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Smokeless Tobacco, E-Vapour Products and Heated Tobacco in Sweden
July 2022
2021 DEVELOPMENTS
Swedish-style snus lags as cross-border trade and growing demand for nicotine pouches limits sales
Within Swedish-style snus, the only type of smokeless tobacco in Sweden, a flood of new tobacco-free products towards the end of the review period catered to consumers who wish to give up tobacco but still hanker after nicotine, and the popularity of such products was responsible for a significant proportion of sales in snus. The popularity of Swedish-style snus has been supported by the product’s convenience and suitability for discreet use in public spaces without affecting others.
E-vapour products saw a moderately positive performance in 2021, fuelled by migration from cigarettes. However, given that many consumers have already transferred from cigarettes to e-vapour, the category is becoming more mature, thus leading to slowing growth.
Heated tobacco grows as Philip Morris continues to convert its cigarettes users to Iqos and HEETS
Cigarette companies have continued to increase their focus on alternatives to cigarettes, with cigarette sales suffering from their association with adverse health and toughening regulations making development and advertising difficult. Philip Morris has concentrated solely on heated tobacco products, targeting consumers who cannot or will not stop smoking, as opposed to young Swedes, ex-smokers and non-smokers.
PROSPECTS AND OPPORTUNITIES
Cross-border trade to have a much greater impact on snus than e-vapour products and heated tobacco
In 2022, retail volume sales of snus in Sweden are expected to benefit considerably from the effect of resuming cross-border trade with Norway. The reason is the lower prices in Sweden compared with Norway, which encourages many Norwegians to conduct daytrips to Sweden to buy snus and other tobacco and alcohol products.
Migration to smokeless alternatives set to continue with nicotine pouches being the main beneficiary
Heated tobacco is set to see decelerating growth over the forecast period as its novelty value fades, though it will continue to take some share from cigarettes as consumers transfer for health reasons. E-vapour products is a more mature category that is increasingly being supported by e-liquids sales rather than open or closed vaping systems.
E-commerce to be the fastest growing channel in smokeless tobacco products
Snus and nicotine pouches have virtually the same distribution with modern grocery retailers accounting for the bulk of sales, followed by convenience retailers. However, e-commerce is quickly rising within the category thanks to dedicated snus stores (such as snusbolaget.
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Overview:
Understand the latest market trends and future growth opportunities for the Smokeless Tobacco and Vapour Products industry in Sweden 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 Sweden, 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 Sweden 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 Sweden?
Which are the leading brands in Smokeless Tobacco and Vapour Products in Sweden?
How are products distributed in Smokeless Tobacco and Vapour Products in Sweden?
Which category is the most heavily taxed in Sweden?
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 Sweden?
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 Sweden - Category analysis
KEY DATA FINDINGS
2021 DEVELOPMENTS
Swedish-style snus lags as cross-border trade and growing demand for nicotine pouches limits sales
Table 38 Number of Adult Smokers by Gender 2016-2021
MARKET DATA
Table 39 Sales of Tobacco by Category: Volume 2016-2021Table 40 Sales of Tobacco by Category: Value 2016-2021Table 41 Sales of Tobacco by Category: % Volume Growth 2016-2021Table 42 Sales of Tobacco by Category: % Value Growth 2016-2021Table 43 Forecast Sales of Tobacco by Category: Volume 2021-2026Table 44 Forecast Sales of Tobacco by Category: Value 2021-2026Table 45 Forecast Sales of Tobacco by Category: % Volume Growth 2021-2026Table 46 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.