Is the cigarette pack just a wrapper or a characteristic of the product itself? A qualitative study of adult smokers to inform U.S. regulations

Abstract

Purpose In the U.S., tobacco products are now regulated by the Food and Drug Administration (FDA). Litigation has quickly followed. One area of controversy is when a change to the design of the cigarette pack requires approval through FDA’s rigorous premarket review process. In this paper, we examine how adult U.S. smokers view the connection between the design of cigarette packs and the characteristics of the cigarettes within. Methods Data for this qualitative study came from six focus groups conducted in March 2017 with adult smokers. Two groups consisted of lesbian, gay, and bisexual (LGB) participants; two groups of participants with less than four years of college education; one group of LGB and straight identity; and, one group of the general population. All groups were selected for regional, gender, and racial/ethnic diversity. Participants (n = 33) represented all nine U.S. Census divisions. We conducted constant comparison qualitative analysis utilizing a grounded theory approach. Results Participants’ views reflected a belief that pack design is clearly a reflection of the cigarettes within and that a change in the pack signaled a change in the cigarettes. However, some participants felt price was the salient characteristic of cigarettes and design mattered more for enticing young people to smoke. Conclusions Changes in pack design signal changes to the product for smokers. Pack design and changes to pack design are seen as particularly relevant to new and young smokers. These findings provide support for regulations that require assessment of cigarette pack design changes for impacts on public health.

Evolving IQOS packaging designs change perceptions of product appeal, uniqueness, quality and safety: a randomised experiment, 2018, USA

“…[26][27][28] The visual design of cigarette packages are considered a part of the product by adults who smoke, who perceive the product within the packaging as an extension of the design. [29] Thus, even in the absence of an explicit claim of a lower-risk product, as shown in our results, IQOS products could be marketed and perceived by consumers to be lower in risk based on packaging. IQOS products are already viewed by consumers in Japan and Switzerland as "pure" and "clean," [2] which is likely an outcome of both the visual design of the product and marketing efforts.…”

Feminine Appeals on Cigarette Packs Sold in 14 Countries

“…The use of specific colors, imagery, and text descriptors (e.g. light, mild, smooth) are especially important as they can influence perceptions of product taste and strength [5,6], as well as the health risks associated with use [6][7][8][9][10]. Tobacco companies intentionally tailor packaging features to appeal to specific consumer subgroups based on demographic and lifestyle factors [11][12][13][14].…”