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Brand Newport

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For the past many years, much of the tobacco control world's notice has been focused on Marlboro Cigarettes and Camel and their advertising and promotional campaigns featuring the Marlboro Man and Joe Camel. While this was happening, Newport Cigarettes sales have been rising. Newport, for many years the No. 1 menthol cigarette in the United States, is now second in status to long-time leader, Marlboro.

1999, Newport accounted for more than three-quarters of Lorillard's sales, and claimed a 7.5 percent share of the about $50 billion cigarette market, up from 6.9 percent in 1998, according to the Maxwell Report.

A year earlier, the same publication called Newport the "fastest growing cigarette in the country" and quoted a tobacco analyst as saying, "Pound for pound, Newport is the strongest brand in the market.’’ Recent reports show that Newport is responsible for 80 percent of Lorillard's sales of $4.2 billion in revenue and net income of $629 million in 2000.

In 1993, among adolescent smokers, Marlboro was No. 1 (60.0 percent), followed by Camel at No. 2 (13.3 percent) and Newport at No. 3 (12.7 percent). In 1999, among youth ages 12-17 who had smoked in the last 30 days, the preferred brands were Marlboro still at No. 1 (54.5 percent), Newport now at No. 2 (21.6 percent) and Camel at No. 3 (9.8 percent).

More than one-fifth of beginning smokers are now smoking Newport cigarettes – a rather dramatic rise from just six years ago. Newport has passed Camel cigarettes to become No. 2 on the list of favorite smokes of White and Hispanic youth.