Cigarette unit sales volume for brands using ‘natural’, ‘organic’ and ‘tobacco and water’ pack terms in the USA, 2018–2022

Abstract

BackgroundTerms such as ‘natural’, ‘organic’ and ‘tobacco and water’ on cigarette packs may communicate misleading reduced harm messages to consumers. This study describes sales volume and price for brands that used these misleading descriptors in the USA by year, brand and state.MethodsThe data come from Information Resources Incorporated sales data collected in 44 US states from January 2018 to January 2023. Trained coders used Universal Product Codes, purchased packs and internet searches to identify cigarettes sold with ‘natural’, ‘organic’ and ‘tobacco and water’ on packs. We report cigarette pack unit sales counts (sales volume) and average price per pack by year, as well as per cent year-over-year change in sales volume and price and annual market share by descriptor terms.ResultsOverall, pack sales volume decreased year-over-year from 2019 to 2022. Sales volume for packs with ‘natural’, ‘tobacco and water’ and ‘organic’ decreased less than overall; in some cases, they increased. In 2022, packs with ‘natural’ accounted for the greatest share of cigarette unit sales (5.42% or 33 605 036 packs), followed by ‘tobacco and water’ (2.25% or 12 959 905 packs) and ‘organic’ (0.53% or 4 614 592 packs). Natural American Spirit (NAS) and Winston accounted for most sales with ‘natural’ and ‘tobacco and water’; NAS accounted for nearly all sales with ‘organic’. Packs with ‘natural’, ‘tobacco and water’ or ‘organic’ made up the largest portion of sales in western (Oregon, Idaho, California, Colorado and Washington) and northeastern (Vermont, Massachusetts and New Hampshire) US states.ConclusionBrands using ‘natural’, ‘tobacco and water’ and ‘organic’ on packs increased their market share between 2019 and 2022; in some states, market share was over 10% in 2022. Our findings emphasise the importance of regulating these terms and continually monitoring their population impact.