Tobacco-Derived Nicotine Pouch Brands and Marketing Messages on Internet and Traditional Media: Content Analysis

Introduction:
This paper presents the findings of a content analysis of the marketing of tobacco-derived nicotine pouch brands in the United States. The study examines the marketing messages of five brands of nicotine pouches and lozenges sold by tobacco companies on various media platforms between January 2019 and March 2020. The study aims to identify the characteristics, themes, marketing strategies, and target audiences of these products.

Key Points:

* The study identified 711 advertisements, of which 122 were unique. The two brands Velo and ZYN dominated the market, with 57% and 42% of the total advertisements, respectively.
* The study found that 86.1% of the unique advertisements were web-based, and the total advertising spending for 2019 was US $11.2 million.
* The study found that the marketing claims of the brands focused on novelty, modernity, and use in various contexts, such as urban contexts, workplaces, transportation, and leisure activities.
* The study found that the brands Velo and ZYN included more lifestyle claims, while brands such as Rogue, Revel, Dryft, and on! focused mainly on product features.
* The study found that all nicotine pouch products made either tobacco-free, smokeless, spit-free, or vape-free claims.
* The study found that the brands Velo and ZYN included more images of people, including women and people of color.
* The study found that nicotine pouches and lozenges may expand the nicotine market as tobacco-free claims alleviate concerns about health harms and advertising features a greater diversity of people and contexts than typical smokeless tobacco advertising.

Main Message:
The main message of this paper is that the marketing of tobacco-derived nicotine pouches and lozenges is expanding the nicotine market by alleviating concerns about health harms and featuring a greater diversity of people and contexts than typical smokeless tobacco advertising. The study highlights the need for surveillance of nicotine pouch marketing and uptake, including its influence on tobacco use behaviors. The study emphasizes that the two leading brands, ZYN and Velo, included more lifestyle claims, indicating that they may have a broader appeal to consumers. Overall, the paper underscores the importance of monitoring the marketing of nicotine pouches and lozenges and their impact on tobacco use behaviors.

Ling, P. M., Hrywna, M., Talbot, E. M., & Lewis, M. J. (2023). Tobacco-Derived Nicotine Pouch Brands and Marketing Messages on Internet and Traditional Media: Content Analysis. JMIR Formative Research, 7, e39146. https://doi.org/10.2196/39146