See: Statistics from Altmetric.com Introduction Tobacco marketing influences tobacco-related attitudes and behaviours.1 Cigarette packaging plays an important role in brand positioning, especially among youth and young adults, who are developing their brand preferences.1 The tobacco industry manipulates different cigarette pack design features (eg, colours, pack shape) to offer products that are attractive.2 Mexico ratified the WHO Framework Convention on Tobacco Control (WHO FCTC) in 2004, and in 2008 enacted the Mexican General Law on Tobacco Control.3 Despite a decrease in smoking prevalence since the ratification of the WHO FCTC,4 there are still high rates of smoking in Mexico: 17.9% of adults (aged 20 and above) and 5.7% of adolescents (aged 1019) are current smokers.5 Flavour capsule cigarettes (FCCs) (cigarettes with one or more capsules placed inside the filter that can be crushed by a user to add flavour to the smoke) expanded the cigarette market in Mexico and overall prevalence of FCC use is 6.6%, accounting for 43% of all current smokers in Mexico.4 6 In 2020, FCCs comprised 27% of the cigarette market share in Mexico.7 Females, youth and young adults in Mexico are more likely than males and older populations to use FCCs.4 Flavoured tobacco products (eg, menthol, fruit and candy) are used to attract new consumers, and are particularly appealing to youth and young adults.8 9 FCCs, specifically, are perceived as more attractive than non-capsule cigarette packs and are associated with intentions to try among adolescents in Mexico and are more appealing to non-smokers than smokers in New Zealand.1012 A multicountry study found that FCC smokers were more likely to report their brand was smoother and less harmful than other brands compared with non-FCC smokers.13 FCCs have been described as cool and high tech, highlighting how the novelty of the product would appeal to youth.14 Female smokers have reported enjoying the experience of smoking FCCs because they can choose whether they want to burst the capsule, and they taste better and smell less.15 16 Flavours and capsules in cigarettes are communicated on cigarette packs through imagery, colours and descriptors, such as concept flavour names (eg, Ice Xpress).8 Pack features play a key role in communicating information about the product and influencing consumers product perceptions
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Australia Tobacco Products Market 16
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