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Smokeless Tobacco, E-Vapour Products and Heated Tobacco in Denmark
July 2022
2021 DEVELOPMENTS
Adoption of nicotine pouches accelerates in 2021
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 continues to see a dynamic performance
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.
Further growth of e-vapour products and chewing 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.
PROSPECTS AND OPPORTUNITIES
Dynamic growth of nicotine pouches and heated tobacco
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.
Introduction of plain packaging for vapour products and heated tobacco in 2022, nicotine pouches unaffected
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.
Introduction of ban on flavoured e-liquids in 2022 after 1-year transition period
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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Overview:
Understand the latest market trends and future growth opportunities for the Smokeless Tobacco and Vapour Products industry in Denmark with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Smokeless Tobacco and Vapour Products industry in Denmark, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Smokeless Tobacco and Vapour Products in Denmark report includes:
Analysis of key supply-side and demand trends
Detailed segmentation of international and local products
Historic volume and value sizes, company and brand market shares
Five year forecasts of market trends and market growth
Robust and transparent research methodology, conducted in-country
This report answers:
What is the market size of Smokeless Tobacco and Vapour Products in Denmark?
Which are the leading brands in Smokeless Tobacco and Vapour Products in Denmark?
How are products distributed in Smokeless Tobacco and Vapour Products in Denmark?
Which category is the most heavily taxed in Denmark?
How is the operating environment for Smokeless Tobacco and Vapour Products changing?
What are the current legislative restrictions applicable to the sale of Smokeless Tobacco and Vapour Products products in Denmark?
How has COVID-19 impacted demand?
How have national lockdown and enforced home seclusion following COVID-19 impacted sales?
Where is future growth expected to be most dynamic?
Smokeless Tobacco, E-Vapour Products and Heated Tobacco in Denmark - Category analysis
KEY DATA FINDINGS
2021 DEVELOPMENTS
Adoption of nicotine pouches accelerates in 2021
Heated tobacco continues to see a dynamic performance
Further growth of e-vapour products and chewing tobacco
PROSPECTS AND OPPORTUNITIES
Dynamic growth of nicotine pouches and heated tobacco
Introduction of plain packaging for vapour products and heated tobacco in 2022, nicotine pouches unaffected
Introduction of ban on flavoured e-liquids in 2022 after 1-year transition period
CATEGORY INDICATORS
Table 1 Number of Adult Vapers 2016-2021
CATEGORY DATA
Table 2 Sales of Smokeless Tobacco by Category: Volume 2016-2021Table 3 Sales of Smokeless Tobacco by Category: % Volume Growth 2016-2021Table 4 Sales of Tobacco Heating Devices: Volume 2016-2021Table 5 Sales of Tobacco Heating Devices: % Volume Growth 2016-2021Table 6 Sales of Heated Tobacco: Volume 2016-2021Table 7 Sales of Heated Tobacco: % Volume Growth 2016-2021Table 8 Sales of Tobacco Free Oral Nicotine: Volume 2016-2021Table 9 Sales of Tobacco Free Oral Nicotine by Category: Value 2016-2021Table 10 Sales of Tobacco Free Oral Nicotine: % Volume Growth 2020-2021Table 11 Sales of Smokeless Tobacco, E-Vapour Products and Heated Tobacco by Category: Value 2016-2021Table 12 Sales of Smokeless Tobacco, E-Vapour Products and Heated Tobacco by Category: % Value Growth 2016-2021Table 13 NBO Company Shares of Smokeless Tobacco: % Volume 2017-2021Table 14 LBN Brand Shares of Smokeless Tobacco: % Volume 2018-2021Table 15 NBO Company Shares of Tobacco Heating Devices: % Volume 2017-2021Table 16 LBN Brand Shares of Tobacco Heating Devices: % Volume 2018-2021Table 17 NBO Company Shares of Heated Tobacco: % Volume 2017-2021Table 18 LBN Brand Shares of Heated Tobacco: % Volume 2018-2021Table 19 NBO Company Shares of Tobacco Free Oral Nicotine: % Volume 2017-2021Table 20 LBN Brand Shares of Tobacco Free Oral Nicotine: % Volume 2018-2021Table 21 Distribution of Smokeless Tobacco by Format: % Volume 2016-2021Table 22 Distribution of E-Vapour Products by Format: % Value 2016-2021Table 23 Distribution of Tobacco Heating Devices by Format: % Volume 2016-2021Table 24 Distribution of Heated Tobacco by Format: % Volume 2016-2021Table 25 Forecast Sales of Smokeless Tobacco by Category: Volume 2021-2026Table 26 Forecast Sales of Smokeless Tobacco by Category: % Volume Growth 2021-2026Table 27 Forecast Sales of Tobacco Heating Devices: Volume 2021-2026Table 28 Forecast Sales of Tobacco Heating Devices: % Volume Growth 2021-2026Table 29 Forecast Sales of Heated Tobacco: Volume 2021-2026Table 30 Forecast Sales of Heated Tobacco: % Volume Growth 2021-2026Table 31 Forecast Sales of Tobacco Free Oral Nicotine: Volume 2021-2026Table 32 Forecast Sales of Tobacco Free Oral Nicotine: % Volume Growth 2021-2026Table 33 Forecast Sales of Tobacco Free Oral Nicotine by Category: % Value Growth 2021-2026Table 34 Forecast Sales of Smokeless Tobacco, E-Vapour Products and Heated Tobacco by Category: Value 2021-2026Table 35 Forecast Sales of Smokeless Tobacco, E-Vapour Products and Heated Tobacco by Category: % Value Growth 2021-2026
Tobacco in Denmark - Industry Overview
EXECUTIVE SUMMARY
Tobacco in 2021: The big picture
2021 key trends
Competitive landscape
Retailing developments
What next for tobacco?
OPERATING ENVIRONMENT
Legislation
Legislative overviewSummary 1 Legislation Summary at a Glance
Table 36 Number of Adult Smokers by Gender 2016-2021
MARKET DATA
Table 37 Sales of Tobacco by Category: Volume 2016-2021Table 38 Sales of Tobacco by Category: Value 2016-2021Table 39 Sales of Tobacco by Category: % Volume Growth 2016-2021Table 40 Sales of Tobacco by Category: % Value Growth 2016-2021Table 41 Forecast Sales of Tobacco by Category: Volume 2021-2026Table 42 Forecast Sales of Tobacco by Category: Value 2021-2026Table 43 Forecast Sales of Tobacco by Category: % Volume Growth 2021-2026Table 44 Forecast Sales of Tobacco by Category: % Value Growth 2021-2026
DISCLAIMER
SOURCES
Summary 2 Research Sources
The following categories and subcategories are included:
Smokeless Tobacco and Vapour Products
Chewing Tobacco
Loose US-Style Moist Snuff
Portion US-Style Moist Snuff
Swedish-Style Snus
Closed System Single Use
Closed System Rechargeable (including starter kits)
Closed System Cartridges
Open Vaping Systems Charging and Vapourising Devices
E-liquids
Tobacco Heating Devices
Heated Tobacco
Nicotine Pouches
Smokeless Tobacco and Vapour Products
Combined total of the four categories: Smokeless (including moist snuff and chewing tobacco), e-vapour products, heated tobacco and tobacco free oral nicotine.