting requirements and continued efforts to support young people in quitting vaping.
(Source：RNZ)
