Roll-your-own continues to play key role in driving market growth

The UK’s roll-your-own (RYO) accessories market is as buoyant as ever, with the impending display ban and a burgeoning e-cigarette market doing little to deter consumers from RYO.

SWAN_SILVFILTER_PACK-2D_300Republic Technologies (UK) Limited is playing a leading role, with Britain’s best-selling filter tips, Swan, driving category growth.

Eleni Koulara, Marketing Manager at Republic Technologies (UK) Limited, said: “Sales of RYO accessories continue to grow ahead of the general tobacco market, which demonstrates the huge opportunity presented by RYO accessories for independent convenience retailers.

“The Swan brand holds a market share of 90% of the total market value share within impulse, which shows just how valuable the brand is to retailers looking to maximise the opportunity for RYO accessories in their store.”

The company has also been successful in tapping into key consumer trends, with the 2013 launch of the Ultra Slim Swan filter – the thinnest ever Swan filter – proving a success among RYO enthusiasts looking for a smoother taste and enhanced tobacco flavour, while also looking to reduce the amount they smoke for health or financial reasons.

The ZIG-ZAG brand remains a key player in the rolling papers segment, and continues to grow, with product innovation and NPD driving performance. “When it comes to accessories, rolling papers remain a staple of RYO, and they continue to drive sales of accessories within the convenience channel – with the ZIG-ZAG brand leading the way,” says Koulara.

This year, Republic Technologies will also be backing its high-profile brands with significant marketing support, with projects soon to be announced.

Koulara adds: “In spite of the recent developments within the tobacco market, we’re pleased to see so many retailers recognising the continued importance of RYO accessories within the wider tobacco category.”

“With the display ban approaching, we would advise retailers to look at using display stands and off gantry fixtures to display tobacco accessories such as filters and rolling papers. This will help to keep the tobacco category front of mind with consumers, whilst also working to drive and maintain sales.

“We would also recommend stocking those leading brands – such as Swan and ZIG-ZAG – which offer high profit margins, whilst ensuring consumers continue to receive the quality, choice and value that they are seeking at the tobacco fixture.”

www.republictechnologies.co.uk