To grow sales in the cigar category in 2019, independent retailers should focus on medium and large formats, Scandinavian Tobacco Group (STG) has said.
Jens Christensen, head of marketing and public affairs at STG, said medium and large formats are now the driving force behind the 1.4% year-on-year increase in value of cigars, now worth £199m in the UK.
“Retailers should stock brands such as HW Half Corona, which has a 2.6% share of the market, but in value amounts to £14.9m – the same amount as Moments Blue, which commands a 13% share,” he said.
Meanwhile, miniatures contribute to 72.9% of the total cigar volume, worth £104.2m in value, an increase of 5.2% from last year.
“STG commands a 53.5% cigar market share, an increase from 1.3% from last year. Signature Blue is driving the market with 21.3% market share,” added Christensen.
“In regards to miniatures, Moments Miniatures commands a 12% market share and is the driver behind the growth in the category. Moments Miniatures Blue’s share increased by 1.9% in the quarter to November.”
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