Fresher with flavour: young women smokers’ constructions and experiences of menthol capsule cigarettes and regular cigarettes

Abstract

Background Flavour capsule cigarettes are one of the fastest growing segments of the tobacco market, and there is evidence that Australian young people are increasingly using menthol flavoured capsule cigarettes. This qualitative research examines how young women construct and experience menthol flavour capsule cigarettes as part of their smoking practices, and explores the perceived differences between menthol capsule cigarettes and regular cigarettes. Semi-structured face-to-face in-depth interviews were conducted with 41 Australian young women smokers, using a constructivist grounded theory approach. Results Findings reveal that the perceived fresh and improved taste of menthol and the ability to customise the smoking process positively contributed to young women’s experiences of smoking menthol capsule cigarettes. In particular, menthol capsule flavour cigarettes were constructed by the young women as “fresh”, “light” and “minty”, and “popping” the menthol capsule allowed the young women to personalise their smoking experience. Conclusion These results indicate that specific public health campaigns and legislation should be developed to counter the powerfully alluring effects and the innovative appeal of menthol capsule cigarettes.

Flavour capsule cigarette use and perceptions: a systematic review

“…All three quantitative studies that measured the extent to which capsule cigarettes are perceived to have a lighter taste or to be smoother on the throat as compared with unflavoured or other cigarettes found a positive association 30 38 41 especially among non-daily smokers, former smokers and susceptible 38 In one qualitative study, menthol capsule cigarettes were described as lighter, milder and less harsh on the throat. 48 In the same study, those who used regular cigarettes preferred them over menthol capsules because they like the burn, heat and substance of regular cigarettes. 48…”

“…Across eight studies, outcome expectancies of flavour capsule cigarettes that were examined quantitatively 30 38 41 or emerged from qualitative data [44][45][46][47][48] included: smoothness on throat/lightness in taste, 30 38 41 48 pleasantness of taste/breath/smell, 38 44-48 satisfaction/fun to smoke, 38 41 and perceived impact on smoking initiation and quitting. 45 46…”

“…[44][45][46] Appeal of menthol capsule cigarettes was often tied to being more minty than traditional menthol cigarettes, similar to chewing gum, considered cleaner and fresher, and something better to smoke when sick. [46][47][48] On the other hand, some smokers who preferred regular cigarettes did not like the more minty taste of menthol capsules, while some also described capsules as tasting 'plasticky' and 'artificial'. 48…”

“…[46][47][48] On the other hand, some smokers who preferred regular cigarettes did not like the more minty taste of menthol capsules, while some also described capsules as tasting 'plasticky' and 'artificial'. 48…”

“…28 44-47 Flavour capsule cigarettes were often described as being cool and offering novelty and entertainment. [45][46][47] Aspects that were described as increasing the appeal of flavour capsule cigarettes included nice colour combinations, 'brightness and shininess'; 28 44 the presence of double-capsules; 44 the ability to choose smoking with or without flavour, making it easier to share with others and providing 'the best of both worlds'; [45][46][47][48] and the 'bursting' function. 28 45 46 To that end, the ability to crush the capsule to release and change the flavour was a desirable feature that was associated with being…”