Federal Trade Commission 

Smokeless Tobacco Report 

for 2018 

 ISSUED: 2019 
 

 

I. INTRODUCTION 

This report is the latest in a series on smokeless tobacco sales, advertising, and promotion 

that the Federal Trade Commission (“Commission”) has prepared since 1987.1 

The tables appended to this report provide information on domestic smokeless tobacco 

sales and advertising and promotional activities.2 Commission staff prepared these tables using 

information collected, pursuant to compulsory process, from the parent companies of the major 

manufacturers of smokeless tobacco products sold in the United States: Altria Group, Inc.; 

North Atlantic Trading Company, Inc.; Reynolds American, Inc.; Swedish Match North 

America, Inc.; and Swisher International Group, Inc.3 

II. TOTAL SMOKELESS TOBACCO SALES AND ADVERTISING AND 

PROMOTIONAL EXPENDITURES 

Tables 1A and 1B show total smokeless tobacco sales and advertising expenditures from 

1985 through 2018. Table 1B shows that the total amount of smokeless tobacco sold by 

manufacturers to wholesalers and retailers decreased from 130.91 million pounds in 2017 to 

128.41 million pounds in 2018. Sales revenues received by the manufacturers from wholesalers 

and retailers rose from $4.203 billion in 2017 to $4.367 billion in 2018.4 

1

 Some 1985 data are included. The 1985 data are less detailed than those from 1986 onward 

because they were collected retrospectively and were meant to serve as baseline data. 

2 The data contained in the tables appended to this report are also in an electronic spreadsheet 

available at https://www.ftc.gov/smokelesstobaccodata. 

3

 Although the identity of the companies reporting smokeless tobacco data has varied during the 

over 30 years that the Commission has issued these reports, these five companies have been 

recipients of the Commission’s compulsory-process orders since 2010. 

4

 The sales revenue and advertising and promotional expenditure figures contained in this report 

are in nominal dollars and have not been adjusted for inflation. 

1 
 

The manufacturers spent a total of $658.5 million on advertising and promotion in 2018, 

a decrease from the $718.3 million spent in 2017. 

Tables 2A and 2B show the number of units of smokeless tobacco the companies sold 

and gave away each year in packages of various sizes (e.g., less than one ounce; one ounce to 

less than two ounces; two ounces to less than five ounces). In 2018—as in the previous years for 

which these data are available—more packages weighing one ounce to less than two ounces were 

sold than any other size package. However, more packages weighing two ounces to less than 

five ounces were given away in 2018 than any other size package. 

III. SMOKELESS TOBACCO ADVERTISING AND PROMOTIONAL 

EXPENDITURES BY CATEGORY 

Tables 3A through 3J show the annual expenditures on smokeless tobacco advertising 

and promotion for the years 1985 through 2018.5

 They list the amounts spent on the different 

types of media advertising (e.g., magazines) and sales promotion activities (e.g., distribution of 

samples).6

 Table 3I shows the companies’ expenditures for 2014 through 2017 and Table 3J 

shows their expenditures for 2018. 

The companies reported spending no money on newspaper advertising in 2018. The 

Commission did not reporting the amount spent on newspaper advertising in 2017 because only 

5

 The reported figures include all advertising and promotional expenditures related to 

smokeless tobacco, regardless of whether such expenditures would constitute “commercial 

speech” or would be protected from law enforcement action under the First Amendment. 

They do not include the costs of employing full-time company employees or any overhead 

expenses attributable to the activities of such company employees. 

6

 Detailed definitions of the 2018 expenditure categories appear in the Appendix to this report. 

 Since 2002, the Commission has permitted the companies to round expenditures to the nearest 

thousand dollars, and the Commission is reporting such expenditures rounded to the nearest 

thousand. 

2 
 

one company reported spending in that category.7 Magazine advertising decreased from $19.5 

million in 2017 to $13.6 million in 2018. Spending on outdoor advertising increased from 

$145,000 to $153,000 during the same period.8 Point-of-sale advertising increased from $24.3 

million in 2017 to $25.3 million in 2018. In 2018, the companies reported spending $5.2 million 

on direct-mail advertising, down from the $6.6 million spent in 2017. 

In 2018, the companies reported spending $312.2 million on price discounts (payments 

made in order to reduce the price of smokeless tobacco to consumers) paid to retailers and 

$101.1 million on price discounts paid to wholesalers. In 2017, expenditures in those categories 

were $347.1 million and $91.4 million, respectively. Retail and wholesale price discounts were 

the two largest expenditure categories in 2018, representing a combined 62.8 percent of total 

expenditures (47.4 percent and 15.4 percent, respectively). 

Spending on promotional allowances (intended to facilitate the sale or placement of 

smokeless tobacco) paid to smokeless tobacco retailers increased from $31.4 million in 2017 to 

$33.2 million in 2018. Spending on promotional allowances paid to smokeless tobacco 

wholesalers increased from $46.5 million in 2017 to $47.1 million in 2018. The Commission is 

7

 If only one company reported spending money on a particular type of advertising or promotion 

in a year, that category is shown as “N/A” in the table; and the expenditures are included in the 

“Other” category, to avoid potential disclosure of individual company data. 

8

 The Commission’s compulsory-process orders for 2002 and the years since have defined 

“outdoor” advertising to mean: billboards; signs and placards in arenas, stadiums, and shopping 

malls (whether they are open air or enclosed); and any other ads placed outdoors, regardless of 

their size, including those on the property of smokeless tobacco retailers. Previously, “outdoor” 

advertising was not precisely defined. In particular, it was not clear that signs in arenas, 

stadiums, shopping malls, or on retailer property were to be reported in this category. 

 Starting with its orders for 2014, the Commission ceased collecting data on transit advertising 

(advertising on or in vehicles, bus stops, taxi stands, or transportation facilities) because the 

recipients of the orders had never reported expenditures on transit advertising. 

3 
 

not reporting the amount spent on promotional allowances paid to persons other than retailers in 

2018 because only one company reported spending in that category. The companies reported 

spending $17,000 on such promotional allowances in 2017. 

 When promotional allowances and price discounts paid to retailers and wholesalers are 

combined, they account for 75.0 percent of total 2018 spending, up from 71.9 percent of total 

2017 spending. 

The companies reported spending $761,000 in 2018 to give smokeless tobacco samples 

to the public (“sampling”).9 In 2017, they reported spending $615,000 on sampling. 

The companies reported spending $12.7 million on non-branded specialty-item 

distribution10 in 2018, a decrease from the $16.3 million spent in 2017. 

The companies reported spending $4.0 million in 2018 on consumer engagement at retail 

locations open to underage individuals (e.g., convenience stores). The Commission did not 

report the amount spent in 2017 because only one company reported spending in the category. 

9

 The Commission’s definitions of “sampling” and “coupons” provide that when coupons are 

distributed for free smokeless tobacco products and no purchase is required to obtain the coupon 

or to redeem it for the smokeless tobacco, such activities are to be reported as “sampling.” 

 The Commission’s compulsory-process orders for 2017 clarified that expenditures associated 

with coupons for free smokeless tobacco products distributed during consumer engagement 

should be reported as “sampling,” not consumer engagement. 

10 This expenditure category covers items (such as T-shirts, caps, key chains, and sporting 

goods) distributed through the mail, at promotional events, or by any means other than at the 

point of sale with the purchase of smokeless tobacco. Specialty items provided at retail with 

smokeless tobacco products (e.g., “buy three, get a free key chain”) are deemed retail-valueadded. 

 Starting with its orders for 2016, the Commission stopped collecting data on spending on 

branded specialty items. The companies have not reported expenditures on branded specialty 

items since 2011; regulations promulgated by the Food and Drug Administration pursuant to the 

Family Smoking Prevention and Tobacco Control Act (“Tobacco Control Act”) prohibit the 

distribution of branded non-tobacco promotional items. See 21 C.F.R. § 1140.34(a). 

4 
 

The companies reported spending $5.9 million on consumer engagement in adult-only facilities 

in 2018, a decrease from the $15.6 million spent in 2017. 

The Commission is not separately publishing the amount spent on public entertainment in 

adult-only facilities (e.g., bar nights) in 2018 because, as in 2016 and 2017, only one company 

reported spending in that category. In 2016, the Commission clarified that such events must 

include actual entertainment, as opposed to simply consumer engagement. 

As they have each year since 2011, the companies reported no spending in 2018 on 

general-audience public entertainment, endorsements and testimonials, or sponsorships. 

The companies reported spending $57.1 million in 2018 on coupons to reduce of the 

retail cost of smokeless tobacco products, a decrease from the $76.9 million spent in 2017.11 

Retail-value-added expenditures are the costs associated with offers such as “buy one, get 

one free” and “buy three, get a free T-shirt,” where the bonus is distributed at retail when the 

smokeless tobacco is purchased. The retail-value-added category is broken into two 

subcategories—one in which the bonus is additional smokeless tobacco and one in which the 

bonus is something other than smokeless tobacco. In 2018, the companies reported spending 

$5.0 million on retail-value-added expenditures for promotions involving free smokeless 

tobacco, up from the $4.6 million spent in 2017. 

Each year from 2012 until 2015, the companies reported spending no money on retailvalue-added promotions involving non-smokeless tobacco items. In 2016, the Commission 

expanded the category to include discounts such as “buy two, save 20 cents per gallon of 

11 The Commission’s compulsory-process orders for 2017 clarified that expenditures associated 

with coupons that reduce the retail cost of smokeless tobacco products should be reported in the 

“coupon” category, regardless of how the coupons are distributed or redeemed. 

5 
 

gasoline.” The Commission is not separately reporting the amount spent in 2017 or 2018 

because only one company reported spending in the category. 

In 2018, the companies reported spending $8.0 million for advertising on company 

websites and $778,000 on Internet advertising other than on their own websites. In 2017, those 

figures were $10.5 million and $523,000, respectively. 

As they have each year since 2008, the companies reported no spending in 2018 on 

telephone advertising12 or audio-visual advertising. 

The compulsory-process orders issued by the Commission since 2009 have asked the 

companies to report spending on “social media marketing on Web sites or other online services 

or communities, including but not limited to social networking sites, microblogging sites, 

content-sharing sites, and blogs.” The companies reported spending $609,000 on social-media 

marketing in 2018, a decrease from the $785,000 they spent in 2017. 

The Commission also requires the manufacturers to report the total amount of money 

they spent on advertising and promotion in connection with sports and sporting events.13 This 

question is separate from, and duplicative of, the reporting of the individual advertising and 

promotion categories. For example, money spent on sponsorship of a sports team would be 

reported under the “sponsorship” category and as “sports and sporting events” expenditures. 

12 This expenditure category includes costs associated with telemarketing calls or the operation 

of incoming telephone lines for consumers to participate in promotions or hear pre-recorded 

product messages. 

13 This includes expenditures for: (1) the sponsoring, advertising, or promotion of sports or 

sporting events; support of an individual, group, or sports team; and purchase of or support for 

equipment, uniforms, sports facilities, or training facilities; (2) advertising in the name of the 

smokeless tobacco company or any of its brands in a sports facility, on a scoreboard, or in 

conjunction with the reporting of sports results; and (3) functional promotional items (clothing, 

hats, etc.) connected with a sporting event. 

6 
 

These expenditures are counted only once, however, in computing the companies’ total 

advertising and promotional expenditures. 

Expenditures in connection with sports and sporting events, which had been as high as 

$26.6 million in 1998, were $2.0 million in 2018. The Commission’s compulsory-process orders 

for 2015 clarified that the companies should report all advertising and promotional expenditures 

“connected with or related to” sports or sporting events, including smokeless tobacco sampling 

in an adult-only facility on the grounds or in the parking lot of a sports facility. The orders for 

2016 then further clarified that the companies should also report “consumer engagement” on the 

grounds or lot of a sports facility. 

The companies reported spending $1.2 million in 2018 on ads directed to youth or their 

parents that were intended to reduce youth use of smokeless tobacco products.14 A portion of 

that amount was directed at reducing youth use of tobacco products of any kind. 

Smokeless tobacco manufacturers reported that, in 2018, neither they nor anyone 

working for them or on their behalf paid money or any other form of compensation in connection 

with the production or filming of any motion picture, television show, or video game, or paid 

money or any other form of compensation to anyone engaged in product placement in motion 

pictures, television shows, or video games. The companies also reported that neither they nor 

anyone working for them or on their behalf sought or solicited the appearance of any smokeless 

tobacco product or smokeless tobacco brand imagery in any motion picture, television show, or 

video game. One company reported that it did not object to the use of its brand imagery in a 

movie that streams on the Internet. Three companies reported having video advertising on 

14 These expenditures are not included in the figures reported in Table 3J (advertising and 

promotional expenditures by category). 

7 
company-operated brand websites and one reported having posted video advertising through 

brand Instagram and YouTube accounts. The companies reported that otherwise neither they nor 

anyone working for them or on their behalf sought, solicited, granted approval, or otherwise gave 

permission for the appearance of any smokeless tobacco product or smokeless tobacco brand 

imagery in any video appearing on the Internet, besides the above-mentioned streaming movie. 

With respect to social-media marketing, one company reported having a smokeless tobacco 

brand Facebook page; one reported having brand Instagram and YouTube accounts; and one 

reported allowing the posting of user-generated content on company-operated brand websites. 

IV. SMOKELESS TOBACCO SALES AND ADVERTISING AND PROMOTIONAL 

EXPENDITURES BY TOBACCO TYPE 

The Commission historically has reported sales and advertising expenditures for several 

different types of smokeless tobacco products, including dry snuff, moist snuff, plug/twist, and 

loose-leaf chewing tobacco. Since 2008, the Commission also has required the companies to 

provide data for snus and dissolvable smokeless tobacco products. Tables 4A through 4F present 

details on sales and advertising and promotional expenditures by type of smokeless tobacco. 

The number of pounds of loose-leaf chewing tobacco, plug/twist chewing tobacco, and 

scotch/dry snuff sold all fell from 2017 to 2018, continuing the declines seen in recent years. 

Snus sales increased from 2017 to 2018. Moist snuff sales, which had risen every year since the 

Commission first issued its smokeless tobacco reports, declined for the first time in 2018. 

Nevertheless, the number of pounds of moist snuff sold again exceeded the combined sales of all 

other kinds of smokeless tobacco. The companies reported that they had no sales of dissolvable 

smokeless tobacco products in 2018. 

8 
 

 

 

 

 

Moist snuff also continued to generate more revenue than any other type of smokeless 

tobacco. In 2018, sales of moist snuff were $3.920 billion, representing 89.8 percent of total 

smokeless tobacco sales. 

Tables 4A through 4F also indicate that moist snuff continued to receive the greatest 

advertising and promotional support. In 2018, the companies spent $615.7 million promoting 

moist snuff, compared to $7.4 million for loose-leaf chewing tobacco, $292,000 for plug/twist 

chewing tobacco, $442,000 for scotch/dry snuff, and $24.8 million for snus.15 

Tables 5A through 5F present details about the number of units sold in packages of 

various sizes for each type of smokeless tobacco product. For plug/twist chewing tobacco, 

scotch/dry snuff, and moist snuff, more packages weighing one ounce to less than two ounces 

were sold in 2018 than any other size. For loose-leaf chewing tobacco, more packages weighing 

two ounces to less than five ounces were sold in 2018 than any other size. More packages of 

snus weighing less than one ounce were sold in 2018 than any other size. 

15 The companies also spend money advertising and promoting smokeless tobacco brands that 

encompass more than one type of product (e.g., moist snuff and snus) or on non-brand specific 

smokeless tobacco advertising. Such advertising and promotional expenditures are included in 

the totals set forth in Tables 1A and 1B, but might not be included in Tables 4A through 4F. 

 Beginning with the orders for 2015 data, the Commission’s compulsory-process orders have 

provided that advertising and promotional expenditures for brands having more than one product 

type but with a dominant product type representing 95% or more of brand sales should be 

reported under the brand’s dominant product type. In earlier years, some companies could have 

also reported some of their brands’ advertising and promotional expenditures under those brands’ 

dominant varieties. 

9 
TABLE 1A 

TOTAL SMOKELESS TOBACCO SALES 

AND ADVERTISING AND PROMOTIONAL EXPENDITURES 

FOR 1985–2008 

Year Sales in Pounds Sales in Dollars 

Advertising and Promotional 

Expenditures 

1985 121,449,115 $730,618,970 $80,068,229 

1986 118,778,334 $797,777,885 $76,676,706 

1987 116,540,281 $852,717,347 $67,777,044 

1988 114,433,782 $901,654,382 $68,223,671 

1989 116,440,365 $981,637,304 $81,200,611 

1990 117,415,326 $1,091,170,201 $90,101,327 

1991 120,110,686 $1,237,961,670 $104,004,040 

1992 118,372,693 $1,361,360,729 $115,346,708 

1993 115,888,785 $1,475,460,518 $119,230,826 

1994 115,495,201 $1,612,098,989 $125,972,408 

1995 116,387,464 $1,735,840,489 $127,323,282 

1996 116,404,222 $1,790,406,160 $123,877,458 

1997 113,975,148 $1,817,508,055 $150,426,310 

1998 110,036,380 $1,886,328,217 $145,486,899 

1999 109,401,055 $1,940,736,017 $170,213,761 

2000 111,741,335 $1,988,875,535 $224,582,757 

2001 112,193,550 $2,127,520,387 $236,676,917 

2002 112,148,366 $2,362,166,931 $234,645,000 

2003 112,924,505 $2,489,501,857 $242,514,000 

2004 116,768,672 $2,617,388,686 $231,084,000 

2005 116,197,005 $2,611,292,547 $250,792,000 

2006 115,818,739 $2,593,436,592 $354,123,000 

2007 118,234,763 $2,695,462,138 $411,239,000 

2008 119,915,125 $2,757,087,244 $547,873,000 

10 
 

TABLE 1B 

TOTAL SMOKELESS TOBACCO SALES 

AND ADVERTISING AND PROMOTIONAL EXPENDITURES 

FOR 2009–2018 

Year Sales in Pounds Sales in Dollars 

Advertising and Promotional 

Expenditures 

2009 117,693,273 $2,611,908,686 $493,071,000 

2010 120,522,070 $2,780,437,133 $444,494,000 

2011 122,735,863 $2,936,852,337 $451,985,000 

2012 125,496,642 $3,077,403,248 $435,927,000 

2013 128,043,919 $3,263,105,347 $503,161,000 

2014 127,810,528 $3,415,702,358 $600,786,000 

2015 129,363,158 $3,680,195,446 $684,938,000 

2016 131,433,651 $3,981,902,822 $759,348,000 

2017 130,910,581 $4,202,999,689 $718,323,000 

2018 128,405,325 $4,367,000,467 $658,526,000 

11 
 

 

TABLE 2A 

NUMBER OF UNITS SOLD AND GIVEN AWAY – BY PACKAGE SIZE 

FOR 2002–2012 

Less than 

1 oz. 

1 oz. to less 

than 2 oz. 

2 oz. to less 

than 5 oz. 

5 oz. to less 

than 10 oz. 

10 oz. to less 

than 15 oz. 

15 oz. or 

more 

2002 sold 25,394,260 887,095,347 216,169,305 6,628,408 15,735 36,200 

given away 915,205 22,123,561 3,792,001 0 0 0 

2003 sold 37,883,014 918,733,530 203,567,697 7,848,051 15,936 353,436 

given away 2,663,753 14,474,790 2,352,034 0 0 0 

2004 sold 42,705,741 959,223,302 191,040,358 8,645,329 15,456 2,118,017 

given away 7,422,914 15,859,744 2,247,914 0 0 24 

2005 sold 47,107,372 980,089,404 175,013,057 7,902,121 14,064 2,275,388 

given away 5,952,331 17,059,852 1,983,417 48 0 0 

2006 sold 49,584,382 994,410,045 161,133,012 7,136,052 14,575 2,552,377 

given away 4,699,963 19,699,034 9,632,177 0 0 2,280 

2007 sold 63,590,228 1,056,392,109 158,097,486 1,679,601 6,350 2,687,159 

given away 6,746,905 10,922,306 9,489,740 72 0 5,616 

2008 sold 77,241,248 1,072,780,163 138,515,458 5,740,339 53,012 2,826,765 

given away 6,580,518 15,120,663 9,962,337 12 750 5,626 

2009 sold 121,886,357 1,098,116,188 125,774,684 4,696,041 511,174 2,917,282 

given away 5,670,008 12,050,068 9,903,059 252 9,726 1,012 

2010 sold 165,174,728 1,148,099,256 111,399,859 4,791,115 1,193,327 3,087,246 

given away 4,195,615 5,991,661 9,985,116 144 10,794 246 

2011 sold 167,129,086 1,188,545,083 101,448,909 4,632,388 1,618,546 3,125,666 

given away 1,007,789 753,278 9,243,150 245 1,560 72 

2012 sold 198,158,371 1,219,926,468 93,005,883 4,115,671 2,544,526 3,383,934 

given away 503,943 214,357 8,342,400 48 612 48 

12 
 

 

TABLE 2B 

NUMBER OF UNITS SOLD AND GIVEN AWAY – BY PACKAGE SIZE 

FOR 2013–2018 

Less than 

1 oz. 

1 oz. to less 

than 2 oz. 

2 oz. to less 

than 5 oz. 

5 oz. to less 

than 10 oz. 

10 oz. to less 

than 15 oz. 

15 oz. or 

more 

2013 sold 206,426,798 1,239,286,872 88,294,800 4,090,247 3,505,261 3,284,546 

given away 418,302 201,641 7,977,717 48 576 158 

2014 sold 224,364,145 1,234,089,681 81,688,529 4,025,337 4,077,255 3,304,393 

given away 388,078 192,211 8,459,652 0 864 77 

2015 sold 250,978,524 1,248,306,671 75,439,482 3,896,359 4,443,748 3,275,510 

given away 317,437 177,171 8,319,437 48 852 147 

2016 sold 281,224,911 1,266,087,487 71,173,377 3,439,501 4,792,078 3,212,926 

given away 441,634 99,476 7,578,154 264 912 418 

2017 sold 294,016,949 1,257,596,469 66,182,652 3,107,034 5,173,096 3,346,688 

given away 222,702 75,699 6,604,575 96 840 427 

2018 sold 304,833,292 1,226,454,958 62,417,369 2,573,842 5,588,352 3,190,743 

given away 51,369 72,578 5,471,422 72 948 566 

13 
 

TABLE 3A 

SMOKELESS TOBACCO ADVERTISING

 AND PROMOTIONAL EXPENDITURES 

BY CATEGORY 

FOR 1985 

Television & Radio Advertising $26,584,731 

Total Print $8,719,379 

Other $44,764,119 

Total $80,068,229 

14 
 

TABLE 3B 

SMOKELESS TOBACCO ADVERTISING 

AND PROMOTIONAL EXPENDITURES 

BY CATEGORY 

FOR 1986 AND 1987 

1986 1987 

Newspapers $626,979 $1,452,710 

Magazines $6,226,654 $9,237,988 

Outdoor $2,722,557 $8,321,315 

Transit $0 $0 

Television & Radio* $16,067,211 $0 

Point-of-Sale $4,234,207 $5,789,436 

Direct Mail $20,844 $48,979 

Promotional Allowances $8,231,580 $7,554,592 

Sampling $13,699,156 $13,877,923 

Distribution Bearing Names $2,353,816 $4,312,094 

Public Entertainment $13,823,266 $14,844,425 

Endorsements $435,710 $245,105 

Audio, Visual $2,579,268 $0 

Other $5,655,458 $2,092,477 

TOTAL $76,676,706 $67,777,044 

*

 Expenditures allocated for television and radio advertising on electronic media subject to Federal 

Communications Commission (“FCC”) regulations cover approximately six months of 1986 because the statutory 

broadcast ban became effective on August 28, 1986. 

15 
 

TABLE 3C 

SMOKELESS TOBACCO ADVERTISING 

AND PROMOTIONAL EXPENDITURES 

BY CATEGORY 

FOR 1988–1991 

1988 1989 1990 1991 

Newspapers $940,256 $449,918 $880,629 $1,109,503 

Magazines $5,778,582 $6,410,401 $10,214,280 $9,652,958 

Outdoor $4,801,955 $2,913,074 $2,650,471 $1,644,287 

Transit $0 $0 $0 $0 

Point-of-Sale $7,436,270 $9,693,996 $10,320,657 $10,749,602 

Direct Mail $623,731 $935,370 $78,000 $893,000 

Promotional Allowances $6,360,041 $8,327,225 $9,936,022 $14,771,597 

Sampling $12,345,180 $15,019,174 $13,461,932 $13,959,101 

Distribution Bearing 

Names 

$4,055,978 $4,611,457 $2,854,289 $3,866,263 

Public Entertainment $17,501,791 $19,638,397 $20,272,355 $21,116,095 

Endorsements $260,539 $292,290 $264,484 $344,000 

Coupons & Retail-ValueAdded* 

$4,655,429 $9,689,049 $16,438,440 $23,306,499 

Audio, Visual $0 $0 $0 $0 

Other $3,463,919 $3,220,210 $2,729,768 $2,591,135 

TOTAL $68,223,671 $81,200,611 $90,101,327 $104,004,040 

*

 One company reported no expenditures for this category because its accounting records were not maintained to 

allow calculation of these expenditures. Instead, these expenditures were reported to the Commission in the Point-ofSale or Promotional Allowances categories. 

16 
TABLE 3D 

SMOKELESS TOBACCO ADVERTISING AND PROMOTIONAL EXPENDITURES 

BY CATEGORY 

FOR 1992–1995 

1992 1993 1994 1995 

Newspapers $269,032 $274,738 $128,849 $142,562 

Magazines $9,258,297 $8,040,702 $10,261,201 $11,533,093 

Outdoor $694,388 $855,643 $1,112,524 $1,474,121 

Transit $0 $0 $0 $0 

Point-of-Sale $12,133,489 $13,465,302 $13,555,569 $15,170,713 

Direct Mail $1,289,000 $1,099,000 $103,000 $253,000 

Promotional Allowances $11,397,882 $13,073,381 $10,244,241 $8,304,066 

Sampling $15,975,134 $15,794,391 $14,279,127 $15,748,393 

Distribution Bearing 

Names 

$2,609,348 $4,246,353 $10,368,596 $9,915,589 

Public Entertainment $21,511,594 $22,912,765 $25,397,969 $26,749,679 

Endorsements $155,000 $215,000 $160,000 $160,000 

Coupons & Retail-ValueAdded* 

$31,524,486 $32,297,431 $36,687,092 $33,701,379 

Audio, Visual $0 $0 $0 $0 

Other $8,529,058 $6,956,120 $3,674,240 $4,170,687 

TOTAL $115,346,708 $119,230,826 $125,972,408 $127,323,282 

Sports & Sporting Events $20,970,580 $22,742,986 $24,521,715 $25,863,187 

*

 One company reported no expenditures for this category because its accounting records were not maintained to 

allow calculation of these expenditures. Instead, these expenditures were reported to the Commission in the Point-ofSale or Promotional Allowances categories. 

17 
 

TABLE 3E 

SMOKELESS TOBACCO ADVERTISING AND PROMOTIONAL EXPENDITURES 

BY CATEGORY FOR 1996–2001 

1996 1997 1998 1999 2000 2001 

Newspapers $236,765 $1,642,347 $2,807,281 $3,306,548 $2,413,104 $1,825,748 

Magazines $13,362,100 $11,874,395 $18,389,758 $18,436,630 $13,890,399 $21,963,961 

Outdoor $3,544,994 $4,991,256 $2,228,381 $7,258 $6,987 $10,522 

Transit $0 $0 $0 $0 $0 $0 

Point-of-Sale $13,568,572 $14,712,560 $25,202,972 $26,092,942 $15,179,555 $17,412,893 

Direct Mail $314,599 $808,247 $6,948,300 $5,620,844 $17,015,856 $16,340,203 

Promotional 

Allowances 

$12,722,615 $14,692,865 $14,959,694 $30,756,608 $45,393,210 $60,866,870 

Sampling $12,640,816 $11,155,411 $17,439,990 $17,884,888 $15,761,075 $17,888,963 

Distribution 

Bearing Names 

$11,728,976 $17,999,555 $3,768,161 $3,161,884 $347,124 $324,694 

Public 

Entertainment 

$22,736,345 $28,940,337 $25,426,519 $22,136,453 $11,223,945 $18,063,522 

Endorsements $162,500 $165,000 $165,000 $130,000 $230,000 $255,000 

Coupons $3,446,225* $3,447,124* $10,965,387 $24,221,899 $32,746,769 $31,526,860 

Retail-ValueAdded 

$22,390,838* $34,938,115* $11,204,800* $11,135,604* $64,883,152 $43,235,466 

Internet $0 $0 $0 $0 $155,405 $262,296 

Audio, Visual $0 $0 $0 $0 $0 $0 

Other $4,397,683 $5,059,097 $5,980,656 $7,322,203 $5,336,176 $6,699,919 

TOTAL $123,877,458 $150,426,310 $145,486,899 $170,213,761 $224,582,757 $236,676,917 

Sports & Sporting 

Events 

$19,784,813 $25,751,503 $26,620,636 $23,401,714 $11,026,204 $17,866,620 

*

 One company reported no expenditures for this category because its accounting records were not maintained to allow 

calculation of these expenditures. Instead, these expenditures were reported to the Commission in the Point-of-Sale or 

Promotional Allowances categories. 

18 
 

TABLE 3F 

SMOKELESS TOBACCO ADVERTISING AND PROMOTIONAL 

EXPENDITURES BY CATEGORY FOR 2002–2005 

2002 2003 2004 2005 

Newspapers $722,000 $262,000 $285,000 $453,000 

Magazines $23,142,000 $22,838,000 $25,002,000 $20,996,000 

Outdoor $117,000 $101,000 $184,000 $207,000 

Transit $0 $0 $0 $0 

Point-of-Sale $16,894,000 $20,874,000 $23,120,000 $20,748,000 

Direct Mail $7,073,000 $5,982,000 $5,670,000 $8,237,000 

Price Discounts $99,000,000 $106,531,000 $86,977,000 $99,699,000 

Promotional Allowances ─ Retailers $3,245,000 $5,103,000 $4,285,000 $3,406,000 

Promotional Allowances ─ Wholesalers $16,755,000 $12,632,000 $11,222,000 $12,550,000 

Promotional Allowances ─ Other $41,000 $29,000 $9,000 $29,000 

Sampling $25,754,000 $22,483,000 $25,156,000 $28,180,000 

Specialty-Item Distribution ─ Branded $419,000 $45,000 $22,000 $119,000 

Specialty-Item Distribution ─ Non-Branded $0 $0 $0 $36,000 

Public Entertainment ─ Adult-Only $0 $0 $7,000 $73,000 

Public Entertainment ─ General-Audience $1,453,000 $1,640,000 $1,349,000 $215,000 

Sponsorships $8,864,000 $8,170,000 $9,018,000 $4,192,000 

Endorsements & Testimonials $130,000 $355,000 $355,000 $355,000 

Coupons $12,156,000 $11,524,000 $10,686,000 $28,622,000 

Retail-Value-Added ─ Bonus Smokeless Tobacco $13,686,000 $16,004,000 $14,950,000 $9,310,000 

Retail-Value-Added ─ Non-Smokeless Tobacco Bonus $466,000 $556,000 $2,650,000 $4,430,000 

Company Websites $18,000 $15,000 $877,000 $272,000 

Internet ─ Other $54,000 $25,000 $16,000 $413,000 

Telephone $169,000 $374,000 $231,000 $120,000 

Audio-Visual $7,000 $139,000 $7,000 $119,000 

Other $4,480,000 $6,832,000 $9,006,000 $8,011,000 

TOTAL $234,645,000 $242,514,000 $231,084,000 $250,792,000 

Sports & Sporting Events $21,063,000 $16,942,000 $20,649,000 $15,749,000 

19 
 

 

 

TABLE 3G 

SMOKELESS TOBACCO ADVERTISING AND PROMOTIONAL 

EXPENDITURES BY CATEGORY FOR 2006–2009* 

2006 2007 2008 2009 

Newspapers N/A N/A N/A N/A 

Magazines $16,591,000 $13,913,000 $17,122,000 $7,866,000 

Outdoor $166,000 $334,000 $219,000 $980,000 

Transit $0 $0 $0 $0 

Point-of-Sale $20,824,000 $29,318,000 $55,295,000 $55,123,000 

Direct Mail $9,574,000 $12,205,000 $7,579,000 $9,607,000 

Price Discounts $203,692,000 $249,510,000 $324,647,000 $160,256,000 

Promotional Allowances ─ Retailers $3,731,000 $5,349,000 $6,416,000 $24,106,000 

Promotional Allowances ─ Wholesalers $9,047,000 $12,383,000 $18,578,000 $40,548,000 

Promotional Allowances ─ Other N/A N/A N/A N/A 

Sampling $41,979,000 $35,113,000 $29,936,000 $40,687,000 

Specialty-Item Distribution ─ Branded N/A N/A $509,000 N/A 

Specialty-Item Distribution ─ Non-Branded $34,000 N/A $3,079,000 $13,505,000 

Public Entertainment ─ Adult-Only $0 N/A $14,300,000 $22,263,000 

Public Entertainment ─ General-Audience $144,000 N/A N/A N/A 

Sponsorships N/A $10,462,000 $9,319,000 $10,505,000 

Endorsements & Testimonials N/A N/A N/A N/A 

Coupons $16,133,000 $15,452,000 $29,474,000 $31,222,000 

Retail-Value-Added ─ Bonus Smokeless Tobacco $12,047,000 $8,497,000 $10,464,000 $28,734,000 

Retail-Value-Added ─ Non-Smokeless Tobacco Bonus $1,406,000 $626,000 $4,514,000 $2,504,000 

Company Websites $891,000 $3,110,000 $2,085,000 $6,121,000 

Internet ─ Other $944,000 $2,050,000 $2,538,000 $2,290,000 

Telephone N/A N/A $0 $0 

Audio-Visual N/A N/A $0 $0 

Social Media ── ── ── $0 

Other $16,920,000 $12,917,000 $11,803,000 $36,752,000 

TOTAL $354,123,000 $411,239,000 $547,873,000 $493,071,000 

Sports & Sporting Events $16,912,000 $17,903,000 $14,648,000 $15,191,000 

*

 Expenditures denoted “N/A” are included in the “Other” category to avoid potential disclosure of individual company data. 

20 
 

 

 

TABLE 3H 

SMOKELESS TOBACCO ADVERTISING AND PROMOTIONAL 

EXPENDITURES BY CATEGORY FOR 2010–2013* 

2010 2011 2012 2013 

Newspapers N/A N/A $229,000 $1,000,000 

Magazines $11,110,000 $4,858,000 $11,533,000 $7,748,000 

Outdoor $386,000 $545,000 $624,000 $590,000 

Transit $0 $0 $0 $0 

Point-of-Sale $45,548,000 $32,313,000 $31,711,000 $32,272,000 

Direct Mail $8,892,000 $7,536,000 $8,596,000 $9,114,000 

Price Discounts $94,994,000 $168,832,000 $212,058,000 $282,678,000 

Promotional Allowances ─ Retailers $41,488,000 $33,229,000 $22,334,000 $29,852,000 

Promotional Allowances ─ Wholesalers $51,252,000 $50,469,000 $41,493,000 $44,330,000 

Promotional Allowances ─ Other $55,000 $675,000 $69,000 $51,000 

Sampling $21,288,000 $7,610,000 $9,553,000 $6,369,000 

Specialty-Item Distribution ─ Branded N/A N/A $0 $0 

Specialty-Item Distribution ─ Non-Branded $6,062,000 $25,796,000 $7,746,000 $11,981,000 

Public Entertainment ─ Adult-Only $32,432,000 $38,242,000 $21,959,000 $13,447,000 

Public Entertainment ─ General-Audience N/A $0 $0 $0 

Sponsorships N/A $0 $0 $0 

Endorsements & Testimonials $0 $0 $0 $0 

Coupons $34,491,000 $37,547,000 $36,969,000 $32,192,000 

Retail-Value-Added ─ Bonus Smokeless Tobacco $44,144,000 $8,614,000 $7,645,000 $5,920,000 

Retail-Value-Added ─ Non-Smokeless Tobacco Bonus $4,116,000 $0 $0 $0 

Company Websites $8,524,000 $3,247,000 $3,320,000 $5,964,000 

Internet ─ Other $1,344,000 $2,415,000 $669,000 $1,761,000 

Telephone $0 $0 $0 $0 

Audio-Visual $0 $0 $0 $0 

Social Media $0 $0 N/A N/A 

Other $38,367,000 $30,058,000 $19,420,000 $17,892,000 

TOTAL $444,494,000 $451,985,000 $435,927,000 $503,161,000 

Sports & Sporting Events $9,030,000 $3,443,000 $1,829,000 $2,077,000 

*

 Expenditures denoted “N/A” are included in the “Other” category to avoid potential disclosure of individual company data. 

21 
 

 

TABLE 3I 

SMOKELESS TOBACCO ADVERTISING AND PROMOTIONAL 

EXPENDITURES BY CATEGORY FOR 2014–2017* 

2014 2015 2016 2017 

Newspapers N/A N/A N/A N/A 

Magazines $18,884,000 $23,116,000 $20,601,000 $19,543,000 

Outdoor $1,102,000 $641,000 $497,000 $145,000 

Point-of-Sale $32,963,000 $33,363,000 $24,777,000 $24,321,000 

Direct Mail $6,656,000 $7,259,000 $11,272,000 $6,557,000 

Price Discounts ─ Retailers $257,338,000 $349,964,000 $382,336,000 $347,104,000 

Price Discounts ─ Wholesalers $99,825,000 $78,872,000 $85,473,000 $91,416,000 

Promotional Allowances ─ Retailers $33,840,000 $26,272,000 $28,687,000 $31,387,000 

Promotional Allowances ─ Wholesalers $44,061,000 $46,486,000 $47,469,000 $46,512,000 

Promotional Allowances ─ Other $27,000 $16,000 $6,000 $17,000 

Sampling $8,030,000 $8,228,000 $7,388,000 $615,000 

Specialty-Item Distribution ─ Branded $0 $0 

Specialty-Item Distribution ─ Non-Branded $17,848,000 $25,962,000 $32,962,000 $16,282,000 

Consumer Engagement ─ Retail $1,800,000 N/A 

Consumer Engagement ─ Adult-Only $15,657,000 $15,637,000 

Public Entertainment ─ Adult-Only $8,481,000 $6,872,000 N/A N/A 

Public Entertainment ─ General Audience $0 $0 $0 $0 

Sponsorships $0 $0 $0 $0 

Endorsements & Testimonials $0 $0 $0 $0 

Coupons $40,737,000 $41,528,000 $56,245,000 $76,853,000 

Retail-Value-Added ─ Bonus Smokeless Tobacco N/A N/A $6,451,000 $4,553,000 

Retail-Value-Added ─ Non-Smokeless Tobacco Bonus $0 $0 $168,000 N/A 

Company Websites $6,408,000 $8,444,000 $10,440,000 $10,471,000 

Internet ─ Other $259,000 $1,265,000 $931,000 $523,000 

Telephone $0 $0 $0 $0 

Audio-Visual $0 $0 $0 $0 

Social Media N/A N/A N/A $785,000 

Other $24,327,000 $26,628,000 $26,190,000 $25,603,000 

TOTAL $600,786,000 $684,938,000 $759,348,000 $718,323,000 

Sports & Sporting Events $1,182,000 $3,496,000 $4,646,000 $3,823,000 

*

 Expenditures denoted “N/A” are included in the “Other” category to avoid potential disclosure of individual company data. 

22 
 

 

 

TABLE 3J 

SMOKELESS TOBACCO ADVERTISING AND PROMOTIONAL 

EXPENDITURES BY CATEGORY FOR 2018* 

2018 

Newspapers $0 

Magazines $13,621,000 

Outdoor $153,000 

Point-of-Sale $25,265,000 

Direct Mail $5,193,000 

Price Discounts ─ Retailers $312,150,000 

Price Discounts ─ Wholesalers $101,087,000 

Promotional Allowances ─ Retailers $33,240,000 

Promotional Allowances ─ Wholesalers $47,120,000 

Promotional Allowances ─ Other N/A 

Sampling $761,000 

Specialty-Item Distribution ─ Non-Branded $12,682,000 

Consumer Engagement ─ Retail $4,025,000 

Consumer Engagement ─ Adult-Only $5,928,000 

Public Entertainment ─ Adult-Only N/A 

Public Entertainment ─ General Audience $0 

Sponsorships $0 

Endorsements & Testimonials $0 

Coupons $57,080,000 

Retail-Value-Added ─ Bonus Smokeless Tobacco $5,028,000 

Retail-Value-Added ─ Non-Smokeless Tobacco Bonus N/A 

Company Websites $7,970,000 

Internet ─ Other $778,000 

Telephone $0 

Audio-Visual $0 

Social Media $609,000 

Other $25,834,000 

TOTAL $658,526,000 

Sports & Sporting Events $2,015,000 

*

 Expenditures denoted “N/A” are included in the “Other” category to avoid potential disclosure of individual company data. 

23 
 

 

TABLE 4A 

SMOKELESS TOBACCO SALES AND ADVERTISING AND PROMOTIONAL EXPENDITURES 

BY TOBACCO TYPE FOR 1986–2018 

LOOSE-LEAF CHEWING TOBACCO 

Pounds Sold Dollar Sales 

Advertising and 

Promotional Expenditures 

1986 65,697,634 $255,668,419 $32,249,750 

1987 64,634,524 $267,766,776 $28,403,536 

1988 60,648,126 $264,298,268 $26,198,078 

1989 61,869,625 $281,701,402 $34,057,050 

1990 60,896,991 $295,462,446 $35,194,561 

1991 62,177,203 $321,458,416 $38,190,095 

1992 58,850,933 $320,085,975 $42,820,544 

1993 55,912,562 $319,672,867 $46,032,905 

1994 54,242,322 $316,888,405 $44,807,716 

1995 54,605,149 $323,156,639 $43,842,237 

1996 54,204,655 $325,533,391 $36,387,774 

1997 51,831,834 $330,903,053 $45,573,616 

1998 46,887,918 $317,087,609 $26,780,236 

1999 44,531,612 $278,670,311 $21,219,600 

2000 44,077,019 $275,356,571 $15,592,978 

2001 42,396,301 $278,982,298 $16,659,755 

2002 40,703,148 $288,895,090 $17,211,000 

2003 39,105,547 $294,705,352 $17,476,000 

2004 39,183,779 $310,329,793 $18,218,000 

2005 36,410,287 $307,026,071 $16,746,000 

2006 34,692,990 $310,525,106 $18,910,000 

2007 32,600,747 $310,662,579 $21,009,000 

2008 30,128,176 $298,082,506 $24,024,000 

2009 26,951,575 $298,444,031 $22,529,000 

2010 24,700,060 $285,192,598 $21,425,000 

2011 22,938,455 $278,921,115 $15,387,000 

2012 21,545,211 $270,922,520 $13,115,000 

2013 20,570,760 $271,491,004 $11,758,000 

2014 19,273,865 $265,783,828 $11,315,000 

2015 18,081,707 $261,476,302 $10,509,000 

2016 17,069,432 $253,905,080 $10,216,000 

2017 16,165,560 $244,957,513 $9,040,000 

2018 15,293,967 $235,779,995 $7,388,000 

24 
 

 

 

 

 

TABLE 4B 

SMOKELESS TOBACCO SALES AND ADVERTISING AND PROMOTIONAL EXPENDITURES 

BY TOBACCO TYPE FOR 1986–2018 

PLUG/TWIST CHEWING TOBACCO 

Pounds Sold Dollar Sales 

Advertising and 

Promotional Expenditures 

1986 8,835,200 $44,870,900 $896,821 

1987 8,351,803 $44,267,561 $559,597 

1988 7,282,206 $40,429,972 $868,954 

1989 6,308,415 $35,132,105 $1,787,775 

1990 6,557,216 $41,316,133 $1,655,886 

1991 5,913,172 $42,379,173 $1,326,216 

1992 5,389,336 $42,625,799 $1,722,361 

1993 4,778,107 $40,702,849 $1,367,877 

1994 4,410,333 $39,102,541 $936,993 

1995 4,156,158 $37,996,428 $1,032,856 

1996 3,096,708 $29,469,575 $653,511 

1997 2,800,859 $27,434,794 $682,887 

1998 3,180,093 $33,610,369 $1,216,474 

1999 2,824,198 $30,733,775 $1,583,271 

2000 2,718,653 $26,905,139 $1,164,235 

2001 2,543,800 $26,775,821 $1,284,627 

2002 2,191,910 $28,178,852 $1,159,000 

2003 2,023,068 $27,044,811 $179,000 

2004 1,876,461 $27,059,654 $121,000 

2005 1,712,921 $25,970,711 $72,000 

2006 1,488,380 $24,830,985 $4,000 

2007 1,371,114 $24,352,589 $8,000 

2008 1,322,324 $24,122,598 $2,000 

2009 1,037,946 $22,435,650 $516,000 

2010 912,443 $20,978,572 $501,000 

2011 821,222 $20,082,358 $474,000 

2012 725,112 $18,846,534 $292,000 

2013 659,542 $18,434,750 $234,000 

2014 579,205 $17,476,141 $219,000 

2015 512,930 $16,633,660 $195,000 

2016 470,319 $16,159,907 $190,000 

2017 426,424 $15,622,855 $183,000 

2018 374,686 $14,851,887 $292,000 

25 
 

TABLE 4C 

SMOKELESS TOBACCO SALES AND ADVERTISING AND PROMOTIONAL EXPENDITURES 

BY TOBACCO TYPE FOR 1986–2018 

SCOTCH/DRY SNUFF 

Pounds Sold Dollar Sales 

Advertising and 

Promotional Expenditures 

1986 8,110,168 $58,951,001 $181,977 

1987 7,255,296 $56,709,742 $263,482 

1988 7,069,754 $57,221,662 $501,543 

1989 7,244,911 $62,155,826 $654,591 

1990 6,185,410 $56,601,390 $472,404 

1991 5,833,210 $56,881,288 $517,145 

1992 5,623,404 $57,657,911 $354,774 

1993 4,996,957 $54,302,829 $313,659 

1994 4,814,130 $55,574,320 $272,038 

1995 4,490,094 $53,885,040 $486,280 

1996 4,218,705 $53,858,106 $437,339 

1997 4,063,630 $54,725,929 $522,260 

1998 3,781,891 $53,292,750 $155,484 

1999 3,572,339 $53,229,345 $61,516 

2000 3,463,705 $54,205,273 $54,878 

2001 3,364,601 $56,339,020 $68,552 

2002 3,077,100 $56,344,777 $79,000 

2003 2,853,516 $56,087,685 $69,000 

2004 2,656,336 $54,672,024 $125,000 

2005 2,402,904 $52,986,545 $103,000 

2006 2,170,341 $51,895,254 $191,000 

2007 2,003,974 $50,423,814 $174,000 

2008 4,280,152 $48,712,026 $179,000 

2009 1,635,448 $48,481,932 $977,000 

2010 1,498,125 $47,588,846 $1,000,000 

2011 1,367,000 $46,480,123 $954,000 

2012 1,222,041 $43,624,856 $610,000 

2013 1,137,567 $43,807,928 $485,000 

2014 1,045,169 $43,349,669 $492,000 

2015 949,469 $42,353,993 $216,000 

2016 868,874 $42,165,065 $249,000 

2017 784,647 $42,223,383 $466,000 

2018 710,026 $41,533,878 $442,000 

26 
TABLE 4D 

SMOKELESS TOBACCO SALES AND ADVERTISING AND PROMOTIONAL EXPENDITURES 

BY TOBACCO TYPE FOR 1986–2018 

MOIST SNUFF 

Pounds Sold Dollar Sales 

Advertising and 

Promotional Expenditures 

1986 36,135,332 $438,287,565 $43,348,158 

1987 36,298,658 $483,973,268 $38,550,429 

1988 39,433,696 $539,704,480 $40,655,096 

1989 41,017,414 $602,647,971 $44,701,195 

1990 43,775,709 $697,790,232 $52,778,476 

1991 46,187,101 $817,242,793 $63,970,584 

1992 48,509,020 $940,991,044 $70,449,029 

1993 50,201,159 $1,060,781,973 $71,516,385 

1994 52,028,416 $1,200,533,723 $79,955,661 

1995 53,136,063 $1,320,802,382 $81,961,909 

1996 54,884,154 $1,381,544,888 $86,398,835 

1997 55,278,825 $1,404,444,279 $103,647,547 

1998 56,186,478 $1,482,337,489 $117,334,705 

1999 58,472,906 $1,578,102,586 $147,349,374 

2000 61,481,958 $1,632,408,551 $207,770,666 

2001 63,888,848 $1,765,423,249 $218,663,983 

2002 66,176,208 $1,988,748,212 $209,278,000 

2003 68,942,374 $2,111,664,009 $211,070,000 

2004 73,052,096 $2,225,327,215 $194,396,000 

2005 75,670,894 $2,225,309,220 $210,430,000 

2006 77,437,057 $2,206,085,179 $308,456,000 

2007 82,236,628 $2,306,606,093 $350,621,000 

2008 84,014,810 $2,377,001,759 $287,315,000 

2009 87,582,722 $2,192,418,669 $313,711,000 

2010 92,591,210 $2,344,536,640 $257,872,000 

2011 96,555,072 $2,513,178,807 $305,791,000 

2012 100,711,669 $2,644,719,348 $345,420,000 

2013 104,483,081 $2,844,764,226 $410,895,000 

2014 105,681,317 $2,996,051,491 $497,143,000 

2015 108,443,334 $3,252,841,636 $605,886,000 

2016 111,504,328 $3,545,006,638 $678,662,000 

2017 111,922,862 $3,760,123,055 $662,471,000 

2018 110,314,593 $3,919,724,350 $615,674,000 

27 
 

 

 

 

TABLE 4E 

SMOKELESS TOBACCO SALES AND ADVERTISING AND PROMOTIONAL EXPENDITURES 

BY TOBACCO TYPE FOR 2008–2018 

SNUS 

Pounds Sold Dollar Sales 

Advertising and 

Promotional Expenditures 

2008 170,527 $9,148,659 $58,763,000 

2009 482,909 $49,807,528 $106,415,000 

2010 818,913 $81,786,519 $57,394,000 

2011 1,052,675 $77,999,446 $13,703,000 

2012 1,291,182 $99,104,325 $55,593,000 

2013 1,192,881 $84,594,698 $51,163,000 

2014 1,230,967 $93,040,562 $47,392,000 

2015 1,375,678 $106,883,288 $40,812,000 

2016 1,520,576 $124,657,085 $39,530,000 

2017 1,611,087 $140,072,884 $33,008,000 

2018 1,712,052 $155,110,378 $24,759,000 

28 
 

TABLE 4F 

SMOKELESS TOBACCO SALES AND ADVERTISING AND PROMOTIONAL EXPENDITURES 

BY TOBACCO TYPE FOR 2011–2018 

DISSOLVABLE 

Pounds Sold Dollar Sales 

Advertising and 

Promotional Expenditures 

2011 1,439 $190,489 $0 

2012 1,427 $185,665 $0 

2013 89 $12,741 $0 

2014 N/A N/A N/A 

2015 N/A N/A N/A 

2016 N/A N/A $0 

2017 0 $0 $0 

2018 0 N/A N/A 

29 
 

TABLE 5A 

NUMBER OF UNITS SOLD ─ BY PACKAGE SIZE 

FOR 2002–2018 

LOOSE-LEAF CHEWING TOBACCO 

Less than 

1 oz. 

1 oz. to less 

than 2 oz. 

2 oz. to less 

than 5 oz. 

5 oz. to less 

than 10 oz. 

10 oz. to less 

than 15 oz. 

15 oz. or more 

2002 0 699,115 203,476,178 5,426,568 0 2,800 

2003 0 658,495 191,761,704 6,750,937 0 286,274 

2004 0 542,335 180,401,587 7,586,542 0 2,002,084 

2005 0 448,644 165,667,992 6,859,556 0 2,157,700 

2006 0 376,297 156,832,421 6,163,226 684 2,507,750 

2007 365,706 317,120 150,399,964 5,039,908 164 2,615,539 

2008 265,853 259,488 134,883,519 4,896,761 (1,440) 2,783,493 

2009 0 237,408 119,369,974 3,967,490 0 2,884,625 

2010 0 229,811 105,990,232 4,161,772 0 3,073,317 

2011 0 206,628 96,674,759 4,073,250 0 3,125,682 

2012 0 171,483 88,422,555 3,868,324 0 3,383,938 

2013 0 160,992 84,014,098 3,612,208 0 3,284,546 

2014 0 147,600 77,905,391 3,382,547 0 3,304,393 

2015 360 131,436 72,272,672 3,029,598 0 3,275,510 

2016 0 118,368 75,525,669 2,759,408 0 3,207,272 

2017 0 103,806 69,676,377 2,546,595 0 3,276,987 

2018 0 99,026 65,569,010 2,149,368 0 3,116,172 

30 
 

TABLE 5B 

NUMBER OF UNITS SOLD ─ BY PACKAGE SIZE 

FOR 2002–2018 

PLUG/TWIST CHEWING TOBACCO 

Less than 1 

oz. 

1 oz. to less 

than 2 oz. 

2 oz. to less 

than 5 oz. 

5 oz. to less 

than 10 oz. 

10 oz. to less 

than 15 oz. 

15 oz. 

or more 

2002 0 9,789,738 8,013,482 0 0 0 

2003 3,960 9,057,230 7,417,331 0 0 1,184 

2004 172,596 8,121,211 6,825,354 0 0 7,591 

2005 229,638 7,388,766 6,041,214 0 0 7,848 

2006 219,732 6,382,398 1,275,303 0 0 1,518 

2007 0 6,113,798 1,107,983 0 0 3,991 

2008 (2,976) 5,723,997 1,093,135 0 0 3,353 

2009 170,808 4,623,964 3,599,939 0 0 2,001 

2010 37,932 4,080,855 3,150,940 0 0 616 

2011 0 3,652,275 2,847,632 0 0 0 

2012 0 3,303,543 2,461,582 0 0 0 

2013 0 3,042,595 2,226,817 0 0 0 

2014 0 2,637,007 1,954,549 0 0 0 

2015 0 2,482,787 1,609,244 0 0 0 

2016 0 2,140,596 1,590,848 0 0 0 

2017 0 1,878,031 1,486,017 0 0 0 

2018 0 1,738,129 1,238,407 0 0 0 

31 
 

TABLE 5C 

NUMBER OF UNITS SOLD ─ BY PACKAGE SIZE 

FOR 2002–2018 

SCOTCH/DRY SNUFF 

Less than 1 

oz. 

1 oz. to less 

than 2 oz. 

2 oz. to less 

than 5 oz. 

5 oz. to less 

than 10 oz. 

10 oz. to less 

than 15 oz. 

15 oz. 

or more 

2002 833,184 17,320,899 4,679,645 1,201,840 15,735 33,400 

2003 800,640 16,092,214 4,388,662 1,097,114 15,936 34,994 

2004 764,064 15,023,756 3,813,417 1,058,787 15,456 49,512 

2005 734,976 13,637,790 3,303,851 1,042,565 14,064 47,134 

2006 655,712 12,376,413 3,025,288 972,826 13,891 16,356 

2007 1,676,174 10,804,273 2,531,367 697,253 0 23,213 

2008 598,464 10,557,468 2,538,033 844,505 0 21,147 

2009 535,212 9,470,599 2,254,555 728,551 (1) 18,411 

2010 245,548 8,927,259 2,116,879 629,343 0 9,955 

2011 (799) 8,400,578 1,964,342 559,138 0 (16) 

2012 0 7,919,271 1,958,110 247,347 0 (4) 

2013 0 7,438,306 1,899,643 152,538 0 0 

2014 0 6,922,729 1,721,405 141,020 0 0 

2015 0 6,355,018 1,548,028 127,868 0 0 

2016 0 5,861,197 1,408,764 114,298 0 0 

2017 0 5,368,265 1,260,834 97,605 0 0 

2018 0 4,896,491 1,140,331 82,297 0 0 

32 
TABLE 5D 

NUMBER OF UNITS SOLD ─ BY PACKAGE SIZE 

FOR 2002–2018 

MOIST SNUFF 

Less than 1 

oz. 

1 oz. to less 

than 2 oz. 

2 oz. to less 

than 5 oz. 

5 oz. to less 

than 10 oz. 

10 oz. to less 

than 15 oz. 

15 oz. or more 

2002 24,561,076 859,285,595 0 0 0 0 

2003 37,078,414 892,925,591 0 0 0 30,984 

2004 41,769,081 935,536,000 0 0 0 58,830 

2005 46,142,758 958,614,204 0 0 0 62,706 

2006 48,576,464 975,274,937 0 0 0 26,753 

2007 60,274,128 1,039,156,919 612 0 6,186 44,416 

2008 71,986,220 1,056,217,422 771 0 54,452 18,772 

2009 89,001,023 1,083,725,965 550,216 0 511,175 12,245 

2010 103,531,063 1,134,785,681 141,808 0 1,193,327 3,358 

2011 121,589,821 1,176,205,839 (37,824) 0 1,618,546 0 

2012 140,723,199 1,208,434,824 163,636 0 2,544,526 0 

2013 162,500,285 1,228,602,023 154,242 325,501 3,505,261 0 

2014 181,561,165 1,224,327,539 107,184 501,770 4,077,255 0 

2015 204,008,337 1,239,287,768 9,538 738,893 4,443,748 0 

2016 230,557,286 1,258,020,977 226,250 566,059 4,792,990 6,072 

2017 240,404,414 1,250,319,743 363,999 462,930 5,173,936 70,128 

2018 248,503,857 1,219,800,593 (58,957) 342,249 5,589,300 75,137 

33 
 

TABLE 5E 

NUMBER OF UNITS SOLD ─ BY PACKAGE SIZE 

FOR 2008–2018 

SNUS 

Less than 1 

oz. 

1 oz. to less than 

2 oz. 

2 oz. to less 

than 5 oz. 

5 oz. to less 

than 10 oz. 

10 oz. to less 

than 15 oz. 

15 oz. or more 

2008 4,385,317 21,788 0 0 0 0 

2009 31,838,153 58,252 0 0 0 0 

2010 61,204,305 75,650 0 0 0 0 

2011 45,384,110 79,763 0 0 0 0 

2012 57,288,162 97,347 0 0 0 0 

2013 43,916,293 42,956 0 0 0 0 

2014 42,802,484 54,806 0 0 0 0 

2015 46,965,737 49,662 0 0 0 0 

2016 51,105,870 45,826 0 0 0 0 

2017 53,835,237 2,323 0 0 0 0 

2018 56,380,814 (6,703) 0 0 0 0 

34 
TABLE 5F 

NUMBER OF UNITS SOLD ─ BY PACKAGE SIZE 

FOR 2011–2018 

DISSOLVABLE 

Less than 1 

oz. 

1 oz. to less than 

2 oz. 

2 oz. to less 

than 5 oz. 

5 oz. to less 

than 10 oz. 

10 oz. to less 

than 15 oz. 

15 oz. or more 

2011 155,964 0 0 0 0 0 

2012 143,224 0 0 0 0 0 

2013 10,220 0 0 0 0 0 

2014 N/A 0 0 0 0 0 

2015 N/A 0 0 0 0 0 

2016 N/A 0 0 0 0 0 

2017 0 0 0 0 0 0 

2018 N/A 0 0 0 0 0 

35 
APPENDIX 

2018 Advertising and Promotional Expenditure Categories 

Newspapers: Newspaper advertising; but excluding expenditures in connection with sampling, consumer 

engagement, specialty-item distribution, public entertainment, endorsements, sponsorships, coupons, and 

retail-value-added. 

Magazines: Magazine advertising; but excluding expenditures in connection with sampling, consumer 

engagement, specialty-item distribution, public entertainment, endorsements, sponsorships, coupons, and 

retail-value-added. 

Outdoor: Billboards; signs and placards in arenas, stadiums, and shopping malls, whether they are open 

air or enclosed; and any other advertisements placed outdoors, regardless of their size, including those on 

smokeless tobacco retailer property; but excluding expenditures in connection with sampling, consumer 

engagement, specialty-item distribution, public entertainment, endorsements, sponsorships, coupons, and 

retail-value-added. 

Point-of-Sale: Point-of-sale advertisements, that is, materials displayed or distributed at a retail location; 

but excluding expenditures in connection with outdoor advertising, sampling, consumer engagement, 

specialty-item distribution, public entertainment, endorsements, sponsorships, coupons, and retail-valueadded. 

Direct Mail: Direct-mail advertising; but excluding expenditures in connection with sampling, consumer 

engagement, specialty-item distribution, public entertainment, endorsements, sponsorships, coupons, 

retail-value-added, and Internet advertising not on the company website. 

Price Discounts – Retail: Price discounts paid to smokeless tobacco retailers in order to reduce the price 

of smokeless tobacco to consumers, including off-invoice discounts, buy-downs, voluntary price 

reductions, and trade programs; but excluding retail-value-added expenditures for promotions involving 

free smokeless tobacco and expenditures involving coupons. 

Price Discounts – Wholesale: Price discounts paid to smokeless tobacco wholesalers in order to reduce 

the price of smokeless tobacco to consumers, including off-invoice discounts, buy-downs, voluntary price 

reductions, and trade programs; but excluding retail-value-added expenditures for promotions involving 

free smokeless tobacco and expenditures involving coupons. 

Promotional Allowances – Retail: Promotional allowances paid to smokeless tobacco retailers in order 

to facilitate the sale or placement of any smokeless tobacco product, including payments for stocking, 

shelving, displaying, and merchandising brands, volume rebates, incentive payments, and the cost of 

smokeless tobacco product given for free to retailers for subsequent sale to consumers; but excluding 

expenditures in connection with newspapers, magazines, outdoor, audio-visual, direct mail, point-of-sale, 

and price discounts. 

Promotional Allowances – Wholesale: Promotional allowances paid to smokeless tobacco wholesalers 

in order to facilitate the sale or placement of any smokeless tobacco product, including payments for 

volume rebates, incentive payments, value added services, promotional execution and satisfaction of 

reporting requirements; but excluding expenditures in connection with newspapers, magazines, outdoor, 

audio-visual, direct mail, point-of-sale, and price discounts. 

36 
Promotional Allowances – Other: Promotional allowances paid to any persons other than retailers, 

wholesalers, and full-time company employees who are involved in the smokeless tobacco distribution 

and sales process in order to facilitate the sale or placement of any smokeless tobacco product; but 

excluding expenditures in connection with newspapers, magazines, outdoor, audio-visual, direct mail, 

point-of-sale, and price discounts. 

Sampling: Sampling of smokeless tobacco products, including the cost of the smokeless tobacco, all 

associated excise taxes, and the costs of organizing, promoting, and conducting sampling. Sampling 

includes the distribution of smokeless tobacco products for consumer testing or evaluation when 

consumers are able to use the smokeless tobacco outside of a facility owned or operated by the company, 

but not the cost of actual clinical testing or market research associated with such smokeless tobacco 

distributions. Sampling also includes the distribution of coupons for free smokeless tobacco, when no 

purchase or payment is required to obtain the coupons or the smokeless tobacco product. 

Specialty-Item Distribution – Non-Branded: All costs of distributing any items (other than smokeless 

tobacco products, items the sole function of which is to advertise or promote smokeless tobacco products, 

or written or electronic publications), whether distributed by sale, redemption of coupons, or otherwise, 

that do not bear the name, logo, or an image of any portion of the package of any brand or variety of 

smokeless tobacco product, including the cost of the items distributed but subtracting any payments 

received for the item. The costs associated with distributing non-smokeless tobacco items in connection 

with sampling or retail-value-added programs are reported in those categories, not as specialty-item 

distribution. 

Consumer Engagement – Retail: All costs of consumer engagement at smokeless tobacco-product 

retail locations open to underage individuals, including any third-party agency fees, but excluding the cost 

of coupons distributed in the course of consumer-engagement activities. 

Consumer Engagement – Adult-Only: All costs of consumer engagement of smokers in adult-only 

facilities, including any third-party agency fees, but excluding the cost of coupons distributed in the 

course of consumer-engagement activities. 

Public Entertainment – Adult-Only: Public entertainment events bearing or otherwise displaying the 

name or logo or an image of any portion of the package of any of the company’s smokeless tobacco 

products or otherwise referring or relating to smokeless tobacco, which take place in an adult-only 

facility, including all expenditures made by the company in promoting or sponsoring such events; but 

excluding expenditures in connection with adult-only consumer engagement. Such events must include 

entertainment, as opposed to simply consumer engagement. 

Public Entertainment – General-Audience: Public entertainment events bearing or otherwise 

displaying the name or logo or an image of any portion of the package of any of the company’s smokeless 

tobacco products or otherwise referring or relating to smokeless tobacco, which do not take place in an 

adult-only facility, including all expenditures made by the company in promoting or sponsoring such 

events. Such events must include entertainment, as opposed to simply consumer engagement. 

Sponsorships: Sponsorships of sports teams or individual athletes, but excluding endorsements. 

Endorsements & Testimonials: Endorsements, testimonials, and product placement. 

Coupons: All costs associated with coupons for the reduction of the retail cost of smokeless tobacco 

products, regardless of how they are distributed or redeemed, including all costs associated with 

advertising or promotion, design, printing, distribution, and redemption. However, when coupons are 

37 
distributed for free smokeless tobacco and no purchase or payment is required to obtain the coupons or 

the smokeless tobacco, these activities are considered to be sampling and not couponing. 

Retail-value-added – Bonus Smokeless Tobacco: Retail-value-added expenditures for promotions 

involving free smokeless tobacco products (e.g., buy two, get one free), whether or not the free smokeless 

tobacco products are physically bundled together with the purchased smokeless tobacco products, 

including all expenditures and costs associated with the value added to the purchase of smokeless tobacco 

products (e.g., excise taxes paid for the free smokeless tobacco product). 

Retail-value-added – Non-Smokeless Tobacco Bonus: Retail-value-added expenditures for promotions 

involving free or discounted non-smokeless tobacco product (e.g., buy two packs, get free key chain or 

buy two, save 20 cents per gallon of gasoline), including all expenditures and costs associated with the 

value added to the purchase of smokeless tobacco products. 

Company Website: All expenditures associated with advertising on any company Internet website that 

can be accessed by computers located in the United States. 

Internet – Other: Internet advertising other than on the company’s own Internet website, including on 

the World Wide Web, on commercial on-line services, and through electronic mail messages; but 

excluding social-media marketing. 

Telephone: Telephone advertising, including costs associated with the placement of telemarketing calls 

or the operation of incoming telephone lines that allow consumers to participate in any promotion or hear 

pre-recorded product messages; but excluding costs associated with having customer-service 

representatives available for responding to consumer complaints or questions. 

Social Media Marketing: All expenditures for social media marketing on websites or other online 

services or communities, including but not limited to social-networking sites, microblogging sites, 

content-sharing sites, and blogs. 

Audio-visual: Audio-visual or video advertising on any medium of electronic communication not subject 

to the Federal Communications Commission’s jurisdiction, including screens at motion picture theaters, 

video cassettes or DVDs, and monitors in stores; but excluding expenditures in connection with Internet 

advertising. 

Other: Advertising and promotional expenditures not covered by another category. To the extent that 

third-party agency fees relating to smokeless tobacco advertising, merchandising, or promotion cannot be 

divided based on the materials to which they relate, they should be reported in this category. 

Sports and Sporting Events: All advertising and promotional expenditures connected with or related to 

sports or sporting events, including, but not limited to: (i) the sponsoring, advertising, or promotion of 

sports or sporting events, support of an individual, group, or sports team, and purchase of or support for 

sports equipment, uniforms, sports facilities, or training facilities; (ii) all expenditures for advertising in 

the name of the company or any of its smokeless tobacco product brands in a sports facility, on a 

scoreboard or in conjunction with the reporting of sports results; (iii) all expenditures connected with 

functional promotional items (e.g., hats or posters) provided at or in connection with a sporting event; and 

(iv) all expenditures associated with smokeless tobacco product sampling or consumer engagement in 

connection with a sporting event, including sampling or consumer engagement in an adult-only facility in 

the grounds or parking lot of a sports facility. “Sports and sporting events” includes, but is not limited to, 

football, basketball, baseball, hockey, tennis, wrestling, karate, judo, weight lifting, volleyball, skiing, 

skating, sailing, boating, equestrian, rodeo, automobile, race car, funny car, motorcycle, bicycle, truck, 

38 
monster truck, tractor-pull, fishing, and hunting events, competitions, tournaments, and races. This 

category is duplicative of expenditures for other categories. 

39