Whilst sales of snus in Denmark are forbidden, nicotine pouches are a closely related legal option that has been prevalent on the market since 2019. In Sweden, where snus is legal and has a long tradition, nicotine pouches are also taking share of the smokeless market, indicative of the strong appeal of these products.
Heated tobacco continued to see a dynamic performance in 2021 as they are generally perceived as a healthier alternative to cigarettes. The menthol ban has also been a positive driver for heated tobacco, boosting sales of mentholated heated tobacco.
E-vapour products continued to increase in popularity in 2021, benefiting from the wide variety of flavour variants available in e-liquids, and the shift of increasingly price-sensitive consumers due to the significant price increase of cigarettes as a result of the imposition of higher taxes. Chewing tobacco also enjoyed rising popularity in 2021.
The trend of healthier living will underpin the growth of smokeless, e-vapour products and heated tobacco over the forecast period as they are generally viewed as healthier alternatives to cigarettes. Nicotine pouches are set to see the strongest growth going forward; the size of snus in Sweden and Norway, with nicotine pouches being extremely similar in look and functionality, highlights the potential in the market.
From 1 April 2022, Denmark introduced plain packaging making it mandatory for producers to sell their products in plain packaging. The law applies to cigarettes, fine cut tobacco, heated tobacco and vapour products.
E-vapour products should see moderate growth over the forecast period, with the migration from cigarettes being a key growth driver going forward. Growth will, however, be constrained by the ban on flavoured e-liquids, which came into effect on 1 April 2022 after a 1-year transition period, as flavoured e-liquids have been very popular so far.
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Understand the latest market trends and future growth opportunities for the Smokeless Tobacco, E-Vapour Products and Heated Tobacco industry in Denmark with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Smokeless Tobacco, E-Vapour Products and Heated Tobacco
Combined total of the four categories: Smokeless (including moist snuff and chewing tobacco), e-vapour products, heated tobacco and tobacco free oral nicotine.See All of Our Definitions
This report originates from Passport, our Smokeless Tobacco, E-Vapour Products and Heated Tobacco research and analysis database.
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