???‚¬?? The International Brand segment grew by 8.9% in 1996 to achieve a 15.3% share of the world market. British American Tobacco share of the IB segment declined marginally from 17.1% to 17.0% largely due to the faster growth by Philip Morris in this segment.
???‚¬?? IB lights growth outpaced that of IB full flavour (15.1% versus 6.7%). As a result, IB lights increased as a percentage of IB volume to 27.4%. British American Tobacco's share of the IB premium segment increased for the third consecutive year to 16.6%; its share of the IB value segment declined to 183% due to the faster rate of growth by the competition.
???‚¬?? Marlboro increased its lead as the largest international brand, growing by 8.5% to 458 bn. State Express 555 was the fastest growing brand in the international brand segment (28.5%) followed by L&M (23%).
Local / Regional Brands (Non Drive Brands)
???‚¬?? Local/Regional brands, which represent 76% of the world market, declined marginally by -0.6% in 1996 to 4141 bn
???‚¬?? British American Tobacco's share of the local/regional segment grew to 12.9% based on a 4.1% volume increase to 536 bn.
???‚¬?? The lights segment grew by 6.2% to 1117 bn in 1996 and accounted for 20% of the world market (28% excluding China).
???‚¬?? British American Tobacco grew lights at a slower rate (+5.0%) to 214 bns. As a result, share of the lights segment declined to 19.2% from 19.4% in 1995.