Retailers should capitalise on the growing economy sector of the tobacco category in 2015 advises Imperial Tobacco.

Jo Wren, head of consumer marketing at Imperial Tobacco, said: “2014 has been a fantastic year for our economy brands across the category. Player’s Gold Leaf, which remains the UK’s fastest growing RYO (roll your own) brand, currently has a market share just shy of 11% and has seen phenomenal growth over the past 12 months as many smokers are increasingly choosing to control their spend on tobacco products. In addition to this we’ve also seen a rise in the number of tobacco shoppers purchasing reduced pack sizes which contain a combination of tips and papers or both.

She continued: “It’s also been a great year for new FMC (factory manufactured cigarette) brand L&B Blue. Launched in March L&B Blue has achieved a market share of 2.54% and has helped to reinvigorate the economy FMC price sector.

“Our extensive programme of research continues to show that consumers, whether they are buying cigarettes or RYO products, are increasingly seeking great quality tobacco brands at a lower out of pocket price. With 2015 just around the corner the expectation is that the below value sector will continue to soar and so we’re advising retailers to understand local market trends and stock up now.”

Player’s Gold Leaf complete with papers, is available to retailers in 9g, 12.5g, 25g and 50g packs. Wren said Player’s Gold Leaf 9g pouches have an RRP of £2.99 and offer smokers a legal and viable cost alternative to illicit RYO.

The L&B Blue range is available in King Size 19s (Full Flavour and Smooth) and Superking Size 19s (Full Flavour, Smooth and Menthol) with an RRP of £6.74 and £6.79 respectively. Price-marked packs are also available while stocks last.

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