Adolescent and Young Adult Perceptions on Cigar Packaging: A Qualitative Study

Area of Science:

• Public Health
• Tobacco Control
• Consumer Behavior

Background:

• Cigar packaging significantly influences consumer perception, particularly among young individuals.
• Understanding youth appeal factors is crucial for effective tobacco control strategies.

Purpose of the Study:

• To identify specific elements on cigar packaging that appeal to adolescent and young adult consumers.
• To inform regulatory approaches aimed at reducing cigar initiation and use among youth.

Main Methods:

• Conducted 8 focus groups with adolescent and young adult cigar users in Connecticut.
• Participants independently identified appealing aspects of cigar packaging, followed by group discussions.

Main Results:

• Flavors (46.8%), price promotions (28.8%), and branding (21.2%) were the most frequently identified appealing components.
• Adolescents were more drawn to price promotions, branding, marketing claims, and number of cigars compared to young adults.
• Male participants showed a higher appeal to flavors and price promotions than female participants.

Conclusions:

• Prohibiting flavors, appealing colors, price promotions, and misleading marketing claims on cigar packaging is recommended.
• Regulatory agencies should consider restrictions on logos and trademarks to mitigate youth appeal.
• Addressing packaging elements is a vital strategy in preventing youth uptake of cigars.