Gross sales of cigars utilizing the ‘pure’ descriptor are growing, researchers discover

Gross sales of cigars utilizing the “pure” descriptor are growing, in accordance with Rutgers researchers.

“Gross sales of cigars with a ‘pure’ descriptor are each outstanding and rising,” mentioned Ollie Ganz, an teacher within the Division of Well being, Conduct, Society and Coverage on the Rutgers Faculty of Public Well being and the lead creator of a research revealed within the journal Tobacco Management. “That is regarding as a result of we all know from earlier analysis that that the time period ‘pure’ can lower hurt perceptions of the product, improve its enchantment and affect individuals’s beliefs in regards to the high quality of the product and its customers.”

The research examined cigar gross sales knowledge to evaluate traits within the gross sales of cigars that claimed to be pure within the packaging. They discovered that gross sales of cigars claiming to be pure elevated at a quicker tempo—from 22.3 % in 2017 to 33.9 % in 2021—than gross sales of cigars not making the identical declare.

Researchers from the Rutgers Heart for Tobacco Research analyzed retailer scanner knowledge on options comparable to model, taste, pack dimension and claims like “pure” which are printed on distinctive packages bought to customers.

Future analysis ought to look at using doubtlessly deceptive descriptors particularly on cigar packaging and promoting and its potential affect on client perceptions and behaviors.

“The FDA ought to contemplate insurance policies that prohibit using doubtlessly deceptive descriptors comparable to ‘pure’ in cigar advertising, in addition to communication efforts to counter misperceptions of hurt ensuing from using these descriptors,” Ganz mentioned.

Co-authors of the research embrace school members from the Rutgers Heart for Tobacco Research, Rutgers Faculty of Public Well being and the College of Pennsylvania.