In the world of vaping, flavour trends shift rapidly—but one pattern stands out in 2025: the strong move toward menthol mixes. From pure menthol flavourings to fruit-and-ice combinations, the appeal is growing. This article outlines why the surge is happening, what lies behind the uptake, what the marketplace looks like, how regulation and health concerns play in, and what this means for businesses, users and regulators. The target keyword “menthol mixes” will be woven naturally throughout, so it stays relevant for search without feeling forced.
What Are Menthol Mixes and Why They Matter
“Menthol mixes” refers to e-liquid or vaping product flavour profiles that include menthol or cooling agents, often blended with other flavours such as fruit, dessert, tobacco or ice. These mixes differ from straight menthol or plain mint: they combine the cooling effect with additional taste dimensions.
Why this matters: menthol mixes offer a flavour experience that feels fresh, less harsh, and more layered—and that seems to be part of the appeal in 2025. For many vapers switching from smoking, or simply looking for a different sensation, that cooling-plus-flavour combo is hitting the sweet spot.
1. The Appeal Behind the Cooling Effect
One big reason for the rise of menthol mixes is the sensory appeal. Menthol inherently provides a cooling sensation and a “fresh” feel in the throat and mouth, which many users find more comfortable or satisfying than harsh tobacco-only flavouring. Research has found that menthol in e-cigarette liquids can increase appeal via its coolness and minty flavour.
In addition, there are psychological and behavioural layers: a “brisk” or “icy” inhalation experience can feel cleaner or more modern to users, and can mask some of the bitter or harsh components of other flavourings. As one industry commentary puts it:
“Mint is refreshing, cooling, and can be teamed with multiple different flavour variants. Fruit + menthol (ice) is a common mix.”
What this means: producers of e-liquid and vaping devices are increasingly offering menthol mixes to meet this sensory demand—and users are responding accordingly.
2. Market Trends: Uptick of Menthol Mixes in 2025
Looking at what is happening in the marketplace, menthol mixes are becoming much more visible. For example, recent industry commentary states that menthol and mint flavour profiles have seen “a huge resurgence in 2025”.
Some specific trend lines worth noting:
- Many e-liquid manufacturers are now offering fruit + menthol blends (e.g., strawberry-ice, banana-ice) rather than pure tobacco flavour replacement.
- Menthol flavouring is showing up not only in standard e-liquids, but in nicotine salts, pod systems and more advanced device offerings.
- Consumers appear to be more willing to experiment with flavours that have “cooling” effects—and menthol mixes are fitting that role.
What this suggests: The growth in menthol mixes is not just incremental—it’s reflective of a shift in flavour strategy by manufacturers and a change in user preference. It’s likely to continue through the year.
3. Why Menthol Mixes Have Stronger Uptake Than Pure Flavours
Several factors combine to give menthol mixes an edge over more traditional or single-flavour offerings.
- Enhanced sensation and wider appeal
Because menthol offers cooling and often a smoother inhale, it tends to appeal to users who may find stronger flavours or harshness off-putting. When blended with fruit or dessert notes, menthol mixes become more approachable. - Versatility in blending
Menthol can serve as a complementary flavour rather than the dominant note. That means manufacturers can create “ice” versions of fruit, dessert, or tobacco flavours by simply adding menthol/cooling agents. This gives a lot of room for innovation and variation. - Regulatory and marketing context
In some markets where traditional tobacco flavours are more strictly regulated or where users are looking for alternatives to plain tobacco or cigarette-like flavours, menthol mixes become a “safe” middle ground: familiar yet different. For instance, flavour bans or restrictions on candy/fruit-flavoured e-liquids push users toward flavours that still have novelty but possibly less regulatory risk. - Switching behaviour from smokers
For smokers transitioning to vaping, menthol is a familiar flavour—especially in regions where menthol cigarettes were popular. That familiarity can lower the barrier to adoption of vaping. Research indicates menthol flavouring increases reinforcement of nicotine behaviour in conventional cigarettes.
Together, these factors help explain why menthol mixes are gaining traction.
4. Regulatory, Health and Consumer-Safety Considerations
With the rising popularity of menthol mixes, there are important regulatory and health issues to consider. These affect manufacturers, retailers, users and regulators alike.
Health and Safety Evidence
- A study found an association between menthol-flavoured e-cigarettes and worsened lung function indices compared to non-menthol versions.
- Research also shows that menthol/mint flavourings may cause higher levels of cell damage, mitochondrial dysfunction, and inflammation in lung and epithelial cells.
- While cause-and-effect is still being researched, the evidence suggests menthol flavouring is not simply benign and may have distinct biological effects.
Regulatory Environment
- Many jurisdictions are targeting flavours in vaping products, especially those appealing to youth. For example, a recent study found that states that implemented flavour bans saw declines in vaping but slower declines in cigarette smoking—a possible unintended effect.
- Menthol as a flavour has historically had special regulatory attention (in cigarettes, smokeless tobacco), and that carries over into vaping. Some markets may restrict menthol or impose additional labelling/marketing requirements.
Consumer Implications
- Users should be aware that “cooling” or “ice” sensations are not necessarily a guarantee of lower risk. The flavour additive might carry different inhalation dynamics (e.g., different aerosol particle counts) and different health implications.
- Manufacturers and retailers must ensure compliance with local regulations concerning flavourings, marketing to youth, packaging, warnings, and ingredient disclosures.
In short: the rising popularity of menthol mixes brings opportunity—but also increased scrutiny and risk.
5. Implications for Industry Stakeholders
For manufacturers, retailers, regulators and consumers, the surge in menthol mixes presents both strong opportunities and clear challenges.
For Manufacturers and Product Developers
- Innovation in flavour profile: Combining menthol with fruit, dessert, tobacco or beverage notes offers differentiation. As noted in industry lists, blends like “Strawberry POM” (a fruit-menthol mix) are already highlighted.
- Branding and marketing: Positioning menthol mixes as premium, cooler-experience products may appeal to users seeking variety beyond basic flavours.
- Compliance and R&D: Given health/particle research and regulatory trends, manufacturers should invest in quality testing of menthol additives, ensure safe ingredient sourcing, and anticipate flavour restrictions.
For Retailers and Distributors
- Stock mix: Ensuring a richer variety of menthol mixes alongside traditional flavours could capture growing consumer interest.
- Targeted promotions: Highlight cooling/ice blends, new arrivals, and seasonal trends (e.g., summer “ice fruit” mixes) could attract users looking for novelty.
- Education: Retail staff should be equipped to explain the flavour differences and any regulatory or health disclaimers relevant to menthol mixes.
For Regulators and Public Health
- Monitoring flavour mix trends: Given menthol mixes’ rising uptake, regulators may need to consider how they fit into existing flavour-ban frameworks, youth access protections, marketing limits, and product-approval pathways.
- Research support: Continued study of inhalation particle characteristics, flavour-additive toxicity, and long-term user outcomes is critical (e.g., the 2023 study on menthol flavouring and particles).
- Balanced policies: As found in policy research, flavour restrictions may reduce vaping but could also slow declines in combustible cigarette use. Thus, policies need nuance to avoid unintended harm.
For Consumers
- Understanding product choice: If users are choosing menthol mixes for flavour, they should consider how strong the cooling effect is, how well the flavour blend suits personal preferences, and stay aware of any health notices.
- Awareness of regulation and sourcing: Given shifting regulatory landscapes, consumers should buy from reputable sources, check for product compliance, and avoid illicit or poorly labelled items.
- Swap behaviour: For users switching from smoking, menthol mixes may feel familiar—but that doesn’t automatically make them safe. Thoughtful choice and moderation remain key.
6. Exploring Consumer Preferences and Behaviour Shifts
A key driver of the menthol mixes trend is evolving consumer behaviour. Vapers today are looking for three things: flavour novelty, smoother experience, and value for money. Menthol mixes tick those boxes in some interesting ways.
a) Flavour novelty and variety
Rather than just offering “tobacco” or “mint”, many users are drawn to combinations such as “fruit + menthol ice”, “dessert menthol”, “beverage menthol” and so on. This shift from single-note flavours to blends mirrors consumer appetite for new experiences. For example, a review of menthol e-juices lists many fruit-menthol combos among top picks.
b) Smoother inhale experience
For many users, especially those transitioning from combustible smoking, a harsh throat hit can be a barrier. Menthol mixes tend to soften that experience while delivering a cooling sensation—so people stick with them. Furthermore, sensory research shows that menthol in e-cigarettes enhances appeal.
c) Price sensitivity and mixing patterns
With broad flavour options, consumers are less likely to stay with basic flavours. Manufacturers that offer menthol mixes as part of a wider range can capture more frequent purchases, refill habits, and loyalty. Some users may even mix flavours themselves (where allowed), combining menthol concentrate with base flavours. Retailers seeing this behaviour can adjust accordingly.
d) Social and cultural influence
Flavour trends are influenced by social media, peer usage, and visual branding (e.g., “ice” imagery, cooling colours). In some cases, menthol mixes carry a modern or “premium” feel compared to older tobacco-only flavours. When users see friends or influencers using fruit-menthol blends, they’re more likely to try them. Additionally, seasonal preferences (warmer months, outdoor vaping) may reinforce demand for cooling menthol mixes — one commentary flagged “summer fruit + menthol” as a seasonal favourite for 2025.
7. Outlook: What to Expect for Menthol Mixes Post-2025
Looking ahead, several things are likely if current trends continue.
a) Continued growth and flavour innovation
Expect more blended offerings: menthol with exotic fruits, simple desserts, beverages, and perhaps hybrid “functional” flavours (cooling + caffeine-like notes). As manufacturers compete, the range will widen.
b) Regulatory challenge and potential consolidation
Because menthol mixes are rising, regulators may focus more attention on them (especially where youth uptake is high). Companies may need to adapt by ensuring stronger compliance, venturing into legal flavour-exempt markets, or focusing on adult-smoker switching.
c) Consumer segmentation and premiumisation
We may see menthol mixes move into more premium pricing segments: high-end blends, limited-edition “ice fruit” series, capsule-based cooling systems, etc. Users willing to pay more for novelty may drive this.
d) Health research and messaging
More studies will emerge about menthol flavouring and inhalation impact (e.g., particle counts, lung function). As awareness grows, consumers and regulators will demand clearer labeling and health information. Companies that proactively respond may build stronger trust.
e) Regional variation and local regulation
Menthol mixes’ uptake may differ by region: markets with stricter flavour bans might restrict or ban menthol/cooling flavours, while more liberal markets will see faster growth. Local regulatory shifts will shape availability, marketing and product strategy.
f) Possible saturation or turn-back
One risk: if users become fatigued with “ice”/menthol blends or if regulatory/health concerns increase, there could be a pivot back toward simpler flavours (tobacco, plain mint) or entirely new flavour categories. Companies should therefore balance their portfolio rather than rely solely on menthol mixes.
Conclusion
The rise of menthol mixes in 2025 reflects a combination of flavour innovation, consumer preference for cooling sensations, regulatory and market dynamics, and shifting behaviour among vapers. For industry stakeholders—manufacturers, retailers, regulators and consumers alike—the message is clear: menthol mixes are not a fad but a significant trend with staying power. At the same time, they bring increased responsibility and scrutiny in terms of health, compliance and product development.
If you are involved in product development, now is a strong moment to review your flavour portfolio and consider how menthol mixes fit in—both in terms of sensory appeal and regulatory readiness. If you are a retailer, consider expanding your menthol-mix offerings and educating customers about the differences. If you are a regulator or public health professional, keep a close watch on menthol-flavour uptake, youth access, inhalation research and policy impacts.