Can you tell us a little of the history of your brand?
Rizla is an iconic brand that’s steeped in over 200 years of heritage1. The brand has been responsible for many firsts in the tobacco accessories category. Back in the 1920s, Rizla invented the world’s first hand-rolling machine. In the 1940s, it was the first to launch rolling papers with gum and invented cut corners, and then most recently in the 1970s it was the first to launch king size papers2.
How has the rolling papers category been performing over the last year?
In recent years, we’ve seen many shoppers move into the Roll Your Own category because of the cost-of-living crisis. As a result, there’s now over 4.5 million Roll Your Own smokers in the UK3, making the tobacco accessories category extremely valuable to retailers.
The rolling papers category has performed well over the last year. Recent figures show king size papers represent around 60% of the sales value and within this, combi papers is the fastest growing segment4. Value savvy consumers are increasingly migrating from king size into combi formats due to the added value and convenience they offer. To help retailers tap into this trend, we recently extended our combi range to include a new Classic King Size Combi variant for our iconic Rizla brand.
And how has your brand been performing?
Rizla is proud to hold the accolades of being the No.1 brand in Papers in the UK5 and the world6, with the popular range now sold in more than 120 countries globally. Rizla papers sell well across all categories and size formats and currently hold a significant 73% overall market share7.
What are the biggest trends in the rolling papers category?
Two of the biggest trends being seen in the rolling papers category are the growth in the king size combi segment and rising consumer demand for unbleached papers.
Given the pressure on household spending in light of the cost-of-living crisis, many shoppers are seeking out added value from the products they buy. This has led to a shift towards combi papers which offer the convenience of having papers and tips together in one pack and are proving very popular with consumers. Alongside this, we’re also seeing growing demand for unbleached papers as consumers seek out papers with a more natural look.
The launch of Rizla Classic King Size Combi, featuring unbleached king size papers and tips, allows retailers to capitalise on both of these leading trends, with the added benefit of papers and tips in one pack for ultimate convenience.
What is driving the success and growth of Rizla?
As an established and iconic brand that’s been around for over 200 years, Rizla benefits from incredibly strong brand awareness, making it the go-to brand for consumers looking for quality papers and smoking accessories.
Through the years, Rizla has spearheaded innovation in the accessories category as the first company to add gum to paper to create the modern rolling paper consumers know and love. Rizla papers are created using the highest quality materials and world class manufacturing techniques to produce superior papers, including hi-tech equipment that ensures optimum gum stickiness which is essential for today’s consumer.
How has Rizla dared to be different?
Rizla has been at the forefront of product development in the tobacco accessories category for over two centuries and this pioneering innovation is embedded in the brand’s DNA. From developing the original gummed papers, cut corners, bamboo and king size papers, the brand has been paramount in establishing and growing the paper category by being the first to bring to market new and exciting product developments. This, coupled with the brands investment into its popular advertising and activation campaigns at festival events year-on-year, has ensured Rizla is recognisable to all and is synonymous with the craft of rolling.
What NPD does Rizla have coming up?
Within the papers category, we’ve seen a shift in favour of combi papers thanks to the added convenience they offer with both tips and papers in one pack. Our latest launch of Rizla Classic King Size Combi taps into this trend and responds to the rising demand amongst smokers for more natural papers, filling a gap in the market with its new unbleached papers and tips in the same pack.
Available to buy now at an MRRP of £1.30*, the new Rizla Classic King Size Combi includes 32 unbleached king size papers and tips to appeal to the rising number of smokers looking for papers with a more natural look and feel with the added benefit of tips in the same pack. This ensures Rizla Classic King Size Combi offers everything smokers will need for the perfect, authentic rolling experience.
With volume sales of combi formats expected to exceed those of popular standard format king size papers thanks to the great convenience they offer, we’d highly recommend stocking up on Rizla Classic King Size Combi to tap into this trend and grow their sales with an iconic and market leading paper brand.
How will the NPD be supported?
The launch of Rizla Classic King Size Combi will be supported by brand activations at over 20 festivals and events in 2024, alongside consumer facing PoS to drive awareness and sales of the new range.
How can multiple supermarkets maximise sales of your products?
To truly take advantage of the sales opportunities within the tobacco accessories category, we’d recommend stocking a range of different Rizla solutions across each segment that reflect consumer demand, such as king size combi papers, as well as filters and flavour cards.
Ensuring Rizla products are visible and available is essential to driving sales. While pricing remains at the retailers’ discretion, it’s also important to focus on pricing to avoid losing out on sales from value-seeking shoppers going elsewhere. The most expensive Rizla sku has an RRP of £1.30* ensuring the brand’s high quality papers are affordable for all.
How do you work with multiple supermarkets to grow sales?
Our Field Sales Force works closely with our trade customers to offer guidance on how best to manage their portfolio and educate them on the new product launches that will help them capture sales through rising consumer trends.
Alongside this, our focus on driving brand awareness and demand through advertising and events, ensures that Rizla is always front of mind for any smoker looking for quality rolling papers from a recognisable and iconic brand.
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