Menthol cigarettes have long been a contentious issue and a matter of regulatory scrutiny in the United States. Public health advocates argue that menthol reduces the harshness of cigarette smoke and suppresses coughing reflex, facilitating deeper inhalation – consequently, rendering cigarettes more appealing, especially to young and inexperienced smokers. Based on the fact that menthol cigarette use is declining at a slower rate compared to non-menthol cigarettes, they claim that menthol cigarettes play a key role in sustaining the smoking rates in the USA.
In 2024, menthol cigarettes accounted for close to 40% of the cigarette market in the U.S. Although there are more White American menthol smokers than Black American menthol smokers (in absolute terms), menthol cigarettes are mostly associated with the Black Americans as around 85% of Black smokers (aged 12 or older) prefer menthol cigarettes. In terms of age profile, menthol smoking is more common among the younger generations: almost half of smokers aged 34 or younger prefer menthol cigarettes. the preference rate drops below 30% for the smokers aged 65 or older.
The US FDA has been under pressure for over a decade to ban menthol cigarettes. In April 2021, the FDA announced plans to ban menthol cigarettes and flavored cigars. The Biden Administration delayed finalizing menthol cigarette rule ahead of the 2024 Presidental elections. Following the change of Adminstration, US FDA withdrew the proposed rule banning the menthol cigarettes. We don’t expect the menhol rule to be re-tabled during the term of second Trump Administration. However, more menthol cigarette bans could be implemented at the state and local level. As of late 2023, 127 jurisdictions in the U.S. have comprehensive policies prohibiting sales of all flavored tobacco products, including menthol.
Best-Selling Menthol Cigarettes in the USA
Although all major US cigarette brands have menthol variants, four brands dominate the US menthol cigarette market with a combined segment share of more than 70%. The most popular and widely sold menthol cigarette brands in the US are:
Newport: Marketed by BAT’s US-affliate, Reynolds American, Newport is by far the top-selling menthol brand in the US with 35% segment share. Newport is particularly popular among Black smokers and younger smokers.
Marlboro Menthol: Marketed by Altria’s Philip Morris USA affliate, Marlboro Menthol is the second best-selling menthol brand in the US with 20% segment share. Considering that Marlboro captures a whopping 56% share in the non-menthol segment, it is fair to say that Marlboro’s popularity among the menthol smokers are low compared to its overall brand strength in the USA.
Camel Menthol: Also marketed by Reynolds American, Camel Menthol is a smaller, but significant competitor to Newport and Marlboro Menthol in the premium price category. It holds 10% share in the menthol segment.
Kool: Marketed by Imperial Brands’ US-affliate ITG Brands, Kool was once the leading brand in the menthol category before ceding the crowned position to Newport. Known for being historically popular among African American smokers, Kool currently holds a 6% share in the menthol segment.
Despite their popularity, menthol cigarette sales have been declining in the USA – albeit at a slower rate than non-menthol cigarettes. In 2024, 3 billion packs of menthol cigarettes are sold in the US; that is 200 million less than the year before. Meanwhile, menthol-flavored e-cigarettes and nicotine pouches are on the rise.
