Emerging phenomenon of Black & Mild brand cigars among young adult urban African Americans

Ideas and attitudes about tobacco use are often shaped by socio-cultural values. Such beliefs likely influence decisions to take up smoking, preferred type of tobacco product, and brand choice. Despite the documented increased spending and targeted marketing efforts by tobacco companies to reach urban young adults, substantial gaps in information exist on the high risk, vulnerable population of under-employed, non-college attending urban young adults (18-24 years of age). Using a combination of qualitative focus groups and in-depth interviews (N=34), and quantitative surveying (N=184), a volunteer, convenience sample of non-college attending, urban 18-24 year olds enrolled in work-education training programs in Baltimore were interviewed to understand tobacco use. A CBPR approach was adopted, and the research was conducted as a co-learning process. Fifty-four percent of this community sample reported being a current smoker. Almost 24% of the total surveyed population reported smoking Black & Milds (BMs), with the majority reporting regular use. BMs are a brand of cigarillos or small cigars filled with pipe tobacco and widely available in corner stores in urban Baltimore. Some participants noted that regular cigarette smokers were relinquishing cigarettes to switch to BMs. Others reported initiating tobacco use with BMs. Main reasons for exclusively smoking BMs compared to cigarettes were economics: cheaper prices and longer lasting. Confusion and misinformation about the health effects of BMs was reported by the participants. Successful interventions to reduce tobacco use in this urban young adult population needs to address the emerging trend of cigar use and brand preference for BMs.