Introduction:
This study aims to evaluate if smokers from six European countries have a cigarette brand of choice, the degree of smokers’ attachment to the brand, and the factors associated with choosing a specific brand.

Methods:
Data from a sample of adult smokers from Germany, Greece, Hungary, Poland, Romania, and Spain (approximately 1000 smokers per country) was analysed cross-sectionally. The prevalence of smokers’ having a usual brand of tobacco products (factory-made or roll-your-own cigarettes), smokers’ brand of choice, the factors associated with choosing the brand, and the degree of commitment to the brand (from “not at all” to “a lot”) were assessed by socio-demographics and smoking related variables.

Results:
Approximately nine in ten smokers reported having a usual brand. Marlboro was the most popular brand in three of the six countries (ranging between 17.8% and 24.5% of the preference). Most participants were attached “a lot” to their brand of choice (44.4%). Their taste (83.2%) and their price (51.7%) were the reasons most reported for choosing a cigarette brand.

Conclusions:
Brand attachment is high among factory-made and roll-your-own cigarette smokers in six European countries. Future research on longitudinal trends of brand loyalty is warranted to evaluate the effect of the implementation of the Tobacco Products Directive restrictions on cigarette additives and tobacco products labelling in these countries.