THE INFLUENCE OF LEAGUE TABLES ON CIGARETTE MARKETS
The New Products Committee requested that a survey be made
to assess the influence of 'Tar' League Tables on cigarette
sales in territories where these tables are available to the
consumer public. The primary interest was the effect on sales
of 'high delivery' cigarettes.
In this report 'Tar' is considered to be that index of
cigarette smoke used to compile the League Table, i.e.
U.S.A. - Total Particulate Matter minus Water minus
Nicotine
Canada - Total Particulate Matter minus Nicotine
Australia - Total Particulate Matter
West Germany - Condensate minus Water minus Nicotine
Sweden - Total Particulate Matter
In order to simplify the data, the published 'Tar' deliveries
for each year have been considered on the basis of dividing the
range into three equal numerical divisions (upper, middle and
lower thirds). The total sales have then been calculated for
each third and these are shown in Figures 1 - S. Also shown are
the numerical ranges of each third.
From these figures the following conclusions have been drawn.
1. AUSTRALIA
The market appears to be substantially stable with -
very few cigarettes in the lower third. The major sales are
in the middle third although over the four years 1968/71, the
delivery range has fallen from 14 21 to 13 - 18. Because
B. & H. filter has maintained its 'Tar' delivery and sales,
the brand now falls in the upper third (see Figure 1). This
C=>
category shows an increase in sales volume but a reduced CD
C_-@,
'Tar' delivery range, 19 - 26 compared with 22 - 30 mg/
cigarette.
(Further details are given in Appendix 1) .
BATCo document for Province of British Columbia 1 5 April 1999

2
2 U.S.A.
The delivery range for each third has remained virtually
constant indicating that the overall choice of delivery
available to the smoker has remained unchanged. However,
possibly due to the wider exposure of the smoking public
to smoking and health arguments, there has been a noticeable
trend in the sales pattern. The sales in the upper third
have fallen by 2700 million/month over 1968/71 while the
middle third has correspondingly grown by 2800 million/month
(see Figure 2). There has been no substantial change in the
lower third. The middle third contains all the major brands,
i.e. Winston, Kool, Salem, Marlboro and Kent. The upper
third (22 - 30 mg/cigarette) is dominated by plain cigarettes
Pall Mall, Camel and Lucky Strike.
(Further details are given in Appendix 2).
3. CANADA
The delivery range for each third has decreased due to
reduced 'Tar' deliveries given by brands on the market from
1968/71, together with new introductions with low deliveries.
The overall choice of delivery available to the smoker
has decreased at the upper level due to manufacturers producing
cigarettes with lower 'Tar' deliveries and in one case stopping
production of a high delivery cigarette. The effect on sales
is a reduction in the lower and middle thirds with a corres-
ponding increase in the upper third as brands with increased
sales volume and comparatively small reductions in 'Tar'
delivery qualify for inclusion in the adjacent higher 'Tar'
category (see Figure 3). cz;p
The upper third in 1971 had a delivery range of 20 - 27 C--
N.)
compared with 27 - 36 for 1968. Corresponding changes are
BATCo document for Province of British Columbia 15 April 1999

3
noted in the delivery ranges for the lower and middle thirds.
(Further details are given in Appendix 3).
4. WEST GERMANY
The delivery range for each third has remained virtually
constant indicating that the overall choice of 'Tar' delivery
available to the smoker has remained unchanged.
Possibly due to the continued exposure of the public to
smoking and health arguments, the lower third shows increasing
sales and contains the major brands, i.e. HB, Ernte 23,
Peter Stuyvesant (see Figure 4).
However, there appears to be indications of a rise in
sales of cigarettes in the upper third (23 - 28 mg/cigarette)
suggesting a possible return to favour with the smoker of a
full flavour high delivery cigarette. The major brands in
this category are regular or long size plain cigarettes, e.g.
Reval, Roth Hindle and Overstulz.
The middle third (18 - 22 mg/cigarette) has a pattern
of decreasing sales in spite of Marlboro K.S.F.T. being the
leading brand in this category.
(Further details are given in Appendix 4).
5. SWEDEN
The general pattern of the Swedish cigarette market is
similar to that of the U.S.A. and may be an indication of
the effect of smoking and health arguments on a smoking
-public. The delivery range for each third has remained
virtually constant. The sales in the upper third have fallen
by 71 million/month over 1968/71, while the middle third
CD
sales have increased by a greater margin, 97 million/month.
There has been no substantial change in the lower third
(see Figure 5). As with the U.S. market, the middle third (.-n
BATCo document for Province of British Columbia 16 April 1999

4
contains the major brands e.g. Prince, John Silver (plain
and filter), Commerce (plain and filter), Glenn and Bond
Street. The upper third is dominated by king size plain
cigarettes - Ritz, Bill and a superlong filter cigarette -
New Look.
(Further details are given in Appendix 5).
Figures 1 5 enable judgments to be made with respect
to future cigarette launches. To launch a new cigarette in
a segment having potential sales growth it would be likely
to have a 'Tar' delivery within the following ranges:-
Territory 'Tar' Delivery Range (mg/cig)
U.S.A. 12 - 20
Sweden 17 - 23
Canada 18 - 25
Germany 12 - 18
Australia 13 - 20
C=)
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SALES VS 'TAR' CATEGORY 1968/71.

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5
APPENDIX 1
EFFECT OF LEAGUE TABLE PUBLICATIONS ON CIGARETTE
SALES IN AUSTRALIA
The Victorian Anti-Cancer Council has published three smokers'
information tables based on analyses carried out at Monash University
The first table gave 'Tar' deliveries for twelve brands of
cigarettes whilst the tables published in late 1969 and April 1970
contained a wider selection of brands on the market.
It is too early to see any definite effect of league table
publication on cigarette sales. However, a number of observations
can be drawn from a study of these tables and cigarette sales
data:-
1. Twelve new brands were introduced in 1970; eight
of these brands had a 'Tar' delivery per cigarette of
15 mg or less.
2. Thirty-one brands of cigarettes reported in the
April 1971 table have reduced 'Tar' deliveries compared
to the reported values in the 1969 table.
3. There has been an increase in the number of brands
with reported 'Tar' deliveries in the 13 - 20 mg/
cigarette bracket; forty-three out of fifty-six brands
in 1971 compared to twenty out of forty-three in 1969,
largely due to manufacturers producing cigarettes of
lower 'Tar' delivery. This point is shown graphically
in Figure 6.
4. Twelve brands have sales figures which indicate a
steady demand from the consumer; viscount having by far
the largest sales (190 million/month). However, the CD
majority of these brands only have a small volume, less
than 5 million cigarettes per month.
BATCo document for Province of British Columbia 16 April 1999

6
5. Thirty brands have falling sales figures and among
these brands we find Rothmans K.S.F., Peter Stuyvesant,
Craven 'Al (CT and F) and Kool.
6. Twelve brands had increasing sales during the
period of study to March 1972, and are shown in Table 1,
together with their 'Tar' deliveries, sales figures and
manufacturers.
TABLE 1
AUSTRALIA - BRANDS WITH INCREASING SALES FIGURES
'Tar' Delivery March 1972 Sales
Brand Manufacturer (mg/cig) (millions/month)
1971 Table
Hallmark Wills 5 23
Craven 'A' SP Mild wills 9 24
Rothmans No. 7 Rothmans 11 13
Park Drive P. Morris 13 45
Escort wills is 157
Dunhill K. S. F. Rothmans 16 40
Marlboro P. Morris 17 187
Cambridge L. S.F. Rothmans 17 27
Alpine P. Morris 17 92
Chesterfield K. S. F. Rothmans is 10
Cambridge L. S. F. M. Rothmans 18 17
Benson & Hedges wills 19 400
K. S. F. I I I
A histogram of total sales versus 'Tar' level is shown in
Figure 7, this demonstrates the fall-off in sales of cigarettes
yielding above 20 mg tar/cigarette and the growth in sales of
the 13 - 15 mg tar/cigarette.
C_rl
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BATCo document for Province of British Columbia 16 April 1999

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APPENDIX 2
INFLUENCE OF THE PUBLICATION OF LEAGUE TABLES ON
CIGARETTE SAL-ES IN THE UNITED STATES
The Federal Trade Commission published its first comprehensive
league table of 'Tar' and nicotine deliveries in February 1969.
A study of sales data for the period March 1968 to March 1972
indicates that total sales of cigarettes have remained static
around the 42000 million/month. The publication of league tables
appears io have had little effect on sales of any particular
brand of cigarette.
However, there appears to be a consumer switch from plain to
filter tipped cigarettes of lower 'Tar' delivery shown by the
fall in sales of cigarettes with 'Tar' deliveries 23 mg/cigarette
or more. in this group eleven of the fourteen brands are plain
cigarettes; three brands (Pall mall, Lucky Strike and Camel)
accounted for 22% of total cigarette sales in March 1968 but only
14% in March 1972. This is equivalent to a drop in sales of
3200 million cigarettes/month.
The growth area in cigarette sales is found within the
group of cigarette brands having 'Tar' deliveries between 18 and
22 mg/cigarette. In March 1968 these brands accounted for 62%
of total sales whilst in March 1972 they had secured a 72% share
of the market.
The leading brands with rising sales are shown in Table 2.
C=>
CD
GIN
BATCo document for Province of British Columbia 15 April 1999

8
TABLE 2
LEADING BRANDS WITR RISING SALES AND 'TAR' DELIVERIES
FOR 1969 AND 1972
'Tar' Delivery
Brand Type
1969 1972
Kool K.S.F.T. M 19 18
Kool. S.K.S.F.T. M 21 19
Belair S. K. S. F. T. M 19 18
Viceroy K.S.F.T. 19 17
Viceroy S.K.S.F.T. 20 19
Kent K. S. F. T. 17 17
Kent S.K.S.F.T. 19 20
Marlboro L. S. F. T. 20 18
Marlboro K.S.F.T. 21 19
Marlboro S.K.S.F.T. 22 19
Parliament S. K. S. F. T. 19 19
Salem S. K. S. F. T. M 21 19
Camel K.S.F.T. 21 19
In contrast, thirty-three of the fifty-six brands studied
in this group have falling sales. Sales of cigarettes according
to their length -show increased sales in the long and super king
category with decreasing sales of regular, king and luxury
category.
Details are given in Table 3.
C=>
CD
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BATCo document for Province of British Columbia 16 April 1999

9
TABLE 3
SALES VS LENGTH FOR CIGARETTES AT 'TAR' DELIVERY
OF 18 - 22 MG/CIG
Sales (million/month)
Length Plain Filter
1968 1072
Regular 2 1 248 138
Long 4 1826 2579
King 22 19446 18524
Luxury 1 19 4
Super 26 4980 7548
Brands with 'Tar' deliveries of less than 18 mg/cigarette
are all filter tipped cigarettes and represent 11% of total
cigarette sales. Twenty-five brands were studied in this segment
of the market. Eleven brands have rising sales figures; seven of
these brands were launched since the Federal Trade Commission
started league table publication, notably Vantage, Doral and Eve.
In spite of these additional brands, total sales represented by
the under 18 mg/cig 'Tar' delivery group has risen by only 0.5%
The gradual reduction of 'Tar' deliveries of cigarettes by
C=)
the manufacturers is shown in Figure 8 where the number of brands C-D
at each 'Tar' delivery are shown for March 1969 and March 1972.
The maximum has moved from 21 mg/cigarette to 19 mg/cigarette.
A breakdown of brand 'Tar' levels (10 24 mg/cigarette) according
to manufacturer is shown in Table 4. This indicates possible differ-
ences in 'Tar' policy with L. & M. concentrating in a very narrow
band while Reynolds and American Tobacco present a wider spectrum.
The Philip Morris and Brown & Williamson patterns are similar except
that Brown & Williamson tend to have lower values.
BATCo document for Province of British Columbia IS April 1999

M
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q -
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0 NUMBER OF BRANDS PER KANUFACTURER AT 'TAR' LEVELS
C
3
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'Tar Level (mg)
No. of Brands according
to Manufacturer 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24
0
< Philip Morris 1969 1 1 1 1 2 6 1 1
CD 1972 2 6 5 2 1
0
Brown vWilliamson 1969 1 1 4 1 2 1
r+
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:r 0
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E
3 1972 1 2 2 3 4
Cr
American 1969 1 2 2 3 1 2
1972 2 2 3 1 1 1
M
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W Lorillard 1969 1 2 1 1 1 5 2
co
1972 2 1 1 2 1 3 2
L. & M. 1969 2 2 3 3 1
1972- 2 5 5
V96(@ZOOU

A breakdown of sales according to 'Tar' delivery of
cigarettes indicates similar characteristics to that of number
of brands against 'Tar' delivery and is shown graphically in
Figure 9.
C=>
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BATCo document for Province of British Columbia 15 April 1999

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12 -
APPENDIX 3
INFLUENCE OF LEAGUE-TABLE PUBLICATION ON CIGARETTE
SALES IN CANADA
The Canadian Health & Welfare Department published their first
'Tar' and nicotine delivery table on 16th December, 1968. Cigarettes
analysed by the University of Waterloo are listed according to size
and type in the first report, but are listed alphabetically in
subsequent reports at approximately six-monthly intervals.
A study of the total sales figures indicates a slow rise from
4200 million cigarettes/month in December 1968 to 4700 million/
month in December 1971. The picture is complicated by an apparent
seasonal influence on sales shown by the quarterly total sales
figures in Table 5.
TABLE 5
QUARTERLY TOTAL CIGARETTE SALES FOR 1968/71
(Sales in millions/month)
1968 1969 1970 1971
March 3502 3348 3751 3522
June 3695 3552 4048 4371
September 3832 4004 4249 4458
December 4203 4364 4462 4699
t increase March 20 30 19 23
to December
C:)
r---)
Canadian smokers buy more cigarettes in the quarter ending
December and smallest number in the quarter ending in March. At
O.C.
BATCo document for Province of British Columbia 16 April 1999

13 -
this time it is not possible to differentiate between the
influence of 'Tar' table"publications and the seasonal drop
in cigarette sales.
Table 6 shows the brands with sales of 100 million
cigarettes per month in December 1972.
TABLE 6
BRANDS WITH SALES IN EXCESS OF 100 MILLION
CIGARETTES PER MONTH
Brand Type Sales 'Tar' Delivery 1972
*Belvedere R.S.F. Rising 16
Black Cat K. S. F. Steady 22
Cameo K. S.M. F. Steady 23
Du maurier R.S.F. Steady 15
Du Maurier K. S.F. Rising 22
Export R. S. (P) Falling 21
*Export 'A' R. S. F. Rising 19
Mark Ten R. S. F. Rising 18
Mark Ten K. S. P. Rising 18
Peter Jackson K. S. F. Steady 22
Player's R.S. (P) Falling 23
*Player's R.S.F. Rising 22
*Rothmans K. S.F. Rising 23
Seven of the thirteen brands have rising sales figures;
two brands, Player's R.S. (P) and Export R. S. (P) have falling C=)
sales; and the remaining four brands have been steady over the
period of this study. The brands marked by * are the leading
brands in their respective class, i.e. regular and king size N%0
filter.
BATCo document for Province of British Columbia 15 April 1999

14 -
An analysis of sales figures for December 1968 and December
1971 according to size and type of cigarette is given in Table 7,
and the increase of 800 million cigarettes/month of king size
filter brands results from a general increase in sales of twenty
of the thirty-three brands in this category.
TABLE 7
SALES (MILLIONS/MONTH) ACCORDING TO LENGTH AND
TYPE FOR 1968 AND 1971
Size December 1968 December 1971
Regular 718 519
Regular Cork Tip Plain 11 5
King 63 31
Regular Menthol 20 23
Regular 1462 1802
Compact 86 3
King Filter 1017 1903
King Menthol 180 328
Premium 61 46
Premium Menthol 18 22
During the period of this study, manufacturers have reduced
the 'Tar' deliveries of existing brands.and introduced new brands
with deliveries in the lower third' of the 'Tar' delivery
spectrum. However, the Canadian smoking public appear not to
have-responded to the smoking and health publicity and there is
a continuous demand for some brands in spite of possible adverse
placing in the league tables, i.e. Export 'Al R.-S.F. changed
CD
BATCo document for Province of British Columbia 1 5 April 1999

from being the leading brand in the 'middle third' category
in 1968 to the leading brand in the 'Upper third' category
in 1971. Rothmans K.S.F. and Peter Jackson K. S. F. followed
a similar pattern in 1969. In 1968, the lower limit of the
'upper third' category of 'Tar' delivery was 27 mg/cigarette
and this became the UPPER limit in the same category in 1971.
This is an indication-of the extent of manufacturers action
in reducing 'Tar' deliveries of cigarettes on the market.
The brands in the 'lower third' 'Tar' category have a
reduced total sales volume and some brands have been withdrawn.
The fall in total sales of 'middle third' 'Tar' delivery
cigarettes is accounted for by the change of at least three
large sales volume brands from 'middle' to 'upper third' 'Tar'
category as described above.
The distribution of the number of brands and total sales
according to the 'Tar' delivery of the cigarette is shown in
Figures 10 and 11 respectively.
In general, the market shows an overall 11% increase in
sales in December 1971 over December 1968.
BATCo document for Province of British Columbia 16 April 1999

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16 -
APPENDIX 4
INFLUENCE OF THE PUBLICATION OF LEAGUE TABLES
ON CIGARETTE SALES IN WEST GERMANY
D. M. Journal has published 'Tar' and nicotine data in
the form of league tables since 1961. Tables have not been
published on a regular basis and those from 1968 to 1972
have been considered in this report.
The smoke delivery figures have been complicated by the
change-over from 'wet' to 'dry' 'Tar'.
'Dry' 'Tar' is the current smoke index and the earlier
'wet' 'Tar' results have been converted to a 'dry' basis
using a factor of 0.89. (Derived from averaging the 1968
results).
The total sales of the brands considered have increased
by about 16% from 1968 to 1971. The non-filter segment has
maintained a steady 14% of the total sales during this period.
This is due to the increased sales of Reval and Roth Handle
balancing out the falling sales of the remaining seven non-filter
brands. However, the filter segment of the market shows a 20%
increase in sales over the same period, and it. is here that we
find the major growth area, namely in increased sales of brands
shown in Table 8.
The remaining eighteen filter brands all show decreasing
sales figures; Peter Stuyvesant and Ernte 23 with sales in
excess of 1000 million cigarettes/month showing reductions of
about 150 million cigarettes/month over this period are among
these eighteen filter brands.
BATCo document for Province of British Columbia 15 April 1999

- 17
TABLE 8
FILTER BRANDS WITH'INCREASING SALES-(MILLIONS/MONTH)
1968 1971
Brand 'Tar' 'Tar'
Sales Delivery Sales Delivery
Milde Sorte 79 14 153 13
Krone 231 14 380 13
Lord Extra 545 15 1077 13
Atika 157 15 309 14
Luz 595 16 781 is
HB 1755 16 2012 16
Marlboro 94 17 147 19
Kurmark 107 17 139 16
Camel 24 22 301 17
Roth Ha@ndle Filter 35 16 54 14
Reyno so 20 53 17
Kim - 74 14
The range of 'Tar' deliveries available to the smoker in
West Germany has remained virtually unchanged from 1968 to 1971
as is evident from Figure 4.
The 'lower third' category consists of those cigarettes
with 'Tar' delivery of less than 18 mg/cigarette, the 'middle
third' those between 19 and 22 mg/cigarette and the 'upper third'
23 to 28 mg/cigarette. The slight variation in the reported 'Tar'
delivery from year to year is responsible for the change-over of
the leading filter brands HB, and Ernte 23 from the 'lower third'
category into the 'middle third' category; similarly the change-
BATCo document for Province of British Columbia 16 April 1999

- 18 -
I of the leading non-filter brands Reval and Roth Handle
from 'middle third' category to the 'upper third' category.
The latter two brands are long size cigarettes and both have
sales figures in excess of 200 million per month.
The growth area of cigarette sales remains in the 'lower
third' delivery segment of the market with an increase of 20%
in sales in 1971 over.sales in 1968.
However, there is some evidence to suggest a growth in sales
in the 'upper third' with increased sales of the two long size
non-filter cigarettes Reval and Roth Hindle. The 'middle third'
'Tar' delivery category shows a decline in sales which is
attributed to the transfer of the high sales volume non-filter
Reval and Roth Hindle into the 'upper third' 'Tar' category.
The distribution of the number of brands and total sales
according to 'Tar' delivery of the cigarette is shown in Figures
12 and 13 respectively. The distribution of brands shows a
peak in 1972 at 15 mg/cigarette 'Tar' delivery with a fairly
even distribution over the range 13 - 19 mg/cigarette. The
largest number of brands in 1968 was at a 'Tar' delivery of 18
mg/cigarette. The absence of reported brands with a '.Tar'
delivery of less than 13 mg/cigarette could mean that manufacturers
have some capacity held in reserve to reduce Tar' deliveries
should circumstances require.
The deduction which may be drawn from Figure 13, i.e. that
the growth area of cigarette sales is in the area of 'Tar'
deliveries from 13 to 19 mg/cigarette, -confirms the conclusion
already drawn from Figure 4. A close watch should be kept on
the future sales record of the two long size non-filter brands
Reval and Roth Hindle which are responsible for the rise in
sales of the 'upper third' segment of the market.
BATCo document for Province of British Columbia 15 April 1999

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19 -
APPENDIX 5
INFLUENCE OF THE-PUBLICATION OF LEAGUE TABLES
ON CIGARETTE SALES IN SWEDEN
'Tar' and nicotine data is published jointly by the
Hygiene Institution and Carolean Institute three times each
year on cigarettes which are sampled over preceding periods
of four months, i.e. January-April, May-August and September-
December.
The previous Figures 2 (U.S.A.) and 5 (Sweden) show a
degree of similarity although the Swedish cigarette market is small
compared to that of the U.S.A. Sales show only a 5% increase;
786 million/month in 1968 to 827 million/month in 1971. The
pattern is further complicated by an apparent seasonal influence
on sales similar to that found for the Canadian market. This is
shown by the quarterly sales figures in Table 9.
TABLE 9
TOTAL QUARTERLY CIGARETTE SALES FOR 1968 TO 1971
(Sales in millions/month)
1968 1969 1970 1971
March 660 750 769 676
June 747 791 791 831
September 760 806 858 824
December 897 937 931 942
BATCo document for Province of British Columbia 15 April 1999

20
The non-filter segment of the market has a reduced share
of the market, 38% of total sales in 1968 down to 24% in 1971.
This is an actual decrease in the sale of nearly 100 million
cigarettes/month, i.e. a 32% reduction of sales in this segment.
The filter brands show an increase from 62% to 76% of total
sales over the same period, an increase of 138 million cigarettes/
month, i.e. a 28% increase in sales of this segment of the market.
Sixty-nine brands are considered in this Appendix and only
ten brands have rising sales figures of which eight major brands
are shown in Table 10.
TABLE 10
1968 1971
'Tar' Sal. 'Tart
Brand Type Sales Delivery es Delivery
Commerce Non-filter 48 26 70 25
Commerce Filter 57 23 109 23
Commerce Menthol Filter 8 23 20 22
Glenn Filter 22 22 51 20
Gold Dollar Filter 4' 23 10 20
Hobson Filter - - 27 22
Checker Filter 6 19 9 19
Bond Street Filter - 43 19
CD
f
The leading brands in 1968 were Prince, a king size filter c7r.
C:
cigarette with sales of 194 million cigarettes/month and John Silver
a regular size non-filter cigarette with sales of 165 million
cigarettes/month. In 1971, Prince maintained its place at the
BATCo document for Province of British Columbia 15 April 1999

21
top with 191 million cigarettes/month but John Silver has dropped
to third place with sales of 84 million/month, being displaced by
Commerce filter, a small size filter cigarette with sales of 109
million/month. Seventeen brands have maintained their sales
volume and the remaining twenty-nine brands all have falling sales
figures.
The overall range of 'Tar' delivery available to the Swedish
smoker has remained virtually unchanged from 1968 to 1971 as shown
previously in Figure S. The range of each of the lower, middle
and upper third 'Tar' delivery categories have decreased slightly
in their magnitude as 'Tar' deliveries have been marginally reduced.
There is little evidence that any one brand has a dramatically
reduced 'Tar' delivery and most of the reductions have been of the
order of 2 mg/cigarette.
The major growth area is in the 'middle third' 'Tar' category
where a 15% growth in sales is shown in Figure 5. In this category
are found the five leading brands. The increase in the sales of
cigarettes in the 'lower third' category is largely brought about
by the introduction of new brands into this category, e.g. Hilton
and Blend introduced in 1971.
In 1968, the 'upper third' category contained nine filter
brands out of a total of fourteen, by 1971 the number of non-filter
brands was six out of a total of nine. Sales of cigarettes in the
'upper third' 'Tar' category dropped by 60% from 1968 to 1971 and
this represents a decrease in sales of some 70 million cigarettes/
month.
The distribution of the number of brands and total sales C__
according to 'Tar' delivery of the cigarette is shown in Figures
14 and 15 respectively. There has been a move by the manufacturers
CDC
to reduce 'Tar' deliveries of cigarettes as illustrated In Figure 14
BATCo document for Province of British Columbia 15 April 1999

22 -
where the number of cigarette brands with 'Tar' deliveries between
18 and 22 mg/cigarette has increased from ten in 1968 to thirty-two
in 1972. Formerly 58% of cigarette brands considered had a 'Tar'
delivery between 22 and 27 mg/cigarette. The change in the
position of the maximum in sales from 27 mg/cigarette in 1968 to
22 mg/cigarette in 1972 is clearly shown in Figure 15, and is due
to the two leading brands, name Prince (K.S.F.) and Commerce (S. S.F. )
both having a 'Tar' delivery of 22 mg/cigarette.
The overall picture of the cigarette market is similar to
that of the United States in as much as the major growth area is
shown to be in the 'middle third' 'Tar' category with some evidence
of an increase in sales of cigarettes in the 'lower third' category.
However, the 'upper third' category cigarettes show a marked decline
in sales.
The publication of league tables of 'Tar' deliveries does not
appear to have had any marked effect on the sales of any particular
brand. As in the United States, there does appear to be a consumer
switch from non-filter to filter cigarettes, the exception being
the 31% increase in sales of Commerce, a small size non-filter
cigarette.
J. R. COURTNEY
JRC/JARE r__
C__
cc
BATCo document for Province of British Columbia 1 6 April 1999

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