Leading brands of cigarettes in Great Britain 2018, by number of users

Of the numerous brands of cigarettes available to consumers in Great Britain, many are owned by the Japanese cigarette manufacturing company Japan Tobacco. These include the well-known brands Sterling and Mayfair, which had 910,000 and 572,000 users respectively. However, the most popular brand amongst British consumers was Marlboro.

Marlboro cigarettes

The American brand Marlboro had an estimated 1.2 million consumers in Great Britain in 2018. The most popular variety they offer is Marlboro Gold. The number of people using this variety has remained above 700,000 since 2016, and in 2018 reached almost 800,000.
Marlboro’s global brand value has seen significant growth since 2006, rising to 72 billion U.S. dollars by 2019. This was an increase of almost 90 percent.

Cigarette usage

The number of people who identified as medium users has fallen in recent years, dropping from an estimated 2.8 million in 2013 to 1.4 million by 2018. Medium users were those who smoked about 20 cigarettes per days.

As the health risks of smoking have become public knowledge, the number of smoking adults has decreased significantly. In 1974, 51 percent of men smoked, but by 2017 this had dropped to less than 20 percent. On average, men were more likely to smoke than women.

Brands of cigarettes ranked by number of users in Great Britain in 2018

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Release date

June 2019


United Kingdom (Great Britain)

Survey time period

January to December 2018

Number of respondents

24,191 respondents

Age group

15 years and older

Method of interview

Computer-assisted web interviews (CAWI)

Supplementary notes

Figures estimated by the source on the basis of survey responses.

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Statistics on "Tobacco consumption in Great Britain (Kantar Media TGI)"

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