Objective: To assess consumer acceptance of new flavoured nicotine gums in comparison with existing nicotinegums.
Method: A total of 607 adult smokers who intended to cut down or give up smoking were included in two randomised, single-blind, central location, acceptance tests. A new fruit-flavoured nicotine gum (Gum A = Nicorette Freshfruit) was compared with an existing fruit-flavoured nicotine gum (Gum B = Nicotinell fruit), and a new menthol-flavoured gum (Gum N = Nicorette Icy White) was compared with two existing mint-flavoured gums (Gum M = Nicotinell mint; Gum Q = NiQuitin mint). For all gums, the nicotine 2 mg and 4 mg strengths were tested. Each subject compared two of the nicotine gums, either 2 mg or 4 mg and either fruit-flavoured or menthol/ mint-flavoured, and assessed several characteristics, including sweetness, flavour, crunchiness, and overall liking, at predefined intervals.
Results: For the fruit-flavoured gums the percentage of subjects who rated sweetness and flavour to be "just right"after 5 minutes of chewing was significantly higher for Gum A than for Gum B at both strengths. Comparison of the mint/menthol-flavoured gums revealed significantly superior ratings for Gum N over both Gum M and Gum Q. With regard to expectations of which gum would be more likely help quit smoking, significantly more participants expressed greater confidence in Gum A than Gum B for the fruit-flavoured gums. Similarly, for the mint/menthol-flavoured gums significantly more subjects had greater confidence in Gum N than Gum Mor Gum Q.
Conclusions: Product characteristics of nicotine gums, such as crunchiness, sweetness and flavour, appear to be crucial for the expectations that smokers have in the likelihood that any particular nicotine gum will help them to quit smoking. Thus, improved organoleptic characteristics of nicotine gums may lead to higher compliance, resulting in higher plasma nicotine levels and thereby in a higher quit rate.