Trends in market share of leading cigarette brands in the USA: national survey on drug use and health 2002–2013

Abstract

ObjectivesThe main objective of this study is to examine trends in market share for leading cigarette brands, both before (2002–2008) and after (2009–2013) Food and Drug Administration (FDA) regulation of tobacco products.Design Data come from the annual National Survey on Drug Use and Health from 2002 through 2013. Descriptive statistics, cross tabulations, and logistic regression were employed. Data were weighted to the US population and adjusted for cigarette consumption. Our analysis is restricted to 164 343 current cigarette smokers who were at least 12 years of age or older, had smoked at least one cigarette in the 30 days prior to the survey, and reported a usual cigarette brand at the time of the survey.ResultsOver 12 years, 14 brands comprised over 77% of the cigarette market. Marlboro consistently held over 38% of the market. Newport held the second highest market share, and increased from 7.2% in 2002 to 10.9% by 2013. Market share of Pall Mall grew by over 400% (1.7% in 2002 vs 8.9% in 2013), likely aided by the 2009 Federal excise tax increase. No clear associations of changes in market share with the implementation of FDA's regulatory authority over tobacco in 2009 were noted.ConclusionsTracking market share trends offers clues about brand marketing changing preferences of consumers. Rapidly growing cigarette brands should be monitored to determine if specific marketing practices or design changes are drivers, as these could represent public health concerns. Monitoring trends in cigarette market share could inform regulatory decision-making efforts related to marketing and advertising.

Do brand characteristics contribute significantly to variability in toxicant exposure in smokers? Data from NHANES 2007-2012

“…Our study broadly replicates these prior studies and adds information on brand family-specific exposures. It is important to note specific-brand exposures, as many consumers are brand loyal, the tobacco industry's marketing tactics influence preferred brands [21][22][23][24][25][26] and tobacco manufacturers are required to report HPHCs on a brand style-specific basis.…”

“…Smokers of premium cigarette brands such as Marlboro and Newport have been found to be younger with a higher income, and smokers of discount cigarette brands such as Pall Mall were more likely to be older, middle and lower income, and heavier smokers 34 . Marlboro, Newport and Camel are the most heavily advertised cigarette brands and they are the preferred brands among adolescent and young adults, and mentholated cigarettes are marketed heavily towards the African American community [21][22][23][24][25][26]39 . Other studies, including those using NHANES data, have looked at trends in serum cotinine concentrations 40 , as well as differences in serum cotinine levels seen among the major racial ethnic groups, age categories, gender and BMI 6,41,42 .…”

“…However, consumers tend to select a brand of cigarettes and to stick with that brand 23 . Marlboro holds the highest market share for leading cigarette brands in the United States (US) followed by Newport, Camel and Pall Mall, together accounting for over 60% of the market 24,25 . Tobacco industry marketing tactics, including advertising, packaging, and design/engineering influence brand preference [21][22][23][24][25][26] .…”

“…Marlboro holds the highest market share for leading cigarette brands in the United States (US) followed by Newport, Camel and Pall Mall, together accounting for over 60% of the market 24,25 . Tobacco industry marketing tactics, including advertising, packaging, and design/engineering influence brand preference [21][22][23][24][25][26] . Marlboro, Newport and Camel are the three most advertised cigarettes brands and the preferred brands among young cigarette smokers [21][22][23][24][25][26] .…”

“…Tobacco industry marketing tactics, including advertising, packaging, and design/engineering influence brand preference [21][22][23][24][25][26] . Marlboro, Newport and Camel are the three most advertised cigarettes brands and the preferred brands among young cigarette smokers [21][22][23][24][25][26] . Having data at a brand specific level is potentially relevant as tobacco products are now under regulation by the Food and Drug Administration (FDA).…”