Tobacco brands are marketed to appeal to children, with flavors such as gummy bear, berry blend, chocolate, peach, cotton candy, strawberry, and grape, with more flavors expected soon. These products are labeled as “candy-flavored,” as recent chemical analysis reveals that the same flavoring chemicals used in smokeless tobacco and sweet-flavored cigars are derived from popular drink and candy brands like Kool-Aid, LifeSavers, and Jolly Ranchers. A Convenience Store News article wrote, “Flavored tobacco is offering a bright spot in the category,” hinting at the rise in tobacco sales and customer base at establishments that carry these goods.

According to the FDA’s own scientific review, menthol cigarettes not only decrease the age people start smoking, but also escalate addiction and hinder efforts to quit smoking. Older research on flavored cigarettes other than menthol, which is no longer available, also support the findings that flavors’ all-around attract children and young adults. When these products were accessible, flavored cigarettes, particularly those with candy flavors, enticed 70% of new smokers, predominantly teenagers and younger individuals. Studies indicate that young people were highly aware of flavored tobacco products and their advertisements, contributing to an increase in youth smoking rates.

The flavoring of these tobacco products serves more than the purpose of attracting the youth and exposing them to tobacco early on. The flavoring serves to disguise the scent of what is typically associated with tobacco products like cigarettes. An overwhelming number of Somali parents that we have encountered throughout the recent years have, whether during outreach or focus groups, expressed they are not even aware of the existence of these products. The lack of awareness in the Somali community leads to more problems in which the youth feel that they are able to get away with using tobacco products such as e-cigarettes in plain sight. 

Another phenomenon in the tobacco industry and one that has taken youth by storm lately is hookah. According to research, a lot of children and young adults believe that hookahs are safer than other types of combustible tobacco products. However, the CDC states that smoking tobacco with a hookah presents major health concerns to both smokers and others who are in close proximity to the smoke. Hookah users can inhale more deeply and stay in a hookah session longer because the flavors and smoking methods offer a more calming experience. A hookah session usually lasts for 40 to 45 minutes, which is three to four times longer than smoking a cigarette. Without question, flavoring hookah adds to its appeal among teenagers and young adults.

Hookah has gained significant popularity among Somalis, especially among the youth, becoming a prevalent pastime linked to social gatherings and weekend outings. Contrary to popular belief, hookah is not traditionally associated with Somali culture—a misconception that needs correction, especially given how impressionable young people are. Spending their youthful years in hookah shops may prevent them from other developmental experiences crucial for their future. These products are targeting youth in an attempt to secure lifelong customers. Due to this reason, we must educate ourselves and our children about the effects these products have on them. Understanding health concerns linked to smoking is essential for safeguarding the well-being of our youth.