How tobacco companies have used package quantity for consumer targeting

Abstract

Industry documents speculated about many potential effects of package quantity on appeal and use, depending on brand and consumer segment. The search was non-exhaustive, and we could not assess the quality of much of the research or other information on which the documents relied.

Does size matter? Rethinking the tobacco pack

“…In this issue of Tobacco Control , Persoskie  et al 1 demonstrate, yet again, that nothing about the design or packaging of tobacco products can be considered benign or incidental. Their analysis of internal tobacco industry documents shows that the industry has been aware for decades of the potential to manipulate package quantity—the number of cigarettes or cigars or amount of smokeless tobacco in a package—to achieve certain goals.…”

“…Persoskie  et al ’s work1 suggests that it may be time to rethink traditional approaches to regulating package quantity. Tobacco control advocates have characterised as ‘kiddie packs’ packages of factory-made cigarettes containing fewer than 20 cigarettes or roll-your-own packs containing less than 30 g of tobacco; the thinking is that their lower per-package cost encourages purchase by budget-conscious youth.…”

“…However, Persoskie  et al ’s study1 shows that, from the tobacco industry’s perspective, the relationship between pack quantity and consumption is more complex than a simple relationship between small pack size and increased sales. Tobacco companies recognise a relationship between smaller pack quantities and purchase by youth (or what they call ‘younger smokers’); however, they also see smaller pack quantities as a potential threat, since they offer a convenient way for established smokers to reduce consumption, perhaps as a step toward quitting smoking entirely.…”

“…These findings suggest that minimum pack quantity policies involve a trade-off: on the one hand, they discourage youth from smoking initiation, but on the other, they eliminate a potential smoking reduction or cessation tool for established smokers. While such a trade-off may ultimately be unavoidable, Persoskie  et al ’s work1 also suggests that it is worth considering a new approach to regulating pack quantity.…”

“…Based on Persoskie  et al ’s findings, a preliminary case could be made for mandating smaller or larger pack sizes in order to discourage smoking 1. For example, tobacco company research with smokers highlighted some downsides to larger pack quantities, including incompatibility with an interest in smoking less, a greater likelihood of the product becoming stale and inconvenience in terms of carrying the product around.…”