Vape Users Prioritize Lab Testing for Brand Trust, Survey Finds

NEW YORK – A recent survey of 1,000 U.S. vape users reveals that nearly half (48%) consider lab testing and safety certifications the top factor influencing their trust in a brand. Conducted by EJuiceDB, the poll highlights a strong consumer demand for transparency and accountability in the vaping industry, with implications for the closely related Cannabis sector.

The data, collected in July 2025, shows that 87% of respondents would likely switch brands if their preferred product lacked third-party lab verification. Over half expressed willingness to pay a premium for verified safe products, with 10% open to a 30% price increase. Checking for lab results varies among users: 36% verify them with every purchase, 35% do so occasionally, and 12% never check.

Clear recall procedures topped the list of trust-building measures, cited by 52%, followed closely by influencer reviews at 49% and heavy-metal testing at 47%. When faced with health risks linked to a favorite flavor, 54% of vapers said they would switch, while 24% would stay loyal.

Brand trust also hinges on reputation and reviews (46%), clear ingredient and nicotine information (42%), and U.S. or local production (41%). Laboratory certifications, while significant, ranked lower at 29%. In response to negative safety reports, only 10% would continue using a brand, with 27% abandoning it and 63% awaiting the company’s response.

The survey’s findings resonate in the Cannabis industry, where vaping products face similar scrutiny. Recent reports, including a July 2025 exposé on testing irregularities in New York and pesticide issues in California, underscore the need for reliable lab standards. Industry discussions, such as a recent video panel hosted by Cannabis analysts, emphasized efforts to eliminate “lab shopping” (the practice of choosing testers for favorable results) to safeguard consumers.

While EJuiceDB’s sponsorship of the survey raises questions about potential bias, the results align with broader market trends prioritizing safety and transparency. For Cannabis and vaping companies, the message is clear: robust testing and clear communication are critical to maintaining consumer confidence in a competitive, increasingly cautious, and highly competitive market.