We have hidden cigarettes away
We want to contribute to ensuring that we in Denmark witness the first non-smoking generation in 2030. That is why we have placed cigarettes out of sight in all our stores
No tobacco on display in our 600 stores
We want to contribute to ensure we witness Denmark’s first non-smoking generation by 2030. That is why in 2018, we placed cigarettes out of sight in all our stores.
Less exposure works
Placing tobacco out of sight works. In facts, in spite of more shops, more customers and higher revenue, we sold 20 million fewer cigarettes in 2018 than in 2017. And we saw a particularly big drop in sales in stores where customers largely consist of young people.
Acting on expert recommendations
By hiding tobacco products, we are in line with a recommendation from the Danish Cancer Society, Heart Association and the Medical Association, taking a step towards the first non-smoking generation.
Breaking the curve
Every week, 40 young people in Denmark take up smoking. We believe it requires action across retail and organisations to break that curve, and we are following recommendations from the Danish Cancer Society, Heart Association and the Medical Association to hide tobacco away.