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Nicotine & Tobacco Research Advance Access originally published online on June 29, 2009
Nicotine & Tobacco Research 2009 11(10):1154-1159; doi:10.1093/ntr/ntp113
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© The Author 2009. Published by Oxford University Press on behalf of the Society for Research on Nicotine and Tobacco. All rights reserved. For permissions, please e-mail: journals.permissions@oxfordjournals.org

Receptivity to Taboka and Camel Snus in a U.S. test market

Lois Biener and Karen Bogen

Lois Biener, Ph.D., Center for Survey Research, University of Massachusetts Boston, Boston, MA
Karen Bogen, Ph.D., Center for Survey Research, University of Massachusetts Boston, Boston, MA

Corresponding Author: Lois Biener, Ph.D., Center for Survey Research, University of Massachusetts Boston, 100 Morrissey Boulevard, Boston, MA 02125, USA. Telephone: 617-287-7200; Fax 617-287-7210; E-mail: lois.biener{at}umb.edu


  Abstract

Introduction: The two largest U.S. cigarette manufacturers introduced Swedish-style low-nitrosamine smokeless tobacco (snus) to several U.S. test markets in summer 2006. Since then, snus brands and test markets have proliferated.

Methods: This article assesses consumer response by analyzing data from the 2006 and 2007 Indiana Adult Tobacco Survey (IATS), a statewide telephone survey of 3,544 adults. During those years, the IATS included questions on awareness and trial of Camel Snus and Taboka. Analyses examined rates and predictors of awareness and trial statewide, and within the central Indiana test market.

Results: Nineteen percent of Indiana adults were aware of either Taboka or Camel Snus in 2006 and 2007. Estimates are larger (29%) for central Indiana and larger still (70%) for central Indiana smokers. Trial of snus, however, was very low (1.5% statewide), except among male smokers in central Indiana, 20% of whom are estimated to have tried it. Multivariate analyses showed that trial was more likely among men than women (odds ratio [OR] 13.85), residents of central Indiana than those farther from Indianapolis (OR 2.96), recipients than nonrecipients of tobacco promotions (OR 6.08), and those believing that smokeless tobacco is less harmful than cigarettes compared with those who believe it is equally or more harmful (OR 3.86).

Discussion: Results from this study suggest substantial initial interest in the new products among male smokers in this test market, especially those who receive promotional mailings from tobacco companies, which often include coupons for free or discounted products.

Received: January 1, 2009; Accepted: May 9, 2009

Present address: Karen Bogen, Mathematica Policy Research, Cambridge, MA


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