• Tara Elton-Marshall, Scott T Leatherdale, and Robin Burkhalter.
• School of Public Health and Health Systems, University of Waterloo, Waterloo, ON, Canada.
• Nicotine Tob. Res. 2013 Feb 1; 15 (2): 435-43.

IntroductionThe objective of the study was to determine the brand distribution of premium, discount, and native cigarette brands and to identify the factors associated with smoking these brands among a nationally representative sample of Canadian youth smokers.MethodsData from 3,137 current smokers in Grades 9-12 participating in the 2008-2009 Youth Smoking Survey (YSS) were used to examine the prevalence and factors associated with different cigarette brand preferences.ResultsThe most prevalent brand of cigarette smoked was premium cigarettes (44.7%), followed by discount cigarettes (33.7%), and to be native cigarettes (7.3%). There was significant variability in brand preference by province with the majority of youth in Atlantic Canada and Quebec smoking a discount brand of cigarettes and higher prevalence rates of native cigarette use in Ontario and Quebec. Respondents were more likely to smoke discount cigarettes if they were female, daily smokers, or if they only had $1-20 a week in spending money. Respondents were more likely to smoke native cigarettes if they were Aboriginal, heavier smokers, or if they reported having no weekly spending money.ConclusionsA significant proportion of students from Grade 9 to 12 in Canada smoke cigarettes that are more affordable than premium brands and it appears that the market share for these more affordable cigarette options has increased in recent years. Given that the price of cigarettes is an important determinant in youth smoking behavior, it is critical to develop and continue to enforce tobacco control strategies designed to eliminate access to cheaper sources of cigarettes among youth populations.

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