Lights Cigarettes in the USA

Executive Summary

The Introduction of Lights and low Tar Cigarettes

Kent Micronite pioneered the introduction of low tar cigarettes in the USA in 1952, a Full Flavour non-filter cigarette market. The consumers reacted positively to the filter innovation; the brand enjoyed a momentum and the segment maintained a consumer franchise, about 5% share of market, during several years.

The Following Issues Impacted Negatively the Further Development of the Lights Segment:

■ Kent Micronite's features: lack of flavour, hard to draw cigarettes.

■ Consumers were not sensitized toward low tar cigarettes.

■ Manufacturers did not follow Kents low tar initiative. Brand launch dynamic focused on filter cigarettes.

■ Kent’s proposition emphasized the filter, an innovation quickly adopted by competitive brands.

By 1970, 18 years after the Kent launch, Full Flavour cigarettes accounted for 95% of the market. Filter cigarettes accounted for about 80% of the market. The dominant brand families were Winston, Pall Mall, Marlboro Red, Salem and Kool (in this order). Marlboro Red was the fastest-growing brand (Marlboro Red’s annual growth rate in 1970 was 19%.)

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