Sales of Swedish-style snus and vapour products increased in 2017, with this set to continue over the forecast period, albeit at a significantly slower pace. Sales of Swedish-style snus will be driven by the growing population in Sweden, with this being a result of both a relatively high birth rate by European standards and strong immigration, mainly from outside Europe.
Value-positioned Swedish-style snus gained ground at the expense of premium-positioned snus over the review period as a result of increasing taxation and the lingering effects of the financial crisis. However, according to trade sources, this changed in 2017, with sales of premium-positioned snus remaining stable and possibly set to grow at a faster rate than the value segment over the forecast period thanks to interesting new products and promotions.
New regulations came into force in Sweden on 1 July 2017 regarding vapour products. As a result, e-liquids without nicotine are not regulated at all, unlike e-liquids with nicotine.
Swedish Match remained the clear leader in smokeless tobacco in 2017 but continued to lose share. The company focuses on offering premium snus brands, being strong in that price segment through its General, Göteborgs Rapé, Catch, Grovsnus and Ettan brands.
Shenzhen iSmoka Electronics continued to lead vapour products in 2017, although the category generally remained very fragmented. According to Tobaksfakta (Organisation for Tobacco Facts), there are hundreds of brands present in the category, with a 2014 study reporting more than 7,000 vapour flavours.
Distribution is changing, driven by the convenience trend in smokeless tobacco and new store openings in vapour products. Internet retailing accounted for just under a 10th of smokeless tobacco volume sales in 2017, nearly doubling its share on the previous year.
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