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Standardised snus packaging reduces brand differentiation: a web-based between-subject experiment.

Torleif Halkjelsvik1, Janne Scheffels2

  • 1Department of Alcohol, Tobacco and Drugs, Norwegian Institute of Public Health, P.O. Box 222, Skoeyen, 0213, Oslo, Norway. Torleif.Halkjelsvik@fhi.no.

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|October 31, 2019
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Summary

Standardised tobacco packaging, even without health warnings, significantly reduced brand differentiation among young adults. This suggests it can limit how individuals perceive and distinguish between different snus brands.

Keywords:
BrandingDifferentiationPlain packagingSmokeless tobaccoSnusStandardised packaging

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Area of Science:

  • Public Health
  • Consumer Psychology
  • Tobacco Control

Background:

  • Tobacco packaging influences consumption and initiation.
  • Understanding perceptions of snus (Swedish moist snuff) packaging is crucial.
  • Standardised packaging aims to reduce brand appeal and differentiation.

Purpose of the Study:

  • To assess the impact of standardised packaging on young adults' appeal ratings of snus brands.
  • To examine how standardised packaging affects perceptions of typical snus users.
  • To evaluate effects on both average ratings and within-subject variability (brand differentiation).

Main Methods:

  • 625 Norwegians aged 16-30 participated.
  • Random allocation to three conditions: Branded, Standardised, or Standardised with Health Warnings packaging.
  • Participants rated 10 snus brands on appeal and typical user characteristics.

Main Results:

  • Standardised packaging without health warnings did not lower appeal ratings compared to branded packaging.
  • Standardised packaging with health warnings showed slightly more negative ratings.
  • Crucially, standardised packaging significantly reduced the variability in brand ratings, indicating less brand differentiation.

Conclusions:

  • Standardised tobacco packaging can reduce brand differentiation even without impacting average appeal ratings.
  • This reduction in variability suggests a diminished capacity for individuals to distinguish between brands.
  • Standardised packaging is a potential tool for tobacco control by limiting brand differentiation.