In Their Own Words: Young Adults’ Menthol Cigarette Initiation, Perceptions, Experiences and Regulation Perspectives

Abstract

In this first qualitative study of menthol cigarette use among young adults, we found further evidence that menthol cigarettes can act as starter products because they are perceived as easier to smoke and taste and smell better than non-menthol cigarettes. We also add to the literature in finding that menthol cigarettes are perceived by young people who smoke menthol cigarettes as delivering satisfaction with fewer cigarettes, being accessible as "loosies", and being popular among their peers. Many did not understand the reasons behind a potential menthol ban. Any future regulation of menthol cigarettes should include a public educational campaign to support buy-in.

The Power of Product Innovation: Smokers’ Perceptions of Capsule Cigarettes

“…This idea of capsules being a cigarette for new smokers ties in with industry documents that suggest that product modifications increase appeal among starter smokers. 17 It is also consistent with research in the US, with young adult menthol smokers suggesting that capsule cigarettes would attract beginners, 10 and research in Mexico, with adolescents found to be more interested in trying cigarettes with capsules than without them. 9 With innovation fundamental to value growth for tobacco companies and younger people most receptive to such innovation, 18 the capsule segment has been a welcome success story for tobacco companies.…”

“…This is similar to findings from another qualitative study 8 but contrasts with survey research, where those who smoked capsule cigarettes were more likely to perceive their brand as less harmful than those who did not. 10 It may be that perceptions that capsules can reduce risk are associated with use. Nevertheless, our findings are generally consistent with industry reports that factors such as innovation, interactivity and personalisation are the greatest drivers of growth.…”

“…5 Surprisingly few studies have explored use of these products. [7][8][9][10] In the Australian School Students Alcohol and Drug Survey with 12-17 year olds, more than half (51.8%) of past-month smokers reported having used capsule cigarettes, more likely females than males. Past-month smokers were more likely to report having used them six or more times (22.5%) rather than two-five times (17.2%) or just once (12.1%).…”

“…9 Focus groups with 18-24 year old menthol smokers in the US found that many participants had tried Camel Crush (a capsule cigarette), which was considered fun and attractive for newer smokers, with the act of crushing the capsule viewed as entertaining and a perceived reason for their popularity. 10 An online survey with adult smokers (18-64 years) in the US, Mexico and Australia, found that preference for flavour capsules was much higher among younger than older adults in Australia and the US, and those who smoked capsule cigarettes perceived greater stylishness, taste and relatively lower harm for their brand compared to those who smoked non-capsule cigarettes.…”

The Cigarette and Smokeless Tobacco Markets in Texas Relative to the United States

“…Research has shown that young adult menthol smokers in the US perceive Camel Crush as fun and entertaining to use, “more minty” than other menthol cigarettes, and a style which would appeal to young, new, or inexperienced smokers. 35 The appeal of this product in Texas may be explained, in part, by its large youth population, but may also be the result of targeted marketing of its Hispanic population, or marketing activity in neighboring Mexico. Research reveals that from 2012 to 2014, while remaining stable in the US, preference for capsules more than doubled in Mexico.…”