Tobacco Documents Online

R~.:.~' .~SHARE-OF SM_OKERS BY AGE GROUP' T]~i.s m~mo iS: the ann~al update of trends in share of smoker~ b', CX 61-A

ADULT SMOKERS Share among Total Adult Smokers has not changed in the ~ast year for either Salem or Kool. Salem, however, appears to have lost one share point amon~ the older adult age groups ,.:bile Kool ~_n,cre~ed b,,, o,~~ ooi[~t a[,,o:]~, the vounoer adult a ~e crouos. HI-FI BP~ND COMPARISONS No~sig~ificant changes have occurred among the Hi-Fi brands. Vantage co~es to have a 2% share among all age groups except for the 14-17 ye~ds and 18-20 year olds where its share is 1%. In the four month~ si~]~ts introduction, Merit has achieved a i% share among all ace gr~] Additionally, NOW has achieved a i% share among the 25-34 and 5 0 ~ groups. COhOrTS COMPARISONS Fr~ a corporate standpoint, Philip Morris Posted a 4 point gain among~ 14%~~ear old smokers (~R and B&w each lost 2 Points). ~ong adult sm~::~9%, ~R was the only company that gaxned share over the previous yea~%nd.. ~ currently holds a 32% share• Ti~~ Ke~ Ma~.ng Research Department At.~.,ach~ne nt cc.b.. ~. H. Sherrill Jr. ~::~. G. Palmer~ :~%~::~. H a 11 CX 61-B RH0004025

~Z to~Fadcz~l ~ Co ant to s na,o,o ~ ..... > dated June 6, 1997.

Z Z~ Z~ Produced to F~eml T~de Comm~ion pu~u~t ~ subpoena ~t~ June 6, 1997.

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R. J. REYNOLDS TOTAL TOTAL ~O~NGE~ ADU~,T SMOKE~E (14-17) {18 "& OVER]1 % 1966 NA NA 1969 NA 29 1972 24 31 !" ~ 1974 25 31 :~-. 1976 26 33 : ................ i PHILIP HORRIS :~W 1975 , 4~ 22 1976 44 22 1966 NA NA 1969 NA 15 1972 18 15 1973 20 15 1972 • 4 ~ ..... 19 73 2 16 1975 1 ~ ..... .- 1966 NA NA 1972 6 12 197 3 6 11 :~#~ LIGGETT & MYE~ 1974 1 6 ...... ~ ...... 19 76 1 5 50 18-20 21-24 25-34 35 % % ( % % NA NA NA NA NA NA 37 30 26 29 27 30 34 30 31 28 31 35 31 31 29 31 37 32 31 NA NA HA NA NA 24 18 13 38 28 22 16 38 32 23 16 37 34 24 17 41 37 26 17 40 40 27 19 MA NA NA NA NA 13 16 16 19 15 14 15 20 16 14 15 23 18 14 15 20 17 14 14 19 16 13 13 NA NA NA NA NA 14 20 22 6 11 14 19 4 9 14 19 5' 8 14 19 3 6 13 19 2 4 12 18 NA I0 13 NA NA NA NA NA 8 11 14 7 7 12 13 ~ 7 11 12 7 7 10 12 8 7 9 11 NA NA NA NA NA NA 4 5 9 9 3 5 5 9 9 3 4 4 8 9 2 3 4 7 8 2 2 3 6 7 1 2 3 6 7 iTotal adult smokers was based on smokers 21 and older in 1966 and 1969 when younger smoker data was not obtained. CX 61-F RH0004029

0 [o~ Pr~u~d to F~e~l T~de Comm~ion pu~u~t to sub.ha

0 0 0~ 0 Q~ c,,O0 Produce~ to Federal Trade Commis~.on pursuant to subpoena