THE MENTHOL BAN

RESEARCH

‘MOST SMOKERS WILL REMAIN BRAND LOYAL’

A BRAND-NEW SURVEY BY JTI HAS FOUND THAT MORE THAN HALF OF ALL RETAILERS EXPECTMENTHOL AND CAPSULE SMOKERS TO REMAIN BRAND LOYAL WITHIN THE CIGARETTE CATEGORYAFTER TODAY’S MENTHOL BAN.

After many months of anticipation, today’s Menthol Ban means that we will finally begin to see answers to the vital question of what menthol and capsule smokers actually do now their products of choice are no longer available to buy. Opinions have been divided but a very recent survey by JTI indicates that over half of all retailers have now come around to the idea that menthol and capsule smokers will simply switch to plain versions of the cigarette brand they already smoke.

The survey found that over half (52%) of retailers expect adult smokers to remain brand loyal within the ready-made cigarette (RMC) category; 31% believe their customers will switch to vaping or other reduced risk products; 11% think they will switch to roll-your-own (RYO); and just 6% expect adult smokers to quit the category altogether.

The results show a significant shift in thinking amongst retailers compared to a previous survey carried out by JTI earlier in the year, with 27% more retailers now believing that their customers will remain brand loyal within the RMC category (52% vs 25%) and fewer assuming smokers will switch to vaping (31% vs 45%), RYO or quit.

Mark Yexley, Communications Director at JTI UK, comments: “The results highlight the need for retailers and their staff to be knowledgeable about all of the products available once the ban is in effect.”

The initial survey carried out by JTI in February this year also highlighted the need for further education and additional support for retailers on the specifics of the legislation. The recent findings paint a more positive picture with 89% of retailers surveyed now feeling fully prepared for the upcoming legislation.

Yexley continues: “Our research shows that since its launch back in February, JTI’s dedicated Menthol Ban microsite and educational material sent directly to stores has provided much needed support and guidance for retailers across the UK, helping them to get to grips with what’s to come.”

The latest retailer predictions:

52% of retailers think menthol and capsule smokers will remain brand loyal within the cigarette category

31% believe they will switch to vaping or others reduced risk products

11% think they will switch to roll-your-own

6% expect smokers to quit altogether

For more information retailers can contact their rep, visit JTI’s dedicated microsite www.JTIAdvance.co.uk/MentholBan2020, or call the Customer Care Line on 0800 163503.