A qualitative analysis of New Zealand retailers’ responses to standardised packaging legislation and tobacco industry opposition

Abstract

ObjectivesMany of the approximately 8000 New Zealand retailers selling tobacco are small stores that tobacco companies have represented as victims of policy measures designed to reduce smoking. Despite this depiction, many retailers experience considerable ambivalence in selling tobacco, a product they know harms their customers. We explored how retailers perceived the proposed introduction of standardised (or ‘plain’) packaging and their assessment of arguments made by tobacco companies in submissions on proposed standardised packaging legislation.ParticipantsUsing qualitative in-depth interviews, we recruited and interviewed 23 retailers of dairies (small convenience stores), small supermarkets, and service stations.AnalysesData were analysed using a protocol-driven approach; this stance enabled direct analysis of tobacco companies’ arguments, particularly those purporting to represent retailers’ concerns.ResultsRetailers were concerned about the financial implications of standardised packaging and the effects it may have on their ability to provide rapid and efficient customer service. However, few thought standardised packaging would foster illicit trade or spawn further regulation; most placed public health goals ahead of tobacco companies’ ‘rights’, and many supported government intervention to protect population health.ConclusionsRetailers held ambivalent views on standardised packaging; while they were concerned about short-term effects on their business, they recognised the harm smoking causes. Policymakers and health researchers could collaborate more effectively with retailers by assisting them to create financially viable roles more compatible with public health objectives.

Standardized packaging and illicit tobacco use: A systematic review

“…Searches generated ten relevant empirical studies 21,30,[32][33][34][35][36][37][38][39] : three were qualitative studies (two reporting focus group research with young adult smokers in Scotland 30,32 , and in-depth interviews with retailers in New Zealand 39 ); three were content analyses (of online commentary on tobacco packaging in Australia 33 , UK press coverage of the illicit tobacco trade 34 and the four TTC submissions to the consultation in the UK 35 ); two were cross sectional surveys (of illicit tobacco use following introduction of standardized packaging in Australia) 36,37 ; and two were before and after studies (one of availability of illicit tobacco in small retail outlets 38 and one empty-pack survey before and after the introduction of standardized packaging in Australia) 21 . See Table 2 for a summary of included studies.…”

“…There were few studies examining tobacco standardized packaging and illicit trade and those that were available were generally not of high quality. We identified ten relevant empirical studies which examined standardized packaging and illicit tobacco 21,30,[32][33][34][35][36][37][38][39] . Five studies reported smokers did not intend to 30,32 or actually 21,36,37 purchase more illicit tobacco following standardized packaging although one 33 suggested a small number of responders to online news felt smokers In 179 (59%) of the shops the secret shopper then asked the retailer about the availability of unbranded, i.e.…”

“…Only one study examined retailers' perception of how the proposed introduction of standardized packaging would influence illicit trade 39 . Guthrie, Hoek, Darroch and Wood 39 reported a qualitative study employing in-depth interviews with 23 retailers of small convenience stores, small supermarkets, and service stations in two New Zealand cities (Wellington, a large city and Dunedin, a provincial city).…”

“…Guthrie, Hoek, Darroch and Wood 39 reported a qualitative study employing in-depth interviews with 23 retailers of small convenience stores, small supermarkets, and service stations in two New Zealand cities (Wellington, a large city and Dunedin, a provincial city). Retailers were purposively sampled, from a previous study database, and stratified by store type and area deprivation level.…”

“…This was the first study 39 to examine New Zealand retailers' views of standardized packaging on the illicit tobacco trade using well-designed qualitative methods and collecting data until saturation. However, this was a comparatively small sample with many participants only speaking English as a second language and some who had sought support and advice from tobacco companies.…”