Advent of £1 Cigarette Predicted by Smokers

1 in 3 already feel guilty about the amount they spend on cigarettes   


London, July 26th:  A quarter of smokers believe the money they could save from quitting the habit would be ‘life changing, and a third feel guilty about the amount they spend on cigarettes, that’s according to research conducted on behalf of the ‘IQOS No Smoke Index’, an ongoing research project designed to better understand the challenges faced by UK smokers attempting to quit cigarettes.


The research of 1,500 smokers revealed a third (32%) predict they’ll be paying £1 or more per cigarette before the end of 2024 due to the ever-spiralling cost of living – with a quarter (26%) reporting they will decide to quit if the £1 threshold is crossed.


Perhaps counterintuitively despite it being the same cost, a quarter of smokers regard the idea of a £1 cigarette a bigger psychological trigger to push them to quit than the idea of paying £20 for a pack of 20.


Not surprisingly however, the research also revealed one in four (24%) believe price is a big factor in whether they continue to smoke, while 16% admit that their family would notice the financial benefit if they stopped smoking cigarettes. 43% also admitted that smoking cigarettes holds them back in life because they have less disposable income.  


Harry Wake from IQOS, a tobacco heating system that unlike cigarettes produce no fire, ash or smoke said

“The cost of cigarettes is clearly a huge factor for many smokers seeking cheaper and less harmful alternatives."

“The research shows there’s definitely a psychological trigger in paying more than a pound for a single cigarette and it looks as though rising costs will naturally push people to the limits of what they can afford to pay for a habit, and it is getting to the point of not being sustainable.

“While everyone knows the best choice any smoker can make is to quit tobacco and nicotine products completely, for those that don’t, switching completely to IQOS presents less risk to your health than continuing to smoke*.

“Of course, it’s easier said than done when it comes to stopping smoking, but the benefits are there for all to see - health and wealth, it’s a win win all round”.


Other triggers to try and quit according to the index conducted via OnePoll, would be if a child or grandchild asked them to - or if a partner pleaded with them to do so. 

Over four in 10 (41%) have attempted a switch to vaping to try and cut smoking, while 32 per cent have tried nicotine patches and 27 per cent with gums or lozenges.

However, 39% of smokers admitted to using no aids or methods during their last quit attempt instead choosing to go ‘cold turkey’, however only 9% managed to stay off the habit for longer than a month. 


For further information including the IQOS cost saving calculator visit


The IQOS No Smoke Index, a research project designed to better understand the challenges faced by UK smokers attempting to quit cigarettes.


The trends and motivations behind smokers’ intention to quit smoking cigarettes. 

Who are they, where do they live, what’s the timeline to give up. 


Why are smokers planning to quit? 

What are their major concerns? Is it cost, health, family pressure, social stigma, duration of habit. 


What are smokers doing to quit? What alternatives are they using to help move away from cigarettes? 

How are smokers feeling and what are the outcomes they achieve in success and duration.


Important information: IQOS is not risk-free and provides nicotine, which is addictive.


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