Phan Lilianna, Zarei Kasra, Chen-Sankey Julia, Hacker Kiana, Ajith Aniruddh, Jewett Bambi, Choi Kelvin
National Institute on Minority Health and Health Disparities Division of Intramural Research, Bethesda, MD, United States.
Department of Community Health and Prevention, Dornsife School of Public Health, Drexel University, Philadelphia, PA, United States.
Prev Med Rep. 2024 Aug 23;46:102868. doi: 10.1016/j.pmedr.2024.102868. eCollection 2024 Oct.
U.S. nicotine pouch (NP) sales have grown since 2016. Among U.S. adults who currently and formerly used commercial tobacco, we examined demographic associations with learning about NPs through varying marketing channels, and their associations with NP experimentation overall and stratified by race/ethnicity.
A nationally representative sample of U.S. adults who currently and formerly used commercial tobacco (n = 1,700) were surveyed online in January-February 2021. Participants reported their demographics and whether they learned about NPs through nine marketing channels. We used weighted multivariable logistic regressions to examine demographic associations of each channel, and each channel's association with NP ever-use.
Overall, 45.2 % were aware of NPs, and 17.4 % ever used NPs. Highest reported NP awareness was through stores (16.6 %), internet/social media ads (9.2 %), friends/family's social media (8.2 %), direct mail/email (7.6 %), and print media ads (6.9 %). Younger, female, Black and Hispanic (vs. White) adults had lower odds of NP awareness through various marketing channels than their counterparts. Black adults (vs. White) had higher odds of NP awareness through news stories on TV/radio/online. Awareness through each channel was associated with higher odds of ever-using NPs, especially brand sponsored events, brand website/social media accounts, and direct mail/email (p's < 0.05). Results were generally consistent when stratified by race/ethnicity, but notable differences were also observed (race/ethnicity interaction p < 0.05).
NP marketing may promote NP experimentation among U.S. adults who use commercial tobacco. Future research should examine whether exposure to NP marketing leads to poly-tobacco use, which could increase the detrimental health effects of tobacco use.
自2016年以来，美国尼古丁袋（NP）的销量一直在增长。在目前和以前使用过商业烟草的美国成年人中，我们研究了通过不同营销渠道了解NP的人口统计学关联，以及它们与NP总体试验的关联，并按种族/民族进行了分层。
2021年1月至2月，对目前和以前使用过商业烟草的美国成年人（n = 1700）进行了一项具有全国代表性的在线调查。参与者报告了他们的人口统计学信息，以及他们是否通过九个营销渠道了解到NP。我们使用加权多变量逻辑回归来研究每个渠道的人口统计学关联，以及每个渠道与NP曾经使用情况的关联。
总体而言，45.2%的人知晓NP，17.4%的人曾经使用过NP。报告的NP知晓率最高的是通过商店（16.6%）、互联网/社交媒体广告（9.2%）、朋友/家人的社交媒体（8.2%）、直邮/电子邮件（7.6%）和印刷媒体广告（6.9%）。与同龄人相比，年轻、女性、黑人和西班牙裔（与白人相比）成年人通过各种营销渠道了解NP的几率较低。黑人成年人（与白人相比）通过电视/广播/在线新闻报道了解NP的几率更高。通过每个渠道的知晓与曾经使用NP的几率更高相关，尤其是品牌赞助活动、品牌网站/社交媒体账户和直邮/电子邮件（p值<0.05）。按种族/民族分层时，结果总体一致，但也观察到了显著差异（种族/民族交互作用p<0.05）。
NP营销可能会促进使用商业烟草的美国成年人进行NP试验。未来的研究应该考察接触NP营销是否会导致多种烟草使用，这可能会增加烟草使用对健康的有害影响。
