A national assessment of health beliefs regarding new and emerging tobacco products

Objective: A number of new tobacco products have been introduced into the U.S. market, including products originally marketed overseas like snus. Other emerging products have received increased promotion by the tobacco industry. Although some products such as snus are positively perceived in other countries, little is known about how adults in the U.S. perceive these products in terms of health beliefs. Methods: Porter Novelli'sŪ Healthstyles is a consumer mail-in survey of U.S. adults. In 2009, data from 4,556 adults were collected about whether they believe certain tobacco products are more or less harmful than cigarettes: a.) snus, b.) dissolvable tobacco products, c.) electronic cigarettes (e-cigarettes), d.) Cigars, cigarillos, little cigars, or flavored little cigars, e.) nicotine water, and f.) water pipes. Respondents were also asked if they thought these products were more or less harmful than nicotine replacement therapy (NRT). Weighted percentages were calculated for responses for each product. Results: Half of U.S. adults believe snus is less harmful than cigarettes (49.9%) and 39.3% believe dissolvable tobacco is less harmful than cigarettes. Between one- and two-thirds adults were unsure whether each new or emerging tobacco product was more or less harmful than cigarettes (range: 38.5% [cigars]-61.1% [e-cigarette]), and one-half or more of adults (range: 51.4% [cigars]-65.9% [e-cigarette] were unsure these products were more or less harmful than NRT. Conclusions: Our study offers a first look at the health beliefs of some new and emerging tobacco products. Our findings indicate a significant need for health education regarding some of these products.