The Impact of Menthol Cigarettes on Smoking Initiation among Non-Smoking Young Females in Japan
Abstract
:1. Introduction
2. Experimental Section
3. Results and Discussion
3.1. Internal Tobacco Industry Documents
3.1.1. Intent to Target Women with Menthol Brands
…attracting a higher proportion of young adult women, in markets where the incidence of young adult female smokers is growing as women become more emancipated. In Japan there are strong indications that the Salem franchise is attracting the same kind of smokers [26].
3.1.2. Introduction and Marketing of Menthol Brands
3.1.3. Impact of Menthol Brands on Trial and Use
3.2. Independent Survey Data
3.2.1. Adolescent Smoking Survey
3.2.2. Japanese National Health and Nutrition Survey
3.3. Discussion
“… Japan is a prime example of us taking a proactive situation or a proactive involvement in the market place…..The decision that was taken early when that market opened up was to get in there and develop products designed for the Japanese market place…getting products into that market, and going through evaluation procedures to understand the sensory characteristics of the Japanese consumer, allowed us to understand that market place better. And again, that bottom line, that base, was understanding the sensory characteristics….” [58]
3.4. Study Strengths & Limitations
4. Conclusions
References and Notes
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Theme | Source | Quotes |
---|---|---|
Perception of menthol brands | BW, 1994 | “The menthol segment in Japan has long been identified with ‘lightness,’ being dominated by Virginia Slim Lights Menthol, Salem Lights, Salem Slim Lights, and Sometime Lights.” [28] |
PM, 1991 | “The desire for a “lighter” cigarette was an important underlying motive for switching to menthol cigarettes.” [20] | |
PM, 1991 | [From focus group testing ]: “More like candy than ordinary cigarettes/Ordinary cigarettes and menthol cigarettes are completely different.” [20] | |
PM, 1991 | “Female menthol smokers were generally more satisfied with menthol cigarettes than male menthol smokers, as current menthol cigarettes fulfilled a greater range of needs for females (particularly psychological needs, such as fashionableness, expression of femininity).” [20] | |
Menthol attracts newer smokers | RJR, 1996 | “Movement to low tar and menthol is partially “trendy/modern” and partially personal concern. Also females/young adults coming to market now often start with low tar or menthol brands.” [29] |
PM, 1991 | “I strongly suspect that, as was true in the US, especially for Kool and partially for Salem, where the menthol share is growing, it is not doing so by attracting smokers with established tastes, but by attracting new smokers…. new smokers may be young beginning smokers, newly “liberated” females of any age, or people of any age just beginning to acquire the economic status required to smoke manufactured cigarettes.” [30] | |
PM, 1988 | “…these younger smokers also show considerable interest in menthol cigarettes”. [31] | |
PM, 1985 | “The menthol market could develop quite rapidly as there is considerable interest in cigarettes with a cool refreshing flavor. Its main source of business is likely to be new younger smokers of both sexes.”[32] | |
Intent to grow the menthol segment and reach young women | BAT, 1996 | “Given the growing importance of females and the long-term growth history of menthol slims, it seems advisable to try to participate in this slims segment.” [33] |
PM, 1995 | “The growing young adult female segment in Japan has been identified as a market opportunity for further growth.” [34] | |
PM, 1993 | “Menthol products, though still small in volume terms, represent one of the strongest growth categories in Asia, particularly outside traditionally menthol markets like the Philippines.” [35] | |
PM, 1991 | “Menthol should have potential in any market in which the percentage of female smokers is growing.” [30] |
Salem Pianissimo (100’s slim) | VSLM (100’s slim) | Marlboro Lts. M (KS) | |
---|---|---|---|
“Major” and “Widely” Acceptable | |||
Basic Value | “low smoke/low odor” and “1mg tar” cigarette for women | “basic” women’s cigarette | “KS” and “higher tar” cigarette which even women can smoke |
Image value | Feminine; Natural/Soft women | Feminine; Independent women | Not feminine; Women with strong personality |
Parameter | Salem Pianissimo (100’s slim) | VSLM (100’s slim) | Marlboro Lights Menthol (KS) |
---|---|---|---|
Nicotine/Puff (mg) (ISO) | 0.01 | 0.05 | 0.08 |
Tar/Puff (mg) (ISO) | 0.15 | 0.63 | 1.13 |
Menthol (Rod %) | 1.28 | 0.82 | 0.57 |
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Connolly, G.N.; Behm, I.; Osaki, Y.; Wayne, G.F. The Impact of Menthol Cigarettes on Smoking Initiation among Non-Smoking Young Females in Japan. Int. J. Environ. Res. Public Health 2011, 8, 1-14. https://doi.org/10.3390/ijerph8010001
Connolly GN, Behm I, Osaki Y, Wayne GF. The Impact of Menthol Cigarettes on Smoking Initiation among Non-Smoking Young Females in Japan. International Journal of Environmental Research and Public Health. 2011; 8(1):1-14. https://doi.org/10.3390/ijerph8010001
Chicago/Turabian StyleConnolly, Gregory N., Ilan Behm, Yoneatsu Osaki, and Geoffrey F. Wayne. 2011. "The Impact of Menthol Cigarettes on Smoking Initiation among Non-Smoking Young Females in Japan" International Journal of Environmental Research and Public Health 8, no. 1: 1-14. https://doi.org/10.3390/ijerph8010001