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July 3!, 1980 Mr. J. B. Stuart Addendum for Report "TEENAGE SMOKERS (14-17) AND NEW ADULT SMOKERS _~_ND QUITTERS Following is an analysis of teenage smokers and new adult smokers and quitters for Camel, Vantage, More and Now. This serves as an !!?"-9~dendum to the report issued on July 18, 1980 (attached), which ii<iii:.i~d not analyze the brands listed above. These brands will be ...~racked in all future reports. ~<ii~/assist in referring to the original report, the tables pre- senting the four additional brands are numbered and labeled i::......the same as their corresponding tables in the original report. i[:.:.:.$..:[/~RY OF KEY FINDINGS • Neither CAMEL, V~NTAGE, MOP~ or NOW account for a very large portion of the teenage smokers. C~MEL has the largest share, with 2.4% of teenage smokers in Fall, 1979. C~}~L does appear to be growing among the age group, primarily due to CA~[EL Lights. V~NTAGE also appears to be growing, although at a slower rate than CAMEL ~ All four of the brands lose share due to the aging process. C~L loses the largest share, .04, primarily due to C~[EL Regular's high share among the 50+ a~e group. • Each of the four brands have approximately the same per- centage of new smokers as they have quitters. They each gain and lose smokers at the levels expected based on their share of market. CX 66-A RM027434

SMOKING AMONG THE 14-17 AGE GROUP/AGING i. Share of Four RJR Brands Among 14-17 Year Old Smokers SOURCE : 2. ::!:...... : ..:.:::::.: . :.::ii:: i<"SOURCE : TABLE I SHARE AMONG 14-17 AGE GROUP Share Among 14-17 Spring Fall 1979 1979 CAMEL 1.2 2.4 VANTAGE i. 0 i. 9 MORE .1 .3 NOW .1 .1 NFO Estimates Franchise Aging TABLE III SHARE ~>IONG 18 AND 50+ YEAR OLDS Share Among 18 Share ~ong 50+ Spring Fall Spring Fall 1979 1979 1979 1979 CAMEL 2.3 2.4 6.0 6.3 VANTAGE i. 5 1 . 9 3 . 3 3 . 1 MORE .2 .3 2.9 3.0 NOW .1 0 .8 .8 Share estimates based on NFO data. Share among 18 year olds estimated by trending share among 16-17 to 18-20. O 'O CX 66-B RM027435

TABLE IV NET EFFECT OF AGING Share Point Change Spring Fall 1979 1979 CAMEL -.04 -.04 VANTAGE -.02 -.02 MORE -.O3 -.03 NOW -.01 -.01 Estimates calculated based on rate per day and share of smokers. NEW ADULT SMOKERS ~.~D QUITTERS i. Share of New Adult Smokers and Quitters Among the Four Brands ::::::::::::::::::::::::::::::: :::::::::::::::::::::::::::::: TABLE VII SHARE OF NEW ADULT SMOKERS AND QUITTERS AMONG COMPANIES AND KEY BRANDS Share of New Smokers Spring 1979 CARMEL 4.0 VANTAGE 3.5 MORE 1.5 NOW .8 Share of Quitters NFO Estimates Fall Spring 1979 1979 3.8 4.2 3.5 2.5 1.7 1.1 .8 .9 call if you have any further questions. Kay Duffy l Fall 1979 4.3 4.2 1..4 ~.4 KD/dd CC: Mr. S. R. Perry Mr. J. R. Moore CX 66-C RM027436