Perceptions, Intentions, and Actual Use of a Recreational Nicotine Gum

Abstract

BACKGROUND This is the first study of perceptions, intentions, actual use, and quitting behaviors among adult users and nonusers of LUCY® Chew and Park, a recreational nicotine gum product that is not a nicotine replacement therapy (NRT). METHODS Data were collected from a Qualtrics online panel (N = 1,000) of non-users recruited based on smoking status, and from current and former LUCY users (N = 500). In addition to descriptive cross-sectional analyses, logistic regression was used to estimate the probability of intent to try and of product appeal among groups of different smoking status. RESULTS Among non-users, smokers with and without intentions to quit showed high intention to try LUCY (odds ratios 15.6 [95% CI 9.3, 27.6] and 9.8 [95% CI 5.8, 17.3] respectively compared to former smokers), and never-smokers showed low intention to try. Most former and never-smokers did not find any of the three LUCY flavors appealing; there was no evidence that flavors appealed more to young adults than to older adults. Never-smokers perceived far greater health risks from LUCY use compared to smokers. Among product users, two-thirds (61.6%) had vaped regularly, and half (49.8%) had smoked cigarettes regularly before initiating use; 43.4% of the latter indicated they began use “to help me quit smoking.” Only 0.6% of young adult users (aged 21–30) had not used tobacco products previously. Half of the user sample had previously used NRT gum; flavors and taste were the most-mentioned difference. One-third of current users who had smoked regularly prior to using LUCY said they would return to smoking if LUCY were not available. CONCLUSIONS LUCY does not appear to attract tobacco nonusers; results for young adults suggest minimal appeal to youth. LUCY was used primarily by male and female smokers and vapers wishing to quit or reduce use of those products; many found NRT gum an unappealing alternative due to taste and/or product image. LUCY flavors seem to enhance appeal to tobacco users, whereas never-smokers viewed LUCY as unappealing and a health risk. These results suggest that a non-NRT nicotine gum may help some users of higher-risk nicotine products reduce or quit use of those products.