Pack purchase data of the top selling brand in each price segment
| Price segment (average price per pack/stick)* | Top selling products name and packsize | Co | |
| March 2016 (2 months prior to the start of sell-through) | May 2017 (full-implementation) | ||
| FM | |||
| Premium (£6.76/£0.42) | Marlboro Gold (20) | Marlboro Gold (20) | PMI |
| Midprice† (£5.61/£0.36) | L&B Original Lambert & Butler Silver (20) Mayfair King Size (19) | Lambert & Butler Original Silver (20) Mayfair King Size (20) | IMT JTI |
| Value (£5.10/£0.33) | L&B Blue Lambert & Butler Real Blue (19) | L&B Blue Real Blue (20) | IMT |
| Subvalue (£4.68/£0.29) | Carlton Red (19) Rothmans of London‡ (17) | Carlton Red (20) Rothmans Blue (20) | IMT BAT |
| RYO§ | |||
| Premium (£6.97/£0.17) | Golden Virginia The Original (25 g) | Golden Virginia The Original (30 g) | IMT |
| Midprice (£5.81/£0.15) | Amber Leaf (25 g) | Amber Leaf Original (30 g) | JTI |
*Weighted average price per pack/stick of all products sold within tobacco industry price segments as described by previous analysis (December 2015 prices—inflation adjusted to 2008 values). One RYO stick was estimated to be 0.5 g tobacco.11 47
†Midprice was originally two major segments: Lambert & Butler was the leading upper midprice product and Mayfair the leading lower midprice product.
‡None of the top selling brands in each price range was owned by BAT. For completeness we added Rothman’s of London (a subvalue brand)—the top selling brand for BAT.
§No RYO value segment (average pack/stick price: £4.28/£0.14) product was purchased due to lower sales volumes even of the leading brand (Gold Leaf) in this segment.
BAT, British American Tobacco; FM, factory made; IMT, Imperial Tobacco; JTI, Japan Tobacco International; PMI, Philip Morris International; RYO, roll your own.