Smoking is Obsolete – Even in the Luxury Sector

Transformations in societal views have resulted in a significant reduction in smoking, particularly among younger demographics.

When envisioning a luxurious lifestyle, one likely imagines a man attired in a meticulously fitted suit, reclining comfortably on a leather sofa while smoking tobacco. This illustrates the extent to which smoking is integrated into the lifestyles endorsed by the luxury market.

You are not obligated to accept our assertions uncritically. A new study on smoking preferences indicates that cigars are broadly seen as emblems of leisure and luxury. Cigarettes, to a diminished extent, bear similar implications. Nonetheless, these results originate from a poll of senior individuals. This raises the question: do individuals today perceive smoking in the same manner?

In conclusion, the response is negative. Tobacco products are undergoing a consistent decline, rendering smoking obsolete, especially within the luxury sector.

Smoking Viewed Through a Romanticized Perspective

Photo: gilaxia/ iStockphoto

The association of smoking with luxury stems from its origins as an exclusive commodity. Before the Industrial Revolution, cigars and cigarettes were regarded as handcrafted luxury goods predominantly utilized by urban elites, particularly in Europe. Although the mass manufacture of these items ultimately diminished the uniqueness of cigarettes, cigars remained handcrafted, preserving their aura of distinction. By the 1950s, the Golden Age of Hollywood restored the glamorous perception of cigarettes.

The presence of numerous actors and actresses smoking or using elegant cigarette holders both in films and in real life has cultivated a more sophisticated image of the habit.

The glamorous image was further enhanced by strategic launches from luxury fashion brands such as Yves Saint Laurent. The item for which the label is most renowned is its 'Le Smoking Jacket.' This garment is designed to enhance the wearer’s torso and features silk lapels intended to resist cigarette ash. Consequently, more than 42 percent of the US population habitually smoked in 1965, perhaps as more individuals adopted the practice to cultivate a similar sense of luxury.

By 2019, this percentage has decreased to 14.2 percent. This suggests that smoking gradually fell out of fashion over a few decades, profoundly affecting the luxury market in the process. The inquiry is: what prompted that occurrence?

The Decline of Smoking in Affluent Societies

The reduction in smoking can mostly be ascribed to its eventual association with numerous health consequences. Nonetheless, that did not diminish cigar and cigarette smoking among luxury consumers, particularly in the fashion industry, where numerous models were observed smoking on the runway far into the early 2000s. Fashion editor Marian Kwei elucidates that a primary factor contributing to the downturn in the luxury sector is the perception that smoking has become 'mundane' in terms of images. Fashion, along with the luxury aesthetic, centers on the notions of defiance and exclusivity. Due to the cigarette's glamorous image in the 1950s, smoking ultimately became more conventional, less defiant, and more inclusive. In other words, it can no longer attract attention.

A further contributing aspect to this drop is accessibility. This is particularly important for the luxury market, which must always seek methods to broaden its allure from affluent clientele to common buyers in order to sustain profit margins. The escalating costs of cigars and cigarettes have adversely affected their affordability. A pack of cigarettes in Australia now costs approximately USD 26, making it the most costly globally. Concurrently, a one premium cigar may exceed USD 100 in cost. These excessive pricing can substantially deter the average consumer from acquiring things solely to enjoy the opulent sensations they provide.

This is particularly accurate considering the availability of numerous next-generation nicotine solutions. This analysis on the worldwide nicotine pouch market indicates that it is projected to exceed a value of USD 64.29 billion by 2032, primarily due to the accessibility of these products. A can containing 20 ZYN pouches, for instance, is priced at approximately USD 5 and can be conveniently purchased online via Prilla. Nicotine patches, such as those offered by Nicotinell, are similarly priced, with a two-week supply available for USD 31 on various online platforms, including Amazon. The affordability has prompted manufacturers to broaden their nicotine patch offerings, shown by Dr. Reddy’s acquisition of the Nicotinell brand for enhanced distribution in Europe, Asia, and Latin America. Nonetheless, nicotine pouches and patches maintain the quality of nicotine delivery typically associated with smoking cigars and cigarettes, hence enhancing their appeal.

Due to influences on images and accessibility, these examples illustrate the rapid decline of smoking's popularity, especially within the luxury sector. Shifting consumer preferences indicate that tobacco products such as cigars and cigarettes have lost their former sophisticated allure. This suggests that the market must pivot and identify new products that more effectively represent the appeal of a luxury lifestyle, attracting both affluent individuals and average consumers essential for its sustainability.