A Review of Cigarette Marketing in Canada - 6th Edition - Winter 2007

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Market Share by brand and manufacturing company, Canada 2006
 

Brand

Company

Market share % of revenue

Market Share % units sold

Average Price

du Maurier

BAT-ITL

27.27

25.43

8.87

Players

BAT-ITL

18.90

17.52

8.92

Peter Jackson

BAT-ITL

9.24

11.81

6.48

Canadian Classics

RBH

9.05

9.99

7.50

Number 7

RBH

9.52

9.78

8.06

Export

JTI

10.44

9.48

9.11

Matinee

BAT-ITL

4.58

4.84

7.83

Macdonald

JTI

2.43

2.94

6.85

Benson & Hedges

RBH

2.24

2.02

9.20

Mark Ten

RBH

1.12

1.43

6.52

Belmont

RBH

1.46

1.37

8.84

Craven A

RBH

1.02

0.91

9.24

Rothmans

RBH

0.94

0.86

9.00

Avanti

BAT-ITL

0.38

0.35

9.07

More

JTI

0.30

0.30

8.09

Belvedere

RBH

0.32

0.29

9.17

Cameo

BAT-ITL

0.22

0.19

9.26

Dunhill

RBH

0.21

0.19

9.22

John Player Special

BAT-ITL

0.18

0.16

9.27

Camel

JTI

0.17

0.16

8.89

         

source:  ACNielsen, Convenience Track, 2006

The member companies of the Canadian Tobacco Manufactuers Council used to share brand sales information, but according to Rothmans, Inc. Annual report 2007 have ceased doing so.  Sales data is reported to Health Canada, but has not been made public in recent years. 

AC Nielsen Convenience Track is an automated tracking system of cash register information. 

If this data is representative of the total tobacco market, the introduction of price segmentation has significantly changed the brand preferences of Canadian smokers. (By way of comparison, see 2003 data)  

   
   

 

 

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