Smokeless tobacco temptations: RJ Reynolds and Phillip Morris' interests in entering the smokeless tobacco market

Background: Camel and Marlboro Snus were introduced in 2006 and 2007. RJ Reynolds purchased Conwood Company in 2006 and Philip Morris may soon acquire smokeless tobacco companies Swedish Match or US Smokeless Tobacco (USST).

Objective: Describe internal decision-making processes cigarette companies used to analyze the smokeless tobacco market to gain insight into current activities.

Methods: Analysis of previously secret tobacco industry documents and internal financial reports.

Results: R.J. Reynolds and Phillip Morris considered developing their own spit products or acquiring publicly traded companies since at least 1978. Chewing tobacco and snuff consumption increased beginning in the 1970s; financial reports attributed much of this rise both to the tobacco policy environment (recognizing the dangers of cigarette smoke, spread of smoking restrictions, and increased cigarette taxes) and changes in tobacco use (declining cigarette consumption, and growing use of moist snuff). The high cost of a smokeless tobacco company acquisition, inconsistent sales trends, US Smokeless Tobacco (USST) Company's dominance in the market, and the risk of failure of new products were barriers to entering the market. To compete with leading USST brands, cigarette companies deployed their strongest youth-oriented cigarette brands (Marlboro and Camel) for new smokeless products.

Conclusion: Both the tobacco policy environment and changing patterns of tobacco use strongly influenced cigarette companies' decisions to enter the spit tobacco market, not intentions for harm reduction. These efforts may discourage tobacco cessation, recruit new users, and encourage dual smokeless and cigarette use to increase tobacco use overall.