Our Voice & Actions

In my role within Altria Group Distribution Company’s (“AGDC”) Data & Analytics organization, I analyze consumer behavior and decision-making in the tobacco category to enable greater support of our trade partners and better understanding of our adult consumers.

Adult tobacco consumers (“ATC”) 21+ are dynamic and sophisticated. Their expectations continue to evolve, and our long-term success hinges on our ability to satisfy those requirements. Understanding ATC 21+ behavior empowers AGDC to meaningfully support trade partners with resources that align to adult consumer expectations like relevant marketing materials and price relief. As ATC 21+ continue to explore, engage, and ultimately transition to smoke-free products, deep knowledge of consumer behavior helps us to deliver the right products to meet ATC 21+ needs.

 

Adult tobacco consumers 21+ are dynamic and sophisticated.

 

The Path to Purchase study is an exploration into the behaviors and shopping habits of ATC 21+ who purchase from one of Altria’s tobacco brands. The study is intended to better understand our consumers through ATC 21+ feedback about their expectations with tobacco products and their purchase experience. These insights strengthen the conversation between Altria’s field sales force with retail partners through common understanding of the ATC 21+. As ATC 21+ expectations continue to evolve, it’s increasingly important to ensure manufacturer and trade alignment.

We plan to refresh the Path to Purchase study each year with relevant and timely insights. We are actively expanding the additional resources accessible to the field sales force and external stakeholders. In August 2022, we launched a new resource to communicate insights related to marketplace conditions. This resource, called “Quarterly Marketplace Insights”, presents details relating to macroeconomics, ATC 21+ marketplace dynamics, convenience store trade insights, and more. Because tobacco is just a single piece of a ATC 21+’s shopping experience, understanding the larger variables that impact our consumer’s decision-making and the retail environment is paramount. By better understanding our ATC 21+ and anticipating their motivations and needs, we are able to continue to deliver toward our Vision and drive progress toward our harm reduction aspirations.