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In numbers 81% of tobacco customers are open to a conversation with a retailer about brands 79% would be prepared to try an alternative tobacco product recommended to them 73% of smokers say they have bought illicit tobacco products within the last year 27% increase in the average price of a pack of cigarettes in the UK over two years WHAT THEY SAY The trend for value has been prevalent in the tobacco and cigar category for some time now. Nataly Scarpetta, marketing manager, Scandinavian Tobacco Group UK As the cost-of-living crisis continues, its likely that the need for value products is going to continue to be a dominant trend in the category for some time, so retailers need to make sure they can cater for this demand by stocking the right product offering. Tom Gully, head of consumer marketing, Imperial Tobacco UK & Ireland Customers are exploring roll-your-own products more than ever before as another way to get value for money