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

OBJECTIVE

To identify the appealing components of cigar packaging among youth.

METHODS

We conducted 8 focus groups among cigar users, separated by sex and age group (ie, adolescents, young adults) in Connecticut between February and July, 2016. Participants were shown cigar packages and instructed to circle aspects of the images on the packages that appealed to them independently and a group discussion followed.

RESULTS

The appealing components identified were flavors (46.8%), price promotions (28.8%), branding (21.2%), marketing claims (17.2%, eg, "natural"), product features (15.2%, eg, the word "cigarillo"), number of cigars (8.0%), color (4.4%), re-sealable features (2.8%), and other (6.0%; eg "limited offer," geographic region). Relative to female participants, male participants were more likely to find flavors and price promotions appealing, and less likely to find colors as appealing (ps < .05). Relative to young adults, adolescents were more likely to find price promotions, branding, marketing claims and number of cigars appealing, and less likely to find colors as appealing (ps < .05).

CONCLUSIONS

In order to reduce the appeal of cigars to youth, regulatory agencies should consider prohibiting flavors, appealing colors, price promotions, misleading marketing claims, and logos/trademarks on cigar packaging.