Research shows cost, not health, the reason people quit smoking

Australians who smoke are more likely to quit because of the rising cost of the habit, rather than looking after their health, new research has found.

Smokers are more likely to quit due to the rising cost of cigarettes, rather than the health concerns, according to the latest research.

Survey results from The University of Queensland found that money is the number one reason smokers are trying to quit as Australians continue to feel the cost of living pinch.

The survey was based on data collected in the National Drug Strategy Household Survey 2007 to 2019 and found that 48 per cent of smokers who quit in 2019 named high cigarette prices as their main motivation, compared to 30 per cent in 2007.

The recent change of mind has coincided with a shift in government focus, from mass media anti-smoking ads to instead targeting the price of cigarettes, according to Associate Professor Coral Gartner from UQ’s School of Public Health.

“Some people who plan to quit sometime in the future for health reasons, may be more inclined to try now when faced with paying $40 for a pack of cigarettes,” she said.

“Cost of living pressures are clearly a big factor for some people to take that next step.”

It comes as tobacco taxes in Australia rose by 25 per cent in 2010, and 12.5 per cent annually between 2013 and 2020 with an average 25-pack of cigarettes costing around $55 today.

The latest Australian Bureau of Statistics data found that 11.4 per cent of Australians over the age of 15 were current smokers from 2020-21, including 11.8 per cent of those aged over 18.

Dr Gartner said that although price measures were good motivation for smokers to quit, those with strong addiction would need further encouragement.

“Phasing cigarettes out of supermarkets and other convenience stores could really support people to quit smoking,” she said.

“From this research we saw there were three quarters of people who smoked in the past year that had done something to quit or reduce their smoking so it shows that a lot of people don’t necessarily want to keep smoking.”

The study also found people most affected by high cigarette prices were those who lived in low income areas, smoked heavily, drank alcohol and experienced high to very high psychological distress.

Dr Gartner urged the federal government to follow a comprehensive approach to reducing smoking, including consulting New Zealand’s radical strategy which is looking to remove nicotine from cigarettes to reduce the addictive nature of the habit.

However, with more people quitting due to high prices, financial advisor and director at Stonehouse Group, Ben Hancock said it would unlikely impact the cost of cigarettes due to the substantial government tax.

“It’ll probably be the case that cigarette companies will be unable to reduce their prices and operate profitability with a reduced market share as more people give up,” he said.