Making your own cigarette has become commonplace in Brazil. But why are smokers leaving the industrialized cigarette aside and embracing this new “culture”?
The so-called “ROLL-YOUR-OWN” culture has emerged as a business in Europe for over 200 years, when the first tobacco rolling paper brands came up as a way to personalize your own cigarette.
Since then, this market has only grown. A study conducted in 2009 by a research company called Matrix Insights, from Europe, found that:
– Global sales of industrialized cigarettes in the EU decreased from 793.7 billion euros in 2000 to 608.8 billion euros in 2010 (a decrease of 23.3%).
– Meanwhile, global sales of Roll-Your-Own (RYO) increased from 53.1 thousand tons in 2000 to 75.5 thousand tons in 2010 (an increase of 42.2%).
– This increase in RYO consumption is equivalent to 12% of the reduction in the consumption of industrialized cigarettes.
According to this survey, the market size of RYO tobacco in 2010 was 75.5 tons throughout the EU, representing a 42% increase in market size compared to 2000, when 53 thousand tons of RYO were sold throughout the EU. And the tendency is to keep growing. That means, in the Old Continent the Roll-Your-Own culture is already consolidated and research shows even more growth for the coming years. In Brazil, the scenario is a bit different. The RYO as a business has recently arrived. As far as we know, in 2010, with the foundation of Hi Brasil Tobacco, which launched the first rolling tobacco brand: Hi Tobacco. The reason for this preference, both here and in Europe, is economy.
That is because, the tax under this tobacco is lower than the industrialized cigarette tax. Therefore, the product offers savings for the consumer: with 1 bag containing 35 grams of tobacco and which costs, on average, R$18.00 is possible to make up to 60 cigarettes. Yet the cigarette box, which has around 8-12 grams of tobacco, distributed in 20 cigarettes, costs, on average, R$ 8.00.
Another motivation of Brazilians to roll their own cigarettes is that with this, smokers end up consuming fewer cigarettes throughout the day, because making their own cigarette takes time. Another advantage: they can also opt for a 100% organic or natural tobacco, and totally free of chemical additives, such as flavorings. These are some of the reasons that are making the RYO culture well known among Brazilians and a rising business.