Leading brands of rolling tobacco in Great Britain 2018, by number of users

Throughout Great Britain, the most popular brand of rolling tobacco amongst consumers was Amber Leaf. In 2018, the Japan Tobacco owned product had an estimated two million users. This was almost twice as many users as the second most popular brand, Golden Virginia Classic (Green).

Market value

The market value of the tobacco industry in the UK has seen an overall increase since 2015. By 2019, it had increased by approximately 3 percent to reach a value of approximately 21.7 billion euros. This is expected to increase slightly further by 2020

Tobacco consumption

Those who used rolling tobacco tended to use 25 grams or less per fortnight. In comparison, an estimated 1.5 million people consumed 50 grams or more.

When looking at pre rolled cigarette users, an estimated 1.6 million consumed about 10 a day. Despite the health risks of smoking, almost 400,000 people smoked more than 30 cigarettes per day across the nation.

Brands of rolling tobacco ranked by number of users in Great Britain in 2018

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Release date

June 2019


United Kingdom (Great Britain)

Survey time period

January to December 2018

Number of respondents

24,191 respondents

Age group

15 years and older

Method of interview

Computer-assisted web interviews (CAWI)

Supplementary notes

Figures estimated by the source on the basis of survey responses.

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Statistics on "Tobacco consumption in Great Britain (Kantar Media TGI)"

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