Comparing the prices of roll-your-own tobacco
Behind the numbers
The economy segment of roll-your-own tobacco (RYO) makes up 51% of the category, as shoppers increasingly look for value, and is growing by 4% each year – as shown in this week’s data. Independent retailers can drive extra margin from RYO tobacco, but any price differences of examined lines are narrow.
Take Amber Leaf 2 in 1 30g. Twenty-seven per cent of retailers charge the most-common price of £16.95, but there’s scope to drive profits, with 73% pricing as high as £18.
Similarly, 30% of retailers are selling Golden Virginia 2 in 1 30g for £16.95, while 70% are going as high as £18.99, highlighting an opportunity to boost margin.
The most noticeable difference between the highest and most-common price in this week’s data can be found with Sterling 2 in 1 50g. Fifty-nine per cent of retailers charge up to £24.99, £2.19 more than the most-common price of £22.80, set by 41%.
