U.S. Adolescents’ Interest in Using E-Cigarette Flavors Research & Marketed and Not Marketed by JUUL

Summary of Study

Bottom Line: Adolescents who had never used an e-cigarette had very low interest in using an e-cigarette in the eight flavors offered in JUULpods. The availability of these flavors in JUULpods is therefore unlikely to have been a significant driver of recent increases in youth use of e-cigarettes.

A non-probabilistic sample of U.S. adolescents aged 13-17 years (n = 9,872) was recruited and asked “How interested would you be in using a [FLAVOR NAME] flavored e-cigarette?” Participants rated their interest (0-10 scale) in using e-cigarettes in each of 30 flavors, including 8 offered by JUUL and 22 flavors represented fruit, sweet, dessert/pastry and drink flavors that are not offered in JUULpods and were expected to have the greatest appeal to youth. 

Never e-cigarette users’ interest in using an e-cigarette in flavors not offered in JUULpods was low but higher than their interest in the flavors and tobacco/mint/menthol flavors offered in JUULpods. Of the eight flavors offered in JUULpods, “Fruit” appealed most to each e-cigarette use group. 

The availability of several highly appealing flavors not offered in JUULpods (e.g. Cotton Candy, Strawberry), and one of eight flavors offered in JUULpods (Fruit) may encourage adolescents to continue or re-initiate e-cigarette use.

Federal and state efforts to prevent and reduce youth use of e-cigarettes will require a greater understanding of the roles played by product features other than flavors (e.g. design. marketing) and by external factors (e.g. peer/social influences) in enhancing the youth appeal and experience of using JUUL and other e-cigarette brands.

Read the report here.

Feature Charticle

Interest in using e-cigarettes in flavors offered and not offered in JUULpods among U.S. adolescents aged 13-17 yearsCentre for Substance Abuse Research

Findings:

  • Adolescents who had never used an e-cigarette had very low interest in using an e-cigarette in the eight flavors offered in JUULpods. 
  • Never e-cigarette users’ interest in using an e-cigarette in flavors not offered in JUULpods was low but higher than their interest in the flavors and tobacco/mint/menthol flavors offered in JUULpods.
  • The availability of these flavors in JUULpods is therefore unlikely to have been a significant driver of recent increases in youth use of e-cigarettes.