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Marlboro cigarettes news
Young Smokers Prefer Marlboro cigarettes, Study Finds
Popularity with younger adult smokers gives a Marlboro cigarette brand momentum in the marketplace and can be an advantage in the face of tighter restrictions on tobacco marketing.
This finding emerges from a demographic study commissioned by securities firm Sanford C. Bernstein & Co., which reinforces the view that cigarette brands such as Marlboro cigarettes, Newport and Camel have a brighter outlook than competing brands.
That's because younger smokers, the study found, overwhelmingly smoke three so-called "entry" brands: Philip Morris Cos.' Marlboro, the country's top-selling cigarette; Newport, made by Loews Corp.'s Lorillard Tobacco unit and most popular with African-Americans; and R.J. Reynolds Tobacco Holdings Inc.'s Camel.
The Bernstein study, being released Tuesday, found that 78% of smokers aged 18 to 24 smoke Marlboro, 28% smoke Camel and 20% smoke Newport.
Young adult smokers are critical. The brands that do well in this age group are the ones that succeed," said William P. Pecoriello, a Bernstein tobacco analyst. "As a rule, younger adults are more susceptible to peer pressure and, to a lesser extent, marketing," Mr. Pecoriello said.
The Bernstein study, which relied on data collected by market-research firm Mediamark Research Inc., didn't look at the behavior of smokers younger than 18. But the brand-preference patterns the study found among people aged 18 to 24 appear to reflect the choices of even younger smokers.
The Bernstein study found that people seem to be quitting earlier than they had in the past, with more people dropping the habit between the ages of 35 and 44. And the rate at which even older smokers are quitting seems to be accelerating, the study said.
The study also concludes that Marlboro smoking rates are declining faster among women than men, a reversal of a significant industry trend that started in the 1960s.
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