As the average unit price of cigarettes continues to rise, more consumers are switching to cheaper alternatives. RYO tobacco is not affected by the high taxes that have greatly influenced the price of cigarettes. While the average unit price of cigarettes increased by 5% in 2015, RYO tobacco’s average unit price decreased by 2%. Therefore, many avid smokers switched to RYO, where they can choose from a number of different RYO tobacco brands, including Bali Shag and Marlboro.
Dubek leads the category with it offering the most popular RYO tobacco brand in Israel, Bali Shag. Bali Shag was one of the first RYO tobacco products to be offered in Israel and Dubek offered it at a low price in order to gain a strong consumer base. As more RYO tobacco brands enter the market, Dubek is beginning to lose share; however, it still remained the clear leader in 2015.
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