Flavored capsule cigarettes weaken anti-smoking policies

A review of the literature[1] on flavoured capsule cigarettes, published in Tobacco Control, examines the extent of their consumption and perceptions of these products worldwide. Popular with young people and women because of their flavours, these products undermine tobacco control policies in many countries and are used by the tobacco industry to circumvent existing regulations.

Flavored capsule cigarettes have been sold by tobacco companies for a relatively short time, and in an offensive manner. These cigarettes contain a gelatin capsule filled with a flavoring liquid that is incorporated into the cigarette filter. The liquid is released when crushed by the user's fingers, or lips, and then releases a flavor when the smoke is inhaled. Some brands contain two or more capsules that offer different flavors in the same filter. These capsules may be sold separately and later incorporated into cigarette filters.

Products that are experiencing rapid growth, particularly in South America

Flavoured capsule cigarettes have experienced rapid growth internationally over the past decade, according to data from the 2020 Euromonitor survey.[2], flavoured capsule cigarettes represent more than a quarter of the manufactured cigarette market in five countries, four of which are in Latin America: Chile (48 %), Peru (35 %), Guatemala (33 %), Mexico (27 %) and South Korea (25 %). Their highest consumption was observed in Mexico (43 % of the overall manufactured cigarette market in 2018/2019)[3] and in Chile (40 % in 2017)[4]. These countries are followed by South Korea (18 % in 2016)[5] and the United Kingdom (13% in 2016)[6]. In Mexico, for example, the use of flavored capsules among adult smokers increased from 2012 to 2014 (6 % to 14 %). Over the same period, the consumption of capsule cigarettes increased from 1 to 3% in Australia and during this period it represented 4% in the United States in this category of the population.[7].

In many Latin American cities, flavored capsule cigarettes are ubiquitous and are the target of aggressive point-of-sale marketing, particularly at retailers located near schools.[8]-[9]The high prevalence of capsule use identified in South Korea is likely due to similar marketing strategies.

Capsule cigarettes are popular with young people and women due to their flavors

The design of new products and the addition of flavouring additives is not a new modality for the industry in order to maintain or even create new markets. The consumption of these products is linked to age but also to gender: it is significantly higher for women and is inversely linked to the age of the smoker. Young people are more likely to smoke flavoured capsule cigarettes which mask the pungency of the product and often refer to the world of confectionery. Capsule cigarettes are perceived by consumers as having a better taste, allowing fresher breath and/or hiding the smell of smoking. Young people, in particular, have expressed the appeal of the discreet smell of capsule cigarettes to be able to hide their smoking. Menthol capsule cigarettes are considered particularly attractive because they are considered to be more mentholated than traditional menthol cigarettes. Women are significantly more likely than men to prefer capsule cigarettes in many countries. This gender difference is found in the consumption of menthol cigarettes and other flavored cigarettes without capsules.[10]. According to a survey funded by the American Cancer Society, conducted in 2017 among Chilean smokers, 60% of those under 25 years of age consume these capsule cigarettes. This proportion reaches 72% among women in this age group.[11].

The study thus highlights that flavoured capsule cigarettes are initiation products, while allowing smokers to smoke more and discouraging quitting due to the pleasant taste which conceals the strong smoke and reduces odours.

The importance of better regulation of these products

For the authors of this review, flavoured capsules are part of the tobacco industry's strategies to counter tobacco control policies. Following the European ban also in force in the United Kingdom on menthol cigarettes from May 2020, the industry has launched new cigarillos with menthol capsules[12], as well as distinct menthol accessories, including capsules. Flavored capsules have also been applied to heated tobacco products in some countries[13]. Therefore, according to the authors, regulations should cover all technological advances in flavours, capsules and filters for tobacco and nicotine products. When plain packaging was introduced in Australia or the United Kingdom, the tobacco industry responded by launching new brands of flavoured capsule cigarettes and other innovations in filters. These launches occurred before the introduction of plain packaging in order to weaken the effects of the new packaging. The aim is to maintain differentiation between products and brands and limit sales losses.[14].

Keywords: Capsules, flavors, South America, interference, young, anti-smoking policy, menthol

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[1] Kyriakos CN, Zatoński MZ, Filippidis FT. Tob Control Epub ahead of print: [please include Day Month Year]. doi:10.1136/ tobaccocontrol-2021-056837 [2] Euromonitor International. Passport data, 2020. Available: https://go.euromonitor.com/passport.html [3] Zavala-Arciniega L, Gutiérrez-Torres DS, Reynales-Shigematsu LM. Cigars with savory capsules in Mexico: prevalence, proportion of use among smokers and predictors of consumption. Ensanut 2018-19. Salud Publica Mex 2020;62:820–8 [4] Paraje G, Araya D, Drope J. The association between flavor capsule cigarette use and sociodemographic variables: evidence from Chile. PLoS One 2019;14:e0224217. [5] Cho YJ, Thrasher JF. Flavor capsule cigarette use, user profiles and perceptions in South Korea. Tob Induc Dis 2018;16. [6] Moodie C, MacKintosh AM, Thrasher JF, et al. Use of cigarettes with Flavor-Changing capsules among smokers in the United Kingdom: an online survey. Nicotine Tob Res 2019;21:1547–55 [7] Thrasher JF, Abad-Vivero EN, Moodie C, et al. Cigarette brands with flavor capsules in the filter: trends in use and brand perceptions among smokers in the USA, Mexico and Australia, 2012-2014. Tob Control 2016;25:275–83 [8] Barnoya J, Monzon D, Pinetta J, et al. New tobacco products, old advertising strategies: point-of-sale advertising in Guatemala. Tob Control 2021;30:591–3 [9] Institute for Global Tobacco Control. Technical report on flavored cigarettes at the Point-of-Sale in Latin America: availability and marketing around primary and secondary schools in five countries. Baltimore, MD: Institute for Global Tobacco Control, 2017 [10] Gilbert E, Ewald A. Fresher with flavor: young women smokers' constructions and experiences of menthol capsule cigarettes and regular cigarettes. BMC Womens Health 2021;21:155 [11] Paraje, Guillermo et al. “The association between flavor capsule cigarette use and sociodemographic variables: Evidence from Chile.” PloS one flight. 14.10 e0224217. 23 Oct. 2019, doi:10.1371/journal.pone.0224217 [12] Tobacco Free Generation, Study. Menthol cigarillos undermine efforts to curb smoking, August 28, 2020, accessed October 6, 2021 [13] Cho YJ, Thrasher JF. Flavor capsule heat-sticks for heated tobacco products. Tob Control 2019;28:e158–9 [14] Hoek J, Gendall P, Eckert C, et al. Young adult susceptible non-smokers' and smokers' responses to capsule cigarettes. Tob Control 2019;28:498–505 National Committee Against Smoking |