- 8 - 



for two-fifths and intermediate-sized cigars for much of the rest. In this 

 combined cigar-cigarillo group, the Cuban tobacco component may average about 

 25 percent but the proportion for many cigarillos -would range considerably 

 above this and the proportion in many intermediate -si zed and lower-priced cigars 

 would tend to be below this. Cigarillos, which generally retail for k to 6 

 cents apiece, are usually less than half the weight of full-size cigars. More 

 than two-thirds of the 950 million cigarillos sold probably contain a substan- 

 tial percentage of Cuban tobacco. 



THE CIGAR MARKET 



It is estimated that around 13 million men smoke cigars in the United 

 States. Of these, about k million are regular smokers of cigars, that is, they 

 smoke them every day. The other 9 million smoke cigars occasionally; most in 

 this group also smoke cigarettes or pipes or both. Not only do the occasional 

 smokers of cigars far outnumber the regular cigar smokers, but they account for 

 a substantial part of the total cigar consumption — probably around a fourth. 



Previous studies, based on 1955 survey data, provide information on char- 

 acteristics of cigar smokers, l/ According to these data, age appears to be 

 an important influence on regular cigar smoking. The percentage of men who 

 smoke cigars regularly is significantly higher among those 45 and over than 

 among younger men. Occasional cigar smokers' are found in comparatively equal 

 proportions among those from 35 "to 5h years of age, but in lighter proportions 

 among those 55 and over, the group that accounts for the highest percentages of 

 regular smokers. The group 25 years of age and under contains the fewest cigar 

 smokers, either regular or occasional. In recent years, however, stepped-up 

 advertising and promotional efforts of the industry have been directed towards 

 younger smokers. The cigarillo and other cigars that are considerably smaller 

 than the traditional full-size cigar have been made available in increasing 

 numbers and are designed to make a special appeal to younger men. 



Changes in aggregate cigar consumption over time tend to be affected by 

 changes in income. In times of economic recession or depression, for example, 

 cigar consumption tends to fall. This was most dramatically demonstrated in 

 the depression 1930 's, when cigar consumption dropped a third from 1929 "to 1933 • 

 But a surprising finding of the survey in 1955 — a fairly prosperous year — was 

 that income appeared to be less important than age as a factor influencing those 

 who smoke cigars regularly. Although it may commonly be considered that "only 

 the rich smoke cigars", the availability of lower-priced cigars makes it pos- 

 sible for those who prefer this form of smoking to engage in it with a relative- 

 ly modest daily outlay. In addition, among certain of the lower income groups, 

 cigar smoking is preferred for prestige or for occupational reasons. Income, 

 however, appears to have some effect on rates of smoking. Although average con- 

 sumption for all regular smokers, based on 1955 survey data, was about 3 cigars 

 daily, it was approximately 10 to 15 percent higher for those in the upper in- 

 come classes. 



1/ U. S. Public Health Service. Tobacco Smoking Patterns in the United States, 

 Public Health Monogr. ^5, 1956. 



U. S. Department of Agriculture. Tobacco Smoking in the United States in 

 Relation to Income, Marketing Res. Report No. 189, 1957* 



