title: Trends in market share of leading cigarette brands in the USA: national survey on drug use and health 2002-2013.
abstract: OBJECTIVE
  The 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.
  
  
  RESULTS
  Over 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.
  
  
  CONCLUSIONS
  Tracking 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.
authors.affiliation: Department of Health Behavior, Roswell Park Cancer Institute Buffalo, Buffalo, New York, USA.
authors.forename: Anushree
authors.initials: A
authors.lastname: Sharma
authors.affiliation: Department of Health Behavior, Roswell Park Cancer Institute Buffalo, Buffalo, New York, USA.
authors.forename: Brian V
authors.initials: BV
authors.lastname: Fix
authors.affiliation: Department of Health Education and Behavioral Science, Rutgers University School of Public Health, New Brunswick, New Jersey, USA.
authors.forename: Cristine
authors.initials: C
authors.lastname: Delnevo
authors.affiliation: Department of Psychiatry and Behavioral Sciences, Medical University of South Carolina, Charleston, South Carolina, USA.
authors.forename: K Michael
authors.initials: KM
authors.lastname: Cummings
authors.affiliation: Department of Health Behavior, Roswell Park Cancer Institute Buffalo, Buffalo, New York, USA.
authors.forename: Richard J
authors.initials: RJ
authors.lastname: O'Connor
mesh_terms: D000293:Adolescent; D000328:Adult; D000368:Aged; D002648:Child; D003132:Commerce / Q000191:economics / Q000706:statistics & numerical data / Q000639:trends; D003430:Cross-Sectional Studies; D006304:Health Status; D006801:Humans; D040541:Marketing / Q000191:economics / Q000706:statistics & numerical data; D008875:Middle Aged; D019966:Substance-Related Disorders / Q000453:epidemiology*; D019460:Tobacco Industry / Q000191:economics* / Q000706:statistics & numerical data / Q000639:trends; D062789:Tobacco Products / Q000191:economics / Q000706:statistics & numerical data*; D014481:United States; D055815:Young Adult
keywords: EPIDEMIOLOGY; PUBLIC HEALTH
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