BAT Rothmans Competes with 'Coolness' Amid Decline in Cigarette Sales

Released on the 28th: 'Dunhill Alps Boost'
Cooling Sensation and Sweet Coated Filter
‘Seolsan’ Design on the Package Too

[Asia Economy Reporter Eunmo Koo] The number of smokers seeking a light and refreshing taste and aroma, moving away from the strong smell and heavy sensation characteristic of traditional cigarettes, is increasing. Tobacco manufacturers are actively launching related products to capture the market.

According to industry sources on the 31st, despite the continuous decline in demand for traditional cigarettes in the domestic tobacco market, the sales proportion of flavored cigarettes has steadily grown over the past decade. The demand for flavored cigarette products increased by more than 400%, from 270 million packs in 2011 to 1.38 billion packs in 2020.

The share of flavored cigarettes in total cigarette sales also rose from 20.7% in 2016 to 30.5% in 2018, 38.5% in 2020, and jumped to 40.3% as of June last year. Flavored cigarettes are those that add sweetening ingredients such as sugar to regular cigarettes to mask the distinctive smell and smoke of tobacco, resulting in mint or fruit flavors.

BAT Rothmans launched a new super slim product, ‘Dunhill Alps Boost,’ on the 28th. This product emphasizes an extreme freshness, offering a strong cooling sensation with natural flavors and a sweet and refreshing coated filter, providing adult smokers with a diverse satisfaction.

Following last year’s release of ‘Dunhill Ice Cube,’ the new Alps Boost product also applies odor reduction technology to the paper wrapping the cigarette, reducing cigarette smoke odor and providing an escape from the smell caused by direct and indirect smoking. The clean freshness permeating the product is also reflected in the packaging design. The front features an image of a snow-covered ‘Seolsan’ (snow mountain) and a harmonious blend of cool blue and green colors, offering a visually enjoyable experience of refreshing smoking.

A BAT Rothmans representative said, "We will incorporate elements preferred by domestic consumers into our main products to build a trendy brand image and improve our market position."

KT&G also introduced the ultra-slim product ‘Bohem Cigar Ice Fit’ on the 2nd, which combines coolness with the exotic sensibility of Cuba. This product uses an upgraded cigar wrapper (a cigarette paper containing cigar leaf) to wrap the cigarette, enhancing smoothness and adding coolness.

An industry official explained, "In the situation where indoor activities have greatly increased after the COVID-19 pandemic, the social atmosphere emphasizing consideration for others has led to increased demand for products with relatively less odor. Additionally, the recent consumer preference for light and cool tastes and aromas over strong tobacco flavors has also influenced the expansion of demand for flavored cigarettes."

This content was produced with the assistance of AI translation services.