Removing product descriptions as envisioned under cigarette plain-packaging proposals will trigger a switch to cheaper brands that could undermine the goal of reducing smoking, according to a UK study.

“If consumers can’t differentiate between brands in the market, they opt for cheaper brands,” said Gavan Conlon, a partner at the consultancy London Economics. A corresponding reduction in prices by manufacturers seeking to hold market share could actually raise demand, he said. “When prices decline the demand increases.”
London Economics conducted a study of 3,000 UK residents to assess preferences of smokers and non-smokers for a variety of products, including cigarettes. Responses were consistent for most of the products, both by smokers and non-smokers, the institute said. The study was commissioned by Philip Morris International.
Cigarette plain packaging is planned for Australia by the end of 2012. The government in the UK may soon announce a public consultation on plain packaging. (pi)