Marlboro’s U.S. market share rose 0.4 point in the first quarter (2007) to 40.8 percent, boosted by a new menthol cigarette

May 24, 2007 - Marlboro’s U.S. market share rose 0.4 point in the first quarter (2007) to 40.8 percent, boosted by a new menthol cigarette called Marlboro Smooth (its tag - "A Menthol Like No Other") that arrived on store shelves in February 2007. According to Citigroup's tobacco industry analyst Bonnie Herzog Marlboro Smooth is designed to target Carolina Group’s (Lorillard) Newport brand, the leading menthol brand (MarketPulse News). Consumer tests found 40% of Newport smokers indicated they prefer the new Marlboro Smooth and would purchase it if they had the opportunity, Herzog wrote, adding that she anticipates the brand will be introduced at a lower introductory price for the first few months, and then beaggressively discounted. While fewer people are smoking, menthols' share of the overall cigarette market has grown steadily for several years. In 2000 about 26.5% of smokers were menthol smokers, in 2006 you're looking at 28.5% and (at least according to R.J.Reynolds) they expect the menthol category to continue to grow. Click - For an in-depth history of menthol cigarettes. Click on image to enlarge.(TobaccoWatch.org)