Strong preference for mint snus flavor among research participants

•Subjective effect measures such as the PES and DEQ are capable of differentiating products in terms of flavor preference•Odor intensity and pleasantness were positively associated with product selection•Smokers express a strong preference for mint flavored snus

IntroductionThe Family Smoking Prevention and Tobacco Control Act of 2009 allows the US FDA to regulate tobacco products, including the banning of characterizing flavors, such as fruit and candy, cigarettes. The availability of mint flavored snus may facilitate the use of the product if consumers find it more palatable with respect to taste, odor, pleasantness, and intensity.MethodsThis study assessed product evaluation (PES), odor identification, odor intensity, and odor hedonics among 151 smokers enrolled in a clinical trial of snus substitution for cigarettes.ResultsFar more participants selected Winterchill (N = 110) than Robust (N = 41), regardless of their menthol cigarette smoking status. Nicotine dependence was higher among those who selected Winterchill (4 vs 3 on Fagerstrom scale, p = 0.017). Those who found Winterchill to be more satisfying, less aversive, and having a more intense, more pleasant odor than Robust were substantially more likely to select Winterchill for their one week trial.ConclusionsFindings indicate that subjective effect measures such as the PES and DEQ are capable of differentiating products in terms of flavor preference, and that smokers express a strong preference for mint flavored snus.