Two new behavioural studies conducted by Imperial Brands reveal that blu, its flagship vape product, has helped adult smokers reduce – or even stop – smoking cigarettes. The research tracked over 800 smokers in London who had no plans to quit at the outset and monitored their behaviour over a six-week period, with a follow-up conducted six months later.
The studies, carried out in collaboration with Russell Burnett Research and Consultancy Ltd (RBRC) and the Centre for Substance Use Research Ltd (CSUR), found that participants experienced a nearly 29% drop in cigarette consumption within just one week of using blu products. On average, daily smoking rates declined by about 30% across both studies.
Flavour played a pivotal role in this behavioural shift. Nearly 29% of users in one study chose only fruit flavours, and 60% said they would continue purchasing blu due to its flavour offerings. These preferences not only helped participants make the initial switch but also supported long-term changes. At the six-month follow-up, between a third and 40% of participants had significantly reduced or completely stopped smoking.
Elizabeth Clarke, Scientific Substantiation & Engagement Lead at Imperial Brands, said the findings signal meaningful progress for public health:
“Our latest consumer scientific research demonstrates blu’s exciting potential to help adult smokers either substantially reduce, or completely stop, using cigarettes. This is potentially extremely positive news for public health.”
She added that more insights are expected as the data continues to be analysed:
“We’ve only scratched the surface of the rich insights from these studies. Our scientists are currently analysing the data to find out more about individuals’ switching journeys. Our intention is to gain an even better understanding of consumer behaviour to inform our future innovation pipeline and support adult smokers in their journeys to give up cigarettes.”
Thomas Nahde, Head of Harm Reduction & Engagement, underscored the evolving landscape of smoking alternatives:
“Consumer preferences, next generation products, and the tobacco harm reduction debate itself continue to evolve at pace – and we are committed to ensuring the accompanying scientific research does too. These behavioural studies demonstrate actual harm reduction. We’re excited to use the results to show that responsibly manufactured and marketed vapes – including blu – can help make a positive contribution to public health.”
Christopher Russell, Director of RBRC and lead on the studies, highlighted the health implications:
“The available evidence suggests that switching from cigarettes to e-vapor products can substantially reduce a person’s exposure to toxins that can cause cancer, lung disease, and heart disease. Results from these two studies demonstrate the potential for regular use of disposable or rechargeable blu vaping products for six weeks to help around 4-in-10 adults to either completely stop smoking or to cut the number of cigarettes they smoke each day by at least half. Indeed, some people cut their daily smoking in half within the first seven days of using blu products.”
Neil McKeganey, Director of CSUR, emphasized the real-world relevance of the research:
“These studies were pioneering in a key respect. We gave each of our study participants a pre-funded personal debit card that they could use for six weeks solely to purchase blu vaping products from stores in their communities any time they wished. Participants were then completely free to choose whether they used these products, when and for how long they used them, and whether they continued to use these products beyond the study period. Our research showed that in the real-world circumstances of these individuals’ lives, blu vaping products were not only satisfying and appealing, but were an effective tool in enabling them to quit smoking.”
Both studies will be submitted for publication in peer-reviewed journals later this year, with findings to be presented at the Global Forum on Nicotine 2025 in Warsaw (19-21 June).
Imperial Brands says this research adds to its broader commitment to harm reduction, alongside previous in-market research involving its heated tobacco system, PULZE & iD.
