Smokeless tobacco put in a strong performance in 2015 thanks to the growth of portion Swedish-style snus, which accounted for a 75% share of overall category volume sales. Portion Swedish-style snus grew by 8% in volume terms, while loose Swedish-style snus and chewing tobacco registered declines of 6% and 7%, respectively. “Slim” portion sizes are becoming more common, while non-drip technology as well as increased space in the built-in lid of a box of snus are factors characterising new product launches, making it more convenient to use snus in more situations and throughout the day. The frequent launch of new flavours was another important factor underpinning the dynamic performance of portion snus, with word of mouth being the main channel for creating awareness of new launches. Statistics Norway reported the share of consumers that use snus on a daily basis to be growing in 2015, with the share of casual users declining.
In Swedish-style snus, the main category in smokeless tobacco, there are three main players in the Norwegian market, namely Swedish Match Norge AS, Imperial Tobacco Norway AS and British American Tobacco Norway AS, which held respective volume shares of 60%, 35% and 2% in 2015. The other category present in smokeless tobacco in Norway is US-style chewing tobacco, which in 2015 was led by Conrad Langaard AS with a 73% volume share, followed by Swedish Match Norge AS with 22%.
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