I noticed when I was recently in Italy, that there is still a very large amount of smokers. Not surprised when a pack of 20 is only €5. Made me think that we are doing something right, with pricing cigs so high. It’s the price that puts people off and in courage them to quit. What’s the price of a pack of 20 these days, £18-20? People can’t afford that every couple of days. Specially youngsters as you said.