Investigating the Appeal of Nicotine Pouch Packaging, Flavour, and Nicotine Descriptors Among Adults in the UK: An Online Experiment

INTRODUCTION: Nicotine pouches have the potential to be used for tobacco harm reduction. Pouches can currently be sold in brightly coloured packaging with conceptual flavor and nicotine descriptors, which may appeal to youth. Therefore, the UK government are considering packaging regulations. We examined the impact of standardized packaging, limiting flavor names and standardizing nicotine descriptors on appeal and harm perceptions of nicotine pouches among adults. METHODS: A 2024 Prolific Academic online experiment among UK Adults (N = 2,967) was used. Participants were randomized to one of four packaging conditions: (1) branded, (2) standardized with usual descriptors, (3) standardized with limited flavor descriptors, and (4) standardized with limited flavor and standardized nicotine descriptors. Logistic regressions examined associations between packaging conditions and (a) no interest in trying the products displayed and (b) harm perceptions relative to cigarettes. RESULTS: There were no significant differences in reporting no interest in trying nicotine pouches in branded compared to standardized packaging with usual descriptors, standardized packaging with limited flavor descriptors, and standardized packaging with limited flavor and nicotine descriptors. When stratified by vaping/smoking status, participants who currently vaped had lower odds of reporting no interest in standardized packaging with limited flavor descriptors, compared to branded. There were no significant differences in harm perceptions by packaging condition. CONCLUSIONS: Overall, standardizing packaging, limiting flavor descriptors, and standardizing nicotine descriptors had little effect on adults' interest in trying nicotine pouches or their perceptions of relative harm. There were, however, some differences by vaping status.