Leading Cigarette Brands in the United States (2013-2023) by Brand Tier and Menthol Status

Structured AbstractO_ST_ABSImportanceC_ST_ABSWhile sales and use of cigarettes have declined, it is important to understand how these trends differ across brands and product characteristics, and how the demographic makeup of cigarette smokers has shifted. ObjectiveExamine trends in U.S. market share for leading cigarette brands by brand tier and menthol status and describe the sociodemographic profile of people who use top cigarette brands. DesignCohort study: The Population Assessment of Tobacco and Heath (PATH) Study collects data from a nationally representative sample of U.S. youth (age 12-17) and adults (age 18+) in 1-2-year intervals from 2013-2023 (Waves 1-7). SettingRespondents complete the questionnaire via in-person audio-computer-assisted interviews. Telephone interviews were available in 2020-2023 due to the COVID-19 pandemic. ParticipantsThis study utilized data from 19,722 individuals (youth: N=1,201; adults: N=18,521) who smoked cigarettes in the past 30-days (P30D) ExposuresTime (survey wave). Main Outcome and MeasuresRespondents were asked the cigarette brand that they usually smoke or last smoked, the number of cigarettes smoked per day, and how many days they smoked in the P30D to estimate monthly intake and market share. Cigarette brands were coded into premium and non-premium brand tiers. Demographic characteristics, other tobacco use, alcohol use, marijuana use, and mental health status were also assessed. ResultsPremium brands (overall and menthol) experienced significant market declines. Non-premium brands saw a market share increase. Characteristics of those smoking cigarettes changed: reduced number of cigarettes smoked per day, increased marijuana use, decreased alcohol use, and decreased moderate-to-high-severity mental health symptoms. Conclusions and RelevanceWhile brand loyalty remains strong for the top three cigarette brands, the expanding non-premium market continues to encroach on the premium brand market. Similar patterns were observed in the menthol sector. As the marketplace changes so do the profiles of the people who use them or market potentially reflects the people who are still smoking. Continued timely surveillance of cigarette brand preferences and profiles of the people who use them will inform tobacco control policies that minimize tobacco-related mortality. Key PointsO_ST_ABSObjectiveC_ST_ABSExamine market share trends (2013-2023) for cigarette brands by brand tier and menthol status; describe the sociodemographic profile of people who use top cigarette brands. FindingsPremium brands experienced significant market declines overall and among the menthol category. Non-premium brands saw a market share increase. Characteristics of those smoking cigarettes changed: reduced cigarettes smoked per day, increased marijuana use, decreased alcohol use, and decreased moderate-to-high-severity mental health symptoms. MeaningWhile brand loyalty remains strong for top cigarette brands, the expanding non-premium market is encroaching on the premium brand market. These changes reflect shifts in sociodemographic profiles of people smoking in 2023.