Retailers should capitalise on the growing economy sector of the tobacco category in 2015; is the advice from the UK’s number one tobacco manufacturer Imperial Tobacco.
With little sign of the challenging economic conditions easing, 2014 has seen retail sales of the below value sector rising in both the FMC (Factory Manufactured Cigarette) and RYO (Roll Your Own) sectors of the category.
Jo Wren, Head of Consumer Marketing at Imperial Tobacco said: “2014 has been a fantastic year for our economy brands across the category. Player’s Gold Leaf, which remains the UK’s fastest growing RYO brand, currently has a market share just shy of 11%* and has seen phenomenal growth over the last twelve months as many smokers are increasingly choosing to control their spend on tobacco products. In addition to this we’ve also seen a rise in the number of tobacco shoppers purchasing reduced pack sizes which contain a combination of tips and papers or both.
Jo continued: “It’s also been a great year for new FMC brand L&B Blue. Launched in March 2014 L&B Blue has already achieved a market share of 2.54%* and has helped to reinvigorate the economy FMC price sector. Our extensive programme of research continues to show that consumers whether they are buying cigarettes or RYO products are increasingly seeking great quality tobacco brands at a lower out of pocket price. In 2015 the expectation is that the below value sector will continue to soar and so we’re advising retailers to understand local market trends and stock up now.”
Player’s Gold Leaf complete with papers, is available to retailers in 9g, 12.5g, 25g and 50g packs. Player’s Gold Leaf 9g pouches have an RRP of £2.99 and offer smokers a legal and viable cost alternative to illicit RYO.
The L&B Blue range is available in King Size 19s (Full Flavour and Smooth) and Superking Size 19s (Full Flavour, Smooth and Menthol) with an RRP of £6.74 and £6.79 respectively. Price-marked packs are also available while stocks last.
Source*: ITUK Estimates 2014
Imperial Tobacco Limited is the largest tobacco manufacturer in the United Kingdom currently employing over 500 staff, headquartered in Bristol with a manufacturing base in Nottingham, England. Our product portfolio includes leading tobacco brands Lambert & Butler, JPS, Player’s, Golden Virginia and Player’s Gold Leaf.