An analysis of historical sales trends in relation to their historical development over a nine year period, suggests that younger adults act as leading indicator of future market potential. The younger adult market is driven by two specific brands, Marlboro and Newport. African Americans have demonstrated a greater tendency toward brand diversification than whites.
White females have a greater diversity in brand selection than white males.
Younger adult habit are characterized by an emphasis on spontaneity. The company does not have any entries in this market other than Salem. The lack of effective competitors targeted toward females has enabled Marlboro to quickly gain share in this group, despite evidence that younger adult females are more willing than males to exhibit a range of brand choices.