Imperial Tobacco has recently launched a new range of Regal Signature products developed exclusively for the Scottish market. SLR finds out more…
The complexity of markets and supply chains mean that it’s rare for major international brands to launch products specifically created for the Scottish market – but that’s exactly what Imperial Tobacco have done with the launch of its new Regal Signature range.
“Regal Signature was developed exclusively with the Scottish market in mind,” explains Tom Gully, Head of Consumer Marketing UK&I at Imperial Tobacco. “The range is positioned under the strapline ‘The New Champion of Scotland’ and offers adult smokers the quality they have come to expect from Regal in a new signature blend that is tailored to modern tastes.”
Gully says the range includes new cigarettes and rolling tobacco products that offer premium quality and deliver “great value for shoppers”.
He comments: “Made with the finest tobacco blend, Regal Signature cigarettes provide high-quality paper, a firm filter and a rounded-cornered box for a more contemporary and premium feel.”
Meanwhile, Regal Signature rolling tobacco provides a high-quality blend with a portrait pouch for a modern look, as well as a resealable zip lock to ensure continued freshness.
The rolling tobacco packs come complete with both papers and tips in 30g packs, and papers in 50g packs, offering shoppers added value and a convenient format.
While retailers are obviously free to set their own prices, Imperial is encouraging them to satisfy the demand for great value, high quality products by recommending an RSP of £11.60 for Regal Signature cigarettes, which are available in Kingsize and Superkingsize formats.
RSPs for the rolling tobacco range are £16.30 for the 30g pack and £26.75 for the larger 50g pack.
On trend
“Staying on top of any new trends within the tobacco category is a great way to ensure maximum sales impact,” says Gully. “With many consumers looking to reduce their spending, value products are proving particularly popular at the moment, so retailers need to ensure they are responding to this trend by stocking ranges, such as Regal Signature, in order to grow their sales.”
Gull advises making sure that stock levels are continuously maintained to help improve sales. He explains: “If retailers run out of popular products, it can be costly, particularly within a category that is mainly driven by brand loyalty. With this mind, store owners and their staff should consistently check their stock levels to ensure they’re not missing out on any sales opportunities.”
Resilient market
Despite the many challenges facing the category, the Scottish tobacco market remains extremely resilient – and valuable – for retailers. The category is worth £14bn each year before tax1.
It’s worth noting that Scottish consumers have slightly different tobacco preferences to the rest of the UK, with the Factory Made Cigarettes (FMC) market accounting for 66% of all tobacco sales vs. 53% for the rest of the UK3.
“With more consumers looking for ways to reduce spending amid soaring household costs, we’re seeing a shift towards low priced propositions across the entire tobacco category,” comments Gully. “This trend is particularly prevalent in Scotland where 21.2% of FMC sales are in the value price sector (vs. 11.4% in England)3 and 27.1% of RYO sales are in the value price sector (vs. 15% in England)4. Therefore, stocking value tobacco ranges, such as Regal Signature, should be a key area of focus for retailers looking to tap into this trend.”
Quality counts
“Given the continued cost-of-living crisis, we all that know value is going to be a major factor in shopper purchasing habits for the foreseeable future. While many smokers will be looking for greater value from the tobacco products they buy, no one wants to comprise on quality,” says Gully.
“Through our new Regal Signature range, we’re offering modern adult smokers a great solution with premium tobacco products and high-quality features from a well-known brand, all at a value price point.”
- ITUK EPoS to w/e 29/08/21, P1 Retail & Wholesale
- EPoS 3 Month Shares (May-July 2022) with growth compared to 3 Month Shares before (Feb-Apr 2022)
- EPoS 3 Month Shares (May-July 2022) with growth compared to 3 Month Shares before (Feb-Apr 2022)
- EPoS SPOT Shares (October 2022)
