Leading brands of cigarettes in Great Britain 2018-2019, 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 1,054 million and 641 thousand users in 2019, respectively. However, the most popular brand amongst British consumers remained Marlboro.

Marlboro cigarettes

The American brand Marlboro had an estimated 1.4 million consumers in Great Britain in 2019. 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 2019 reached almost one million.
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 898 thousand by 2018. That is the first time the number has dropped below one million. 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 from 2018 to 2019

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Release date

June 2020


United Kingdom (Great Britain)

Survey time period

January 2018 to December 2019

Number of 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.
* Number of respondents: n (2018) = 24.191; n (2019) = 24.006.

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

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