Association of Use of Menthol- Versus Tobacco-Flavored ENDS with Switching Completely Away from Cigarettes and Differences by Menthol Cigarette Smoking

Abstract

Introduction: Menthol cigarettes and menthol-flavored electronic nicotine delivery systems (ENDS) are a current focus of US regulatory policy considerations. Informed policy requires understanding how ENDS flavor may influence smoking behavior, and whether this association varies by preferred cigarette flavor.

Materials and methods: The analytic sample included 8,428 US adults who smoked cigarettes (AWS) in the Adult JUUL Switching and Smoking Trajectories Study and used tobacco- or menthol-flavored JUUL products. Repeated-measures logistic regressions assessed the time-varying association between primary JUUL flavor (menthol vs. tobacco) and switching (no past-30-day smoking) across four follow-ups in year 2 of the study, adjusting for sociodemographics and baseline smoking history. Analyses also examined interactions with cigarette flavor preference (menthol vs. non-menthol).

Results: AWS smoking menthol cigarettes predominantly used menthol-flavored JUUL (∼70% of follow-ups) and had significantly higher switch rates (aOR[95%CI] = 1.30[1.09-1.55]). AWS primarily using menthol-flavored (vs. tobacco-flavored) JUUL had higher odds of switching (aOR = 1.24[1.08-1.43]). The association varied by preferred cigarette flavor: AWS who smoked non-menthol cigarettes had higher odds of switching when using menthol- (vs. tobacco-flavored) JUUL aOR = 1.21[1.05-1.40]). Among AWS who smoked menthol cigarettes, the difference in switching was not significant, but trended in the opposite direction (aOR = 0.94[0.79-1.11] for menthol- vs. tobacco-flavored JUUL). More generally, AWS who used cigarette-incongruent JUUL flavors (especially non-menthol cigarettes and Menthol-flavored JUUL) had higher odds of switching (aOR = 1.16[1.04-1.29]).

Discussion: Some menthol-flavored ENDS may promote complete switching beyond that facilitated by tobacco-flavored ENDS. Cigarette-incongruent ENDS flavors, especially menthol-flavored ENDS among people who smoke non-menthol cigarettes, may facilitate increased switching.

Keywords: Electronic nicotine delivery systems; flavored tobacco products; menthol; smoking abstinence.