MINI CIGARS GO BIG

Cigarillos, especially flavored ones, are taking off worldwide.

As the big cigar craze tapers off, mini cigars have begun booming. The reasons are as diverse as the range of styles and flavors on the market. Smokers of big cigars are converting to the smaller, less expensive cigarillos as large cigars go out of fashion, and possibly as a result of economic slowdown.

The surge in cigarillos is occurring around the world. Not only are traditional cigarillos booming, but all kinds of flavored cigarillos are flourishing. “There’s a renewed interest in cigarillos, especially in the U.S.,” says Chris Pfister, export director for Swiss cigar maker Villiger Sons Ltd. “Cigarillos are the fastest growing segment,” says Pfister. “I think we will see even more growth in small cigars and maybe an increase in terms of quality.”

WHY SO BIG? Cigarillo makers believe that a lot of this new business comes from cigarette smokers who are trying to reduce the amount of cigarettes they smoke or get more bang for their buck. “Cigarillos are mainly popular in markets that are very “anti-tobacco”, especially the U.S.,” says Pfister. “More cigarette smokers are switching to cigarillos. They are forced to switch because they can’t take as many smoke breaks. Instead of one cigarette, they have one cigarillo. They tend to go for more flavor—it’s for more than a kick. It’s more for taste. Many smokers are changing from quantity to quality; the flavor is richer.” He says some smokers even view it as a “healthier” product because they do not inhale the cigarillo smoke. “You get the taste of smoke without having to inhale.”

The trend is also an outgrowth of the big cigar fad, he says. “The States are known as a country where big cigars are smoked, but that trend is stabilizing or freezing. Cigar smokers are switching to cigarillos because of the price and the quality. Today, it’s difficult to smoke a big cigar in a restaurant or bar, and not everyone can afford big cigars.”

WHERE? Europe has long been the biggest market for cigarillos. But they are catching on in Asia too. As Pfister says, the American market has always been a trendsetter. The U.S. cigar boom that started around 1995 was resounded around the world, especially in Asia.

MAKE THEM SWEET. Adding flavors to cigarillos is a relatively new concept. “Flavored cigarillos define a new category, an enlarging market,” says Pfister. “Cigarillos with sweet vanilla flavor were not known 10 years ago. Of all the flavors, it appears that Vanilla is the hottest. Vanilla has been very successful. I think it is the cigarillo of the future,. it’s sweet, less strong and nice. It isn’t embarrassing for the environment.” He sees a trend to lighter, sweeter flavors. Villigers new vanilla-flavored cigarillos it launched last year are doing very well, mainly in the U.S., the Far East and South America.

FAD OR HERE TO STAY? The flavored segment is growing rapidly. In my opinion flavored cigarillos will remain a significant part of the cigarillo market; especially vanilla, which is a mature flavor that fits to the craving for relaxation and enjoyment,” says Pfister. The key to Villiger’s flavored cigarettes is being careful to add flavors to cigarillos only for a “slight taste and aroma”. In the U.S., there is lots of cheap flavor, and you can’t taste tobacco. We use the best type of tobacco. If we flavor, then we do so only slightly.”

INTRODUCING…
Villiger introduced a vanilla cigarillo with a built-in filter at RTDA. The cigarillo is called “Villiger Premium Vanilla Filter” with 100 percent vanilla aroma. Pfister says, “I think the cigarillo has a nice future and has a lot of new markets to discover.”

Tel: +41 62 765 5555
email: cigar.export@villiger.ch
www.villiger.ch