Roll-Your-Own-Tobacco Products Market

Market Overview

The global roll-your-own-tobacco products market size was valued at USD 31.30 billion in 2022. It is estimated to reach USD 49.12 billion by 2031, growing at a CAGR of 4.6% during the forecast period (2023–2031).

Highlights

• RYO-tobacco dominates the product segment
• Offline channel dominates the distribution channel segment
• Europe is the highest shareholder in the global market

Roll-your-own tobacco consists of scattered tobacco placed into rolling paper and burned. "Roll your own" tobacco products are frequently used to describe hand-rolled cigarettes filled with loose tobacco. It has excellent quality and can be smoked with or without filter paper. Making roll-your-own cigarettes is exceedingly simple and possible from retail outlets due to the easy availability of online tools and supplies.

The attractiveness of RYO tobacco products can be attributed to their adaptability, whether in terms of cigarette weight and diameter, packing density, tobacco value, or filter use. Smokers also have much control over their smoke when rolling cigarettes with nicotine. The ingredients in RYO tobacco products are better when customers buy many pre-packaged cigarettes from the merchant. Consumers can lessen the negative impacts on their health and wellness by selecting premium-grade, synthetic-free tobacco and avoiding the harmful synthetic substances and toxins in cigarettes.

Market Dynamics

Global Roll-Your-Own-Tobacco Products Market Drivers:

Rising Consumption of Tobacco Products Among Females and Students

Many handmade cigarette smokers believe RYO tobacco products are less harmful than FM cigarettes. This trend has also boosted the growth of the market. The popularity of tobacco products such as cigarettes, cigars, and cigarillos in the U.S. is increasing significantly. For instance, as per the Centers for Disease Control and Prevention (CDC), the use of tobacco and related products among U.S. youth has been rising at a steady rate. About 1 in 4 and 1 in 14 high-school students consumed tobacco-containing products in 2019.

Additionally, the consumption of tobacco products and hand-rolled cigarettes is increasing among females in the U.S. For instance, according to the CDC 2018, about 13.7% (nearly 34.2 million people) of the total U.S. population smoked cigarettes. Likewise, the demand for tobacco and related products increased in the United States as about 12% of all women aged 18 and older reported smoking.

Low Prices of Roll-Your-Own Tobacco Products

The market for roll-your-own tobacco products is expanding mostly due to RYO tobacco's lower health risks and cost. The growing preference for hand‐rolled or handmade cigarettes, which are relatively less expensive than factory-made (FM) cigarettes, has driven the demand for roll-your-own (RYO) tobacco products worldwide. Handmade cigarettes are generally subject to fewer regulations and less taxation. As a result, these products are gaining popularity among financially stressed young consumers and lower annual income groups. Likewise, the availability of various filters, such as biodegradable filters with various tastes that appeal to more customers, will support the expansion of the market share for roll-your-own tobacco products during the forecasted period.

Global Roll-Your-Own-Tobacco-Products Market Restraint:

Stringent Government Regulations

The market has faced several challenges, including stringent government policies, rising health consciousness, increasing popularity and availability of substitutes, and economic concerns. Europe and the U.S. have many stringent regulations to sell, consume, and produce all types of smokeless and smoke tobacco, including roll-your-own tobacco products. For instance, the U.S. passed the Family Smoking Prevention and Tobacco Control Act ("FSPTCA") in June 2009, which allows the FDA to regulate the manufacture, design, packaging, promotion, advertising, sale, and distribution of tobacco products. These regulations impose various restrictions on the promotion, advertisement, sale, and distribution of tobacco products, including its retail. Therefore, stringent government regulations are expected to hamper the market growth.

Global Roll-Your-Own-Tobacco-Products Market Opportunities:

Growing Popularity of Premium Products

Market players offer a range of roll-your-own tobacco products with new and exciting flavors, specifically for the youth, men, and women. The introduction of flavors like mint, eucalyptus, berries, fruits, licorice, whiskey, spices, bergamot, cedar, spearmint, wintergreen, menthol, citrus, dry fruit, hay, leather, smoky, and tea are attracting consumers across the globe. Companies want to maintain their brand image and gain customer loyalty by upgrading their offerings following customer specifications and studying consumer behavior patterns.

Additionally, key players in the market are offering tobacco products in different sizes, flavors, and attractive packaging. These initiatives by manufacturers are propelling the global demand for premium roll-your-own tobacco products. Companies operating in the tobacco market continuously conduct R&D activities to offer better quality tobacco and innovative flavors to sustain the competition in the market. With the increasing penetration of hand-rolled cigarettes among large markets, manufacturers have offered innovative products with a rich experience. Such market trends will create opportunities for roll-your-own tobacco products over the forecast period.

Regional Analysis

Based on region, the global roll-your-own-tobacco products market is bifurcated into North America, Europe, Asia-Pacific, Central and South America, and the Middle East and Africa.

Europe Dominates the Global Market

Europe is the most significant global roll-your-own-tobacco products market shareholder and is anticipated to exhibit a CAGR of 4.0% during the forecast period. The European tobacco market is characterized by well-established players such as Gallaher Group, British American Tobacco, and Philip Morris International, as well as several small and medium players such as Korea Tobacco & Ginseng Corporation, Imperial Brands, and Swedish Match Europe. In addition, the market players face stiff competition as some are among the top tobacco manufacturers and have a large customer base. According to the WHO, the average smoking rate in Europe was 28.7% in 2018. One of the most persuasive causes of high tobacco consumption in Europe is related to income. Similarly, according to a Society for Research on Nicotine and Tobacco study, cigarette smoking prevalence is majorly linked to lower income levels. These market trends are anticipated to propel the demand for roll-your-own tobacco products.

North America is estimated to exhibit a CAGR of 4.2% over the forecast period. The North American tobacco market is gaining momentum and has been witnessing high demand owing to increasing consumer disposable income, a rising number of product launches, and the availability of superior-quality products. Increasing consumption of tobacco products by females and students is also driving market growth. For instance, in 2018, the Centers for Disease Control and Prevention (CDC) estimated that nearly 34.2 million Americans, or about 13.7% of the country's population, smoked cigarettes. Moreover, approximately 12% of the total U.S. female population aged 18 years or above smoked cigarettes. This factor is boosting the country's demand for tobacco and related products.

In addition, roll-your-own tobacco users in Canada are more addicted to nicotine, heavy smokers, and less likely to quit smoking than factory-made (FM) cigarette smokers. Likewise, low-income consumers were more expected to smoke roll-your-own tobacco than higher-income consumers. The lower tax rate of roll-your-own tobacco, compared to FM cigarettes, makes it more affordable to low-income consumers, fueling the market expansion.

China, the Philippines, Vietnam, Malaysia, India, Thailand, Bangladesh, and Indonesia are some of the largest tobacco markets in the Asia-Pacific region. According to a research titled 'Recent Trends of Tobacco Use in India' published in the Journal of Public Health, in 2019, India had a substantial smoking population. This factor is likely to expedite market growth. Furthermore, increased advertising for marketing various tobacco products on social media and satellite TV channels is expected to compel buyers to increase their spending on new products. In addition, the Asia-Pacific market has also witnessed a surge in new and next-generation roll-your-own tobacco products. This can be attributed to growing consumer awareness, rising income levels, and the increasing tendency of consumers to opt for less harmful tobacco products.

Furthermore, product demand is anticipated to rise over the coming years due to women and older adults increased adoption of tobacco products in the region. Increasing women's employment rates across developing nations such as India are acting as a catalyst in the demand for roll-your-own tobacco products.

Central and South America is expected to grow steadily over the forecast period. Tobacco consumption patterns vary throughout the Central and South American region, with the highest prevalence rates among adolescents aged 13–15 found in the countries of the Southern Cone, such as Chile, with 38.7%, and the lowest rates found in English-speaking Caribbean countries, such as Antigua and Barbuda with 13.5%. Similarly, adolescents' exposure to second-hand tobacco smoke at home ranges from a high of nearly 70% in Argentina and Cuba to a low of 18.6% in Antigua and Barbuda. Customers are choosing lighter and low-tar products as they become more aware of the health concerns linked to tobacco usage and as those unable to entirely kick the habit do so. This encourages tobacco companies to create new products and turn to innovative marketing strategies to cater to this group of consumers, thereby driving the roll-your-own-tobacco products market.

In the Middle East and Africa, RYO tobacco products are popular in Egypt, Nigeria, and Qatar and are consumed on a large scale in these countries. Egypt has the largest population of tobacco users in the region. Tobacco use and per capita cigarette consumption have been rising steadily for many years, and many adolescents in Egypt consume tobacco products. Given Egypt's relatively low tobacco product prices, a substantial tax increase could reduce the product's consumption and generate more revenue. In June 2020, the rising number of COVID-19 cases led to the ban on tobacco sales in the country. This has created a demand for roll-your-own-tobacco products, which can be rolled and stored.

Segmental Analysis

The global roll-your-own-tobacco products market is segmented by product and distribution channel.

Based on product, the global roll-your-own-tobacco products market is divided into RYO-tobacco, rolling paper and cigarette tubes, injectors, and filter and paper tips. 

The RYO-tobacco segment is the highest contributor to the market and is estimated to exhibit a CAGR of 3.8% over the forecast period. The FDA regulates RYO-tobacco. Its manufacture, import, packaging, labeling, advertising, promotion, sale, and distribution is measured under the Federal Food, Drug, and Cosmetic Act (FD&C Act) and its implementing regulations. It has been made compulsory for all kinds of tobacco makers, modifiers, mixers, manufacturers, fabricators, assemblers, processors, labelers, re-packers, re-labelers, and importers to place warnings regarding its harmful effect on tobacco packages and advertisements.

In addition, the growing popularity of roll-your-own tobacco is attributed to the belief that rolling cigarettes is a way to cut back on smoking or avoid the harmful chemicals present in commercially produced regular filtered cigarettes. Several smokers also assume that roll-your-own-tobacco products are less harmful because they are more natural. These are generally packaged in pouches. Roll-your-own tobacco is becoming increasingly popular, even though it is significantly less expensive to purchase a bag of rolling tobacco and some cigarette papers than the name- or store-brand cigarettes.

Rolling papers are packs of cigarette-size sheets, often folded inside a cardboard wrapper. They are either manually rolled or mechanically rolled to produce a uniform and securely packed cigarette. Cigarette paper is made from thin, lightweight rag fibers like flax, sisal, rice straw, hemp, and esparto. The paper comes in rectangular rolls and sheets of various sizes, and one of the edges features a thin glue strip. These are available in both transparent and colored variants. It is also available in flavored forms. Preformed cigarette tubes filled with loose tobacco and smoked, both with and without filters, are also gaining popularity. Porosity and permeability have been two important concerns for rolling paper manufacturers. The pore size distribution of cigarette paper determines its air permeability and diffusion capacity and, thereby, significantly influences the gas exchange of a cigarette through the cigarette paper during smoking and smoldering.

Based on distribution channels, the global roll-your-own-tobacco products market is bifurcated into offline and online distribution channels. 

The offline segment dominates the global market and is projected to exhibit a CAGR of 3.91% over the forecast period. The offline segment includes convenience stores, supermarkets, liquor stores, newsstands, and pharmacies. Tobacco companies use various methods in the retail environment to advertise and promote their products. For instance, companies reduce the prices of their products to circumvent higher taxes by dropping wholesale prices and employing tactics such as couponing and multipack discounts. The companies also pay retailers to strategically place tobacco products front-and-center in retail environments, often around the checkout counter, making them easy to see for customers.

In addition, tobacco companies use the retail environment extensively to reach current and future customers by advertising and promoting their products and normalizing the presence of tobacco products in everyday life. Most fine-cut tobacco dealers are also disproportionately concentrated in locations with higher densities of minority and low-income people, who make up a sizable component of the fine-cut loose tobacco market.

App-based retailers and delivery services, particularly popular among young consumers, fuel the industry alongside traditional mail-order sales and the many internet-based retailers of tobacco products. In addition to non-traditional online platforms, a small but considerable amount of tobacco transactions happen on the darknet or dark web, an area of the internet that needs specialist software and provides anonymity to its users. The increased availability of cheap tobacco products via the illicit online market also drives the sales of RYO tobacco products online.

Recent Developments

• January 2023- According to trade notices seen by betterRetailing, JTI increased its wholesale and suggested retail prices (RRPs). Nearly all of the manufacturer's tobacco products, including cigars, cigarillos, cigarettes, and roll-your-own (RYO) tobacco, have experienced price increases, according to new price lists sent to retailers by wholesalers.

• January 2023- JTI updated its Sterling Essential Rolling Tobacco by adding rolling papers, an improved blend, and a container with a zipper. The update is intended to make tobacco more accessible to existing adult users by combining all necessary components into a single pouch.