This fact sheet uses data from HPA's 2014 Health and Lifestyles Survey (HLS) to gauge tobacco brand recognition among New Zealand adults. This is achieved by assessing the ability to recognise the packs associated with tobacco brands sold in New Zealand. Monitoring changes in tobacco brand recognition over time will help assess the influence of tobacco control initiatives such as the removal of tobacco displays at the point-of-sale.
Methodology
The HLS is a nationwide in-home survey conducted using computer-assisted personal interviewing (CAPI).
Tobacco brand recognition was assessed by showing respondents, in a fixed order, images of five currently available cigarette or tobacco packs on show cards (one image per show card). Each pack image had the product’s brand name digitally removed (see Image 1). Respondents were asked to name the brand of cigarette or tobacco that corresponded to each pack shown.
The five cigarette or tobacco packs tested in this way comprised the two highest selling cigarette brands in New Zealand, the two highest selling loose tobacco brands in New Zealand (Action on Smoking and Health, 2013), and one other brand due to its high international media exposure.
The dependent variable in this analysis was the number of brands (out of five) respondents correctly identified. A response was counted as correct if the respondent named the brand associated with a particular pack unprompted. The independent variables were smoking status, age, gender, ethnicity, and neighbourhood deprivation (see the ‘About the Health and Lifestyles Survey’ section for the relevant comparison groups).
Univariate regression analyses were conducted first to assess whether the number of brands correctly recognised changed with any of the independent variables. A multivariate regression analysis was then conducted to assess which variables were still associated with brand recognition after adjusting for all others.
Key Results
• Around two-thirds (63%) of respondents were unable to correctly identify any of the five tobacco brands they were shown, while only 2% correctly identified all five.
• After adjusting for confounding variables, tobacco brand recognition varied by smoking status, age, and ethnicity.
• Tobacco brand recognition was lowest among never smokers, older adults (aged 45 years and over), and Asian respondents.