Trends towards value cigarettes and eco-friendly rolling papers are igniting the market.
It’s no secret that the tobacco market is a tough one to navigate. But with 14% of adults in Scotland smoking in 2025, according to the Scottish Health Survey, tobacco remains an important category for Scottish local retailers.
The long-term trend towards value shows no signs of flickering out, with the value sector now representing nearly 37% of the UK cigarette market [ITUK Report on Trade July 2025].
One brand that has experienced success in this area is Imperial Brands’ value cigarette brand Paramount. Following a successful launch last year, Imperial claims that the brand is now the UK’s fastest growing in the cigarette category [MB Report on Trade May 2025].
Introduced in England, Scotland and Wales in October 2024, Imperial states that Paramount has quickly gained market share and has enjoyed heightened success in independent stores, achieving more than 5% market share [ITUK EPOS data UK independents, Nov 24 – Aug 2], with customers already demonstrating brand loyalty by coming back time and time again to repurchase.
Combining value and quality, Paramount features premium, full-flavour Virginia sun-ripened tobacco, catering to the UK market where the majority of cigarettes feature Virginia blends [ITUK EPOS & EDFM data as at August 2024].
Available in both full flavour king-size and super king-size formats, Paramount continues to be Imperial Brand’s best value product and has maintained a competitive RSP of £12.50, which the company claims makes it an attractive choice for adult smokers, while still offering a strong margin for retailers.
Shirley Soccio, Head of Consumer Marketing UK & Ireland at Imperial Brands, says: “While we were not surprised that Paramount has been well received in the UK market based on its success in continental Europe, its performance to date has surpassed expectations. It’s clear there is continued demand for value cigarette products which make no concessions when it comes to quality.
“There are many smokers across the UK and Northern Ireland who are receptive to trying new brands at the right price and quality – and it’s evident that having tried Paramount, many of them have decided that it’s the right brand for them and are staying with it.”
Green gains
Over in the tobacco accessories market, a growing awareness of sustainability is fuelling sales of the OCB rolling paper brand for Republic Technologies (UK).
Now worth more than £47m [IRI Marketplace 52 w/e 28/09/25], Scotland’s tobacco accessories market is benefiting from strong consumer engagement, states the firm.
Demand in the £13m papers sector remains particularly strong, with value sales up 10.5% on last year [ibid], fuelled by high levels of demand among both traditional roll-your-own users and newcomers to the category.
Republic Technologies’ environmentally friendly OCB range has become the UK’s fastest-growing papers brand [IRI Marketplace Volume 52 w/e 28/09/25].
The company has accelerated demand for the OCB range with the recent introduction of OCB Authentic REAL Rice Papers, which appeal to the growing number of roll-your-own consumers who are now looking more closely at products with natural ingredients.
Organic and chlorine free, OCB Rice Papers are made from a blend of rice and organic hemp. The unbleached, ultra-thin papers deliver a premium rolling and slow-burning experience in a natural, brown paper.
OCB’s on-shelf appeal has also been strengthened by a full range pack refresh, resulting in clearer product differentiation.
“The new designs are really distinctive and accentuate the core element of each product but maintain a clear focus on OCB which has become a real talking point in the papers sector thanks to its clear point of difference which caters for a variety of shoppers’ needs,” says Gavin Anderson, Sales and Marketing Director at Republic Technologies.
