New research has found that UK retailers expect affordability to be the deciding factor for adult smokers choosing a smoke-free alternative in 2023.
In research from KAM on behalf of Philip Morris Limited (PML), more than half of retailers surveyed (57%) said that customers would select the cheapest products available, followed by those products offering the best overall value for money (18%). Smoke-free alternatives that offered the widest taste range available (10%) and those offering convenience and ease (5%) were ranked third and fourth, respectively.
When asked what may prevent smokers from choosing a smoke-free product this year, price again was a factor with six in ten retailers concerned that alternatives may be too expensive. Despite these concerns, over two-thirds (68%) agree that smokers will use smoke-free products as a better alternative in 2023, with retailers themselves ready to support this transition.
Over half of respondents (56%) said that they stock heat-not-burn products, such as HEETS tobacco sticks, priced at £5 per pack, and IQOS ORIGINALS DUO to help their customers make the switch in 2023.
Kate O’Dowd, head of commercial planning at PML in the UK and Ireland, said: “With the average price of cigarettes now £12.73 per pack, the data shows that retailers have listened to what customers have told them and stocked a range of smoke-free alternatives that are affordable and more importantly, a better choice than continuing to smoke. 2023 will be the year of the multi-category, whereby retailers should offer affordable smoke-free choices that don’t compromise on taste, quality, or satisfaction for the user.”
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