Recall, appeal and willingness to try cigarettes with flavour capsules: assessing the impact of a tobacco product innovation among early adolescents

Abstract

Background Use of flavour capsule varieties (FCVs) of cigarettes has rapidly increased in many countries. Adolescents are attracted to flavours; yet, surprisingly, no quantitative study has explored adolescents’ perceptions of these products. Objective To characterise the appeal of FCVs for young adolescents in Mexico. Methods In 2015, surveys were conducted with a representative sample of Mexican middle school students (n=10 124; ages 11–16 years; mean 12.4 years). Students viewed and rated packs for FCVs and non-FCVs from major brands (Marlboro, Camel, Pall Mall), with brand names removed. For each pack, students were asked to write the brand name (ie, brand recall), to evaluate pack attractiveness, and to indicate the pack they were most interested in trying (including a ‘none’ option). Logistic generalised estimating equation (GEE) models regressed brand recall, pack attractiveness and interest in trying on brand and FCV (yes vs no), controlling for sociodemographics and smoking risk factors. Results Marlboro regular, Camel regular, Camel light and Pall Mall FCVs were most often recalled (25%, 17%, 9%, 8%). Packs for Pall Mall FCVs and Camel FCVs were most often rated as very attractive (13%, 9%, respectively) and of interest for trial (22%, 13%) along with Marlboro regular (14%). In GEE models, FCVs were independently associated with greater attractiveness (adjusted OR (AOR)=1.83, 95% CI 1.72 to 1.94) and interest in trying (AOR=1.74, 95% CI 1.54 to 1.96). Perceived pack attractiveness was also independently associated with greater interest in trying (AOR=5.63, 95% CI 4.74 to 6.68). Conclusions FCVs appear to be generating even greater appeal among young adolescents than established non-FCVs in dominant brand families.

Exposición a la publicidad de tabaco y consumo de tabaco en adolescentes en América del Sur

“…[15][16][17][18] Los datos utilizados en el estudio permiten que el efecto de la exposición a la publicidad en favor del tabaco sea evaluado más que nada a partir de las percepciones reales de los adolescentes y no de la consideración de las prohibiciones formales vigentes. Como es posible que se apliquen algunas prohibiciones sin que sean respetadas, esta metodología permite captar asociaciones que pueden estar presentes incluso en presencia de prohibiciones oficiales.…”

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

“…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.…”

“…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%).…”

“…8 A survey with 11-16 year old secondary school students in Mexico found that packs of capsule cigarettes were rated as more attractive than packs of non-capsule cigarettes, with greater interest in trying the capsule cigarettes. 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.…”

Why care about kids?

“…Abad-Vivero et al assess the impact of flavour capsules, a cigarette product innovation 6. In surveys with Mexican middle school students, flavour capsule variants of established brands were recalled and perceived as attractive, increasing interest in trying the products.…”