United States: Ban on flavored cigars reduces consumption of these products

According to a new study by the American organization Truth Initiative published in the journal Nicotine & Tobacco Research[1], restrictions on flavored cigar sales in California, Illinois, Massachusetts, and New York have significantly reduced overall cigar sales.

For this study, researchers used the Truth Initiative's Flavored Tobacco Sales Restriction database.[2] to determine states with a significant portion of their population covered by restrictions on the sale of flavored cigars at the local or national level. The researchers identified four states—California, Illinois, Massachusetts, and New York. They then used Nielsen IQ* retail scanner data to measure unit sales of cigars, cigarillos, and little cigars between 2013 and 2022 in these states.

A significant reduction in the sale of cigarillos and little cigars

The Family Smoking Prevention and Tobacco Control Act of 2009 banned flavored cigarettes (other than menthol) but exempted cigars from the ban. This exemption led many youth to switch from flavored cigarettes to flavored cigars, which are available in over 250 flavors. The exemption of flavored cigars in the 2009 law was thus associated with a 34% increase in youth use of these products, particularly among racial and ethnic minorities. However, state and local jurisdictions have increasingly adopted more comprehensive measures banning flavors for tobacco and nicotine products overall.

The results of this study show that in the four states that banned the sale of flavored cigars, sales fell by 19% for all cigars. This reduction was approximately 10% for large cigars, 21% for cigarillos, and 4% for small cigars.[3]The effects of the ban on flavorings for these products mainly concern cigarillos and little cigars, which are more widely consumed, particularly because of their appearance, which is similar to that of traditional cigarettes.

Products popular with younger people and African Americans

A recent study The Campaign for Tobacco-Free Kids (CTFK) reports that flavored cigars have become the second best-selling tobacco and nicotine products, behind e-cigarettes and ahead of manufactured cigarettes in the United States. This "success" is linked to the availability of these products in various flavors and promoted at very attractive prices: 3 cigars for less than a dollar, these marketing arguments greatly appeal to young people.

Truth's data also shows that 74% of adolescents reported consuming cigars because they were available in a variety of attractive flavors, often sweet or fruity.

These products are also particularly marketed and promoted to African-American communities or to people living in low-income areas. According to data from the 2021 National Youth Tobacco Survey, the prevalence of cigar smoking among African-American youth (3.1 %) was higher than that among white youth (1.4 %) and Hispanic youth (0.9 %).

A ban that must be implemented nationwide

Truth says these findings provide further support for the Food and Drug Administration's yet-to-be-finalized 2022 proposed rule to ban all characterizing flavors in cigars. A federal flavor ban for these products could significantly reduce overall sales, with the greatest impact on cigarillos and little cigars, which are heavily marketed to economically and socially disadvantaged groups. From this perspective, such a ban would help reduce health inequalities among these groups.

The researchers also point out that the federal rule on flavored cigars should apply to all cigars without exception. Exemptions for "premium" cigars, for example, would lessen the effectiveness of the measure, or even undermine its effectiveness. Research shows that partial restrictions and bans within a category of tobacco products lead smokers to simply switch to another tobacco product instead of quitting.

Keywords: Cigars, flavors, prohibition, African Americans, youth, marketing, United States

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[1] Megan C Diaz, Stephanie N Yoon, Emily Donovan, Maham Akbar, Barbara A Schillo, The Effect of State and Local Flavored Cigar Sales Restrictions, on Retail Sales of Large Cigars, Cigarillos, and Little Cigars in Massachusetts, California, Illinois, and New York, Nicotine & Tobacco Research, 2023;, ntad121, https://doi.org/10.1093/ntr/ntad121

[2] Article, New study: Success of local flavored cigar sales restrictions underscores need for national regulations, Truth Initiative, published October 11, 2023, accessed October 12, 2023

[3] Fact Sheet - Cigars: Facts, stats and regulations, Truth Initiative, published July 18, 2022, accessed October 12, 2023