Federal Trade Commission

Smokeless Tobacco Report

for 2016 

ISSUED: 2018 
1 

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 orders, 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 2016. Table 1B shows that the total amount of smokeless tobacco sold by 

manufacturers to wholesalers and retailers increased from 129.36 million pounds in 2015 to

131.43 million pounds in 2016. Sales revenues received by the manufacturers from wholesalers 

and retailers rose from $3.68 billion in 2015 to $3.982 billion in 2016.4

 

1

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

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 over the 

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. 
2 

The manufacturers spent a total of $759.3 million on advertising and promotion in 2016, 

an increase from the $684.9 million spent in 2015. 

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

and gave away in packages of various sizes (e.g., less than 1 ounce; 1 ounce to less than 2 

ounces; 2 ounces to less than 5 ounces). In 2016 – as in the previous years for which these data 

are available – more packages weighing 1 ounce to less than 2 ounces were sold than any other 

size package. However, more packages weighing 2 ounces to less than 5 ounces were given 

away in 2016 than any other size package.

III. SMOKELESS TOBACCO ADVERTISING AND PROMOTIONAL 

EXPENDITURES BY CATEGORY

Tables 3A through 3I show the amounts spent on smokeless tobacco advertising and 

promotion for the years 1985 through 2016.5 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 2016. 

The Commission is not reporting the amount spent on newspaper advertising in 2016 

because, as in 2015, only one company reported spending in that category. Magazine advertising 

decreased from $23.1 million in 2015 to $20.6 million in 2016. Spending on outdoor advertising 

 

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. 

6

 Detailed definitions of the 2016 expenditure categories appear in the Appendix to this report. 

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

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. 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. 
3 

decreased from $641,000 to $497,000 during the same period.7

 Point-of-sale advertising 

decreased from $33.4 million in 2015 to $24.8 million in 2015.8

 In 2016, the companies 

reported spending $11.3 million on direct mail advertising, up from the $7.3 million spent in 

2015. 

In 2016, the companies reported spending $382.3 million on price discounts (payments 

made in order to reduce the price of smokeless tobacco to consumers) to retailers and $85.5 

million on price discounts to wholesalers. In 2015, expenditures in those categories were $350.0 

million and $78.9 million, respectively. Retail and wholesale price discounts were the two 

largest expenditure categories in 2016, representing a combined 61.6 percent of total 

expenditures (50.3 percent and 11.3 percent, respectively). 

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

smokeless tobacco) paid to smokeless tobacco retailers increased from $26.3 million in 2015 to 

$28.7 million in 2016. Spending on promotional allowances paid to smokeless tobacco 

wholesalers increased from $46.5 million in 2015 to $47.5 million in 2016. The companies also 

reported spending $6,000 on promotional allowances paid to persons other than retailers and 

wholesalers in 2016, down from $16,000 spent in 2015. 

 

7

 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. 

 The Commission’s compulsory process orders for 2014 through 2016 did not collect 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. 

8 The Commission’s compulsory process orders for 2016 clarified that point-of-sale advertising 

consists of materials displayed or distributed at a retail location.
4 

When promotional allowances and price discounts are combined, they account for 71.6 

percent of total 2016 spending, down from 73.2 percent of total 2015 spending. 

The companies reported spending $7.4 million in 2016 to give smokeless tobacco 

samples to the public (“sampling”).9 In 2015, they reported spending $8.2 million on sampling.

The companies reported spending $33.0 million on non-branded specialty item 

distribution10 in 2016, an increase from the $26.0 million spent in 2015. 

The compulsory process orders issued by the Commission for 2016 asked for the first 

time about expenditures for two types of consumer engagement. The companies reported 

spending $1.8 million in 2016 on consumer engagement at smokeless tobacco product retail 

locations open to underage individuals (e.g., at convenience stores) and $15.7 million on 

consumer engagement in adult-only facilities.

The companies reported spending $6.9 million in 2015 on public entertainment in adultonly facilities (e.g., bar nights). In 2016, the Commission clarified that such events must include 

actual entertainment, as opposed to simply consumer engagement. The Commission is not 

 

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.”

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. 

 The Commission’s compulsory process orders for 2016 did not collect 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). 
5 

separately publishing the amount spent on public entertainment in adult-only facilities in 2016 

because only one company reported spending in that category. 

As they have each year since 2011, the companies reported no spending in 2016 on 

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

The companies reported spending $56.2 million in 2016 on coupons to reduce of the 

retail cost of smokeless tobacco products, an increase from the $41.5 million spent in 2015. 

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 2016, the companies reported spending 

$6.5 million on retail-value-added expenditures for promotions involving free smokeless 

tobacco. The Commission did not report 2015 retail-value-added expenditures involving free 

smokeless tobacco because only one company reported any spending. 

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 

gasoline.” In 2016, the companies reported $168,000 on retail-value-added expenditures for 

promotions involving free or discounted non-smokeless tobacco items. 

In 2016, the companies reported spending $10.4 million for advertising on company

websites and $931,000 on Internet advertising other than on their own websites. In 2015, those 

figures were $8.4 million and $1.3 million, respectively.
6 

As they have each year since 2008, in 2016, the companies reported no spending on 

telephone advertising11or audio-visual advertising.

The compulsory process orders issued by the Commission for 2009 and subsequent data 

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 Commission is not separately 

publishing the amount reported for 2016, because – as in 2015 – only one company reported 

spending in that category. 

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.12 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. 

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 $4.6 million in 2016. The Commission’s compulsory process orders 

 

11 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. 

12 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, and/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. 
7 

for 2015 clarified for the first time 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. Then in 2016, the orders further clarified that the companies should also report 

“consumer engagement” on the grounds or lot of a sports facility.

The companies reported spending $1.3 million in 2016 on ads directed to youth or their 

parents that were intended to reduce youth use of smokeless tobacco products.13 A portion of 

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

Smokeless tobacco manufacturers reported that in 2016, 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 or television show, or paid money or any other form 

of compensation to anyone engaged in product placement in motion pictures or television shows. 

The companies also reported that 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 motion picture or 

television show. Most of the companies reported that 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. Two companies reported having video advertising on companyoperated websites. Most of the companies reported that neither they nor anyone working for or 

on their behalf engaged in social media marketing that promoted any smokeless tobacco brand or 

 

13 These expenditures are not included in the figures reported in Table 3I (advertising and 

promotional expenditures by category). 
8 

variety or used smokeless tobacco brand imagery. One company reported having a Facebook 

page. Another company reported allowing the posting of user-generated content on companyoperated 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 2015 to 2016, continuing the declines seen in recent years. 

Snus sales increased from 2015 to 2016. Moist snuff sales have risen every year since the 

Commission first issued its smokeless tobacco reports, and in 2016, the number of pounds of 

moist snuff sold again exceeded the combined sales of all other kinds of smokeless tobacco. The 

Commission is not reporting the sales of dissolvable smokeless tobacco products in 2016 

because only one company reported selling such products. 

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

tobacco. In 2016, sales of moist stuff were $3.545 billion, representing 89.0 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 2016, the companies spent $678.7 million promoting 
9 

moist snuff, compared to $10.2 million for loose leaf chewing tobacco, $190,000 for plug/twist

chewing tobacco, $249,000 for scotch/dry snuff, and $39.5 million for snus.14 

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 1 ounce to less than 2 ounces were 

sold in 2016 than any other size. For loose leaf chewing tobacco, more packages weighing 2 

ounces to less than 5 ounces were sold in 2016 than any other size. More packages of snus 

weighing less than 1 ounce were sold in 2016 than any other size.

 

14 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 prior years, some companies could have 

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

dominant varieties.
10 

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

† This data has been updated based on additional information.
11 

TABLE 1B 

TOTAL SMOKELESS TOBACCO SALES

AND ADVERTISING AND PROMOTIONAL EXPENDITURES

FOR 2009 – 2015 

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
12 

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
13 

TABLE 2B 

NUMBER OF UNITS SOLD AND GIVEN AWAY – BY PACKAGE SIZE

FOR 2013 – 2015 

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
14 

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
15 

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. 
16 

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-of-Sale or Promotional Allowances categories.

† This data has been updated based on additional information.
17 

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-of-Sale or Promotional Allowances categories.
18 

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.
19

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
20

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.
21

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.

† This data has been updated based on additional information.
22

TABLE 3I

SMOKELESS TOBACCO ADVERTISING AND PROMOTIONAL

EXPENDITURES BY CATEGORY FOR 2014-16*

2014 2015 2016

Newspapers N/A N/A N/A

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

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

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

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

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

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

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

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

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

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

Specialty Item Distribution ─ Branded $0 $0

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

Consumer Engagement ─ Retail $1,800,000

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

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

Public Entertainment ─ General Audience $0 $0 $0

Sponsorships $0 $0 $0

Endorsements & Testimonials $0 $0 $0

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

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

Retail-Value-Added ─ Non-Smokeless Tobacco Bonus $0 $0† $168,000

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

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

Telephone $0 $0 $0

Audio-Visual $0 $0 $0

Social Media N/A N/A N/A

Other $24,327,000 $26,628,000† $26,190,000

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

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

*

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

† This data has been updated based on additional information.
23

TABLE 4A 

SMOKELESS TOBACCO SALES AND ADVERTISING AND PROMOTIONAL EXPENDITURES 

BY TOBACCO TYPE FOR 1986-2016 

LOOSE LEAF CHEWING TOBACCO

Year 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
24

TABLE 4B 

SMOKELESS TOBACCO SALES AND ADVERTISING AND PROMOTIONAL EXPENDITURES 

BY TOBACCO TYPE FOR 1986-2016 

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
25

TABLE 4C 

SMOKELESS TOBACCO SALES AND ADVERTISING AND PROMOTIONAL EXPENDITURES 

BY TOBACCO TYPE FOR 1986-2016 

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
26

TABLE 4D 

SMOKELESS TOBACCO SALES AND ADVERTISING AND PROMOTIONAL EXPENDITURES 

BY TOBACCO TYPE FOR 1986 – 2016 

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
27

TABLE 4E 

SMOKELESS TOBACCO SALES AND ADVERTISING AND PROMOTIONAL EXPENDITURES 

BY TOBACCO TYPE FOR 2008-2016 

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
28

TABLE 4F 

SMOKELESS TOBACCO SALES AND ADVERTISING AND PROMOTIONAL EXPENDITURES 

BY TOBACCO TYPE FOR 2011-2016 

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

* All dissolvable smokeless tobacco brand styles were part of brands with multiple tobacco types.
29

TABLE 5A 

NUMBER OF UNITS SOLD ─ BY PACKAGE SIZE

FOR 2002-2016 

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
30

TABLE 5B 

NUMBER OF UNITS SOLD ─ BY PACKAGE SIZE

FOR 2002-2016 

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 
31

TABLE 5C 

NUMBER OF UNITS SOLD ─ BY PACKAGE SIZE

FOR 2002-2016 

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 
32

TABLE 5D 

NUMBER OF UNITS SOLD ─ BY PACKAGE SIZE

FOR 2002-2016 

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
33

TABLE 5E 

NUMBER OF UNITS SOLD ─ BY PACKAGE SIZE

FOR 2008-2015 

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 
34

TABLE 5F 

NUMBER OF UNITS SOLD ─ BY PACKAGE SIZE

FOR 2011-2015 

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 N/A N/A N/A N/A N/A

2015 N/A N/A N/A N/A N/A N/A

2016 N/A N/A N/A N/A N/A N/A
35

APPENDIX

2016 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 and/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 and/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, whether redeemed at the point of sale or by mail, including all costs associated with advertising 
37

or promotion, design, printing, distribution, and redemption. However, when coupons are 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 and 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, 
38

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

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

category is duplicative of expenditures for other categories.