Demographic subgroups of adult lifetime users of oral nicotine pouches in the United States.

OBJECTIVE

Demographic characteristics of lifetime oral nicotine pouch (ONP) users have been reported but not investigated using latent variable methods. This study aimed to unveil demographic heterogeneity by identifying hidden subpopulations of lifetime ONP users.

METHODS

Adult participants of the 2022-2023 Tobacco Use Supplement to the Current Population Survey (TUS-CPS) who had ever used an ONP were selected for analysis (n = 3537). Latent classes were modeled from six demographic latent class indicators and class-specific probabilities were subsequently estimated for tobacco use outcomes.

RESULTS

A four-class model was chosen over other k-class models based on model fit indices, class distinctiveness, and other metrics. Two latent classes comprised ∼70% of lifetime ONP users and consisted of working-class males (LC3, 36.8%) and male, educated professionals (LC4, 33.0%). The latent class analysis revealed a subgroup of retirees (LC2, 17.8%) but not a subgroup of young adults. Non-college degree females (LC1, 12.4%) had the highest probability of smoking cigarettes (0.58) and working-class males (LC3) had the highest probability of using multiple tobacco products (0.31).

CONCLUSION

The four subgroups identified in this study reflect the demographic heterogeneity of lifetime ONP users and highlight the importance of tracking marketing that could appeal to such subgroups.