Abstract
ObjectivesThis study explored the relationship between product trials and consumer demand for alternative nicotine products (ANP).MethodsAn experimental auction was conducted with 258 adult smokers, wherein participants were randomly assigned to one of four experimental conditions. The participants received the opportunity to try, but did not have to accept, one of three relatively novel ST products (i.e., snus, dissolvable tobacco, or medicinal nicotine), or they were placed into a control group (i.e., no trial). All the participants then bid on all three of these products, as well as on cigarettes. We assessed interest in using ANP based on both trial of the product and bids placed for the products in the experimental auction.ResultsFewer smokers were willing to try snus (44 %) than dissolvable tobacco (64 %) or medicine nicotine (68 %). For snus, we find modest evidence suggesting that willingness to try is associated with greater demand for the product. For dissolvable tobacco or medicinal nicotine, we find no evidence that those who accept the product trial have higher demand for the product.ConclusionsFree trials of a novel ANP were not strongly associated with product demand, as assessed by willingness to pay. Given the debate over the potential for ANP to reduce the harm from smoking, these results are important in understanding the impact of free trial offers on adoption of ST product as a strategy to reduce harm from tobacco use.
Highlights
Since the 1990s, tobacco products modified to potentially reduce health risks have been marketed to smokers
Our sample was split somewhat evenly between those under 30 years old, between 30 and 50 years old, and older than 50 years old. For those who were over 50 years old, we found a statistically significant difference in the percentages across treatments using a chi-squared test (p < 0.01)
Females were less likely to accept the free trial of the alternative nicotine products (ANP) while those who had tried smokeless tobacco (ST) in the past were more likely to accept the free trial of the ANP.4
Summary
Since the 1990s, tobacco products modified to potentially reduce health risks have been marketed to smokers One class of such products is a form of smokeless tobacco (ST) modeled on Swedish snus, which is processed to reduce tobacco-specific nitrosamines and other toxicants [1] and has been linked to reduced smoking rates and cancer mortality [2,3,4]. Lozenge-like products made with powdered tobacco have been marketed to smokers, including Ariva and Stonewall (Star Scientific). The market in such “dissolvable” tobacco products was later expanded by RJ Reynolds, which introduced Camel Orbs, Sticks, and Strips, and Philip Morris, which testmarketed Marlboro and Skoal Sticks. The FDA’s Tobacco Products Scientific Advisory Committee (TPSAC) reviewed the health impact of dissolvable products, finding that while exclusive use of dissolvable tobacco products was likely less hazardous than cigarette smoking, uncertainties on patterns of use and marketing prohibited firm conclusions on overall public health impact [7]
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