Menthol Capsules in Cigarette Filters - Increasing the Attractiveness of a Harmful Product - Red Series Tobacco Prevention and Tobacco Control ...
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Red Series Tobacco Prevention and Tobacco Control Menthol Capsules in Cigarette Filters – Increasing the Attractiveness of a Harmful Product Volume 17 German Cancer Research Center, Heidelberg
Red Series Tobacco Prevention and Tobacco Control Volume 17: Menthol Capsules in Cigarette Filters – Increasing the Attractiveness of a Harmful Product © 2012, German Cancer Research Center (DKFZ), Heidelberg Suggested citation: German Cancer Research Center (Ed.) Menthol Capsules in Cigarette Filters – Increasing the Attractiveness of a Harmful Product Heidelberg, Germany, 2012 Title-page: German Cancer Research Center, Unit Cancer Prevention, 2012 Layout: Sarah Kahnert, German Cancer Research Center, Heidelberg Translation: www.sinngetreu.de Responsible for the content: German Cancer Research Center (DKFZ) Unit Cancer Prevention and WHO Collaborating Centre for Tobacco Control Head: Dr. Martina Pötschke-Langer Im Neuenheimer Feld 280 D-69120 Heidelberg, Germany Phone: +49 (0) 62 21 42 30 07 Fax: +49 (0) 62 21 42-30 20 Email: who-cc@dkfz.de Internet: www.tabakkontrolle.de
Red Series Tobacco Prevention and Tobacco Control Volume 17 Menthol Capsules in Cigarette Filters – Increasing the Attractiveness of a Harmful Product Authors Dipl. Biol. Sarah Kahnert Dr. Martina Pötschke-Langer Susanne Schunk Dr. Urmila Nair Dr. Katrin Schaller Ute Mons, M. A. German Cancer Research Center, Heidelberg
Contents
Preface���������������������������������������������������������������������������������������������������������������������������������������������������������V
Key points����������������������������������������������������������������������������������������������������������������������������������������������� VII
1 Menthol and its significance as a cigarette additive������������������������������������������������������ 1
2 Cigarettes with menthol capsules embedded in the filter������������������������������������������ 3
2.1 Menthol content and possible influence
on tobacco smoke composition��������������������������������������������������������������������������������������� 6
2.2 Development of capsule cigarette filters��������������������������������������������������������������������� 7
2.3 Marketing of cigarettes with menthol capsules:
target group young consumers������������������������������������������������������������������������������������� 13
3 The market for menthol cigarettes and the target group of adolescents���������� 19
3.1 The market for menthol cigarettes in the USA������������������������������������������������������� 19
3.2 The market for menthol cigarettes in Japan������������������������������������������������������������22
3.3 Spread of cigarettes with menthol capsules ����������������������������������������������������������22
4 Recommendations������������������������������������������������������������������������������������������������������������������������25
References�����������������������������������������������������������������������������������������������������������������������������������������������27
List of authors����������������������������������������������������������������������������������������������������������������������������������������31
Contents III
Preface
Additives in tobacco products, particularly flavouring compounds, increase the attrac-
tiveness of these products.They promote smoking initiation by children and adolescents
and make it more difficult for smokers to quit. The German Cancer Research Center
(DKFZ) calls for a German and European ban on tobacco additives, such as menthol,
sugar, fruit flavours and other substances which mask the unpleasant, harsh and irri-
tating character of tobacco smoke. Such a ban is intended to protect consumers from
the hazardous health effects of tobacco smoking. Informations on these issues are
available in several DKFZ publications wherein an urgent need for regulation has been
emphasized.
Recently, the tobacco industry has introduced cigarettes with a new technology in
several European Union member states – which has already been available in Japan,
the USA and other countries. This new technology makes cigarettes more attractive
as it offers a capsule filled with a flavouring solution, embedded in the cigarette filter
where the smoker can crush it at any chosen time. Thus the aromatic liquid is released
from the capsule and causes the smoke to taste different. Wherever the products have
already been launched on national markets, the capsule contains menthol. Crushing
the menthol capsule in the filter is designed to give consumers a “kick of freshness”
and release the menthol more quickly and directly. The innovation seems to be particu-
larly appealing to young people. Moreover, the advertising for these products is also
directed towards this very target group.
Patents applied by the tobacco industry show that menthol is only one of many
possible flavours that can be filled in these capsules. Thus it is possible that the range
of products may be expanded even further in the case of cigarettes using the new
capsule technology. This will probably tempt even more people into consuming these
products that are dangerous to health.
The document aims to raise awareness among decision-makers in the political field
and the general public about the consequence of these novel capsule filter cigarettes
and provide them with scientific rationale for regulation to ban this new technology.
Prof. Dr. Otmar D. Wiestler
Chairman of the Management Board
and Scientific Director
German Cancer Research Center (DKFZ)
Heidelberg, January 2012
Preface V
Key points
Menthol
■■Menthol has a characteristic odour and taste. It has a cooling, pain-relieving
and slightly numbing effect. When added to tobacco products it masks the
unpleasant characteristics of smoke and enables the smoker to inhale more
deeply.
■■Menthol as an additive is of particular importance. It is not only used in cig-
arettes which have the word “menthol” included in their label but a small
amount of menthol is contained in most other cigarettes as well.
■■Menthol has a variety of physiological effects and thus increases the attrac-
tiveness of cigarettes. It promotes smoking initiation among children and
adolescents and makes it more difficult for smokers to quit. When menthol is
added, products that are already harmful to health are made even more risky.
Cigarettes with menthol capsules
■■Over the past years, cigarettes with menthol capsules enabling the consumer
to change the taste of a cigarette any time during smoking have been launched
in a rising number of countries. Young people are the prime target group of
those products.
■■The range of products can be expanded to almost any amount because tech-
nology makes it possible to use not only menthol but many other flavours and
aromatic substances in the capsules.
■■Embedding flavour capsules in cigarette filters increases the attractiveness
of these unhealthy products and counteracts the objective of health policy to
reduce tobacco consumption.
Spread of menthol cigarettes
■■Studies conducted in the USA and Japan show that menthol cigarettes are
widely used by young people and that adolescents who start smoking quite
often choose menthol cigarettes.
■■In many countries where cigarettes with menthol capsules are available their
market share increased quickly after their launch.
■■Cigarettes with menthol capsules will, in all probability, help spread tobacco
consumption further, especially among children and adolescents, and must
therefore be banned.
Key points VII
1 Menthol and its significance
as a cigarette additive
Manufacturers can choose from more Menthol is not only chosen for its charac-
than 600 different additives that they teristic taste but also because of various
can use in tobacco products to alter, for pharmacological effects it causes in the
example, the taste of tobacco, to keep human body1 (Fig. 1.1). In the cigarette
it moist or to improve its burning prop- production process, menthol is either
erties5. Menthol is the additive most directly added to the tobacco or other
widely used in cigarettes and the tobacco parts of the cigarette, such as the filter or
industry uses it for targeted advertising. cigarette paper, or it is applied to the pack-
However, menthol is not only used in aging. As menthol is a volatile substance,
cigarettes that have the word “menthol” over time it will spread to the whole ciga-
included in their label but is added to rette and pack, regardless of the place of
most other cigarettes as well, in quanti- application20.
ties small enough that the characteristic Menthol has a typical peppermint odour
menthol taste cannot be detected25. and taste. It has a cooling effect on the
Cooling effect
Masks the irritating
effect of tobacco smoke
and makes it easier
Pain-relieving and to inhale
slightly numbing effect
Desensitization to nicotine
response, tolerance and
longer exposure to nicotine
Increases potential
MENTHOL for addiction
Inhibition of nicotine
metabolism*
Increased absorption of
tobacco smoke components
into the lung
Increases risk of cancer Fig. 1.1
Pharmacological effects of
menthol and their impact
Inhibition of breakdown of during the course of
carcinogenic substances* smoking1,14,23,44,48,66,70.
Illustration: German
*possible Cancer Research Center,
Unit Cancer Prevention
Menthol and its significance as a cigarette additive 1skin or mucous membranes17. In higher The tobacco industry is fully aware of all
dosages it also shows a pain-relieving the characteristics of menthol. Intensive
and numbing effect48. A higher dosage research is being conducted in this area
of menthol in the oral cavity can cause and the industry uses this additive with a
irritation. Repeated exposure over a fairly deliberate purpose20,42,43,76.
long period of time may cause a desen- There are a number of studies from the USA
sitisation which reduces the reactivity showing that the use of menthol cigarettes
to other stimuli. This may also affect the is particularly wide-spread among new
perception of other irritating substances smokers. They also show that it is much
such as nicotine14. Furthermore, menthol harder to quit for smokers of menthol ciga-
suppresses coughing and prolongs the rettes than it is for smokers of non-menthol
time you are able to hold your breath23. cigarettes. This fact also seems to be
The cooling, pain-relieving and slightly connected to an increased addiction poten-
numbing effect of menthol reduces tial4,18,19,21,23,28-31,40,50,63,75. Presumably it is the
the irritation caused by tobacco smoke physiological characteristics of menthol,
and enables the smoker to inhale more such as easier inhalation, that add to the
deeply44,70. Thus, the lung is exposed popularity of menthol cigarettes among
longer to the poisonous and carcinogenic young people. This is also the case with
elements of tobacco smoke66. In addition, occasional smokers and women as they
it is possible that menthol heightens the are more sensitive to the irritation caused
absorption of tobacco smoke compo- by tobacco smoke than people who have
nents into the lung, as it can also speed been smoking for years.
up the absorption of substances through The fact that the tobacco industry offers
the skin1. An increased exposure to carci- both menthol products with a low
nogenic substances can thus increase concentration of menthol and relatively
the risk of cancer. It is also possible that high menthol concentration seems to
menthol inhibits the decomposition of show that it tries to adjust the amount
nicotine or carcinogenic substances from of menthol contained in its products to
tobacco smoke. However, there is no consumers' needs. Apart from the group
definite proof of that yet1,66 (Fig. 1.1). of menthol smokers that prefer cigarettes
Due to its manifold physiological with a low concentration of menthol there
effects, menthol is much more than is another group which prefers this type
just a flavouring agent as it masks the of cigarettes due to their high menthol
unpleasant characteristics of tobacco concentration: this group comprises
smoke, makes inhalation of smoke easier particularly African-Americans and male
and gives the impression that menthol smokers who generally prefer stronger
cigarettes are less harmful to your health. cigarettes42.
2 Menthol and its significance as a cigarette additive2 Cigarettes with
menthol capsules
embedded in the filter
Cigarettes with menthol capsules Their names vary according to the
embedded in the filter were first country (see Fig. 2.1 for examples of
launched in Japan in 2007. Since then, brands with menthol capsules). At the
more brands with capsules are sold moment, menthol capsule cigarettes are
there, such as “Kool” and “Kent” by available in at least 40 countries around
British American Tobacco (BAT) as well the globe (Table 2.1, Fig. 2.2).
as “Marlboro” and “Lark” by Philip The menthol capsule is usually placed in
Morris (PM). Menthol cigarettes were the middle of the cigarette filter (Fig. 2.3).
then introduced in the USA, where the It is spherical, about 3.5 or 4 millimetre
brand “Camel Crush” by R. J. Reynolds in diameter and blue to green in colour.
(RJR) has been available since 200859. The outer shell is made from gelatine
Currently, brands such as “Lucky Strike or a similar substance. Inside, there is
Click&Roll” by BAT or “Camel Activate” a liquid containing the flavouring agent
by Japan Tobacco International (JTI) are which might include medium-chain
available in some European countries. triglycerides16.
Fig. 2.1
Examples of cigarette
brands containing
menthol capsules. Above:
cigarette packs of “Camel
Crush” (R. J. Reynolds)
from the USA (source:
Trinkets&Trash67), “Lark
Hybrid” (Philip Morris)
from Japan and “Lucky
Strike Click&Roll” (British
American Tobacco) from
Italy; below: cigarettes
containing menthol
capsules – the position of
the capsule is marked on
the filter.
Pictures above centre, above
right and below: German
Cancer Research Center,
Unit Cancer Prevention
Cigarettes with menthol capsules embedded in the filter 3Fig. 2.2
Countries where
cigarettes with menthol
capsules were sold in 2011
(possibly incomplete).
Illustration: German
Cancer Research Center,
Unit Cancer Prevention
Manufacturer Brand Type Countries of distribution
British Dunhill Boost Malaysia
American
Tobacco Switch Bahrain, Kuwait, Malaysia, Oman, Qatar, Republic
(BAT) of Korea, Saudi Arabia, United Arab Emirates
Kent Convertibles Armenia, Azerbaijan, Brazil, Georgia, Kazakh-
stan, the Netherlands, Republic of Korea,
Romania, Russian Federation, Switzerland,
Turkey, Ukraine, United Kingdom
Boost Japan, Republic of Korea
Switch Japan
Kool Boost Colombia, Costa Rica, Japan, Panama
Lucky Click&Roll Argentina, Austria, Brazil, Chile, France, Italy,
Strike Luxemburg, Peru, Romania, Spain, Uruguay,
United Kingdom
Japan Camel Activate Austria, Italy, the Netherlands, Poland, Sweden
Tobacco
International Shift France
(JTI) Silk Cut Choice United Kingdom
Philip Morris L&M Forward Finland, Poland
(PM)
Lark Hybrid Japan
Mint Splash Japan
Marlboro Beyond France, the Netherlands, Sweden, Switzerland
Blue Ice Romania, USA
Table 2.1
Ice Blast Japan
Cigarette types with
menthol capsules, Ice Xpress Mexico
according to manufacturer
and countries of R. J. Reynolds Camel Crush USA
distribution in 2011 (RJR)
Crush Bold USA
(possibly incomplete).
Illustration: German Menthol USA
Cancer Research Center, Menthol silver USA
Unit Cancer Prevention
4 Cigarettes with menthol capsules embedded in the filterFig. 2.3
Menthol capsules in filters
of cigarettes of these
brands: “Lucky Strike
Click&Roll” (above and
below left) and “Lark
Hybrid” (below right; with
activated carbon filter).
Pictures: German Cancer
Research Center, Unit
Cancer Prevention
It is up to the smoker to decide when to this product category is described
release the menthol. Crushing the filter with attributes such as “switch” or
cracks the capsule and the mentholated “convertibles”.
liquid is thus released into the filter. There is another type of product where
When the smoker draws on the cigarette the flavouring agents are located in the
the liquid enters the mainstream smoke filter, but in this case the filter contains
which he/she inhales. a mentholated “thread” in the middle61.
Currently the cigarette industry markets However, this thread does not need to be
two types of menthol capsule ciga- crushed and thus the consumer cannot
rettes. The first is the regular menthol influence the taste of the cigarette.
cigarettes with additional capsules in Several brands of this type of cigarette
the filter where the menthol taste is are available in Japan, such as “Kent
enhanced by crushing the capsule. Citric Menthol” (BAT) and “Salem Alaska
The word “boost” is used to describe Menthol” but also “Seven Stars Cutting
these products because the existing Menthol” (JTI, Fig. 2.4) or “Silver Mint”
menthol concentration is increased all and “Ice Mint” by Marlboro (PM).
of a sudden. The second type is the non- Unlike the above, in Germany, the brand
mentholated cigarette which does not “West Ice” containing menthol in the
taste of menthol since the substance is filter is sold by Reemtsma, part of the
only contained in the capsule. Only when Imperial Tobacco Group.
the capsule is crushed does the ciga- The first menthol capsule cigarettes
rette get its menthol taste. When pres- were introduced in 2007. However, the
sure is exerted on the filter the cigarette principle was used for other flavouring
becomes a menthol cigarette. Therefore, agents than menthol as early as 2002
Cigarettes with menthol capsules embedded in the filter 5Fig. 2.4
Examples of cigarette
types with a “thread”
containing menthol in
the filter: “Salem Alaska
Menthol” and “Seven
Stars Cutting Menthol”
(JTI) from Japan.
Pictures: Dr. Yumiko
Mochizuki-Kobayashi,
National Cancer Center,
Japan
when R. J. Reynolds launched “Camel two to five milligram. Between 10 and
Exotic Flavors” in the USA. The filter of 20 per cent of this menthol blends into
these cigarettes contained a polyeth- the tobacco smoke, which will then
ylene capsule with flavouring agents. contain about 0.4-0.8 milligram of
The year they were launched the sales menthol. Measurements for the “Camel
of Camel cigarettes increased by Crush” brand are quite high: the ciga-
4 per cent11. rette has a menthol content of 5.3 milli-
gram and the smoke contains 0.87 milli-
gram of menthol. However, the menthol
2.1 Menthol content and level of the two “Camel Menthol” types
possible influence on are much higher than that. Measure-
tobacco smoke composition ments showed a menthol content of
8.5 and 9.8 milligram of menthol per
There are hardly any publications cigarette where the capsule had not
reporting the menthol content of been crushed – levels that are quite high.
capsule cigarettes as yet. However, there However, the transfer efficiency into the
is a report by Altria Client Services2, a tobacco smoke is only five or six per
subsidiary of the Altria Group (which cent. When the capsule was crushed,
is also the parent company to Philip menthol contents in the tobacco smoke
Morris), which includes the results of increased drastically in both brand
an unpublished study by Philip Morris types. The “Camel Menthol” cigarettes
on the menthol market in 2008/2009 in showed 1.24 milligram of menthol, the
the USA. This study looked at selected “Camel Menthol Silver” type contained
American menthol brands that, a menthol level of 1.29 milligram in the
together, constituted about 80 per cent tobacco smoke – being the “lighter”
of the total market for menthol ciga- type of them both, according to nicotine
rettes in the USA, amongst them various and tar content2.
“Camel” menthol capsule types. The function of a filter, even if only
Figure 2.5 shows the menthol levels possible to a limited extent, is to reduce
in tobacco smoke as a function of the the concentration of substances that
menthol level of the cigarettes exam- are carcinogenic and dangerous to your
ined. While “Camel Menthol” and health in tobacco smoke. This function
“Camel Menthol Silver” are menthol of a filter could be impaired by either
cigarettes that also contain a menthol crushing the filter to crack the capsule or
capsule, the “Camel Crush” brand by the liquid released. However, there
contains menthol solely in the capsule are no studies yet that prove a possible
and is converted from a “regular” into interference with the filter function.
a menthol cigarette only when the An independent study examined the
capsule is crushed. effect of menthol content on the concen-
Measurements show that the menthol tration of substances in the tobacco
level per cigarette in most brands is smoke. This study also included “Camel
6 Cigarettes with menthol capsules embedded in the filterCamel Menthol Silver
1.4
Menthol content of tobacco smoke [mg/cigarette]
(capsule crushed)
1.29
1.24
1.2
Camel Menthol
(capsule crushed)
1.0 Camel Crush
(capsule crushed)
0.87
0.8
Camel Menthol Silver
(capsule intact)
0.6 0.59 Fig. 2.5
Menthol content of
0.4 0.42 tobacco smoke as a
Camel Menthol function of the menthol
(capsule intact) content of the cigarette
0.2 in different brand types
and in menthol capsule
cigarettes of “Camel”
(Data: Altria Client
0 2 4 6 8 10 12
Services 20102).
Menthol content of the cigarette [mg/cigarette] Illustration: German
Cancer Research Center,
Unit Cancer Prevention
Crush” brand cigarettes with menthol these capsules were not designed to
capsules26. Various volatile organic hold flavouring agents; rather they
compounds (VOCs) were measured, contained water that was generally
such as acetaldehyde, 1.3-butadiene, intended to moisten a certain filter
acrylonitrile and other substances, material when smoking. This was done
for example nicotine or carcinogenic to filter out more harmful substances
tobacco-specific nitrosamines and from the cigarette smoke and make
polycyclic aromatic hydrocarbons. An the tobacco smoke more pleasant
increased VOC concentration was meas- and cooler8,9,34,45. In 1967, a patent was
ured in those “Camel Crush” cigarettes granted which included a capsule
where the capsule had been cracked26. filled with vitamin A in the form of an
These first results are alarming because aqueous solution, which was to enter
they imply that menthol in capsule ciga- the respiratory tract in aerosol form
rettes increases the carcinogenicity and during smoking69.
toxicity of cigarettes even further. In 1968, a scientist who worked for
R. J. Reynolds reported that it was
possible to encapsulate flavouring
2.2 Development of capsule agents in a tube embedded in the
cigarette filters filter, whereby the tube was made
of e.g. polyethylene and had imper-
Various patents acquired and docu- meable membranes on the sides71.
ments issued by the tobacco industry The membranes were designed to
prove that for many years the industry be destroyed during the process of
has been developing procedures to drawing on the cigarette, thus releasing
embed flavouring agents in the ciga- the flavouring agents in the tube. This
rette filter. A comprehensive list of those principle was designed to avoid the loss
patents can be found, for example, in of flavouring agents in the cigarette
the patent by Dube et al.16. over time, as many of these substances
As early as in the 1960s patent applica- are volatile.
tions were filed for different types of Another reason why flavouring agents
cigarette filters incorporating a capsule are embedded in the filter is to compen-
(see Fig. 2.6 for examples). However, sate for the loss in taste which occurs
Cigarettes with menthol capsules embedded in the filter 7Fig. 2.6 Schematic drawing of a filter capsule from a patent applied for in 19648. 8 Cigarettes with menthol capsules embedded in the filter
when adsorbing filter material is used. For years, there has also been research
An example of such a material is acti- in products which enable the consumer
vated carbon. It retains substances and to influence the taste of the cigarette. In
thus reduces the amount of harmful 1985, Philip Morris introduced the brand
elements in tobacco smoke24. Ciga- “Concord” with its two types “Regular”
rettes with activated carbon filters and “Menthol” where it was possible
are particularly popular in Japan (e.g. to vary the tar and menthol content by
in cigarette brands such as “Seven rotating the filter (Fig. 2.7). Adjusting the
Stars”, “Mild Seven” or “Lark” 51, filter influenced the degree of ventilation
Figs. 2.1 and 2.3). Since the use of of the smoke and therefore the intensity
adsorbing material also has a negative of the cigarette. The patents Philip Morris
effect on taste, this is to be compen- applied for in 1986 and 1987 include a
sated for by additional filter segments description of technologies with rotat-
releasing flavouring agents 35,36,74. In able filter segments, allowing for a vari-
2004, Philip Morris tested cigarettes ation of the taste by the consumer37,55.
whose crushable menthol capsules The first patent on the capsule tech-
were located between the part of the nology that is used in today's cigarettes
filter containing activated carbon and was filed by R. J. Reynolds in 2003
the filter end the smoker draws on, so (Fig. 2.8)16. According to this patent, a
that the menthol is not held back by cigarette may include more than one
the activated carbon during smoking. capsule in the filter (Fig. 2.9). It is obvious
Test subjects rated this as a pleasant that the filter volume decreases with
product. They showed even more each additional capsule, i.e. non-filter
interest in the product when they were object, embedded in it. Especially in ciga-
told that this innovation was designed rettes that contain several or larger non-
mainly to filter harmful substances out filter objects it must be assumed that
of the tobacco smoke 58. the function of the cigarette filter, i.e. to
In 1994, BAT applied for a patent retain substances which are dangerous
for another technology that used to your health, is impaired.
flavouring agents encapsulated in the Furthermore, this patent by R. J.
filter47. The technology was based on Reynolds shows that menthol is not the
the principle that the aromatic agents only substance in terms of flavourings
encapsulated in a filter element were or agents that capsules may contain:
released when stubbing out the ciga- “Flavorings [...] may be natural or
rette. This would help masking the synthetic, and the character of these
noxious smell of cigarette stubs. flavors can be described, without
Fig. 2.7
“Concord” cigarettes
where the consumer
was able to individually
adjust the intensity of the
cigarettes by rotating the
filter56,57.
Cigarettes with menthol capsules embedded in the filter 9Fig. 2.8 Excerpts from US patent No. 7836895 (Dube et al., R.J. Reynolds)16. Illustration: German Cancer Research Center, Unit Cancer Prevention 10 Cigarettes with menthol capsules embedded in the filter
Fig. 2.9
Schematic drawing
of cigarettes with one
(left) and two (right)
capsules in the filter (from
patent No. 7793665 by
R. J. Reynolds)16.
limitation, as fresh, sweet, herbal, clearly of interest to smokers. Some
confectionary, floral, fruity or spice. smokers may prefer a cigarette that
Specific types of flavors include, but is capable of selectively providing a
are not limited to, vanilla, coffee, choco- variety of different flavors, depending
late, cream, mint, spearmint, menthol, upon the smoker's immediate desire.
peppermint, wintergreen, lavender, The flavor of such a cigarette might be
cardamon, nutmeg, cinnamon, clove, selected based on the smoker's desire
cascarilla, sandalwood, honey, jasmine, for a particular flavor at that time, or
ginger, anise, sage, licorice, lemon, a desire to change flavors during the
orange, apple, peach, lime, cherry, and smoking experience. For example,
strawberry. [...] Flavorings also can changing flavors during the smoking
include components that are consid- experience may enable a smoker to end
ered moistening, cooling or smooth- the cigarette with a breath freshening
ening agents, such as eucalyptus. These flavor, such as menthol or spearmint.
flavors may be provided neat (i.e., Accordingly, it is desirable to provide
alone) or in a composite (e.g., spearmint a cigarette that is capable of providing
and menthol, or orange and cinnamon). different sensory experiences at the
Composite flavors may be combined discretion of a smoker”16.
in a single capsule as a mixture, or Philip Morris, too, had patented
as components of multiple capsules methods of productions of several
positioned within the filter element.” versions of cigarette filters with ruptur-
“Release of the contents of the capsule able capsules. (Fig. 2.10)38,39. The advan-
into the filter element thus enables tages of capsules mentioned here
the smoker to achieve the intended are that this technology allows the
benefit of action of certain of those production of cigarettes with consistent
contents, whether that benefit results taste, as flavouring agents do not
from flavoring or scenting the smoke, volatilize. Moreover, the removal of
cooling or moistening the smoke, fresh- flavouring agents from tobacco smoke
ening the scent of the cigarette butt, or by adsorbing filter material can be
achieving some other goal associated prevented. Furthermore, an unwanted
with modifying the overall composi- migration of flavouring agents into other
tion of the smoke or altering the perfor- parts of the cigarette during storage can
mance characteristics of the cigarette.” be prevented, and flavouring agents
Furthermore, the patent is not to be are not burned during the course of
“limited to the specific embodiments smoking. Suitable flavours are, just to
disclosed and that modifications and name a few, “menthol, mint, such as
other embodiments are intended to be peppermint and spearmint, chocolate,
included within the scope [...]”16. licorice, citrus and other fruit flavors,
Apart from various potential uses it gamma octalactone, vanillin, ethyl
becomes obvious from reading the vanillin, breath freshener flavors, spice
patent that the capsule technology is flavors such as cinnamon, methyl salic-
intended to make cigarettes more attrac- ylate, linalool, bergamot oil, geranium
tive for smokers, since “cigarettes incor- oil, lemon oil, ginger oil, and tobacco
porating distinctive flavors that provide flavor.” In addition, the capsule may
a pleasurable sensory experience are have a variety of physical formations,
Cigarettes with menthol capsules embedded in the filter 11Fig. 2.10 Excerpts from US patent No. 7878962 (Karles et al., Philip Morris)39. Illustration: German Cancer Research Center, Unit Cancer Prevention 12 Cigarettes with menthol capsules embedded in the filter
such as “one-piece capsules, two-part innovative (Figs. 2.11 to 2.14), whether on
capsules, macrocapsules or microcap- posters or cigarette vending machines, in
sules to enhance the taste of main- magazines, on websites or at promotion
stream smoke produced”39. events. The slogans used to advertise
In summary it can thus be noted that the these products are, for example, “Click.
use of capsules in cigarettes includes Switch. Refresh.” (“Kent Convertibles”)
various aspects that enhance the attrac- or “Squeeze, Click, Change!” (“Camel
tiveness, which, in turn, will lead to an Crush”) (Table 2.2). On the one hand,
additional danger to a person's health: advertising focuses on the experience of
■■Capsules have a cooling and mois- freshness that menthol causes and, on
tening effect on tobacco smoke and the other, on the opportunity to individu-
change its pungency. Thus, the con- ally change and decide on the taste. The
sumer can inhale more deeply. advertising addresses the need for indi-
■■Capsules with the additives mentioned viduality and “doing your own thing”,
above are designed to make cigarettes which is particularly strong in young
more flavoursome and create pleasant people. Slogans of this kind probably
sensory perceptions. This further in- make the product mainly attractive for
creases the attractiveness of a danger- curious young people who like to try
ous product. new things out, as they are more open
■■The capsule is intended to change the towards innovations and want to be inde-
cigarette smoke and cigarette stub pendent and make their own decisions.
in such a way as to mask their harsh A general manager of British American
odour. Tobacco Austria comments on this: “We
are making large investments in market
research. Our findings conclude that this
2.3 Marketing of cigarettes with innovation – Click&Roll – appeals to our
menthol capsules: target customers. There is a tendency towards
group young consumers more freedom of decision, a tendency
that can also be found in other consumer
The new products containing menthol goods: I am doing what I want whenever
capsules are designed to appeal mainly I want it. It is my own decision whether
to young consumers, because the target I want more taste or less. Click&Roll
group mentioned again and again in addresses this very target group, which
documents of the tobacco industry are is a quite broad one and includes mainly
“adult smokers under 30” (ASU30)10,59. 20-to-35-year-olds. [...] In any case, this
Advertising for menthol capsule technology can also be applied in other
cigarettes is colourful, dynamic and cigarettes”52.
Cigarette brand and type Advertising slogan
Kent Convertibles Click. Switch. Refresh.
Camel crush Squeeze, Click, Change!
Bold how you like it,
Camel crush bold
Fresh when you want it.
Camel Activate Press – Activate – Fresh
Camel Activate Activate Freshness Table 2.2
Examples of advertising
slogans for menthol
Lucky Strike Click&Roll A Small Big Change
capsule cigarettes.
Illustration: German
Marlboro Blue Ice Press Activate Liberate Cancer Research Center,
Unit Cancer Prevention
Cigarettes with menthol capsules embedded in the filter 13Fig. 2.11 Advertising for menthol capsule cigarettes in Japan. Pictures: Dr. Yumiko Mochizuki-Kobayashi, National Cancer Center, Japan 14 Cigarettes with menthol capsules embedded in the filter
Fig. 2.12
Advertising for menthol
capsule cigarettes of
“Camel” from the USA
(source: Trinkets&Trash67).
Cigarettes with menthol capsules embedded in the filter 15Fig. 2.13 Advertising for menthol capsule cigarettes of “Lucky Strike Click&Roll” from Austria (slogan above: “Has it already clicked with you?”; slogan below: “Click with the original!”; source: Trafikanten Zeitung53,54). 16 Cigarettes with menthol capsules embedded in the filter
Fig. 2.14
Advertising for menthol
capsule cigarettes
of “Camel Activate”
from Austria (source:
Trafikanten Zeitung54).
Cigarettes with menthol capsules embedded in the filter 173 The market for menthol
cigarettes and the target
group of adolescents
In most countries, cigarettes with 3.1 The market for menthol
menthol capsules embedded in the cigarettes in the USA
filter have only been available for a
short period of time, therefore there is As in the other industrialized countries,
hardly any data on the market share of there is a downward trend in cigarette
these products and just as little infor- consumption in the USA. However, despite
mation on their consumers. However, the fact that cigarette sales decreased in
regular menthol cigarettes have been the USA by 22 per cent between 2000
established in the markets in several and 2005, the menthol cigarette sales
countries for a long time and their remained stable during this period42.
market share is quite high. Thus, suffi- Moreover, between 2004 and 2008,
cient data is available on these mentho- the share of smokers stating they had
lated products. consumed menthol cigarettes during the
While the market shares of menthol past month actually increased from 31 per
cigarettes are quite high in some coun- cent to almost 34 per cent, the largest
tries, there is very little consumption increases being among younger people,
in others. This makes the global market with whom menthol cigarette consump-
for menthol cigarettes very heteroge- tion is very popular64. These figures
neous. In the Philippines, menthol ciga- include those smokers who only occa-
rettes have the largest market share of sionally consume menthol cigarettes. The
60 per cent, followed by Cameroon of share of regular smokers of menthol ciga-
about 40 per cent and the USA and Hong rettes is just under 27 per cent, according
Kong each of about 25 per cent25. This to a survey from 2006/200749.
data was collected in 1999 and 2001. Among American adolescents while the
In Europe, the consumption of menthol overall share of smokers decreased,
cigarettes is lower. The largest market the share of smokers of menthol ciga-
shares of about 15 per cent can be rettes increased. According to a study
found in Estonia, Finland and Romania. from the year 2000 the share of menthol
In most other European countries their cigarette smokers among 12-to-18-year-
share is significantly less than ten per old smokers was 40 per cent, this rose
cent25. In Germany, the market share to 47 per cent in 2002. This represents
of menthol cigarettes in 2011 was an increase by 18.5 per cent within
around three per cent65; as compared to this menthol group28. Taking the period
about ten years ago when it was only between 2004 and 2008 as a refer-
1.3 per cent25. Thus in Germany too, ence, there is an increase among the
the use of menthol cigarettes is now 12-to-17-year-olds from 43.5 per cent to
increasing. 47.7 per cent64. Generally speaking, the
Due to the relatively small market share share of menthol brand smokers was lower
of menthol cigarettes there are no among higher age groups than among
studies available for most countries on adolescents and younger age groups49.
smoking prevalences, especially among Correspondingly, the increase was also
certain groups of the population. There- less in the higher age group compared to
fore, most of the studies on this topic are the lower age group64 (Fig. 3.1).
from the USA. Some data is also avail- This tendency is also reflected by brand
able on the Japanese menthol market. preference: the menthol variation of the
The market for menthol cigarettes and the target group of adolescents 1912 to 17 years 18 to 25 years 26 years and older
60
Share of menthol cigarette smokers
50 47.7 47.7
44.5
43.5
of all smokers [%] 41.5 40.8
40 38.5
Fig. 3.1 35.6
34.1 34.0
Share of menthol 30.4
31.5
29.3 29.4 29.9
cigarette smokers of all 30
smokers according to
age in the USA (smoker =
“have consumed ciga- 20
rettes during the past
month”; smoker of
menthol cigarettes = 10
“have consumed
menthol cigarettes during
the past month”; Data: 0
SAMHSA 200964). 2004 2005 2006 2007 2008
Illustration: German Year
Cancer Research Center,
Unit Cancer Prevention
“Camel” brand is very popular among Apart from adolescents41, there is an
American adolescent smokers. These above-average consumption of menthol
cigarettes were consumed by just under brands in the USA by African-Americans
a third of 12-to-17-year-olds in 2006. and women7,19,64. Roughly 32 per cent
In comparison, it was only 13 per cent of American female smokers consume
among 18-to-25-year-olds and only menthol cigarettes, while the share
six per cent among persons older than among male smokers is only 22 per cent.
35 years42. Other menthol brands which Among African-Americans, 70 per cent
are quite popular in the USA, not only of smokers normally consume menthol
among adolescents, are “Newport” cigarettes49 (Fig. 3.3).
(an American brand) and “Marlboro There is possibly a connection between
Menthol”, that have both been able to those high prevalences in these groups
increase their market share of less than of society and the form of advertising for
two per cent to more than 15 per cent menthol cigarettes, as advertising (at least
since the 1990s. At the same time, the in the USA) for these products was target
market shares of other menthol brands group-oriented right from the beginning.
with a long history in the USA, such as Furthermore it gave the impression that
“Kool” and “Salem”, show a decline. menthol cigarettes were healthier than
In 2000, almost seven per cent of all other cigarettes. Against this background,
adolescent smokers consumed “Marl- new smokers and experienced smokers
boro Menthol” cigarettes, almost every who are concerned for their health seem
fifth adolescent smoked “Newport” to think that the use of menthol will make
cigarettes. In comparison: “Kool” and smoking less harmful, as well as easier and
“Salem” only had a market share of 1 or more pleasant3,62. In addition, studies were
0.3 per cent42. able to find that advertising for certain
Furthermore, the share of menthol menthol cigarettes was often addressed
brands is higher among adolescent particularly to the African-American
new smokers, who have been smoking population as they were often placed,
for not more than one year, than in for instance, in magazines with mainly
those who have smoked for more than African-American readers or located in
one year28,64 (Fig. 3.2). This implies that those parts of the city where these ethnic
menthol cigarettes could be gateway groups live3,13,62. It is conspicuous that the
products for smoking. target group-oriented advertising goes
20 The market for menthol cigarettes and the target group of adolescentsStarted smoking during Started smoking more
the past 12 month than 12 month ago
60
Share of menthol cigarette smokers
50 49.2
46.6
44.6 43.8 42.6
of all smokers [%]
40.2
40
36.4 36.2
31.8
30 28.1
Fig. 3.2
20 Share of menthol ciga-
rette smokers of all
smokers according to
10 point in time they started
smoking in the USA
(mean values from 2004
0 to 2008; Data: SAMHSA
≥ 12 years 12 to 17 years 18 to 25 years male female 200964.
Total Age group Sex (≥ 12 Jahre) Illustration: German
Cancer Research Center,
Unit Cancer Prevention
hand in hand with a higher prevalence of magazines tended to increase: in 1998,
menthol brands in certain sections of the overall spendings amounted to almost
population. US$350 million, ten per cent of which
Between 1998 and 2005, the overall were spent on menthol brands, while in
spendings of the US tobacco industry 2005, industry spendings had decreased
for advertising in magazines declined to roughly US$80 million, with about half
drastically, while spendings for the of this amount being spent on advertising
marketing of menthol cigarettes in for menthol brands42.
80
69.5
Share of menthol cigarette smokers
70
60
of all smokers [%]
50
40
31.8
30 26.4
22.2
20.6 Fig. 3.3
20 Share of smokers of
menthol cigarettes of all
10 smokers according to sex
and ethnic group in the
USA (2006/2007; Data:
0
National Cancer Insti-
Male Female Caucasian Hispanic African-American
tute49.
Sex Ethnic group Illustration: German
Cancer Research Center,
Unit Cancer Prevention
The market for menthol cigarettes and the target group of adolescents 213.2 The market for menthol also for new smokers12. Between 1996 and
cigarettes in Japan 2000, the prefence for menthol brands
increased among female high school
Smoking prevalence among men in Japan student smokers from roughly 20 to
is among the highest smoking preva- almost 50 per cent, while the increase
lences world-wide while smoking preva- among male student smokers during
lence among Japanese women is among the same period of time was from 8 to
the lowest51. Since the 1990s, when the 18 per cent (Fig. 3.4). The market share
smoking prevalence among men was of menthol cigarettes, which had been
higher than 50 per cent, the figures have less than one per cent in 1980, reached
decreased to just under 37 per cent by 20 per cent in 200812. The case study of
2008. Among women, it was constantly Japan very clearly shows that menthol
at about ten per cent during this whole cigarettes can serve as a gateway product.
period of time22. However, the preva-
lence among young and youthful women
(20 to 40 years of age) has increased from 3.3 Spread of cigarettes with
11 per cent in 1990 to 18 per cent in 200533. menthol capsules
Here, too, is a possible connection to the
specific, women-oriented marketing of There are no independent studies or
menthol cigarettes. In 1986, the Japanese data collections yet on the development
cigarette market was opened to foreign of market shares of menthol capsule
brands, and advertising of the newly cigarettes. However, an overview can be
introduced menthol brands was specifi- gained thanks to the internet sources of
cally directed towards young women. The the tobacco industry6,10,46.
menthol content in the cigarettes created In the USA, where “Camel Crush” ciga-
especially for the Japanese market was rettes were launched by R. J. Reynolds
much lower than that in US cigarettes. in 2008, the brand was at first success-
Menthol cigarettes in Japan were mainly fully introduced to a test market and
smoked because they lacked the tar- shortly after that, it was already marketed
like smell of regular cigarettes12. Their nationally. The share of “Camel Crush”
marketing was based on typically female in the national market had already
attributes such as “slim”, “light” or “mild”. increased to 0.6 per cent at the begin-
Producers also noticed that menthol was ning of 200960. There are presentations
not only attractive for young women but by BAT, addressed to investors, in which
1996 2000
60
Share of menthol cigarette smokers
50 48.1
40
of all smokers [%]
30
22.7
20 17.7
Fig. 3.4
Preferences for menthol
brands among Japanese 8.2
10
high school students
(male and female) in 1996
and 200012 (Data: Osaki
0
200651).
Boys Girls
Illustration: German
Sex
Cancer Research Center,
Unit Cancer Prevention
22 The market for menthol cigarettes and the target group of adolescentssome countries, among them Brazil and In Moscow, too, the market share of BAT's
Chile, are mentioned where the market brand “Kent Convertibles” increased
share of either the brand type with from 0.1 to 0.7 per cent between
menthol capsules or the brand itself September and December 201010. Similar
increased considerably after the new increases are reported for the consump-
product had been launched. Here, the tion of “Kent Convertibles” in the Neth-
type “Click&Roll” by “Lucky Strike” had erlands and Switzerland as the market
been launched in 2009. In both countries share increased to 0.65 and 0.79 per cent,
market shares of “Lucky Strike” almost respectively, in just three months after
doubled by the first quarter of 2011. While their introduction. For Romania, the
in Chile, for instance, the market share market share is said to have increased to
of “Lucky Strike” had been 7.5 per cent more than eight per cent just four weeks
at the beginning of 2009, it climbed up after the launch6.
to almost 15 per cent over the next two For 2009, BAT reports an overall amount
years10. In France, the market share of of roughly two billion menthol capsule
“Click&Roll” cigarettes was 0.72 per cent cigarettes sold; an amount which more
only twelve weeks after they had been than doubled to over four billion ciga-
launched6. rettes by 2010 (Fig. 3.5)46.
5.0
4.5 4.4
Number of menthol capsules cigarettes
("convertibles") sold by BAT [in billions]
4.0
3.5
3.0
2.5
2.1
1.9
2.0
1.5 Fig. 3.5
Number of menthol
0.9
1.0 capsule cigarettes
(“convertibles”) sold by
0.5 BAT worldwide between
2007 and 2010, in billions
0.0
(Data: Levy 201146).
2007 2008 2009 2010 Illustration: German
Cancer Research Center,
Unit Cancer Prevention
The market for menthol cigarettes and the target group of adolescents 234 Recommendations
Menthol in tobacco products has various banning of ingredients that improve the
effects on the human body and helps taste of tobacco products as they increase
increase the attractiveness of already the attractiveness of harmful products
harmful products among consumers, thus and thus in the end foster the emergence
making the products even more dangerous of addiction. This holds true in particular
to your health. New technologies increase for menthol and other flavouring agents
the popularity of cigarettes especially in capsules which are then embedded
among young people and new smokers. in the filter, since the main objective of
These technologies include embedding these products is to improve the flavour.
capsules in the cigarette filter, which may In some countries the use of certain addi-
be filled with menthol or other flavouring tives in tobacco products has already been
agents and allow consumers to adjust the banned by law. In the case of the USA,
taste of the cigarette individually. they include additives which give tobacco
Flavouring agents contained in capsules products specific flavours such as fruits,
are protected from volatilisation/loss and confectionary, coffee, clove and spices68;
are hardly absorbed by filter material. in Tasmania (Australia) it is prohibited to
Thus, they retain their full flavour and can sell cigarettes with flavours of fruits and
make the act of smoking more pleasant confectionary27. The most comprehensive
and easier than flavouring agents that ban on additives worldwide is in place in
are added directly to the tobacco and are Canada, where numerous flavours are
thus lost or burned. prohibited in cigarettes, small cigars and
The attractiveness of toxic tobacco prod- blunt wraps. However, the bans do not
ucts should not allowed to be increased by include menthol yet32.
novel technologies but rather be decreased In Germany, menthol capsule cigarettes
as quickly and as far as possible. There is are not approved at present. However,
a global consensus on the above through as these products continue to spread
the WHO Framework Convention on around the globe the tobacco industry
Tobacco Control (FCTC)15,72 international will try to launch them on the German
law, which has been already adopted by market as well. As pointed out above,
174 nations, including Germany. such products are able to maintain and
Article 9 of the FCTC calls for effec- promote tobacco consumption. Further-
tive measures for the regulation of the more, there is a danger of the product
contents of tobacco products, and the range being expanded even further to
guidelines to this article state as follows: include, for instance, other flavours.
“From the perspective of public health, Also, the technology might be developed
there is no justification for permitting even further to continue launching new
the use of ingredients, such as flavouring products in order to win over new, young
agents, which help make tobacco prod- smokers and to keep long-standing
ucts attractive. [...] Attractiveness and its smokers from quitting. Against this back-
impact on dependence should be taken ground, the prohibition of distributing
into account when considering regula- capsule tobacco products in Germany
tory measures. [...] Masking tobacco must be maintained.
smoke harshness with flavours contrib- In addition to that, ingredients that add to
utes to promoting and sustaining tobacco increasing the attractiveness of tobacco
use”15,73. The guidelines recommend the products must generally be banned. The
Recommendations 25application of the International Guide- ■■ essential fatty acids such as,
lines for Implementation of Articles 9 among others, omega-3 and
and 10 of the FCTC could mean a ban omega-6
on the following additives for tobacco ■■ slimming agents such as
products, regardless of their form of use, rimonabant
whether in a capsule, in the tobacco itself,
in cigarettes, wrapping paper or the filter: 4. Ingredients associated with energy
and vitality:
1. Ingredients that will increase the ■■ caffeine
savouriness and attractiveness of ■■ guarana
tobacco products. These include, as ■■ taurine
proven by patent specifications of ■■ glucuronolactone
tobacco companies, the following ■■ extracts from energy drinks
substances:
■■ any type of flavouring agent Regarding technical changes to tobacco
■■ any type of fruit essence, organic smoke in order to increase the attrac-
substances tiveness of smoking a ban must be
■■ any type of sugar or sugar-like placed on any further addition to the
substances cigarette such as capsules, “threads” or
■■ any type of menthol or menthol- others. Any manipulation of the proper-
like substances ties of tobacco products or their smoke
■■ oils must be prohibited. Patent specifica-
■■ alcohol tions from tobacco companies, which
are available online, prove the indus-
2. Ingredients with colouring properties: try's intentions to make tobacco prod-
■■ ink ucts even more attractive. The patents
■■ pigments also include a list of those additives that
■■ other colouring agents help make smoking more flavoursome.
Patent specifications are thus an essen-
3. Ingredients designed to give the tial source of information for regulation
impression that products have healthy measures. Patents reveal at least part of
benefits: the producers' knowledge.
■■ vitamins The significant danger to their health to
■■ substances derived from fruits which consumers of tobacco products
or vegetables or their processing are exposed justifies the strict regulation
(juices) of such products. Therefore, a ban on
■■ amino acids such as cysteine and additives is the appropriate and propor-
tryptophane tionate response.
26 RecommendationsReferences
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References 27You can also read
