Imperial Tobacco says budget RYO is key trend
AS shoppers increasingly look for products that provide value for money, Imperial Tobacco says it is now seeing a significant rise in the sale of roll your own (RYO) products.
In fact, the RYO category now accounts for 46% of all tobacco sales, according to the firm’s latest data.
Tom Gully, head of consumer marketing UK&I at Imperial Tobacco, said: “More consumers moving towards RYO products means that retailers are presented with new sales opportunities within tobacco accessories. 
“So it is essential that retailers cater for this rising demand by ensuring they are fully stocked up with filters, papers, lighters and other flavour-related innovations such as Rizla Xtreme Flavour Cards.”
The cost-of-living crisis is also affecting the type of RYO items that shoppers are buying, with a significant move towards low-priced propositions that now make up the majority of tobacco sales.
The economy segment now accounts for 56% of RYO, an Imperial report has found. This ongoing trend should not be ignored, says the company.
Gully advised: “To capitalise on the sales opportunities these value segments offer, retailers must ensure they stock the correct products.
“They should also familiarise themselves with the key product types so they can help their customers fully understand the tobacco category and different product solutions available to them.”
The marketing boss also pointed to the incremental sales opportunities presented by impulse purchases.
He concluded: “Tobacco shoppers spend more, visit more and have a higher basket spend than other customers, so are key shoppers to attract.”
