Adjusted operating companies income margin, excluding favorable currency, increased by 1.8 points to 52.9%, as detailed in Schedule 11.
The total cigarette market in the EU of 130.5 billion units decreased by 5.4%, representing a more modest rate of decline compared to the 10.6% and 8.0% decrease in the first and second quarters of 2013, respectively. On a September year-to-date basis, the total cigarette market in the EU decreased by 7.9%. The decrease in the third quarter was due primarily to the impact of tax-driven price increases, the unfavorable economic and employment environment and the prevalence of non-duty paid products. The total OTP market in the EU of 42.3 billion cigarette equivalent units increased by 0.7%, reflecting a larger total fine cut market, up by 0.3% to 37.0 billion cigarette equivalent units.
Although PMI's cigarette shipment volume of 49.0 billion units decreased by 5.2%, due principally to a lower total market across the Region, PMI's market share increased by 0.2 points to 38.3%. On a September year-to-date basis, PMI's market share increased by 0.6 points to 38.6%. While shipment volume of Marlboro of 24.2 billion units in the quarter decreased by 3.0%, mainly due to a lower total market, market share increased by 0.1 point to 18.8%. On a September year-to-date basis, market share of Marlboro increased by 0.5 points to 19.0%. Shipment volume of L&M in the quarter increased by 1.3% to 9.0 billion units and market share increased by 0.4 points to 6.9%. Shipment volume of Chesterfield of 5.0 billion units increased by 5.7% and market share increased by 0.1 point to 4.0%, driven by gains, notably in Austria, the Czech Republic, Portugal and the UK, partly offset by Germany. Although shipment volume of Philip Morris of 2.5 billion units decreased by 13.1%, market share increased by 0.2 points to 1.9%, with gains notably in France and Italy.
PMI's shipments of OTP of 5.3 billion cigarette equivalent units increased by 6.0%, driven by higher share. PMI's OTP total market share was 12.8%, up by 1.0 point, driven by gains in the fine cut category, notably in France, up by 1.9 points to 26.4%, Italy, up by 14.0 points to 40.3%, Poland, up by 3.1 points to 21.0%, Portugal, up by 13.4 points to 30.7%, and Spain, up by 2.3 points to 14.2%.
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