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Study of light and

Mild Cigarette Descriptors

Final Summary Report Part One

POR-01-27

Submitted to:

Health Canada March 31s

t,

2002

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Health Canada

Table of Contents

INTRODUCTION Il ••••••••••••• 1 ••• 1 •• Il Il ••••• 1 •••••••• Il' ••••••• 1 •• Il •••••••••••• 1 ••••• Il •••• Il' Il ••••••• 1 •••••••• 1

CURRENT SITUTATION 1

FUTURE SCENARIO 1

OTHER CONSIDERATIONS 1

METHODOLOGY 2

Description of Exercises 2

GLOSSARY OF TERMS ...•.•.•••.••.••.•...•..••.•...•...•...••.•••••.•..•••.•....•..•••....•..• 3

KEY FINDINGS ...•..•...•.•...•...•... 4

CONCLUSIONS ...•..•••..••.•.•....•...•...••.•••••••••••••..•...••...•..•..•..•.••••••••..••••••••••.•.•...••••••••... 5

DETAILED FINDINGS ...•...••...••..•..•...•...•...•.•... 6

Why Smokers Smoke What They Smoke 6

Determinants of Smoking - Key Findings 6

With Or Without Descriptor, The Impact On Smoker's . Choice - Key Findings , 7

INCREASED AWARENESS OF TOXIC CONSTITUENCY 8

Impact of Increased Knowledge of Tar Levels on Ability to Navigate Tar Levels - Key

Findings 8

Impact Of Increased Knowledge Of Tar Levels On Choice Of Cigarette To Smoke - Key

Findings 8

Impact Of Toxic Constituency Represented As A Single Tar Level Or A Range Of Tar 9

P: \Affair\2866 \2866-14\FinalreportsMarch2003\English \28661 f4finaltreportpartone.doc Table of Contents

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Health Canada Ipsos-Reid Corporation

INTRODUCTION

Health Canada wished to evaluate the attitudes and behaviours of smokers and the impact of the descriptors "Iight" and "mild", etc. on the behaviour of smokers. Ipsos-Reid was

commissioned by Health Canada to develop a series of exercises and a simulator that will simulate what smokers will do when faced with real choices.

CURRENT SITUTATION

Currently, cigarette packages in Canada carry several cues for smokers that can influence the choices that smokers make. These cues include package colour, level of toxins and brand na me descriptors such as "Iight", "mild" and "extra light".

As part of the proposed study, Health Canada wishes to:

• categorize smokers based on the cu es used in decision-ma king;

• determine the impact of the "Iight" and "mild" descriptors on smoking behaviour ; and,

• determine whether or not these descriptors either mislead or confuse smokers.

FUTURE SCENARIO

Health Canada has stated its intention to consider the removal of "light" and "mild" descriptors from cigarette packages in Canada. Without these descriptors, it is anticipated that the various brands and their extensions (size and tar level) on the market may be distinguished by inter- and intra-brand colour variation, or by the tar level associated with the various brand

extensions. As such, Health Canada wishes to:

• categorize smokers against the remaining cues (colour, tar level and other toxic information);

• identify the remaining determinants of smoking; and

• study the importance of tar level as a determinant of smoking.

OTHER CONSIDERATIONS

Health Canada also wished to study the following subgroups:

• transitional smokers who wish to switch brands, "switch down", or quit; and

• new and recent smokers versus older and experienced smokers.

m: :

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Health Canada Ipsos-Reid CO'Poc~

Using an Internet based survey, 1302 smokers, from Ipsos-Reid's Internet Panel were surveyed between January 23rd and February 15th, 2002. The on-line survey was divided into three main sections - first, questions profiling the smoking behaviourjpreferences of the smokers;

second, the ranking and choice exercises; and third, attitudinal questions.

The brands used in the study were selected based on Hea/th Canadas Study - "Smokers' Attitudes Toward "üatu" and "miki" C/garettes" 1998 which found the most popu/ar brands are Du Maurier, Players, Export "A", Craven "A", Rothmans, and Matinee.

By using these brands, most smokers were able to evaluate within their current brand family and as a comparison, were also asked to conduct a similar set of exercises using a randomly assigned brand (that they do not smoke).

Description of Exercises

Six Brands were used in the exercises: Du Maurier, Export A, Players, Matinee, Rothmans and Craven A. Respondents went through a series of 8 exercises twice - once, using their primaryjsecondary brand (if not one of six brands), and once, using a randomly assigned brand that they did not smoke.

The exercises used a series of images for each brand and depending upon the brand, either three or four brand extensions were shown on the screen in each exercise. The images changed according to the smoking cues used in each individual exercise.

The cues used (al one and in combination) included:

• colour;

• brand, descriptor (i.e.: regular, light etc); and,

• single and full tar level information.

Within the first exercises, respondents were shown a series of images (as previously described) and were shown the same image twice - each time with one of two questions. The first question asked the respondents to rank each cigarette package image according to tar level, in terms of strength, from strongest to weakest. The second question asked the respondent to indicate what they would do, if the cigarette package images on the screen were the only cigarettes they could buy. Within this exercise, the respondents were also given the option to quit smoking.

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Health Canada Ipsos-Reid Corporation

A full description of the methodology used in the survey is provided within the methodological report.

Gl.OSSARY OF T'ERM,S

Brand: Brand of Cigarette - Du Maurier, Players, Matinée, Craven A, Export A, and Rothmans;

Brand Extension - Strength/Flavour of cigarette/Level of tar delivery- Regular/Filter, Light, Mild, Extra light/mild, Ultra liqht/rnild:

Full Flavour

1

Regular - Each brand's number one tar delivery cigarette;

Toxie Constitueney - Tar, nicotine, carbon monoxide, formaldehyde, hydrogen cyanide and benzene.

Tar Delivery - Amount of tar delivered. Amount depending upon, brand, brand extension and draw rate of smoker;

Tar Range:

Single Tar - Single digit tar figure i.e.: 13 mg of taro Full Tar - Range of tar figure i.e.: 13 - 32 mg of taro

Deseriptor: Currents labels used on brand extensions (Regular, Light, Extra Light, Ultra Mild ... ).

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Health Canada Ipsos-Reid Corporé:~on

KEY FINDINGS

• It appears that even with the current descriptors there is considerable confusion among smokers. With full packaging and descriptors provided, a considerable percentage (between 16% and 23% depending on brand - overa// average of 17%) can not correctly rank the tar levels associated with brand extensions/descriptors for their own brand of cigarettes.

• When the descriptors are removed and smokers are presented with only the single tar level (through an optional Internet link to tar constituency information) as a means of identifying brand extensions, smokers for 5 of the 6 brands evaluated indicate that they are more likely to choose a cigarette with a lower tar content and/or quit smoking.

• While a majority (for ail Brands) indicate that they will continue to smoke cigarettes with the same tar level 22% of Craven A smokers, 12% of Matinée smokers, 11% of Players smokers, 6% of Du Maurier smokers and 3% of Rothmans smokers indicate that they will choose a lower tar level or quit if the descriptors are removed.

• Currently the descriptors "Iight" and "mild", etc. are a primary cue that helps smokers navigate tar levels and choose their brand extensions.

• When descriptors are removed smokers are significantly more likely to look for and consult the additional information on toxic constituency which is located on the end of current cigarette packages.

• While the results vary from brand to brand, the toxic constituencv/tar level is also a very important cue. In exercises where respondents could request additional information on tar level, etc., those who did were significantly more likely to be able to rank the different extensions correctly.

• Tar level (toxic constituency) is also a key determinant of a smoker's choice. When given the option to click on a box for more information on tar levels, those smokers that did so are more likely than those who did not to say that they will move to a lighter extension or that they would quit.

• It should also be noted that not ail brands are created equally in terms of their reliance on cues (colour, brand and tar leveljtoxic information, etc.). For example, in the case of Craven A and Matinée Brands where there is a greater use of white space on the cigarette packages, "colour" is not a significant factor and smokers of these brands rely more heavily on the descriptor and toxic information to find their brand extension.

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Health Canada Ipsos-Reid Corporation

CONCL.USIONS

• Currently, smokers rely on a combination of cues to enable them to choose the kind/strength of cigarettes they smoke including tar and brand.

• When descriptors are removed, smokers are significantly more likely to look at the available toxic information (displayed on the end of cigarette packages) to find their preferred brand extension.

• Smokers are less able to correctly rank brands of cigarettes by tar, other than their own.

• Overall, these findings indicate that if descriptors are removed and smokers then rely on tar level to choose their cigarette brand extension, a majority will still smoke a cigarette with the same level of taro However, without descriptors, there is an increase in the percentage of smokers who either switch to a lower tar level cigarette or quit smoking.

• If descriptors are removed, smokers will need the associated tar level information to be made more prominent on cigarette packages so that they can find and choose their kind/strength cigarette.

• Based on the on-Ii ne research conducted with current cigarette packaging, if the descriptors are removed, changes to packaging cu es and/or advertising on the part of cigarette manufacturers could have a significant impact on the real world decisions of smokers in Canada.

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Health Canada Ipsos-Reid Corporaêon

DETAIL.ED FINDINGS

Why Smokers Smoke What They Smoke

• While it is clear that taste (38%) is an important reason for choosing a cigarette extension more than one quarter mentioned factors such as strength (14%), less harsh (6%) and amount of tarjnicotine (6%) which requires smokers to be able to understand and rank the various tar levelsjdescriptors successfully in order to determine their choice.

• While smoker seem content (94% of smokers say they are very or somewhat satisfied with the brand of cigarettes they smoke most often) a large number (72%) have switched the type of cigarette they smoked (from regular to light, etc.) in the past.

Determinants of Smoking - Key Findings

• This section examines the importance of information cues on the ability of smokers to rank a series of brand extensions according to tar levels.

• Respondents were asked to rank a series of cigarette packages based on a limited number of cues. Each smoker ranked their own "primary brand" as weil as another randomly assigned brand (one, they do not smoke).

• Each ranking exercise included more cues starting with: "colour only" to "colour and brand"

to "colour and single tar level" to "colour and descriptor" to variations of "full packaging."

See Methodology for full description of the ranking exercise.

• Results show that:

• The most important cues appear to be "tar level" and "descriptor."

• A significant minority (fram 12% to 23% - average of 17% depending on the brand) cannot rank tar levels with current full package cues.

• Ability to rank tar levels declines as # of cues decline.

• For ail brands, when descriptors are not available, colour and brand family are not always primary eues.

1 Full Detailed Findings are set out within Part Three of this report.

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Health Canada Ipsos-Reid Corporation

,

With Or Without Descriptor, The Impact On Smoker's Choice - Key Findings

• Within this section the impact of descriptors on the behaviour of smokers. Specifically, their quitting and brand extension switching behaviour (i.e. remain at same level, or move to a lower or higher tar level extension).

• Using the optional single digit tar level information, respondents were presented with two scenarios: 1) with descriptor and 2) without descriptor.

• Within these exercises, the respondents were asked what they would do if the images on screen represented the only cigarettes available to them. In each case, they were also given the option to quit.

• For five, of the six brands evaluated the percentage of smokers who choose a cigarette with lower tar level, or choose to quit smoking increases when the descriptors are removed.

• While a majority of respondents, across ail brands, indicate that they would continue to smoke the same tar level cigarette (22 % of Craven A smokers, 12% of Matinée smokers, 11% of Players smokers, 6% of Du Maurier smokers and 3 % of Rothmans smokers) they, also indicate that they would choose a lower tar level cigarette, or quit, if descriptors are removed (average of 10%).

• As weil, when descriptors are removed, smokers are significantly more likely to have checked for additional tar level/toxic constituency information. In the case of Du Maurier smokers, the percentage of those who checked the optional tar level information, with descriptors was 12% and without descriptors it was 23%. For Craven A (15% with and 49% without), for Export A (9% with and 19% without), for Matinée (20% with and 39%

without) for Rothmans (14% with and 23% without) and for Players (13% with and 22%

without).

• On average, fourteen percent of brand smokers check for additional tar leveljtoxic constituency information when the descriptors are present. The percentage of brand smokers checking for additional tar leveljtoxic constituency information increases on average by nine percentage point to twenty five percent when the descriptors are removed.

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Health Canada Ipsos-Reid Corpora0on

INCREASED AWARENESS OF TOXIC CONSTITUENCY~

Impact of Increased Knowledge of Tar Levels on Ability to Navigate Tar Levels - Key Findings

• In several exercises respondents were given the opportunity to click on a window for tar leveljtoxic constituency information (currently found on the sides of cigarette packages).

• This section demonstrates the impact of increased awareness of tar leveljtoxic constituency by highlighting the differences in ability to rank extension correctly between those who clicked for more information and those who did not.

• In ail instances (without descriptor) those who looked for more information on tar levels were significantly better able to rank the cigarette packages according to the tar levels.

Impact Of Increased Knowledge Of Tar levels On Choice Of Cigarette To Smoke - Key Findings

• In several exercises respondents were given the opportunity to click on a window for tar leveljtoxic constituency information (currently found on the sides of cigarette packages).

• This section demonstrated the impact of increased awareness of tar leveljtoxic constituency by highlighting the different choices (what level of tar to smoke and/or whether or not to quit smoking) made between those who dicked for more information and those who did not.

• While a majority of ail smokers say that they will continue to smoke their current brand extension, in the case of three of the six brands tested, the number of smokers who said that they would choose a lower tar cigarette and/or quit increased if they looked for more information on tar levels during the choice exercise.

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Health Canada Ipsos-Reid Corporation

Impact Of Toxic Constituency Represented As A Single Tar level Or A Range Of Tar

Within this section it the impact of communicating tar leveljtoxic constituency in different ways is demonstrated. Respondents were given the option of accessing additional information for each image on screen (corresponding tar level). As a result, it is possible to examine the different choices made by smokers based upon whether or not the respondent accessed the optional tar leveljtoxic information. These choices are:

• what level of tar to smoke

• whether or not to quit, based on whether they were viewing single tar levels or the full tar range.

Within these exercises, respondents were shown the tar levels in two different ways.

• SINGLE TAR: respondents saw tar level expressed as a single number (indicating a single level such as 13mg.)

FULL TAR RANGE: respondents saw a range of numbers (indicating the potential level of tar depending on the draw rate of the smoker. Such as 13mg. To 21mg.)

Overall, whether tar level is represented as a full tar range or as a single tar level, it seems to have very little impact on smokers' choice of cigarette or their quitting behaviour.

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5tudy of L ht and

., arette ûescriptors

Final Methodology Report PartTwo

POR-Ol-27

Submitted to:

Health Canada March

sr',

2002

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Health Canada Ipsos-Reid Corporaslon

Table of Contents

METHODOLOGY 1

Description of Exercises 1

AOMINISTERING ON-LINE SURVEY 2

FINAL ON-LINE STATISTICS ....•..•...•...•...•.•...•..•... 2

Demographie Profile of Respondents 3

GlOSSARY OF TERMS ••...•..••••••••••.•.••••.•••••..••.••.••••.•..•.•..•.•....••.•...•..••..•.•..•.••••••..••.•••..••• 5

PACKAGE COlOURS 5

VISUAL EXAMPLES OF THE EXERCISES - PLAYERS AS AN EXAMPLE 6

Colour Only 6

Colour and Brand Only 7

Colour and Single Tar 8

Colour and Descriptor 9

Full Package and Single Tar 10

Full Package (wjo descriptor) and Single Tar 11

Full Package (wjo descriptor) and Full Tar Range 12

P: \Affair\2866\2866-14\FinalreportsMarch2003\English\286614parttwofinal.doc Table of Contents

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Ii~alth Canada Ipsos-Reid Corporation

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Using an Internet based survev, 1302 smokers, from Ipsos-Reid's Internet Panel were surveyed between January 23rd and February 15th, 2002. The on-tine survey was divided into three main sections - first, questions profiling the smoking behaviourjpreferences of the smokers;

second, the ranking and choice exercises; and third, attitudinal questions.

The brands used in the study were selected based on Hea/th Canadas Study - "Smokers' Attitudes Toward 'ïight" and "müd" Ciçsrettes" 1998 which found the most popu/ar brands are Du Maurier, Players, Export "Ali, Craven "Ali, Rothmans, and Matinee.

6y using these brands, most smokers were able to evaluate within their current brand family and as a comparison, were also asked to conduct a similar set of exercises using a randomly assigned brand (that they do not smoke).

Descri ption of Exercises

Six 6rands were used in the exercises: Du Maurier, Export A, Players, Matinee, Rothmans and Craven A. Respondcnts went through a series of 8 exercises twice - once, using their primaryjsecondary brand (if not one of six brands), and once, using a randomly assigned brand that they did not smoke.

The exercises used a series of images for each brand and depending upon the brand, either three or four brand extensions were shown on the screen in each exercise. The images changed according to the smoking cues used in each individual exercise.

The cues used (alone and in combination) included:

• colour;

• brand, descriptor (i.e.: regular, Iight etc); and,

• single and full tar level information.

Within the first exercises, respondents were shown a series of images (as previously described) and were shown the same image twice - each time with one of two questions. The first question asked the respondents to rank each cigarette package image according to tar level, in terms of strength, from strongest to weakest. The second question asked the respondent to indicate what they would do if the cigarette package images on the screen were the only cigarettes they could buy. Within this exercise, the respondents were also given the option to quit smoking.

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Health Canada Ipsos-Reid Corporation

AOMINISTERING ON .... LINE SURVEY

Respondents were invited via e-mail to participate in an on-line survey, administered via IPSOS- REID QCWeb on-line fielding capabilities. Each potential survey respondent was given a survey URL as weil as a personal identification number (PIN). Upon entering the URL, the respondents were required to enter their unique PIN number. Once this is done, respondents were permitted to record their answers and complete the survey.

QCWeb permits respondents who are interrupted before they had had an opportunity to complete the questionnaire to access the site aga in using their PIN number and finish the survey at their convenience. To ensure the integrity of the data, and to avoid a situation in which an individual could fill out the survey multiple times in an attempt to skew the data, the PIN number provides password-protected entry to Ipsos-Reid's site which expires after the completion of a single survey (one survey for one pin).

FINAL ON .... LINE STATISTICS

The table below sets out the final statistics of the on-fine survey for bath the English and French respondents.

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f'lealth Canada Ipsos-Reid Corporation

Demographie Profile of Respondents

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Health Canada Ipsos-Reid Corporation

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Hëalth canada Ipsos-Reid Corporation

GL.OSSARY OF TERMS

Brand: Brand of Cigarette - Du Maurier, Players, Matinée, Craven A, Export A, and Rothmans;

Brand Extension - Strength/Flavour of cigarette/Level of tar dellvery- Regular/Filter, Light, Mild, Extra light/mild, Ultra liqht/rnlld:

Full Flavour/Regular - Each brand's number one tar delivery cigarette;

Toxic Constituency - Tar, nicotine, carbon monoxide, formaldehyde, hydrogen cyanide and benzene.

Tar Delivery - Amount of tar delivered. Amount depending upon, brand, brand extension and draw rate of smoker;

Tar Range:

Single Tar - Single digit tar figure i.e.: 13 mg of taro Full Tar - Range of tar figure i.e.: 13 - 32 mg of taro

Descriptor: Currents labels used on brand extensions (Regular, Light, Extra Light, Ultra Mild ... ).

The table below sets out the package colours associated with each brand.

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Health canada Ipsos-Reid Corporanon

VISUAL EXAMIPLES OF TH.E ExERCISES - P'LAYERS AS AN EXAMPLE

Colour Only

Respondents are shown either three or four images (depending upon brand) wherein, colour and health warnings were shown. Within this exercise the respondents must rely upon the colour only to: 1) correctly rank the images according to perceptions of tar strength; and 2) indicate which package they would buy or quit smoking.

Description of Exerdses - Colour Only

Package A

Package B Package C

Now, we would like you ta rank the cigarette packages shawn on the screen in arder of their tar content. Use 1 for the highest tar content, 2 for the second highest tar content and 3 for the lowest tar content.

Next, assuming that the cigarette packages shawn on the screen are the only cigarettes available to you, what would you do?

Buy package A - Buy Package B - Buy Package C - Quit

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Hëalth Canada Ipsos-Reid Corporation

Colour and Brand Only

Cues: Colour and brand na me only, respondents relied upon these two eues to rank the cigarette package images according to tar level; and to choose a specifie cigarette package or quit.

Description of Exercises - Colour and Brand

Package A

Package B Package C

Now, we would like you to rank the cigarette packages shawn on the screen in arder oftheir tar content. Use 1 for the highest tar content, 2 for the second highest tar content and 3 for the lowest tar content.

Next, assurning that the cigarette packages shown on the screen are the only cigarettes available to you, what would you do?

Buy package A - Buy Package B - Buy Package C - Quit

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Health canada Ipsos-Reid Corporation --~ \.

Colour and Single Tar

eues: Using colour and single tar level (only), respondents relied upon these two eues to rank the cigarette package images according to tar level; and to choose a specifie cigarette package or quit.

Description of Exercises - Colour

Only

and Single

Tar

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Package A Package B Package C

Now, we wauld like you ta rank the cigarette packages shawn on the screen in arder of their tar content Use 1 for the highest tar content, 2 for the second highest tar content and 3 for the lawest tar content.

Next, assuming that the cigarette packages shawn on the screen are the anly cigarettes available ta you, what would you do?

Buy package A - Buy Package B - Buy Package C - Quit

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Hœlth Canada Ipsos-Reid Corporation

Colour and Descriptor

eues: Using colour and descriptor (regular, light, extra Iight.. ... ), respondents relied upon these two cues ta rank the cigarette package images accarding to tar level; and ta chaose a specifie cigarette package or quit.

Description of Exerdses - Colour And Descriptor

Package A

Package B Package C

Now, we would like you to rank the cigarette packages shown on the screen in order of their tar content. Use J for the highest tar content, 2 for the second highest tar content and 3 for the Jowest tar content.

Next, assuming that the cigarette packages shown on the screen are the only cigarettes available to you, what would you do?

Buy package A - Buy Package B - Buy Package C - Quit

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Health Canada Ipsos-Reid Corpora-tion

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Full Package and Single Tar

eues: Using full package (colour, brand name, and descriptor - regular, light, extra light.. ... ) and single tar figure, respandents relied upon these cues ta rank the cigarette package images according ta tar level; and to choase a specifie cigarette package or quit.

Description of êxercises - Full Package and Single Tar

Package A Package B Package C

Now, we would like you to rank the cigarette packages shown on the screen in order of their tar content. Use 1 for the highest tar content, 2 for the second highest tar content and 3 for the lowest tar content.

Next, assuming that the cigarette packages shown on the screen are the only cigarettes available to you, what would you do?

Buy package A - Buy Package B - Buy Package C - Quit

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neann t.anaoa IpSOS-KeIO i.orporauon

Full Package (w/o descriptor) and Single Tar

eues: Using full package (colour, and brand name, wjo descriptor - regular, light, extra light.. ... ) and single tar figure, respondents relied upon these cues to rank the cigarette package images according to tar level; and to choose a specific cigarette package or quit.

Description of Exercises - Full Package (w

/0

descriptor) and Single Tar

Package A Package B Package C

Next, assuming that the cigarette packages shown on the screen are the only cigarettes available to you, what would you do?

Buy package A - Buy Package B - Buy Package C - Quit

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neann Lanaoa

Full Package (w 10 descriptor) and Full Tar Range

eues: Using full package (colour, and brand name, wjo descriptor - regular, light, extra light.. ... ) and full tar range, respondents relied upon these eues to rank the cigarette package images according to tar level; and to choose a specifie cigarette package or quit.

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1..-

StudyofL fit and

Cigarette Descriptors

Part Three Final Report

POR-Ol-27

Submitted to:

Health Canada March 31s~ 2002

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Health Canada Ipsos-Reid Corporation ,~

Table of Contents

DETERMINANTS OF SMOKING ••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••• 1

Key Findings 1

Du Maurier Smokers 2

Export A Smokers 3

Craven A Smokers 4

Matinée Smokers · ··· ··· 5

Rothmans Smokers 6

Players Smokers 7

WITH OR WITHOUT DESCRIPTOR, THE IMPACT ON SMOKER'S CHOICE 8

Key Findings 8

IMPACT OF TAR INFORMATION ..•...•....•.•••...•...•...•.•...•.•..••... '9

Overview of Impact of Tar Information 9

Du Maurier Smokers 10

"Craven A Smokers 11

Export A Smokers 12

Matinee Smokers 13

Rothmans Smokers 14

Players Smokers " 15

How DO SMOKERS FIND THEIR CIGARETTES? 16

A Comparison Between "Current Brand" Smokers And "Other Brand" Smokers 16 Percentage Able to Rank Ali Extensions with Full Packaging 17 Percentage Able ta Rank Ali Extension With ColourjDescriptor ; 18 Percentage Able to Rank Ali Extensions Correct with Colour and Single Tar 19 Percentage Able to Rank Ali Extensions Correct with Colour and Brand 20 Percentage Able to Rank Ali Extensions Correct with Colour 21

INCREASED AWARENESS OF TOXIC CONSTITUENCY 22

Impact of Increased Knowledge of Tar Levels on Ability to Navigate Tar Levels 22

Key Findings 22

Impact of Increased Info on Ability to Navigate Tar Levels 23

Current Brand Smokers - Ability to Rank Ail Extensions Correct

23

Other Brand Smokers - Ability to Rank Ali Extensions Correct

24 Impact of Increased Information on Ability to Navigate Tar Levels 25

Current Smokers - Able to Rank Ali Extensions Correct 25

Other Brand Smokers - Able to Rank Ali Extensions Correct 26 IMPACT OF INCREASED KNOWlEDGE OF TAR LEVElS ON CHOICE OF CIGARETTE To SMOKE 27

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v Health Canada Ipsos-Reid Corporation

Key Findings ...•.... 27

Impact of Tar information on Choice 28

Du Maurier Smokers

28

Craven A Smokers 29

Export A Smokers 30

Matinée 31

Rothmans Smokers '" 32

Players 33

IMPACT OF TOXIC CONSTITUENCY REPRESENTED As A SINGLE TAR LEVEL OR A RANGE OF TAR34

IMPACT OF TAR INFORMATION ...•...•...•....•...•• 35

Du Maurier Smokers 35

Craven A Smokers 36

Export A Smokers 37

Matinée Smokers 38

Rothmans Smokers 39

Players Smokers 40

ApPENDlX ONE: A DETAILED LOOK AT ABILITY TO RANK TAR LEVELS WITHIN EACH OF THE

MAJOR BRANDS 41

P: \Affair\2866\2866~ 14 \FinalreportsMarch2003\English\286614finalpartthree.doc Table of Contents

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Health Canada Ipsos-Reid Corporation j

DETERMINANTS OF S,MOKING

Key Findings

• The following section examines the importance of information cues on the ability of smokers to rank a series of brand extensions according to tar levels.

• Respondents were asked to rank a series of cigarette packages based on a limited number of eues. Eaeh smoker ranked their own "primary brand" as weil as another randomly assigned brand (one, they do not smoke).

• Each ranking exercise included more eues starting with: "eolour only" to "eolour and brand"

to "eolour and single tar level" to "colour and descriptor" to variations of "full packaging."

See Methodology for full description of the ranking exercise.

• Results show that:

• The most important eues appear to be "tar level" and "deseriptor."

• A signifieant minority (fram 12% to 23% depending on the brand - average of 17%) can not rank tar levels with eurrent full package eues.

• Ability to rank tar levels declines as # of eues decline.

• For ail brands, when deseriptors are not available, eolour and brand family are not always primary eues.

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Health Canada Ipsos-Reid Corporation

Du Maurier Smokers

Du Maurier Smokers - Impact of Increesed Information on Ability to Neviqete Tar Levels

Flease rank each of the cigarette packages shawn on the screen from highest to lowest for their tar content.

Percenl Correctly Ranking AIl Extensions

84%

Co 10 ur Co 10 u r & Br and Co 10 u r & Sin 9 le T ar

Co 10 u r &

Des c riptor

Full Packaging S ing le T ar

"Base; Du Maurier Brand Smokers N::"335

Colour and brand are important factors but with them as the only cues more than 60% still can't correctly rank ail of the extensions according to level of taro

The biggest increase in ability to correctly rank occurs when single tar info is provided (from 39% to 63% correct) and the percent correct continues to increase with the provision of the descriptor (72%) and the full packaging (84%).

Even with full packaging cues (colour, brand, descriptor, single tar) 16% of Du Maurier smokers can not correctly rank their brand extensions according to tar level.

Of note, 20% of Du Maurier smokers choose their cigarette based on strength (11%), less harsh (6%), or amount of tarjnicotine (3%). It appears that the current packaging of Du Maurier cigarettes might result in some confusion for this group.

286614finalpartthree.doc Page 2

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Health Canada Ipsos-Reid Corporation

Export A Smokers

la Export A Smokers - Impact of Increased Information on Ability

to

Neviqete

t.evets

Pleose rank each of the cigarette packages shawn on the screen from highest ta lowest for their tar content.

Percent Correctly Ranking Ail Extensions

77%

C olou r Colour & Brand Colour & Single T ar

Colour &

Descriptor

Full Packaging Single Tar

Buse: Export A Brand Smokers N~ 97

Colour and brand are important factors but with them as the only cues 36% of Export A smokers still can't correctly rank ail of the extensions according to level of taro

:r The biggest increase in ability to correctly rank occurs when the Brand is provided (from 44%

to 64% correct) and the percent correct continues to increase with the provision of single tar (68%) and descriptor (67%) and full packaging (77%).

r,

Even with full packaging cues (colour, brand, descriptor, mg single tar) 23% of Export A smokers can not correctly rank their brand extensions according to tar level.

:c

Of note: 25% of Export A smokers choose their cigarette based on strength (11%), less harsh (8%), or amount of tarjnicotine (6%). It appears that the current packaging of Export A might result in some confusion for this group.

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Health Canada Ipsos-Reid Corporation

Matinée Smokers

Matinée Smokers - Impact of Increesed Information on Ability

to

Neviqete Levels

Piease rank each of the cigarette packages shawn on the screenfrom highest ta lowest for their tar content.

Percent Correctly Ranking Ali Extensions

88%

11 %

C Diou r Colour & Brand Colour & Single T ar

Colour &

Descriptor

Full Packaging Single Tar

Base: Matiuée Brand Smokers N=') 79

Colour is not an important factor for Matinée smokers. Even when colour, brand and/or single tar level are included 40% of smokers still can't correctly rank ail of the extensions according to level of taro

The biggest increase in ability to eorrectly rank occurs when brand information is provided (from 11% to 60% correct) and the percent correct continues to increase with the provision of the descriptor (82%) and the full packaging (88%).

However even with full packaging eues (colour, brand, descriptor, single tar) 12% of Matinée smokers can not eorrectly rank brand extensions according to tar level.

Of note: 53% of Matinée smokers ehoose their cigarette based on strength (27%)( less harsh (8%)( or amount of tar/nicotine (18%). It appears that the current packaging of Matinée cigarettes might result in some confusion for this group.

286614finalpartthree.doc Page 5

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Health Canada Ipsos-Reid Corporation

Rothmans Smokers

Rothmans Smokers - Impact of Increesed Information on

Ability

to Navigate t.evels

Please rank each of the cigarette packages shawn on the screenfrom highest to lowest for their tar content.

Percent Correctly Ranking Ail Extensions

77%

C 010 u r Colour & Brand Colour & Single T ar

Co 10 u r &

Descriptor

Full Packaging Single Tar

Buse: Rorlnnans Brand Smokers 1\::::35

Colour and brand are important factors but with them as the only cues more than one-third still can't correctly rank ail extensions.

The biggest increase in ability to correctly rank according to tar level occurs wh en brand information is provided (from 51% to 66% correct) and the percent correct continues to increase with the provision of the single tar (69%), declines to 49% with the descriptor and increase with full packaging cues to (77%).

Even with full packaging cues (colour, brand, descriptor, and mg single tar) 23% of Rothmans smokers can not correctly rank brand extensions according to tar levels.

Of note: 23% of Rothmans smokers choose their cigarettes based on strength (14%), less harsh (7%), or amount of tarjnicotine (2%). It appears that the current packaging of Rothmans might result in some confusion for this group.

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Health Canada Ipsos-Reid Corporation

Players Smokers

Players Smokers - Impact of ïncreesed Information on

Ability to

Neviqete t.evels

Please rank each of the cigarette packages shawn on the screen from highest ta lowest for their tar content.

Percent Correctly Ranking Ali Extensions

83% 82%

Co 10 u r Colour & Brand Colour & Single Ta r

Co 10 u r &

De sc rip to r

Full Packaging SingleTar

Base: Plavcrs Brand Smokers N=350

Colour and brand are important factors·but with them as the only cu es 47% of Players smokers still can't correctly rank ail of the extensions according to level of taro

The biggest increase in ability to correctly rank occurs when single tar info is provided (from 53% to 75% correct) and the percent correct continues to increase with the provision of the descriptor (83%) and the full packaging (82%).

Even with full packaging cues (colour, brand, descriptor, single tar) 18% of Players smokers can not correctly rank brand extensions according to tar level.

Of note, 19% of Players smokers choose their cigarettes based on strength (11%), less harsh (6%), or amount of tarjnicotine (2%). It appears that the current packaging of Players might result in some confusion for this group.

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Health Canada Ipsos-Reid Corporation ~

WITH OR WITHOUT DESCRIPTO,R" TH:E IMPACT ON

SMO,KER'S CHOICE

Key Findings

• This next section demonstrates the impact of descriptors on the behaviour of smokers.

Specifically, their quitting and brand extension switching behaviour (Le. remain at same level, or move to a lower or higher tar level extension).

• Using the optional single digit tar level information, respondents were presented with two scenarios 1) with descriptor; and 2) without descriptor.

• Within these exercises, the respondents were asked what they would do if the images on screen represented the only cigarettes available to them. In each case, they were also given the option to quit.

• For five, of the six brands evaluated the percentage of smokers who choose a cigarette with lower tar level, or choose to quit smoking increases when the descriptors are removed.

• While a majority of respondents, across ail brands, indicate that they would continue to smoke the same tar level cigarette (2? % of Craven A smokers, 12% of Matinée smokers,

11% of Players smokers, 6% of Du Maurier smokers and 3 % of Rothmans smokers) they, also indicate that they would choose a lower tar level cigarette, or quit, if descriptors are removed (average of 10%).

• As weil, when descriptors are removed, smokers are significantly more likely to have checked for additional tar level/toxic constituency information. In the case of Du Maurier smokers, the percentage of those who checked the optional tar level information, with descriptors was 12% and without descriptors it was 23%. For Craven A (15% with and 49% without), for Export A (9% with and 19% without), for Matinée (20% with and 39%

without) for Rothmans (14% with and 23% without) and for Players (13% with and 22%

without).

• On average, fourteen percent of brand smokers check for additional tar leveljtoxic constituency information when the descriptors are present. The percentage of brand smokers checking for additional tar leveljtoxic constituency information increases on average by ni ne percentage point to twenty five percent when the descriptors are removed.

~ 2

286614finalpartthree.doc Page 8

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,

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Health Canada Ipsos-Reid Corporation

IM'PACT OF' TAR INFORM:ATION

Overview of Impact of Tar Information

Impact of Tar Information on Choice of Current Brand Smokers

ml Quit Smoking ml Smoke lower tar ilII Smoke same tar

Du Maurier With descr-iptor Without descriptor

Craven A With descr-iptor WHhout descrtptor

Export A With descriptor Without descriptor

Matinée With descriptor Without descr-iptor-

With descriptor

Rothmans Withoutdescriptor

Players With descr iptor Without descriptor

Base: Curr-ent Brand Smokers

While a majority of respondents, across ail brands, indicate that they would continue to smoke the same tar level cigarette (22 % of Craven A smokers, 12% of Matinée smokers, 11 % of Players smokers, 6% of Du Maurier smokers and 3 % of Rothmans smokers) they, also indicate that they would choose a lower tar level cigarette, or quit, if descriptors are removed (average

of 10%).

As weil, when descriptors are removed, smokers are significantly more likely to have checked for additional tar level/toxic constituency information. In the case of Du Maurier smokers, the percentage of those who checked the optional tar level information, with descriptors was 12%

and without descriptors it was 23%. For Craven A (15% with and 49% without), for Export A (9% with and 19% without), for Matinée (20% with and 39% without) for Rothmans (14% with and 23% without) and for Players (13% with and 22% without).

On average, fourteen percent of brand smokers check for additional tar leveljtoxic constituency information when the descriptors are present. The percentage of brand smokers checking for additional tar leveljtoxic constituency information increases on average by nine percentage point to twenty five percent when the descriptors are removed.

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Health Canada Ipsos-Reid Corporation '.

Du Maurier Smokers

Impact of Tar Information on Choice for Du Maurier Smokers

Next, assuming that the cigarette packages shawn on the sereen are the only cigarettes availoble ta you, what would yOll do? Cheek one box only.

IIlIWith Descriptor Single Tar II!! No Descriptor Single Tar

76%

4% 4% 6%

4%

Quit Smoking Smoke Lower Smoke Same Smoke Higher

Tar Tar Tar

Base: Du Maurie!' Smokers - 1'1""335

Du Maurier smokers were presented with cigarette packages with and without descriptors.

When the descriptor is removed Du Maurier smokers shift slightly from their current cigarette extension with 6% more choosing to smoke a lower tar cigarette and 2% more saying they would choose a higher tar cigarette. Additionally, the number of Du Maurier smokers who say the plan to quit remains constant at 4%. The incidence of smokers checking for additional constituency information increases from 12% to 23% wh en descriptors are removed.

~~

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Health Canada Ipsos-Reid Corporation

Craven A Smokers

Impact of Tar Information on Choice for Craven A Smokers

Next, assuniing that the cigarette packages shawn on the screen are the only cigarettes available ta yOll, what would yOll do? Check one box on!y-

IIlIIWith Descriptor Single Tar II!! No Descriptor Single Tar 660/0

Quit Smoking Smoke Lower Smoke Same Smoke Higher

Tar Tar Tar

Base: CI·U ... ~fl A Srnokcrs - N=53

Craven A smokers were presented with cigarette packages with and without descriptors. When the descriptor is removed Craven A smokers shift significantly from their current cigarette extension with 20% more choosing to smoke a lower tar cigarette and 4% more saying they would choose a higher tar cigarette. Further to this, the number of Craven A smokers who say the plan to quit increased by 2% from 9% to 11%. The incidence of smokers checking for additional constituency information increases from 15% to 49% when descriptors are removed.

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Health Canada Ipsos-Reid Corporation ~

Export A Smokers

Impact of Tar Information on Choice for Export A Smokers

Next, assuming that the cigarette packages shawn on the screen are the only cigarettes avai/able ta you. what would you do? Check one box only.

IIIIIWith Descriptor Single Tar IIIIINo Descriptor Single Tar 84 % 86%

3 %

0% 0%

Quit Smoking Smoke Lower Smoke Same Smoke Higher

Tar Tar Tar

Bas,': Export A SIU(J~l'rs - N~97

Export A smokers were presented with cigarette packages with and without descriptors. Wh en the descriptor is removed Export A smokers shift very slightly with 2% more saying they would choose their current cigarette extension. Also, the number of Export A smokers who say the plan to quit remains constant at 3%. The incidence of smokers checking for additional constituency information increases from 9% to 19% when descriptors are removed.

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Health Canada Ipsos-Reid Corporation

l

Matinee Smokers

Impact of Tar Information on Choice for Matinée Smokers

Next, assuming that the cigarette packages shown 011 the screen are the only cigarettes available to you, what would yOll

do? Check one box on/y.

IIIiIWith Descriptor Single Tar lIIiI No Descriptor Single Tar

62%

4% 2%

Quit Smoking Smoke Lower Tar Smoke Same Tar Smoke Higher Tar

Base: Matinée Smokers - 1'=179

Matinée smokers were presented with cigarette packages with and without descriptors. When the descriptor is removed Matinée smokers shift slightly from their current cigarette extension with 10% more choosing to smoke a lower tar cigarette and 2% fewer saying they would choose a higher tar cigarette. Also, the number of Matinée smokers who say the plan to quit increases slightly from 7% to 9%. The incidence of smokers checking for additional constituency information increases from 20% to 39% wh en descriptors are removed.

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Health Canada Ipsos-Reid Corporation

Rothmans Smokers

Impact of Tar Information on Choice for Rothrnans Smokers

Next, assuming that the cigarette packages shawn on the screen are the only cigarettes available ta yOll. what would you do? Check one box anly.

III!IWith Descriptor Single Tar !!il No Descriptor Single Tar

3%

0% 0%

6%

Quit Smoking Smoke Lower Tar Smoke Same Tar Smoke HigherTar

Base: Rothmans Sruokcrs - N=35

Rothmans smokers were presented with cigarette packages with and without descriptors. When the descriptor is removed Rothmans smokers shift slightly from their current cigarette extension with 3% more saying that they would quit smoking and 3% less saying that they would smoke the same tar level cigarette. The incidence of smokers checking for additional constituency information increases From 14% to 23% when descriptors are removed.

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Health Canada Ipsos-Reid Corporation

Players Smokers

Impact of Tar Information on Choice for Plavers Smokers

Next, assuming that the cigarette packages shawn on the screen are the only cigarettes avai/able ta YOll, what would YOli do? Check Olle box only.

!!IIIWith Descriptor Single Tar !!III No Descriptor Single Tar

80%

3 % 4% 4% 4%

Quit Smoking Smoke lower Smoke Same Smoke Higher

Tar Tar Tar

Base: Playcrs Suiokcrs - N~350

Players' smokers were presented with .clqarette packages with and without descriptors. When the descriptor is removed Players smokers shift slightly from their current cigarette extension with 10% more choosing to smoke a lower tar cigarette and 1% more saying they would quit smoking. The incidence of smokers checking for additional constituency information increases from 13% to 22% when descriptors are removed.

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Health Canada Ipsos-Reid Corporation }

How DO SMOKERS FIND THEIR CIGARE 1 1 ES?'

A Comparison Between "Current Brand" Smokers And

"Other Brand" Smokers

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\. Health Canada Ipsos-Reid Corporation

Percentage Able to Rank Ali Extensions with Full Packaging

0/0 Able to Rank Ail Extensions Correct With Full Packaging

Please rank each of the cigarette packages shawn on the screen from highest to lowest for their tar content.

Il Full Packaging - Current Brand

[illFull Packaging - Not Current Brand

88%

DuMaurier Craven A ExportA Matinee Ro th m ans P layers

Base: Currcnt and Other Braud Smokcrs

A look across brands and a comparison of brand and non-brand smokers shows that full packaging (colour, brand, descriptor, single tar) is sufficient for the majority of smokers to be able to correctly rank ail the brand extensions according to tar levels.

However in ail cases a significant minority (ranging from 12% to 23%) can not rank tar levels correctly with full packaging eues.

286614finalpartthree.doc Page 17

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