Study: Menthol Ban Reduces Cigarette Sales

In Massachusetts, a complete ban on the sale of menthol tobacco products, implemented since June 2020, has resulted in a significant decrease in overall cigarette sales, despite a slight increase in sales of unflavored cigarettes.

A study published in the journal JAMA Internal Medicine analyzed sales volumes of menthol and non-flavored cigarettes sold by U.S. retailers between January 2017 and July 2021. The researchers were able to compare cigarette sales trends in Massachusetts with those in 27 U.S. states that have not implemented this public health measure.[1].

Overall reduction in cigarette sales thanks to menthol ban

The study found that Massachusetts had significantly benefited from the measure, which resulted in an overall decrease in cigarette sales. As Dr. Samuel Asare, a researcher at the American Cancer Society, points out, the menthol ban in the US state caused a decrease in sales of 372 packs of cigarettes per 1,000 inhabitants. However, due to some consumers switching to other products following the menthol ban, the effectiveness of this measure was partly affected by a slight increase in sales of unflavored cigarettes. The researchers estimate that the implementation of the ban resulted in an increase in sales of 120 packs per 1,000 inhabitants for unflavored cigarettes. The net result shows that the measure remains effective, since taking into account this partial compensation, sales decreased by 282 packs per 1,000 inhabitants.

An Encouraging Signal for FDA Federal Ban

For the authors of this study, the decision of April 29, 2021 by the American Food and Drug Administration (FDA) to ban the sale of menthol-flavored tobacco at the federal level could have very positive health consequences, as shown by this example from Massachusetts. However, to maximize the effectiveness of such a public health measure, the authors of the study emphasize the need for public authorities to anticipate the risk for a certain portion of consumers to switch to other tobacco products, such as unflavored cigarettes. A recent study published by the scientific journal Tobacco Control also called on the FDA to implement the ban as quickly as possible. According to the FDA, such a measure would help save 16,000 lives per year in the United States, and 650,000 by 2060.

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[1] Asare S, Majmundar A, Westmaas JL, et al. Association of Cigarette Sales With Comprehensive Menthol Flavor Ban in Massachusetts. JAMA Intern Med. Published online January 04, 2022. doi:10.1001/jamainternmed.2021.7333