Research & Analysis

June 5, 2019

JUUL Labs has presented findings on the switching patterns of adult smokers who use the JUUL system in different flavors at the 2nd Scientific Summit on Tobacco Harm Reduction in Athens, Greece. The data are analyses from an ongoing, large-scale study of new JUUL users.

The study was based on an ongoing survey of adult smokers (n=19,595) who purchased a JUUL starter kit and who had reported smoking combustible cigarettes in the previous 30 days at the beginning of the study. Participants were assessed for their continued smoking habits at 60-, 90- and 180-day follow-up periods using an online survey, and the results of these follow-up assessments were averaged. The study examined whether adult smokers who primarily used JUUL products in non-tobacco flavors differ from those who primarily used tobacco-flavored JUUL products in their future switching behavior.

Researchers concluded that, after accounting for both sociodemographic characteristics and smoking behaviors (i.e., past 30-day frequency and daily intensity of smoking), use of JUUL products in menthol-based flavors (Menthol and Mint) and other non-tobacco flavors (Mango, Cucumber, Fruit, Creme) at 30-day follow-up, compared to use of tobacco flavors, were associated with higher average rates of switching across the three subsequent study follow-up assessments (60, 90, and 180 days). Those who used Mint/Menthol had 23% greater adjusted odds of switching from cigarettes compared to a tobacco flavor. Those who used non-tobacco/menthol-based flavors had 18% greater adjusted odds of switching across the follow-up periods compared to tobacco flavors. The unadjusted odds were 53% for Mint/Menthol and 43% for non-tobacco/menthol-based flavors compared with the use of tobacco flavors.

Among the other findings is that users of tobacco-flavored JUUL products smoked combustible cigarettes more frequently and smoked a greater number of cigarettes per day than study participants who primarily used either Mint/Menthol or non-tobacco/menthol-based flavors. In addition, users of primarily tobacco flavors were, on average, more likely to be older, male, and white as compared to those who used Mint/Menthol and non-tobacco/menthol-based flavors.