If younger adults turn away from smoking, the industry must decline, just as a population which does not give birth will eventually dwindle." FebruRJR report, "Young Adult Smokers: Strategies and Opportunities". Younger adult smokers are the only source of replacement smokers. We use cookies and similar tools that are necessary to enable you to make purchases, to enhance your shopping experience, and provide our services, as detailed in our Cookie Notice.We also use these cookies to understand how customers use our services (for example, by measuring site visits) so we can make improvements. They must achieve net switching gains every year to merely hold share. Brands/companies which fail to attract their fair share of younger adult smokers face an uphill battle.
the brand loyalty of 18-year-old smokers far outweighs any tendency to switch with age. No more than 5 percent of smokers start after age 24.
"Younger adult smokers have been the critical factor in the growth and decline of every major brand and company over the last 50 years. They will continue to be just as important to brands/companies in the future for two simple reasons: The renewal of the market stems almost entirely from 18-year-old smokers. An infamous quote from one tobacco industry document gives insight on how they view recruitment: Calling youth their "replacement smokers," tobacco companies callously and aggressively advertise to youth, because they know they are killing their current customers.
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