In Their Own Words: Young Adults' Menthol Cigarette Initiation, Perceptions, Experiences and Regulation Perspectives.
Menthol cigarettes are disproportionately used by young people and have been called smoking starter products. However, limited qualitative research exists on young adults' perceptions of and experiences with these products, with much of it based on document reviews of the tobacco industry's research.



We conducted six focus groups with young adult (ages 18-24) menthol smokers in New Jersey (half with black smokers) between December 2014 and March 2015. Participants were asked open-ended questions about their menthol smoking initiation, preference reasons, substitution behaviors, and perceptions of menthol cigarette risks and regulation.



Participants' menthol cigarette initiation and preference were influenced by their perceived popularity, brand recognition, taste, smoothness, satisfaction and access (including as "loosies," typically available for Newport). Some believed menthol cigarettes were less harmful than non-menthol cigarettes when initiating smoking. Many currently believed menthol cigarettes were more harmful because they contained extra "additives," were stronger (ie, requiring fewer cigarettes to feel satisfied), and/or based on hearsay. Many had tried new brand Camel Crush, which was perceived to be especially minty, fun, and attractive for newer smokers. While some used non-menthol cigarettes when menthols were unavailable, many said they would never or almost never substitute. Many acknowledged a menthol cigarettes ban would likely help them quit smoking, even though they did not support the idea.



Menthol cigarette initiation is influenced by an interplay of multiple factors including their sensory properties, marketing, perceived popularity and availability. The FDA should continue to pursue closing this flavored cigarette loophole.



In this first qualitative study of menthol cigarette use among young adults, we found further evidence that menthol cigarettes can act as starter products because they are perceived as easier to smoke and taste and smell better than non-menthol cigarettes. We also add to the literature in finding that menthol cigarettes are perceived by young people who smoke menthol cigarettes as delivering satisfaction with fewer cigarettes, being accessible as "loosies", and being popular among their peers. Many did not understand the reasons behind a potential menthol ban. Any future regulation of menthol cigarettes should include a public educational campaign to support buy-in.
Department of Health Education and Behavioral Science, Center for Tobacco Studies, Rutgers School of Public Health, Piscataway, NJ.
Olivia A
OA
Wackowski
Department of Health and Physical Education, Monmouth University, West Long Branch, NJ.
Kiameesha R
KR
Evans
Division of Epidemiology, Human Genetics and Environmental Sciences, University of Texas, School of Public, Austin, TX.
Melissa B
MB
Harrell
Department of Kinesiology and Health Education, University of Texas, College of Education, Austin, TX.
Alexandra
A
Loukas
Department of Health Education and Behavioral Science, Center for Tobacco Studies, Rutgers School of Public Health, Piscataway, NJ.
M Jane
MJ
Lewis
Department of Health Education and Behavioral Science, Center for Tobacco Studies, Rutgers School of Public Health, Piscataway, NJ.
Cristine D
CD
Delnevo
Department of Health Promotion and Behavioral Sciences, University of Texas, School of Public, Austin, TX.
Cheryl L
CL
Perry
D000293:Adolescent; D000328:Adult; D000073865:Cigarette Smoking / Q000009:adverse effects / Q000331:legislation & jurisprudence / Q000523:psychology*; D005260:Female; D005421:Flavoring Agents / Q000008:administration & dosage / Q000009:adverse effects; D006801:Humans; D008297:Male; D040541:Marketing / Q000331:legislation & jurisprudence / Q000379:methods; D008610:Menthol / Q000008:administration & dosage / Q000009:adverse effects; D057566:Self Report; D000074285:Smokers / Q000523:psychology*; D016540:Smoking Cessation / Q000331:legislation & jurisprudence / Q000379:methods; D011795:Surveys and Questionnaires; D013649:Taste / Q000187:drug effects / Q000502:physiology; D019460:Tobacco Industry / Q000331:legislation & jurisprudence*; D062789:Tobacco Products / Q000009:adverse effects / Q000331:legislation & jurisprudence*; D055815:Young Adult
D005421:Flavoring Agents; D008610:Menthol