Table 2.
MST sales and product characteristics in 30 Nielsen C-track markets, 2005–2010.
| Sales or Product Characteristic | 2005 | 2006 | 2007 | 2008 | 2009 | 2010 | % Change |
|---|---|---|---|---|---|---|---|
| Total MST sales, units | 280,267,499 | 313,391,993 | 344,145,225 | 360,057,323 | 382,279,066 | 424,687,624 | 51.5% |
| Total MST sales, dollars | $1,236,287,214 | $1,315,555,514 | $1,387,192,985 | $1,376,272,342 | $1,402,009,310 | $1,573,517,135 | 27.3% |
| Average MST unit price | $3.95 | $3.88 | $3.83 | $3.77 | $3.61 | $3.71 | −6.1% |
| Average weighted MST unit price a | $4.41 | $4.20 | $4.03 | $3.82 | $3.67 | $3.71 | −15.9% |
| Per capita MST consumption, units b | 1.65 | 1.82 | 1.98 | 2.05 | 2.16 | 2.38 | 44.2% |
| Per capita MST consumption, dollars b | $6.50 | $7.08 | $7.60 | $7.76 | $7.80 | $8.82 | 35.7% |
| % of MST unit sales with a retail promotion | 2.2% | 2.1% | 1.9% | 2.8% | 2.1% | 2.2% | 0.0% |
| % of MST unit sales that were multipack | 1.5% | 2.5% | 3.5% | 3.9% | 1.3% | 0.7% | −53.3% |
| % of MST unit sales that were 1.2 oz | 88.8% | 88.4% | 88.3% | 87.8% | 86.4% | 85.1% | −4.2% |
| % of MST unit sales that were pouches | 5.4% | 6.0% | 6.9% | 7.9% | 10.4% | 13.1% | 142.6% |
| % of MST unit sales that were premium brand | 68.3% | 63.1% | 59.7% | 57.0% | 56.0% | 57.6% | −15.7% |
MST = Moist Snuff. Note: Averages reflect the mean across all product-market observations; dollars indexed to 2010 to adjust for inflation; a Weighted price by product market share; b Per population capita calculated at the market population level.