Flavored electronic cigarette use, preferences, and perceptions in pregnant mothers: A correspondence analysis approach

Use, preferences, and perceptions of flavored electronic cigarettes (e-cigarettes) were investigated in an ethnically diverse sample of pregnant mothers (N = 100; 50% smokers, Mage = 26; 66% low income; 65% minorities) via detailed interviews. Fruit and mint were the most commonly used flavors. Pregnant women endorsed increased use of fruit flavored e-cigarettes in preconception and pregnancy, greater preferences and intentions to use sweet flavors (fruit and candy), and lowest preferences for tobacco flavors. No differences in perceptions of general, pregnancy, or fetal-related health risks emerged across flavors. Latent factor mapping (biplots) based on correspondence analyses of contingency tables revealed clustering of more-preferred fruit and candy flavors versus least-preferred tobacco flavored e-cigarettes, with other sweet flavors—mint and alcohol—clustering more closely with fruit and candy flavors, and more pungent flavors—spice, coffee, chocolate—clustering near tobacco. Correspondence analysis also revealed uncorrelated clustering of preferences and harm perceptions, with intentions showing associations with both preferences and harm perceptions. Preference for fruit and mint flavored e-cigarettes and decreased harm perceptions significantly differentiated lifetime e-cigarette users from non-users. Results highlight preferences for fruit and mint flavored e-cigarettes during preconception and pregnancy, and links between preferences for fruit and mint flavors and lifetime use of e-cigarettes. These findings also highlight the utility of correspondence analysis for elucidating clustering of flavor perceptions and preferences for novel tobacco products. •Fruit flavored e-cigarettes were most commonly used during preconception and pregnancy.•Sweet and mint flavors were most preferred; tobacco flavor was least preferred.•Preference for sweet flavors distinguished lifetime e-cigarette users and non-users.•Correspondence analysis is a useful tool to examine flavor preferences.•Results may inform regulatory policy regarding flavored tobacco products.