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There was a flurry of new product launches in tobacco-free Swedish-style snus in 2018. Launches included ZYN by Swedish Match in March 2018, Lyft by Fiedler & Lundgren in October 2018, Nordic Spirit True White by JTI Sweden in July 2018, Skruf Super White by Skruf Snus and On! by Råå S.
Swedish-style snus was driven by stable sales of premium variants and rising demand for portion snus in 2018, with sales of premium-positioned snus remaining stable and possibly set to grow at a stronger rate than the value segment over the forecast period thanks to interesting new products and promotions. Swedish Match launched two premium products over the review period, XR and One, while smaller players promoted the craftsmanship and premium image of their locally produced brands.
Excise tax on e-liquids containing nicotine was introduced on 1 July 2018 at the rate of SEK2,000.00/litre, meaning the price of a 10ml e-liquid container containing nicotine increased by about SEK24.
Swedish Match retained its strong lead in smokeless tobacco in 2018. The company focuses on premium snus brands with its General, Göteborgs Rapé, Catch, Grovsnus and Ettan brands and its recently launched tobacco free nicotine snus brand, ZYN, which is performing well in the countries where it is available.
The competitive landscape of e-vapour products remained highly fragmented in 2018. The share of e-liquids continued to grow at the cost of open vaping systems and vapourising devices, as ever more consumers have already bought their hardware.
Sales of Swedish-style snus via internet retailing continued to surge in 2018 as consumers appreciated the convenience and competitive pricing when ordering larger amounts of snus online. Specialist or niche products are usually not available in regular stores, whereas internet retailers often offer a wide range of products.
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Discover the latest market trends and uncover sources of future market growth for the Smokeless Tobacco and Vapour Products industry in Sweden with research from Euromonitor's team of in-country analysts.
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Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.