Table 1.

Quotes from internal tobacco industry documents describing the potential appeal of menthol brands and targeting of young women (data from [20,28–35]).

Theme	Source	Quotes
Perception of menthol brands	BW, 1994	“The menthol segment in Japan has long been identified with ‘lightness,’ being dominated by Virginia Slim Lights Menthol, Salem Lights, Salem Slim Lights, and Sometime Lights.” [28]
	PM, 1991	“The desire for a “lighter” cigarette was an important underlying motive for switching to menthol cigarettes.” [20]
	PM, 1991	[From focus group testing ]: “More like candy than ordinary cigarettes/Ordinary cigarettes and menthol cigarettes are completely different.” [20]
	PM, 1991	“Female menthol smokers were generally more satisfied with menthol cigarettes than male menthol smokers, as current menthol cigarettes fulfilled a greater range of needs for females (particularly psychological needs, such as fashionableness, expression of femininity).” [20]
Menthol attracts newer smokers	RJR, 1996	“Movement to low tar and menthol is partially “trendy/modern” and partially personal concern. Also females/young adults coming to market now often start with low tar or menthol brands.” [29]
	PM, 1991	“I strongly suspect that, as was true in the US, especially for Kool and partially for Salem, where the menthol share is growing, it is not doing so by attracting smokers with established tastes, but by attracting new smokers…. new smokers may be young beginning smokers, newly “liberated” females of any age, or people of any age just beginning to acquire the economic status required to smoke manufactured cigarettes.” [30]
	PM, 1988	“…these younger smokers also show considerable interest in menthol cigarettes”. [31]
	PM, 1985	“The menthol market could develop quite rapidly as there is considerable interest in cigarettes with a cool refreshing flavor. Its main source of business is likely to be new younger smokers of both sexes.”[32]
Intent to grow the menthol segment and reach young women	BAT, 1996	“Given the growing importance of females and the long-term growth history of menthol slims, it seems advisable to try to participate in this slims segment.” [33]
	PM, 1995	“The growing young adult female segment in Japan has been identified as a market opportunity for further growth.” [34]
	PM, 1993	“Menthol products, though still small in volume terms, represent one of the strongest growth categories in Asia, particularly outside traditionally menthol markets like the Philippines.” [35]
	PM, 1991	“Menthol should have potential in any market in which the percentage of female smokers is growing.” [30]