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Increasing consumer demand for lower-priced traditional cigarettes continued to send overall category sales down in September, according to the latest Nielsen convenience store report out Wednesday.

What Goldman Sachs analyst Bonnie Herzog refers to as "downtrading" from many top brands has been occurring in recent months during the COVID-19 pandemic.

Overall sales volume for traditional cigarettes was down 2.6% for the four-week period that ended Sept. 19.