THE PRICE IS RIGHT

RETAILERS recommend talking to suppliers for advice, tracking sales in the category, and stocking products that reflect the value trend. Eighty per cent of Cruden’s shoppers are either buying cheaper products from the same brand, or smaller quantities.

Having the right products on o er, sourcing them at good prices and letting customers know about what you’ve got is key.

“In cigarettes, they’ve moved from Benson & Hedges Gold to Blue, and in RYO from Golden Virginia and Amber Leaf to Riverstone or Players. Some RYO suppliers are switching packs from 30g to 32g, 2g more, and people are going for those,” he says. “Most tobacco companies are o ering retailers support with lower-priced brands. Embassy reduces its RRPs by £1.10 and gives it back to the retailers.”

Even so, Holborn doesn’t see as much brand switching as there was when tobacco advertising existed.

“Of the cigarette brands, Marlboro are still strong sellers, but B&H Blue outsells them,” he says. “I think the tobacco category will keep going. There’s still a market, and it’s relevant, but I can’t see it doing anything but decline. It all depends on what happens to single-use vapes. It’s likely the government will pull them in, because they’re single-use plastic, and encourage younger people to vape. Vapes mean great profits for retailers, but they’re a big problem in schools.”