Japan Tobacco International urge retailers to keep on top of hot opportunity
HEATED tobacco sales have been growing in convenience recently, making it a key area for retailers to stock up on.
IRI MAT data reported that the heated tobacco category was worth £91million in traditional retail as of June last year, reporting a growth of 14.9% year on year.
Clearly, there is a prime opportunity for retailers to capitalise on here but knowing how best to enter the category can present challenges.
As a rapidly evolving and changing sector within tobacco, heat not burn options can be wide-ranging but Japan Tobacco International (JTI) reckons its Ploom X device will meet this growing demand.
Victoria Lopez Aquas, reduced risk products director at JTI UK, said: “Building on our growing presence in the evolving heated tobacco category and responding to the needs of existing adult smokers and vapers, last year we announced the launch of a new and enhanced device, Ploom X.
“Representing the next generation of heated tobacco, it offers existing adult smokers an alternative but familiar experience by heating tobacco instead of burning it.”
Recognising this rising demand for heat not burn, JTI aims to link up the desire for a wider array of flavours across the tobacco category with its EVO tobacco sticks.
EVO is available in eight different variants – Bronze, Amber, Green, Magenta, Purple, Ruby, Green Option and Purple Option.
JTI highlighted EVO Bronze, Green and Purple Option as three key flavours that retailers should stock to stay ahead of consumer demand in the category.
Lopez Aquas said: “Sales of tobacco-flavoured heated tobacco variants account for 50% of all refill sales in traditional retail, with menthol flavoured accounting for 43%.
“JTI always looks to keep on top of trends and listens to what consumers want when it comes to meeting demand for new flavours.
“As a result, JTI has established itself as a destination for flavoured tobacco and flavoured capsules within the sector.”
Further to this demand for heat not burn, JTI looks to build up other smoke-free alternatives and reckons its range of Nordic Spirit nicotine pouches will be a key product line to do just that.
Bruce Terry, portfolio brand manager at JTI UK, said: “A key trend within the nicotine pouch category is the continued demand for higher nicotine strengths.
“A total of 83.1% of nicotine pouch sales in traditional retail in the UK are from the Extra-Strong or Strong strengths, so we advise retailers to provide a good choice of products in this segment.
“Mint-flavoured products have also soared to new heights within the category, with the market currently split 81.6% mint and 17.6% fruit.
“To keep ahead of this growing trend, retailers should ensure they always stock a range of flavours within the higher strengths.”
