Tobacco Documents Online

August 12, 1976 Mr. T. L. Ogburn, Jr. ~.~..: .~SHARE OF SMOKERS BY AGE GROUP T~ti~.::~!~/~emo is the annual update of trends in share of smokers by age g~oup:. Trend data is drawn from the April NFO Panels. The trends ii~i~ded are : I. Winston-Marlboro Comparisons ::/:ili~ii~i~ii::ii::ii::iii 2. S a I em-Koo i Compa r i s on s iiiiii!::::i::iiii{i:~ii~:iiiii:{ii 3. Co r p o r a t e C o m p a r i s on s :iiii~: WINSTON VS. ~iARLBORO Y~ER SMOKERS ~ ~:.~:~ ~ o King's share among this 14-17 year age group is off two point~ for the second year in a row. Current share is 9%. Conversely, Marlboro King's share among this age group which had shown losses dur~g t~h-e past three years wa~ up one point. Current share is 32%. B6~:~:::::~:~'~inston Super King and Marlboro 100 have not shown any change a~Q.~.~~ this age group. '~:~:~:~:~:~:~:::~ ~ULT_~ S~O~RS ~::~:~{:on King's share among the 1~ and over age group is continuing i~s slow decline. Current share of 9% is off one point from 1975 a~{~}~}:~::~s largely attributable to the 21-24 year age group where share h:~$ h~een on the decline since 1966. Marlboro King's share has held a~ the same during the past four years among adult smokers. Curre~ s~9~[ is the same as Winston King's 9% Marlboro King continues to ~a:.~::8[""::::share among the 21-24 year olds, whereas this is the age group f~::::::Which Winston King's most consistent share declines are coming. .~>::':-:~::~: { : ~{:~:~:~:~bn Super King and Marlboro 100 are not showing any change among t~{:~:~:~:dult smoker age groups. ....:.:._ . Y~::~ R SMOKERS S.~::~gm King appears to have retained most of the share gain seen during l~Z~::::::~nmong 14-17 year olds. Current share of 9% is only one point o:ff the previous years high of 10%. Kool King, has a larger share at 15% and was even with the previous year. CX 60-A RM027114

ADULT SMOKERS Share among Total Adult Smokers has not changed in the past year for either Salem or Kool. Salem, however, appears to have lost one share point among the older adult age groups while Kool increased share by one point among the younger adult age groups. ii:~~ ........ :. CORPORATE COMPARISONS F:~{~?a corporate standpoint Philip Morris posted a 4 point gain a~,.Q.:~:~ 14-17 year old smokers (RJR and B&W each lost 2 points). Among ~:~:~:£i smokers, RJR was the only company that gained share over the p.~.e~ous year and currently holds a 32% share. Marketing Research Department TJK/bs t J. tl. Sherrill, Jr. D. W. Tredennick J. H. Saylor, Jr. ~r ...... ::i:... ....... ..::j • ::[:~:~:~:~:: . ::::b::: ~?'" .::~,:... ~ ~:::" : CX 60-B RM027115