Lights Cigarettes in the USA

The Lights Life Cycle in the USA Market:
The Lights Segment Development

Manufacturers' Reaction to Marlboro Lights Launch

The Marlboro Lights success prompted manufacturers to focus their attention on the Lights segment and introduce brands with low tar positioning. The immediate competitive launches used the Milds descriptors instead of the Lights but subsequent launches used the Lights descriptor.

The number of Lights brands in the market in 1975 already represented 14% of the total number of brands from a base of 5% in 1970. This number escalated to 28% in 1977 in 1981. The average growth rate since 1975 to 1981 was 30%.

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