#Research
WHAT IS A RUSSIAN
SMOKER LIKE TODAY?
The Russian tobacco market has been changing rapidly in recent years: state authorities come up with the new initiatives on tobacco products’
regulation, and new generation products are actively developing. It is quite natural that such changes affect consumer behavior. Imperial Tobacco
gives special attention to smokers’ research and carefully monitors changes in their preferences. To keep our knowledge about consumers up to
date and to make sure that our products meet their expectations, we conducted another study this spring.
T
he mechanics of the research remained unchanged: an
analytical agency surveyed more than 4,000 people from
different cities of Russia, which are a representative
sample for all the people living in the country. The survey was
conducted in the form of telephone interviews and interviews on
the streets. Men and women aged between 18 and 65 were the
target audience.
ACTIVE SMOKERS, 2018
• 22.4 million active smokers (consumers who smoke five or more
cigarettes a day).
• Men aged between 30 and 59.
• The number of such smokers is larger in the north-west
and the Far East.
• Active smoking decreased considerably among people
aged between 18 and 24 (mostly women) and people aged
between 30 and 39 (mostly men).
At the beginning of 2018, the share of smokers was 23% of
the adult population of Russia, i.e. 32.8 million people. This
figure decreased by 2% year on year due to a reduction in the
number of heavy smokers (consumers who smoke five or
more cigarettes per day). However, the share of non-smokers
has remained unchanged for the last two or three years. The
difference in figures is related to the fact that people switch to
new generation product.
The share of men who smoke is much bigger than that of
women: 34 and 13% respectively. However, the share of
men who smoke is gradually decreasing, while the number
of women who smoke remains unchanged in the long term.
Besides, an average Russian smoker is getting older.
A desire to lead a healthier lifestyle is still the main reason for
giving up smoking. However, compared to previous years, two
new factors are becoming increasingly relevant: higher prices
for tobacco products and health issues.
MAIN BRAND FORMAT
SEGMENT, %*
significantly higher;
1,5
Y 2018
7,5
SHARE OF ACTIVE SMOKERS
(ADULT POPULATION OF RUSSIA)
7,3
23%
7,7
0,0
Y 2015
7,6
0,0
Y 2014
FY 2017
16,2
41,8
FY 2018
The share of woman who smoke
The share of man who smoke
13%
34%
28,3
15,5
0,0
Y 2016
25%
32,4
0,8
Y 2017
Y 2013
0,0
2,0
KS
SSL+SL+USL
KS SSL
6,7
7,4
7,1
significantly lower
47,3
19,4
15,8
56,1
13,4
15,7
15,5
15,1
QS
SKS
62,3
69,1
74,1
*According
to Nielsen
AT THE BEGINNING OF 2018 THE NUMBER OF SMOKERS IS 32.8 MILLION PEOPLE
The Империалист | | 16