Journal Article

Effects of flavour and modified risk claims on nicotine pouch perceptions and use intentions among young adults who use inhalable nicotine and tobacco products: a randomised controlled trial

Unger, Jennifer B, Jafarzadeh, Nikki S, Wong, Melissa, Vogel, Erin A, Tackett, Alayna P, Gonzalez, Maria J, Peraza, Natalia, Page, Michelle K, Goniewicz, Maciej L, Leventhal, Adam M

2025

Overview

BackgroundAvailability of flavours and potential modified risk tobacco product (MRTP) claims may influence young adults’ (YAs’) perceptions of and intentions to use nicotine pouches (‘pouches’).MethodsYAs aged 21–34 years (N=47, M age=24.5, SD=3.1) with past-month nicotine/tobacco use (10.6% cigarette-only, 51.1% e-cigarette-only, 38.3% dual use) and no intention to quit were randomised to self-administer four Zyn 3 mg nicotine pouches in a 4 (flavour; within-subjects: smooth, mint, menthol, citrus) × 2 (MRTP claim on packaging; between subjects: present or absent) mixed-factorial design. After self-administering each pouch, participants reported appeal, use intentions and perceived harm compared with cigarettes and e-cigarettes. Three mixed-factorial analysis of variances (ANOVAs) examined main and interactive effects of flavour and MRTP claim on appeal, use intentions and comparative harm perceptions.ResultsMint (M=55.9, SD=26.4), menthol (M=49.7, SD=26.8) and citrus (M=46.6, SD=24.8) flavours were significantly more appealing than smooth (M=37.6, SD=25.4; p<0.001). MRTP claim did not significantly affect product appeal (p=0.376). Use intentions were greater for mint (M=2.6, SD=1.3) and menthol (M=2.0, SD=1.1) flavours than smooth (M=1.8, SD=1.0; p=0.002). Flavour did not affect comparative harm perceptions (p values>0.418). MRTP claims increased use intention (p=0.032) and perceptions of pouches as less harmful than cigarettes (p=0.011), but did not affect perceived harm relative to e-cigarettes (p=0.142). Flavour × MRTP claim interactions were not significant.ConclusionsFlavoured (vs smooth) pouches were more appealing to YAs. MRTP claims reduced perceived harm of pouches compared with cigarettes; however, intentions to switch were low. To protect YAs’ health, regulatory restrictions could target flavours and MRTP claims.

• Publisher: BMJ Publishing Group Ltd,BMJ Publishing Group LTD
• Subject: Adult / Adults / Cigarettes / Electronic cigarettes / Electronic Nicotine Delivery Systems / Factorial analysis / Factorial design / Female / Flavoring Agents / Flavors / Harm Reduction / Humans / Intention / Male / Menthol / Nicotine / Nicotine - administration & dosage / Non-cigarette tobacco products / Original research / Packaging and Labelling / Perception / Perceptions / Product Labeling / Smoking Cessation - methods / Smoking Cessation - psychology / Tobacco / Tobacco Products / Vaping - psychology / Young Adult / Young adults