Tobacco firm says sticking to well-established brands pays off for retailers
WHEN it comes to tobacco sales, label loyalty really counts for consumers.
Everyone has their favourite brand and knowing this can really help to push up sales for convenience retailers.
This is the case for the entire tobacco category and should be no different for filters, papers and lighters as well as roll your own.
That’s highlighted by IRI market data, which found that tobacco accessories sales in Scotland sat at a worth of £31.9million as of February this year, showing year-on-year growth of 4.6%.
It’s clearly important, then, for retailers to make the most of these sales and Gavin Anderson, sales and marketing director at Republic Technologies UK, believes a recognisable range of brands will be just the way to do so.
He said: “Cash-conscious shoppers are turning to more affordable roll your own products as a way of saving money, versus factory-made cigarettes.
“Our iconic brands – including Swan, Zig-Zag and OCB – have considerable history in the market and are synonymous with quality and value for money.
“This, combined with our team’s valuable expertise in the category, means that we are well placed to add real value to convenience retailers.”
To really drive these sales, it remains important to stick to the products that consumers are looking for that meet their specific needs, such as the brand and format they are looking for.
Anderson reckons the Swan brand will be key for this and said that it remained the brand of choice. This includes the range of Swan Crushballs, which come in Cool Burst and Fresh Burst variants for £1.29 RRP with 54 filters in each pack.
These products have been building up a loyal fan base since legislation changed in 2020.
The Swan Crushball filters also come in slim, vertical, shelf-ready boxes that will allow convenience retailers to maximise returns from their space more efficiently due to their slimmer sizes, according to Anderson.
Further to this, Anderson has also shouted out Republic Technologies UK’s OCB papers range, in particular Virgin Slims at £1.04 RRP or Virgin Slims and Tips packs, which sit at £1.63 RRP.
The OCB range also boasts its environmental considerations to help further influence its shoppers, Anderson says.
With the growing demand for more eco-conscious brands among shoppers today, ensuring every category can help to meet this demand will be important, too.
As such, the firm said it is increasing its focus on eco-friendly products, with OCB papers being made using natural gum, which is sustainably sourced from African Acacia trees.
And convenience store retailers could have a bigger opportunity to really drive tobacco accessory sales, according to Anderson.
More shoppers flocked to their local stores than ever during the pandemic, helping to build up some loyalty with their local c-store.
As such, Anderson reckons this has given retailers a bigger opportunity to really drive sales and product visibility when compared to the likes of larger supermarkets.
Anderson said: “To drive roll your own sales, focus on the products that are meeting your customers’ specific needs and stock the brands and formats that they’re seeking in these areas.”
