Menthol Capsules in Cigarette Filters – Increasing the Attractiveness of a Harmful Product

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Red Series Tobacco Prevention and Tobacco Control

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

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: [email protected] 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 attractiveness 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 irritating 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 particularly 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 cigarettes 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 attractiveness 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 technology 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 1 skin 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 additive 2 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 3 Fig. 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 (RJR) distribution in 2011 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 filter Fig. 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 5 Fig. 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 milligram and the smoke contains 0.87 milligram 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 Services 2, 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 filter ] Camel Menthol Silver 1.4 t e (capsule crushed) t

r e 1.29 a 1.24 g 1.2

/ c i Camel Menthol (capsule crushed) m g [ 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 content of tobacco smoke l 0.2 in different brand types o

t h and in menthol capsule n cigarettes of “Camel”

M e (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 cracked 26. 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 sides 71. 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 7 Fig. 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 smoke 24. 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 agents35,36,74. 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 9 Fig. 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 11 Fig. 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 13 Fig. 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 15 Fig. 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 17

3 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 19 12 to 17 years 18 to 25 years 26 years and older

50 47.7 47.7 44.5 43.5

] 41.5 40.8 % [ 40 38.5 35.6 Fig. 3.1 34.1 34.0 31.5 Share of menthol 30.4 29.3 29.4 29.9 cigarette smokers of all 30 smokers according to age in the USA (smoker = “have consumed ciga- of all smokers 20 rettes during the past month”; smoker of menthol cigarettes = Share of menthol cigarette smokers 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 adolescents Started smoking during Started smoking more the past 12 month than 12 month ago 60

50 49.2 46.6 44.6 43.8

] 42.6

% 40.2 [ 40 36.4 36.2

31.8 30 28.1

Fig. 3.2 of all smokers 20 Share of menthol cigarette smokers of all smokers according to

Share of menthol cigarette smokers 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.

70 69.5

60 ] % [ 50

40 31.8 30 26.4 of all smokers 22.2 20.6 Fig. 3.3 20 Share of smokers of menthol cigarettes of all Share of menthol cigarette smokers 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 21 3.2 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 prevalence 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

50 48.1

22.7

20 17.7

Fig. 3.4 of all smokers [ % ] Preferences for menthol brands among Japanese 10 8.2 high school students (male and female) in 1996 Share of menthol cigarette smokers and 200012 (Data: Osaki 0 200651). Boys Girls Illustration: German Cancer Research Center, Sex Unit Cancer Prevention

22 The market for menthol cigarettes and the target group of adolescents some 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

4.0

3.5

3.0

2.5 2.1 2.0 1.9 ) sold by BAT [ in billions] s " 1.5 Fig. 3.5

t i b l e Number of menthol r 0.9 e 1.0 capsule cigarettes v (“convertibles”) sold by 0.5

Number of menthol capsules cigarettes BAT worldwide between ( " c o n 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 23

4 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 25 application 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 Recommendations References

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30 References List of authors

Authors (in alphabetical order)

Dipl. Biol. Sarah Kahnert German Cancer Research Center Heidelberg Email: [email protected]

Ute Mons, M. A. German Cancer Research Center Heidelberg Email: [email protected]

Dr. Urmila Nair German Cancer Research Center Heidelberg Email: [email protected]

Dr. Martina Pötschke-Langer German Cancer Research Center Heidelberg Email: [email protected]

Dr. Katrin Schaller German Cancer Research Center Heidelberg Email: [email protected]

Susanne Schunk German Cancer Research Center Heidelberg Email: [email protected]

List of authors 31

Previously published in the Red Series:

Volume 1: Die Rauchersprechstunde – Beratungskonzepte für Gesundheitsberufe (2000) Special volume: Gesundheit fördern – Tabakkonsum verringern: Handlungsempfehlungen für eine wirksame Tabakkontrollpolitik in Deutschland (2002) Volume 2: Passivrauchende Kinder in Deutschland – Frühe Schädigungen für ein ganzes Leben (2003) Volume 3: Die Tabakindustriedokumente I: Chemische Veränderungen an Zigaretten und Tabakabhängigkeit (2005) Volume 4: Dem Tabakkonsum Einhalt gebieten – Ärzte in Prävention und Therapie der Tabakabhängigkeit (2005) Volume 5: Passivrauchen – ein unterschätztes Gesundheitsrisiko (2005) Volume 6: Rauchlose Tabakprodukte: Jede Form von Tabak ist gesundheitsschädlich (2006) Special volume: Rauchfrei 2006 (2006) Special volume: Smokefree 2006 – The Campaign at a Glance (2006) Volume 7: Erhöhtes Gesundheitsrisiko für Beschäftigte in der Gastronomie durch Passivrauchen am Arbeitsplatz (2007) Volume 8: Rauchende Kinder und Jugendliche in Deutschland – leichter Einstieg, schwerer Ausstieg (2008) Volume 9: Frauen und Rauchen in Deutschland (2008) Volume 10: Ein Bild sagt mehr als tausend Worte: Kombinierte Warnhinweise aus Bild und Text auf Tabakprodukten (2009) Volume 11: Umweltrisiko Tabak – von der Pflanze zur Kippe (2009) Volume 12: Illegaler Zigarettenhandel und seine wirksame Bekämpfung zum Gesundheitsschutz der Bevölkerung (2010) Volume 13: Rauchen und Mundgesundheit. Erkrankungen des Zahn-, Mund- und Kieferbereiches und Interventionsstrategien für Zahnärzte (2010) Volume 14: Schutz der Familie vor Tabakrauch (2010) Volume 15: Nichtraucherschutz wirkt – eine Bestandsaufnahme der internationalen und der deutschen Erfahrungen (2010) Volume 16: Verbesserung des Jugend- und Verbraucherschutzes durch die Überarbeitung der europäischen Tabakprodukt-Richtlinie 2001/37/EG (2010)

All publications are available online at: www.tabakkontrolle.de.