Tobacco Documents Online

Q ~o LAPSED SMOKERS (41% OF NON-SMOKERS) HOW LONG AGO DID YOU GIVE UP SMOKING MANUFACTURED CIGARETTE~? °. t- %._ ".7 _.% ] 6 - I..___.~9 20-24 25-34 35-4~' 45-5L~ 55-64 65+ UP TO I MONTH 2 8 5 2 0 2 I I I = 3 MONTHS 2 4 3 2 ~ 3 I 2 3 - G MONTHS 2 15 5 4 2 I I 1 6 - 9 MONTHS 2 4 2 3 l 2 I I 9 - 12 MONTHS 3 8 5 5 5 * 2 3 I2 - 18 MONTHS 4 12 6 4 8 4 4 2 18 MONTHS - 2 YEARS 4 15 5 8 3 4 4 2 2 - 5 YEARS (~ 27 40 37 ~5 12 16 13 5+ YEARS AGO ~ 4 30 41 60 7O 67 73 79~ OF LAPSED SMOKERS GAVE UP OVER TWO YEARS AGO. T~ERE IS CLEARLY AN AGE RELATED PHENOMENA AS THE OLDER YOU ARE THE LONGER YOU CAN HAVE G)VEN UP. ,k.. J C ,,.O 0 BATCo document for Legal Services • Health Canada 27 November 2000

SMOKERS : THE UNSTABLE MARKET PLACE .10. f~ F~ L. L L~ HAVE YOU EVER TRIED TO GIVE UP SMOKING MANUFACTURED CIGARETTES? YES 66% NO 34% WHO HAS TRIED TO GIVE UP? PERCENTAGE POTENTIAL PENETRATION 0F MARKET MARKET LOSS MEN 68 48 32 WOMEN 65% 52 3~ CLASS A8 66 12 8 CI 67 17 ~I C2 66 38 -25 DE 67 33 22 AGE 16 - 19 60 5 3 f 20 - 24 I761 9 7 25 - 34 ~ 22 17 35 ~ 44 6~ 16 11 L.. 45 - 54 63 20 13 55 - 64 62 15 9 r L, 65+ 54 12 6 CONSUMPTION I - 5 52 12 6 : 6 - 14 67 22 15 L.~ 15 - 29 68 50 3~ J~" C~ 30 - 40 I~ 73 ~ 12 9 O .,.D !j 41+ 64 2 O NO ANSWER 2 2 .2~ C~r O', u_} BATCo document for Legal Services • Health Canada 27 November 2000

If. TRIED TO GIVE UP - BUT HOW LONG AGO? IS THE MARKET THAT UNSTABLE? 42~ OF SMOKERS WHO HAVE EVER TRIED TO GIVE UP DID SO OVER 2 YEARS AGO (28% OF ALL SMOKERS) 14~ LAST TRIED BETWEEN I AND 2 YEARS AGO (9~ OF ALL SMOKERS) ALL SMOKERS -.r 7. % "rK, ED,lI 71~ OF ALL SMOKERS HAVE EITHER NEVER TRIED TO GIVE UP SMOKING OR HAVE NOT TRIED !N THE LAST YEAR. 28% HAVE TRIED IN THE LAST YEAR 0 0 0 O- BATCo document for Legal Services • Health Canada 27 November 2000

L WOULD YOU LIKE TO GIVE UP SMOKING ALTOGETHER IF YOU COULD DO SO EASILY? 12. ALL SMOKERS YES 64~ NO 36~ DESIRE TO GIVE UP SEX MALE 64 FEMALE 63 CLASS "- AB 6h £i 60 C2 64 = --. DE 64 ] AGE 16 - 19 65 20 - 24 L- 25 - 34 35 - 44 64 45 - 54 61 55 - 64 65 J 65+ 4~ DAILY CONSUMPTION I - 5 36 6 - |h 60 15 - 29 I~ 30 - 4O 41+ 53 C~ C) Co BATCo document for Legal Services • Health Canada 27 November 2000

r~ WOULD YOU LIKE TO GIVE UP SMOKING ALTOGETHER IF YOU COULD DO SO EASILY'?, THOSE WHO WOULD LIKE TO GIVE UP NOT LIKE TO DEMOGRAPHICS ~ 13, ,-- SEX MALE 48 ~-, FEMALE 52 47 53 { L~ I i CLASS AB C1 C2 DE AGE 12 }2 16 18 38 38 34 33 16 - 19 5 5 20 - 24 lO 8 25 ° 34 17 35 - 44 16 16 45 - 54 20 21 55 - 64 15 14 ,-, ® , @ 6 - 14 21 24 15 30 - 40 14 10 41+ 2 3 N/A I O C) C) BATCo document for Legal Services • Health Canada 27 November 2000

r~ I L.- i C L.7 L~ .5 THE ~ARKET SEGMENTED HIGHLY CONSONANT (HAVEN'T TRIED NOR WISH TO GIVE UP) CONSONANT (HAVE TRIED BUT DON'T NOW WISH TO GIVE UP) DISSONANT (WISH BUT HAVE NOT TRIED) H~GHLY DISSONANT (WISH'AND HAVE TRIED TO GIVE UP) 20 'SAFE' 16 13 'LOSS POTENTIAL' 50 .J~ O C) ,,,C) ZZ) "CO CZ~ BATCo document for Legal Services • Health Canada 27 November 2000

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6. r L. PRESSURES SMOKERS: WHAT WERE THE REASONS THAT MADE YOU TRY TO GIVE UP? (66% OF CURRENT SMOKERS HAD TRIED TO GIVE UP) COST Q FINANCIAL HEALTH REASONS (GENERAL} Q HEALT.___~H CHEST/BRONCHITeS 7 DOCTOR ADVISED IT 5 PREGNANT 4 COUGHING 4 CANCER 4 ADVERTISING/SOCIETAL PRESSURE INVOLVED FAMILY PRESSURES 4 FAMILY INCOMPATIBLE WITH WORK (6 PEOPLE) PROVE I COULD DO IT/SHOW I'M NOT ADDICTED SOCIETAL "SHOW" ADVERTISING AGAINST SMOKING "._, 'J 0 0 0 BATCo document for Legal Services • Health Canada 27 November 2000

17. "-i LAPSED SMOKERS 4~ OF NON-SMnKERS USED TO S~OKE REASONS THEY GAVE UP % COST O HEALTH (GENERAL) Q CHEST/BRONCHITIS I0 DOCTOR ADVISED IT 6 PREGNANT 4 COUGHING 6 CANCER 4 FAMILY PRESSURES 5 INCOMPATIBLE WiTH WORK PROVE I COULD DO IT 3 ADVERTISING AGAINST SMOKING l C::; BATCo document for Legal Services • Health Canada 27 November 2000

HEALTH: SMOKERS t HOW FAR DO YOU PERSONALLY AGREE OR DISAGREE THAT CIGARETTE SMOKING IS HARMFUL TO HEALTH? AGREE STRONGLY AGREE NEITHER AGREE NOR DISAGREE DISAGREE DISAGREE STRONGLY DON'T KNOW .................... AGE ...................... 16-19 2G-24 25-34 35-44 a5-5L 55-64 6~ 24)?0 251?? 29)80 28)?6 27,'.. 2016? 26)69 15;:.: 401 S2.~ 5,1 4BI 4~I~' 47; "31 4o~~ 14 8 1a 13 12 15 16 17 11 12 3 B ~I 14 ]~ 19 2 0 3 I 4 2 2 5 2 3 I ] 2 3 2 3 0.80 0.93 I.O 0.94 0.8z o.71 0.81 0.43 L.. t AGREE STRONGLY AGREE NEITHER AGREE NOR DISAGREE DISAGREE DISAGREE STRONGLY ......... CLASS ......... AB Cl C2 DE 241?0 29177 24f74 23t,8 23167 46) 48) 50) 45) 44) 14 11 13 16 14 11 6 I! 11 13 2 I I 3 3 AGREE STRONGLY AGREE NEITHER AGREE NOR 0ISAGREE DISAGREE DISAGREE STRONGLY .......... COflSUHPT I Oll .......... I -_...~5 6 -14 15-29 30-40 41+ 24}?0 28t7s 221e9 '3ts9 28)?I~ 20180 46 48) 47) 46) 43,. 40) 14 12 17 ~4 tO 18 II 9 I0 12 ~3 ~8~ Lg 2 I 2 2 5 0 0 BATCo docu, ~ent for Legal Services • Health Canada 27 November/2000