Market Differences in Cooling Flavor Preferences: A Global Formulation Guide

Author: R&D Team, CUIGUAI Flavoring

Published by: Guangdong Unique Flavor Co., Ltd.

Last Updated: Nov 28, 2025

Global Cooling Demand Map

In the early days of the electronic cigarette industry, “cooling” was synonymous with “Menthol.” It was a binary category: you either vaped tobacco/fruit, or you vaped menthol. Today, that paradigm has shifted entirely. “Ice” is no longer a flavor category; it is a functional dimension of the vaping experience, as critical as the PG/VG ratio or nicotine strength.

However, the definition of “Ice” varies wildly across the globe. A “High Ice” Mango e-liquid formulated for the Malaysian market would be considered unvapable and painful by a consumer in the United Kingdom. Conversely, a “Fresh” Strawberry blend designed for Germany would be perceived as warm and flat by a vaper in Indonesia.

For e-liquid manufacturers and brand owners, understanding these regional disparities is not just a marketing nuance—it is a formulation imperative. Misunderstanding the “Cooling Tolerance” of a target market is one of the leading causes of product failure in export strategies.

As a dedicated manufacturer of fragrances and flavorings for e-liquids, we have analyzed the sensory data from millions of liters of e-liquid sold worldwide. This technical guide explores the physiology of chemesthesis (chemical cooling), the specific preferences of key global markets, and the formulation strategies required to conquer them.

1. The Physiology of “Cool”: Beyond Taste

To formulate effectively, we must first distinguish between Taste (Gustation) and Chemesthesis (Chemical Feeling).

When a user inhales a mentholated product, they are not just “tasting mint.” They are experiencing a physical sensation mediated by the Transient Receptor Potential Melastatin 8 (TRPM8) channel.

1.1 The TRPM8 Mechanism

Located on the sensory nerve endings in the mouth and throat, the TRPM8 ion channel is the body’s primary environmental cold detector. Usually, it activates when ambient temperatures drop below 26°C (78.8°F).

• The Hack:Cooling agents like Menthol, WS-23, and WS-3 act as agonists to this receptor. They bind to TRPM8 and chemically lower its activation threshold.
• The Result:Once bound, the receptor fires signals to the brain indicating “Cold,” even though the vapor temperature is actually warm (often 40°C+ from the coil).

According to the National Center for Biotechnology Information (NCBI), this mechanism creates a “cold analgesia,” which can suppress the harshness of nicotine and other irritants [1]. This explains why high-cooling liquids are often paired with high-strength nicotine salts—the ice masks the throat hit.

1.2 The Cooling Palette: Knowing Your Agents

A master flavorist does not just “add ice.” They select specific agents to target specific zones of the mouth.

2. Regional Palate Mapping: The Global Ice Index

Preferences for cooling are driven by climate, cuisine, and device hardware. Below is a breakdown of the major markets.

A. Southeast Asia (SEA): The “Zero-Kelvin” Standard

• Key Markets:Malaysia, Indonesia, Philippines, Vietnam.
• Cooling Intensity:Extreme (High to Super High).
• The Preference:In SEA, “Ice” is the dominant characteristic. It is not uncommon to see WS-23 usage rates as high as 3% – 5% in a finished e-liquid.
• The “Why”:
  • Climate:High humidity and tropical heat create a biological demand for physiological cooling.
  • Cuisine:Local palates are accustomed to intense sensory inputs (spicy foods, icy desserts like Cendol).
  • Device Trend:High-power open systems and increasingly, disposable pods with high-wattage outputs.
• Formulation Strategy:
  • The “Brain Freeze”:The goal is an immediate, shocking cold.
  • Agent Stacking:A common base is pure WS-23 for immediate impact, often boosted with WS-5 for depth. Menthol is rarely used as the primary coolant because its herbal taste clashes with the popular sweet mango/grape profiles.
  • Sweetness Synergy:High cooling suppresses sweetness perception. Therefore, SEA formulations also require Neotame or Sucralose levels 2-3x higher than European blends to compensate.

Cooling Curve Comparison

B. North America: The Refreshment Balance

• Key Markets:USA, Canada.
• Cooling Intensity:Moderate to High (Segmented).
• The Preference:The market is split.
• The “Menthol” Crowd:Former smokers who want the grassy, herbal kick of tobacco-menthol.
• The “Ice” Crowd:Disposable users who want “Lush Ice” (Watermelon) or “Blue Razz Ice.” They want the sensation of a cold soda, not a brain freeze.
• The “Why”:
• Regulatory Pressure:With PMTA (Premarket Tobacco Product Applications) and flavor bans in states like California, “Menthol” has become a loaded term. “Ice” or “Clear” provides a sensory alternative without the regulatory baggage of characterizing flavors in some jurisdictions.
• Hardware:The dominance of disposables (Elf Bar, Geek Bar styles) has pushed cooling levels up, as small coils need more sensory impact.
• Formulation Strategy:
• The “Soda” Effect:Use WS-23 at moderate levels (0.5% – 1.5%). The goal is “crispness.”
• Hybrid Theory:For tobacco products, use L-Menthol for the taste, but boost the throat hit with WS-3 to mimic the “kick” of combustible menthols without increasing the mint flavor to toothpaste levels.

C. Europe & UK: The Subtle Sophistication

• Key Markets:UK, Germany, France, Italy.
• Cooling Intensity:Low to Moderate.
• The Preference:Flavor fidelity is paramount. Cooling is viewed as an accent, not the main event. A “cool” vape should feel like a glass of wine chilled to 12°C, not a block of ice.
• The “Why”:
• TPD Regulations:The Tobacco Products Directive limits nicotine to 20mg/ml. Without the “numbing” need of high-nic salts (50mg), extreme cooling becomes overwhelming and irritating to the throat.
• Palate:European confectionery and beverage trends favor botanical and realistic fruit notes. Over-cooling masks these delicate volatiles.
• Formulation Strategy:
• Precision Dosing:WS-23 usage is typically kept below 5%.
• WS-3 Dominance:WS-3 is preferred for its smoother, back-of-throat coolness that mimics the finish of a menthol cigarette or a breath mint, rather than the aggressive tongue-freeze of WS-23.

D. The Middle East: The Shisha Legacy

• Key Markets:UAE, Saudi Arabia, Kuwait.
• Cooling Intensity:
• The Preference:Similar to SEA, but with a focus on “cleansing.”
• The “Why”:
• Shisha Culture:Users are accustomed to Double Apple and Grape Mint shisha, which uses mint oils to cleanse the palate between heavy puffs of tobacco.
• Heat:Extreme desert climates drive demand for cooling.
• Formulation Strategy:
• Mint vs. Ice:Unlike SEA (which hates mint taste), the Middle East loves it. Formulations often combine Natural Menthol (for the herbal mint taste) with WS-23 (to boost the cold without adding bitterness).
• Market Insight:According to Mordor Intelligence, the Middle East e-liquid market is projected to grow significantly, with “Fruit and Mint” blends holding the largest market share due to this cultural affinity [2].

3. Technical Formulation Challenges

Creating a cooling flavor is not as simple as pouring crystals into PG. Several chemical challenges arise.

A. Crystallization (The “Crashing” Effect)

Cooling agents, particularly WS-23 and Menthol, are solids at room temperature. They have a solubility limit in Propylene Glycol (PG) and especially in Vegetable Glycerin (VG).

• The Risk:If you formulate a High-VG liquid (70/30) with 3% WS-23 for the Malaysian market, and that liquid is shipped via air freight (cold cargo hold), the cooling agent may crystallize (crash out of solution).
• The Fix:
  • Solvent Engineering:Ensure your flavor concentrate utilizes a higher ratio of PG or Ethanol to keep the agent dissolved.
  • Triacetin:Adding small amounts of Triacetin can improve the solubility of cooling agents in high-VG blends.

B. Flavor Muting (The “Masking” Effect)

Cooling agents are physical anesthetics. They numb the taste buds.

• The Problem:As you increase the “Ice,” you decrease the brain’s ability to perceive sweet and complex notes (like vanilla or strawberry).
• The Fix:
  • Over-Flavoring:A “High Ice” recipe requires 20-30% more base flavoring than a non-ice version.
  • Profile Selection:Simple, linear fruits (Lemon, Grape, Lychee) survive heavy ice better than complex desserts (Custard, Cheesecake). This is why “Strawberry Cheesecake Ice” is rarely a best-seller—the ice deletes the cheese notes.

C. The Bitterness Threshold

Menthol and WS-5 have a distinct bitter aftertaste at high concentrations.

• The Solution:Masking Agents. Adding sweeteners (Ethyl Maltol) or specific bitterness blockers can round off the harsh chemical edge of high-cooling formulations.

E-Liquid Solubility Failure

4. Regulatory Compliance: The Safety of “Ice”

With global scrutiny on vaping ingredients, using compliant cooling agents is non-negotiable.

4.1 FEMA GRAS

Most synthetic cooling agents (WS-3, WS-23) are FEMA GRAS (Generally Recognized As Safe) for use in food.

• Citation:The Flavor and Extract Manufacturers Association (FEMA) lists WS-23 (FEMA 3804) and WS-3 (FEMA 3455) as approved flavoring substances [3].

4.2 The “Menthol Ban” Workaround

In jurisdictions like California or parts of Europe where “Characterizing Flavors” (including Menthol) are scrutinized or banned in tobacco products, synthetic coolants offer a distinct advantage.

• Strategic Compliance:Since WS-23 is odorless and tasteless (it has no “Menthol” flavor, only the cooling sensation), it technically does not impart a “Mint/Menthol” characterizing flavor. This allows manufacturers to create “Fresh” tobacco products that comply with strict flavor bans while still satisfying the ex-smoker’s need for throat hit mitigation.
• Citation:Research from the Truth Initiative indicates that the market has rapidly shifted toward non-menthol synthetic coolants to maintain the sensory experience while navigating regulatory definitions of “flavor” [4].

5. Future Trends: The Rise of “Hybrid Cooling”

The future of cooling is not just “colder”—it is “smarter.”

• Natural Alternatives:As the “Clean Label” trend grows, we are seeing demand for natural cooling sources (e.g., specific fractions of peppermint oil or eucalyptus) that offer cooling without the “synthetic” stigma, although stability remains a challenge.
• Variable Cooling:Hardware manufacturers are experimenting with devices that have a separate “Ice Tank,” allowing the user to dial in their preferred cooling level (0% to 100%). This will require e-liquid manufacturers to produce highly concentrated, pure cooling boosters.

Conclusion: Precision is the Key to Global Sales

In the global e-liquid market, “One Size Fits All” is a failing strategy. Sending a US-style “Lush Ice” to Malaysia is like bringing a knife to a gunfight—it’s simply not strong enough. Conversely, sending a Malaysian “Grape Ice” to Italy will likely result in consumer complaints about throat irritation.

Success requires Precision Formulation. It requires knowing that WS-23 hits the tongue (for fruit) while WS-3 hits the throat (for tobacco). It requires balancing solubility, masking bitterness, and navigating the complex regulatory landscape of permissible ingredients.

At our manufacturing facility, we don’t just guess. We utilize a Global Palate Database to tailor our cooling bases to your specific target market. Whether you need a “Brain Freeze” booster for Jakarta or a subtle “Cooling Mist” for Paris, we engineer the molecular structure of our fragrances to match the physiological and cultural expectations of your customer.

Precision Cooling Agent Dispensing

📞 Call to Action–Optimize Your Cooling Strategy Today

Are your products failing to land in overseas markets? It might not be the flavor—it might be the cooling. Partner with a manufacturer that understands the science of chemesthesis.

Contact us for a technical consultation and region-specific samples.

📧 Email: [info@cuiguai.com]
🌐 Website: [www.cuiguai.com]

📱 WhatsApp: [+86 189 2926 7983]
☎ Phone: [+86 0769 8838 0789]

References

1. National Center for Biotechnology Information (NCBI).“TRPM8 is the Principal Mediator of Menthol-induced Analgesia.” PubMed Central. Available at: https://pmc.ncbi.nlm.nih.gov
2. Mordor Intelligence.“E-Liquid Market Size & Share Analysis – Growth Trends & Forecasts (2024 – 2029).” MordorIntelligence.com. Available at: https://www.mordorintelligence.com
3. Flavor and Extract Manufacturers Association (FEMA).“GRAS Flavoring Substances 23.” FEMA.org. Available at: https://www.femaflavor.org
4. Truth Initiative.“Cooling flavors dominate the e-cigarette market.” TruthInitiative.org. Available at: https://truthinitiative.org