RBH Tests Smoke-Free Shelves in Calgary Store to Push Alternatives — Rothmans, Benson & Hedges Inc.

Event summary

Rothmans, Benson & Hedges Inc. (RBH) removed cigarettes from a Calgary store for a half-day to promote smoke-free alternatives.
The initiative is part of a broader campaign expected to expand to more Canadian retailers in the coming months.
Canada's smoking rate stands at 11%, with heated tobacco products facing strict packaging and visibility rules.
RBH cites Japan and Sweden as examples where increased access to smoke-free alternatives coincided with lower smoking rates.

The big picture

RBH's initiative reflects a strategic push to reposition its portfolio amid stagnating smoking rates in Canada. The company is leveraging real-world examples from Japan and Sweden to argue for regulatory changes that could enhance the visibility and accessibility of smoke-free alternatives. This move aligns with broader industry trends toward harm reduction and the gradual phasing out of traditional cigarettes.

What we're watching

Regulatory Shift: Whether RBH's campaign will prompt Canadian regulators to relax restrictions on smoke-free product communication and visibility.
Market Response: The pace at which other retailers adopt similar smoke-free promotions and the impact on cigarette sales.
Consumer Behavior: How adult smokers respond to increased awareness of smoke-free alternatives and whether this accelerates the decline in smoking rates.