A national assessment of new and emerging tobacco products in the U.S

Objective: A number of new tobacco products have recently been introduced into the U.S. market, and other emerging products have received increased promotion by tobacco industry. Since these products target smokers and are sometimes promoted as cessation aids, these products pose new problems for tobacco control. However, no data on awareness and use of these products were previously available. Methods: Porter Novelli's® Consumerstyles is a nationally representative consumer mail-in survey of U.S. adults. In 2009, data from 10,587 adults were collected about: whether they heard of Camel® or Marlboro® snus, dissolvable tobacco products, electronic cigarettes (e-cigarettes), flavored little cigars, nicotine water, and flavored cigarettes like Camel® Crush. The weighted percentage of adults who heard and tried these products was computed overall and by smoking status. Results: A large proportion of adults heard of Camel®/Marlboro® snus (44.2%) and flavored little cigars (44.6%). One-fifth adults heard of flavored cigarettes (19.6%); fewer heard of e-cigarettes (16.4%), dissolvable tobacco (10.4%), and nicotine water (6.7%). The most commonly tried products were flavored little cigars (13.1%), Camel®/Marlboro® snus (5.2%), and flavored cigarettes (5.7%). With the exception to e-cigarettes, current smokers (median: 28.5%) were more likely to try these products than former (median: 13.5%) and never smokers (median: 2.3%). Conclusions: Our study offers a first look at knowledge and use of some new and emerging tobacco products among U.S. adults. Certain products are better known than others, particularly among smokers. It is essential to continue monitoring these products and their marketing since they raise public health problems.