Adolescent and adult perceptions of traditional and novel smokeless tobacco products and packaging in rural Ohio

Abstract

Objective As smokeless tobacco (ST) marketing increases and new products emerge on the market, very little is known about consumer perceptions of ST products. To inform development of future ST counter-marketing approaches, this qualitative study examined consumer perceptions of traditional and novel ST products and packaging. Methods Focus groups and qualitative interviews were held with adolescent (n=23; mean age of 17 years) and adult (n=38; mean age of 29 years) male ST users from rural Ohio counties. Participants were shown a variety of traditional (e.g., Copenhagen®, Timber Wolf®) and novel (e.g., Camel Snus®, Orbs®) ST products and asked about perceptions of these products and their packaging. Transcriptions were coded independently for common themes by two individuals. Findings Adolescents and adults generally had similar beliefs and reactions about ST products. While participants were familiar with a variety of traditional ST products, Copenhagen® was the most frequently used product. Perceptions of quality and price of traditional products were closely tied to product taste and packaging material. Colors, design, and size of ST packaging appealed to participants and influenced decisions to purchase. Adults believed novel ST products had a weak taste and were targeted to untraditional ST users. While the vast majority was unfamiliar with dissolvable tobacco, adolescents noted that they would be more convenient to use during school than traditional ST. Conclusions Packaging has a significant role in shaping perceptions of ST and consumer behavior. Regulation of product packaging such as shape, size, and images should be part of comprehensive tobacco control.

Scaring the Snus Out of Smokers: Testing Effects of Fear, Threat, and Efficacy on Smokers’ Acceptance of Novel Smokeless Tobacco Products

“…A survey of young adults in Minnesota reported that 64.8% of participants were aware of snus, 14.5% used snus in their lifetime, and 3.2% used snus in the past 30 days (Choi & Forster, 2012). Studies on attitudes towards snus were mainly qualitative focus groups investigations (Wackowski, Lewis, & Delnevo, 2011; Bahreinifar, Sheon, & Ling, 2013; Choi, Fabian, Mottey, Corbett, & Forster 2012; Liu et al, 2012). Across all four of these studies, participants expressed positive attitudes towards snus because it is convenient and can be used anywhere, including in smoke-free environments and in schools.…”

“…Across all four of these studies, participants expressed positive attitudes towards snus because it is convenient and can be used anywhere, including in smoke-free environments and in schools. The discreet nature of snus was perceived to lead to reduced stigma, because snus users would not be subject to stigma associated with traditional snuff or chew (Liu et al, 2012) or with second-hand smoke (Wackowski et al, 2011). Participants noted the different flavors of snus as its appealing characteristic, which could potentially entice youth (Liu et al, 2012) or encourage recreational use of snus (Choi et al, 2012).…”

“…On the other hand, some participants found snus unappealing. Specifically, women did not like the idea of putting snus (i.e., tobacco) directly in their mouth (Choi et al, 2012) and users of traditional smokeless tobacco in rural Ohio perceived snus as a weak and non-manly product compared to traditional smokeless tobacco (Liu et al, 2012). In the US, one study found that 49.9% of adults thought snus was equally as harmful as cigarettes, and additional 37.3% were unsure about harmfulness of snus as compared to cigarettes (Regan et al, 2012).…”

How Does Packaging Influence Consumer Behavior? A Multidisciplinary Bibliometric Study

“…In the cluster -U.S. taste market‖, cigarettes again became an object of study. Liu et al (2014) analyzed consumers' perception of traditional and new products and concluded that cigarette packaging significantly affects consumer perception and behavior. Thus, standard information on cigarette packaging, such as shape, size, and images, must be a part of comprehensive tobacco control.…”

Association of smokeless tobacco use and smoking in adolescents in the United States

“…10 A study of snus sales in Minnesota indicated that an underage buyer was successful in 12.9% of his or her purchase attempts, suggesting that the percent of purchases of snus appears to be higher/easier than the successful purchase attempts of cigarettes. 11 An internet study of YouTube videos of smokeless tobacco indicated that there were no restrictions on youth creating or viewing the videos and that only 9.8% had public health messages and only 12.2% presented the effects of nicotine in the videos.…”