Analysts are of the view that smoking rates have been declining since the 1960s in Britain as people are becoming more concerned about their health and also, the ban on smoking in 2007 helped a lot in bringing the smoking rate down by a fifth in 2008.

If such a decline continues to follow in the future also, then by 2050 the smoking rate would come to zero, as believed by analysts. But, Citigroup is not in favor of developing a long-term approach as according to it, with increase in the prices of smokes, the tobacco Companies will continue to make profits by the year 2020. Although, hindrances like cigarettes' selling in plain packaging could pose a threat to tobacco concerns.

Last year, the Health Secretary Andrew Lansley suggested selling smokes in plain packaging so as to prevent children from smoking.

"We don't believe smokers are attracted to smoking by the packs because graphic health warnings already make them look revolting. Furthermore plenty of drugs are bought without branded packaging", said Citigroup analysts. They added that generic packaging could be introduced in Australia, but it was not sure that the same would be followed in Europe or not. Even if such a measure is followed, there would not be a considerable change in the smoking rates or profits.