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TSRC, Tob. Sci. Res. Conf., 2023, 76, abstr. 56

Understanding consumers’ journey from cigarettes to modern oral nicotine products

(1) Applied Research and Analysis Company, Richmond, VA, USA; (2) Consilium Sciences, Richmond, VA, USA

The Rogue Switching Context Study examined the use of Rogue modern oral nicotine products (Lozenge, Gum, and Pouch) and the impact on switching behaviors among adult cigarette smokers. This qualitative research was conducted as part of the Rogue Longitudinal Switching Study, a larger quantitative study. The research objective was to provide context on how adult smokers use Rogue products to reduce their cigarette usage or to switch completely from combustible cigarettes. A total of 78 participants participated in one of 16 one-hour focus groups over the course of the six-month study. Discussions centered on understanding the factors that contribute to adult smokers’ journey from cigarettes to a noncombustible product lower on the continuum of risk, such as Rogue Pouch, Lozenge, or Gum. Findings from this research are unique as they highlight the individual differences associated with switching that are specific to the Rogue product portfolio, consisting of diverse flavors and forms. Findings to be discussed in this presentation include how the choice of flavors helped adult smokers to quit smoking or reduce cigarette consumption, how the variety of forms were used in different situations or times of day, and the importance of regular, daily use of Rogue products to effectively switch.