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On paper, this looks like a strong deterrent, but when cigarettes contribute nearly 40% of ITCs revenue and about 75% of its profits, even small changes in consumer behaviour matter disproportionately

Assurances of Voluntary Compliance: A Regulatory Mechanism to Reduce Youth Access to Ecigarettes and Limit Retail Tobacco Marketing. American Journal of Public Health 110

Consumer Behavior & Usage Patterns Key consumer insights typically observed in Nigeria include: Preference for single-stick purchases over full packs Brand loyalty influenced by price availability rather than marketing Strong peer and social influence on brand choice High substitution behavior when preferred brands are unavailable Our market research explores brand switching, usage frequency, pack vs stick preference, and price elasticity across different demographics

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