What Makes a Vape Trustworthy? The Safety Signals That Matter Most to Consumers

Lab testing, ingredient transparency, and brand trust take center stage in new consumer data.

The vape industry is in what some might call a golden age. Estimated to be worth $28 billion in 2023 alone, the market is teeming with vape brands vying for consumer attention. But this popularity comes with a downside: vape users are becoming far more cautious about the brands they purchase from. 

While vapes are a viable alternative to smoking tobacco or cannabis, consumers want to know that their pens, bricks, and bars have been thoroughly tested. With the market more saturated than ever, vapers become loyal to the safest brand they find. 

We surveyed 1,000 vape users in the USA to find out what makes them trust (or distrust!) a new vape. Our data showed that not only are modern vapers smart–they’re skeptical. Here’s how it all breaks down. 

Key Takeaways

These were our main findings from the survey: 

• 48% of vapers said lab testing and safety certifications most influence their trust in a vape brand—more than any other factor.

• Just over 1 in 3 (36%) checked for third-party lab results every time they bought a vape, with 35% checking occasionally, and 1 in 10 (12%) never checking.

• Almost 87% of vapers said they would likely switch brands if their favorite product wasn’t lab tested.

• 52% said clear recall notices most increase trust in a vape brand, outranking influencer reviews (49%) and heavy-metal testing (47%).

• 54% of vapers said they would switch flavors if their favorite was linked to a health risk, with only 24% choosing to stick with it.

• Over half of respondents said they’d pay more for a verified safe vape product, with 10% willing to pay 30% extra.

Modern vapers value safety and health above all else. It’s up to vape companies to protect their customers. 

What Matters Most To Vape Users 

When asked what made them trust a vape brand, users gravitated toward tangible and verifiable indicators of quality. This means lab testing, transparent ingredient lists, and unbiased reviews from prior customers. In a flooded market, a brand’s reputation is what sets it apart. 

While brand reputation led slightly in overall mentions, lab testing and ingredient transparency followed closely behind. This reinforces that trust is not built on branding alone, but on a company’s ability to provide proof of quality and safety. In a category where misinformation and inconsistency are common, concrete evidence of trustworthiness carries the most weight.

How Brands Earn Consumer Trust 

Vape users want to know that a brand is being honest with them. Clear communication and verified safety initiatives were the most effective ways to gain consumer trust. 

Clear and effective safety communication stands out: more than half of vapers cited transparent recall messaging as the most trust-building action a brand can take. Equally, partnerships with independent groups and public lab test results carry strong weight, while influencer endorsements also rank highly.

The Impact of Missing Safety Testing

Vapers overwhelmingly said they would switch if their current brand failed to meet basic safety testing standards. This data reveals how vital safety is for customer retention.

Brands that skip third-party testing are risking an exodus of otherwise-loyal customers. In today’s market, safety is a baseline expectation–and customers spend their money accordingly.

How Vapers React to Safety Warnings

A negative safety report can be the kiss of death for a vape brand–but not always. If the company handles the safety warnings with proactive and effective communication, it may not lose its customer base. 

In such a crowded market, no one can fault vapers for switching to newer, safer brands. But the data shows they’re largely willing to see what a company has to say before jumping ship. With competent crisis management, even a negative safety report doesn’t have to sink a vape brand.  

Product  Features That Earn Consumer Trust

Packaging, labeling, and sourcing play major roles in trust. We asked which features inspire the most consumer confidence, and transparency dominated the list.

Ingredient transparency edged out even country-of-origin as the most trust-building product feature. QR codes and recycling initiatives mattered too, especially to younger demographics, but lagged behind more established trust signals.

Would Vapers Pay More for Safer Products?

Vapers put their money where their mouth is. Our results showed that the majority of vape users are willing to pay more for a safer device.

More than 80% said they’d pay a premium, with the majority willing to accept a 10–20% increase. That represents a major opportunity for brands that lead with safety and transparency.

Safety Over Flavor: What Vapers Are Willing to Sacrifice 

Most vapers have a favorite flavor–but a lot of them would give it up in the name of safety. We asked our respondents what they would do if their favorite flavor were linked to health risks. 

Over half said they would immediately switch, showing that the modern vape market is about more than just flashy flavors and brightly-colored casing. Just under a third would still take the risk, signaling a subset of highly loyal or less risk-averse users.

Consumer Awareness Is Reshaping the Vape Market

As the vape industry exits its “Wild West” era and enters a time of increased consumer skepticism, it’s time to go back to basics: good, safe vapes with clear packaging and publicly available lab testing. The right companies are keeping up, investing in third-party testing, and leading the charge in vape safety. These practical methods are the most effective, helping retain customers and boost the brand’s reputation. 

Methodology

This survey was conducted in August 2025 and included 1,000 U.S. vape users. Responses were stratified by age and included product-type segmentation to reflect the diversity of the vaping population.

About eJuiceDB

eJuiceDB is a leading online marketplace offering thousands of premium vaping products from trusted brands. With a focus on quality, transparency, and consumer safety, we connect vapers with the products and information they need to make informed choices.

Fair Use Statement

This article is based on proprietary research conducted by eJuiceDB. You may reuse this content for noncommercial purposes with proper attribution and a link back to our original article.

 

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