Executive Summary

Aug 2016

RYO tobacco is observed to be gaining popularity among young adults. In the past, this consumer group found the preparation of smoking tobacco tedious because it includes several steps such as the selection of flavours and the rolling of sticks. This perception has however changed because of the recent vaping boom, as vaping also requires flavour selection and the maintenance of smoking tools. Vapour products familiarise consumers with these steps, making them more receptive to RYO tobacco. The recent 36% increase in cigarette excise duty has also encouraged young adults with low spending power to buy RYO tobacco.


Sincere Match & Tobacco Factory Sdn Bhd is the leading player in both pipe tobacco and RYO tobacco. In 2015, the company held a volume share of 62% in overall smoking tobacco. This is because the company owns exclusive distributorship rights to leading brands in both categories, Mac Baren for pipe tobacco and Harvest and Mac Baren for RYO tobacco. All brands recorded positive volume growth rates in 2015 due to the company’s strong distribution network, which includes convenience stores such as 7-eleven.

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Smoking Tobacco in Malaysia - Company Profiles