Other Research

2005 National Baseline Survey on the Tobacco Retail Environment

Health Canada presents the results of the 2005 National Baseline Survey on the Tobacco Retail Environment.  The principal objective of the study was to obtain quantitative data regarding smokers’ and non-smokers’ attitudes, beliefs, and behaviours associated with the tobacco retail environment.  More specifically, objectives of the study included:

• Assessing current knowledge, attitudes and behaviours associated with the tobacco retail environment such as:  displays, availability, advertising, promotion, locations where tobacco is sold, and so on;
  
  
• Investigating whether smokers and non-smokers see linkages between smoking, displays at retail, and availability of tobacco products; and
  
  
• Examining views and attitudes towards possible modifications to the tobacco retail environment.

Executive Summary

Results of the 2005 National Baseline Survey on the Tobacco Retail Environment indicate that in terms of the most important factor in determining where to purchase cigarettes, convenience trumps all others, and a location close to home is even better.  Specifically, one-half of all smokers say convenient geographic location is the most important factor, followed by price with one-third saying it is most important.  Perhaps not surprisingly then, nationally, convenience stores are the primary place of purchase for most smokers.  Notably, younger smokers (i.e., 18 to 34 years of age) are significantly more likely than older smokers to purchase cigarettes at convenience stores.  On the issue of convenience, one-third of smokers say if they had to travel further to purchase cigarettes they would smoke fewer cigarettes, and younger smokers particularly so. 

The removal of cigarettes from the product mix is likely to have the most negative impact on convenience stores.  That is, establishments that sell products a smoker is apt to always purchase in addition to cigarettes (e.g., groceries at a grocery store) will see a smaller decline in sales of non-tobacco products to smokers, compared with locations that sell non-tobacco products that could be deemed impulse or non-essential purchases (e.g., convenience stores).

The typical wall of cigarettes in a retail establishment is clearly perceived to be a form of advertising.  Moreover, such displays have a significantly greater influence on younger smokers compared with older smokers in terms of encouraging them to smoke more often.  This is a view shared by one-half of the general public.  Six in ten Canadians think there should be some form of restriction on the retail display of cigarettes.

In addition to restricting in store displays, there is reasonably strong support for licensing cigarette retailers, as well as establishing specific limitations on where cigarettes can be sold, particularly in relation to youth.  Approximately seven in ten Canadians, including a majority of smokers, think establishments that sell cigarettes should be licensed.  Moreover, support for licensing is strongest among younger smokers.  Within the context of licensing, further consideration should be given to the issue of accessibility in relation to youth, specifically in terms of the types of establishments that sell cigarettes and their proximity to public schools.  Support for limiting the types of establishments that can sell cigarettes is moderate and increases somewhat when limiting youth access is specified as an objective (e.g., within 500 metres of schools). 

To obtain a PDF version of the complete report (available in English only), please contact Tobacco Control Programme.

Public Attitudes Toward Toxic Constituent and Health Warning Labelling on Cigarette Packaging

Almost all session participants could recall the three ingredients currently listed on the package (i.e. tar, nicotine, and carbon monoxide). When shown a list of 15 chemicals, most participants admitted that this information was new to them, and most agreed that people who smoke should have this information. They supported the idea of providing descriptive statements that explain the health risks of the toxic constituents. Specifically, the participants liked statements that provided them with new information, that were easy to understand, that were definitive, that described health hazards that concerned them, and that addressed short-term health risks. (Environics, March 1997 -- Qualitative Research Report)

To obtain a PDF version of the complete report (available in either English or French), please contact Tobacco Control Programme.