SWEDISH MATCH IS ON A ROLL
It's been a busy year already for Swedish Match, makers of the UK's No. 1 Swan Filters*.
Market leaders in the smoking requisite sector, Swedish Match announced strong results for the last quarter in both its cigarette lighter and filter products. This strong sales growth comes hot on the heels of the recent news that in June 2007, a quarter of all lighters sold in the UK were Swedish Match brands.**
Swedish Match sold an additional 2.1 million lighters and increased market share to 23.2% MAT to June 2007 up from 21.3% in June 2006. Swedish Match brands, including Swan, Cricket and Poppell, now account for over a fifth of all lighters sold in the UK over the last year.*
Indeed, the cigarette lighter sector has been under the spotlight in the UK following the launch of a new EU legislation in March 2007. This directive stipulates that by March 2008 it will be illegal for any retailer to sell lighters not manufactured with a child resistant mechanism.
Swedish Match was the first manufacturer in the world to provide child resistant lighters to consumers when they began producing them back in 1993 and their Bryant & May brand was the first ever safety match in the UK.
Andrew Hardie, Marketing Manager at Swedish Match comments: "The brand ethos of Swedish Match has always been underpinned by a safety-first message. As market leaders in the lighters sector, we continue to strive for excellence in product quality and to raise awareness of the safety-first message, which is why we welcomed the launch of this legislation. Our consumers can only reap the benefits of our experience as we offer some of the best child resistant mechanisms in the market.
"All of our leading brands including Cricket, Swan and Poppell now feature child resistant features and the safety-first message has been a key focus for our campaigns this year."
As part of their safety-first campaign, Swedish Match recently launched the first ever website solely dedicated to safety-first lighters www.safetyfirstlighters.com. Featuring comprehensive facts on the legislation, the website is designed to act as an accessible online portal for retailers and consumers who want to find out more.
The 'roll your own' filter category has also proven to be a recent success story for Swedish Match, whose Swan Filters are No. 1 in the sector with an 84.1% market share*.
Andrew continues: "We are driving the double digit growth in the market with our 15.4% increase year on year, ahead of the 14% growth in the market. 8 out of 10 consumers choose Swan Filters* and the current range offers multiple benefits for consumers and retailers alike. One of the reasons for our success here can be attributed to the fact we listen to feedback from our customers and consumers and we act on it.
"Following extensive consumer research, Swan Green Papers now feature new and improved stick-ability and a totally chlorine free composition. In filters, another example is our new Pop-a-tip feature, which is designed to be clean and easy to use. This has proven hugely popular with customers and is available in Slim, Extra Slim and Menthol formats, so consumers can find the perfect filter to meet their needs."
2007 has also seen the Swedish Match product portfolio expanded with the introduction of Swan Combi packs, combining the UK's most popular filters with a pack of new Swan Green Papers.
Featuring a handy flip-top, the Combi Pack was developed following consumer research which revealed roll your own consumers favoured a more steam-lined, convenient and handy pack. Swan's Combi Pack is no wider than packet of papers and comprises 50 Swan Extra Slim Filters plus a pack of 50 Swan Green Papers.
"It was one of the clearest opportunities that came out of our consumer research and initial data shows very pleasing sales volumes," adds Andrew.
'We are always looking at how we can add value and innovation to the category, with new NPD such as Swan Combi and CR lighters. Offering more value for retailers with initiatives like our 'Chill out In Ibiza' Pop-a-tip filters and Swan Green promotion with £75,000 of prizes up for grabs, shows that our commitment to driving the sector forward is as strong as ever," Andrew concludes.
