Why do the prices of some cigarettes drop in March?

As of 1^er March, some cigarette brands will see their prices drop, as indicated in the decree of February 7 on the approval of retail sales prices. This drop reflects a manufacturers' pricing policy, seeking to maximize the consumption of tobacco products, contrary to their numerous public statements[1].

Although the public authorities are the initiators of tax policies, the pricing of tobacco products is determined by the manufacturers. The decree of 7 February on the approval of retail prices indicates in this perspective that around fifteen cigarette brands will see their prices drop as of 1^er March. These reductions, between 20 and 25 euro cents, concern in particular the brands Camel and Winston (Japan Tobacco International) or King (British American Tobacco).

Maintaining loss leaders to spread the tobacco epidemic

This reduction in the retail prices of certain cigarette brands, independent of a decision by the public authorities, thus refers to the pricing policies of the tobacco industry. This strategy aims in particular to make certain brands loss leaders, financially more accessible, with the aim of remaining accessible and attractive to consumers, starting with the youngest and most precarious, the main targets of the tobacco industry. In other words, this pricing policy is part of a strategy to maintain and spread the tobacco epidemic, but also to maximize the turnover of manufacturers. Many scientific studies have to date documented the industry's pricing practices, in particular with a view to neutralizing the effects of public health policies, starting with tax policies.[2].

Practices that contradict the tobacco industry's discourse

Above all, the manufacturers' desire to maintain the accessibility of tobacco products is in direct contradiction with their public discourse, which has focused for several years on the industry's commitment to a global "harm reduction" strategy, and on the role of manufacturers in building a "smoke-free world". This public discourse is notably loudly relayed by the cigarette manufacturer British American Tobacco (BAT), as evidenced by its recent illegal poster campaign on the facade of the Notre Dame de Lorette church in Paris, entitled "Are you interested in a tobacco-free France?", even though the manufacturer is seeking to boost consumption of its King brand through its pricing practices. In reality, the industry's discourse aimed at promoting new tobacco and nicotine products as reduced-risk alternatives, whether nicotine pouches or heated tobacco, has two main objectives. On the one hand, to renormalize tobacco and nicotine consumption, and reassure an increasingly informed consumer about the risks associated with these products, and, on the other hand, to obtain a favorable regulatory framework and advantageous taxation on all of these products, and restore its profit margins, undermined by public health policies.

FT

[1] Official Journal, Order of February 7, 2025, (accessed 02/17/2025)

[2] Sheikh ZD, Branston JR, Gilmore AB, Tobacco industry pricing strategies in response to excise tax policies: a systematic review, Tobacco Control 2023;32:239-250.