Popularity of natural American Spirit cigarettes is greater in U.S. cities with lower smoking prevalence

•NAS cigarettes are perceived as less harmful to health than other cigarettes.•NAS may be popular in cities where smoking is less normative.•This study examined NAS sales by city as a function of smoking prevalence.•As predicted, NAS sales volume was higher in cities with lower smoking prevalence.•This pattern was unique to NAS and not observed for Marlboro or Pall Mall.