Shares of Marlboro cigarettes have been down in eight of the past nine quarters, Modi said.
In an InfoScout-RBC report tracking “lapsed” Marlboro customers (or people who have left the Marlboro brand overall or a Marlboro-branded segment), the bulk of those shoppers (46%) stopped buying Marlboro Light. Thirty-two percent stopped buying from the overarching Marlboro brand of cigarette products from Altria Group Distribution Co., Richmond, Va.
Of customers who stopped buying Marlboro brands, the No. 1 reason reported (65%) was because they switched to another brand. The second-highest percentage (18%) said they quit or were trying to quit smoking.
Of those who said they switched away from Marlboro, 58% said lower price was the deciding factor, while 28% said they wanted to try something new.
Despite these numbers, retailers are gaining confidence in Marlboro brands going forward, due to efforts the tobacco manufacturer is implementing to combat its current challenges. When RBC asked which brands retailers expect to gain more share in 2018, 48% said Marlboro, 35% said Newport and 17% said Camel.