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Tobacco in Denmark
July 2022
Tobacco in 2021: The big picture
The tobacco market in Denmark in 2021 was characterised by a migration to smokeless categories, including nicotine pouches, vapour products and heated tobacco, as well as declining smoking prevalence in Denmark due to price increases and health concerns. However, as the effects of the pandemic, including travel restrictions, persisted throughout much of 2021, cross-border trade and illicit trade remained restricted, favouring the domestic market in the year.
2021 key trends
Nicotine pouches are taking share of the smokeless market in Denmark 2021. Hygiene, discreteness (they can be used anywhere) and health are important drivers of growth.
Competitive landscape
The top players in combustible tobacco, British American Tobacco Denmark A/S (BAT) and Phillip Morris International (PMI), were also firmly positioned in the emerging, smokeless categories in 2021.
Retailing developments
E-commerce continued to grow substantially across the tobacco market in 2021, having been greatly accelerated by the pandemic in 2020 due to the closure of tobacco specialists, which were deemed non-essential.
What next for tobacco?
A shift to non-combustible tobacco categories is the number one key development expected over the forecast period in tobacco in Denmark. Nicotine pouches are set to see the strongest growth, with the size of snus in Sweden and Norway highlighting the potential of this category in the country.
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Overview:
Understand the latest market trends and future growth opportunities for the Tobacco 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.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
Cigarettes
Cigars, Cigarillos and Smoking Tobacco
Smokeless Tobacco, E-Vapour Products and Heated Tobacco
If you're in the Tobacco 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 Tobacco 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 Tobacco in Denmark?
Which are the leading brands in Tobacco in Denmark?
How are products distributed in Tobacco in Denmark?
Which category is the most heavily taxed in Denmark?
How is the operating environment for Tobacco changing?
What are the current legislative restrictions applicable to the sale of Tobacco 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?
Tobacco in Denmark
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 1 Number of Adult Smokers by Gender 2016-2021
MARKET DATA
Table 2 Sales of Tobacco by Category: Volume 2016-2021Table 3 Sales of Tobacco by Category: Value 2016-2021Table 4 Sales of Tobacco by Category: % Volume Growth 2016-2021Table 5 Sales of Tobacco by Category: % Value Growth 2016-2021Table 6 Forecast Sales of Tobacco by Category: Volume 2021-2026Table 7 Forecast Sales of Tobacco by Category: Value 2021-2026Table 8 Forecast Sales of Tobacco by Category: % Volume Growth 2021-2026Table 9 Forecast Sales of Tobacco by Category: % Value Growth 2021-2026
DISCLAIMER
SOURCES
Summary 2 Research Sources
Cigarettes in Denmark
KEY DATA FINDINGS
2021 DEVELOPMENTS
Retail volume of cigarettes continue to decline in 2021, amidst restricted cross-border and illicit trade
Newly unveiled proposal for age ban on cigarettes in Denmark
Circumvention of the menthol ban and ban on tobacco flavouring accessories
PROSPECTS AND OPPORTUNITIES
Steady decline expected to 2026
Introduction of plain packaging for cigarettes in 2022 to get fewer young people to start smoking
Discounters and e-commerce to record share growth
TAXATION AND PRICING
Taxation rates
Summary 3 Taxation and Duty Levies 2016-2021
Average cigarette pack price breakdown
Summary 4 Average Cigarette Pack Price Breakdown: Brand Examples
CATEGORY DATA
Table 10 Sales of Cigarettes: Volume 2016-2021Table 11 Sales of Cigarettes by Category: Value 2016-2021Table 12 Sales of Cigarettes: % Volume Growth 2016-2021Table 13 Sales of Cigarettes by Category: % Value Growth 2016-2021Table 14 Sales of Cigarettes by Blend: % Volume 2016-2021Table 15 Sales of Cigarettes by Standard/Menthol/Capsule: % Volume 2016-2021Table 16 Sales of Cigarettes by Regular/Slim/Superslim/Microslim: % Volume 2016-2021Table 17 Sales of Cigarettes by Pack Size: % Volume 2016-2021Table 18 Sales of Cigarettes by Price Band: % Volume 2016-2021Table 19 NBO Company Shares of Cigarettes: % Volume 2017-2021Table 20 LBN Brand Shares of Cigarettes: % Volume 2018-2021Table 21 Sales of Cigarettes by Distribution Format: % Volume 2016-2021Table 22 Illicit Trade Estimate of Cigarettes: Volume 2016-2021Table 23 Forecast Sales of Cigarettes: Volume 2021-2026Table 24 Forecast Sales of Cigarettes by Category: Value 2021-2026Table 25 Forecast Sales of Cigarettes: % Volume Growth 2021-2026Table 26 Forecast Sales of Cigarettes by Category: % Value Growth 2021-2026Table 27 Forecast Sales of Cigarettes by Blend: % Volume 2021-2026Table 28 Forecast Sales of Cigarettes by Standard/Menthol/Capsule: % Volume 2021-2026Table 29 Forecast Sales of Cigarettes by Regular/Slim/Superslim/Microslim: % Volume 2021-2026Table 30 Forecast Sales of Cigarettes by Pack Size: % Volume 2021-2026Table 31 Forecast Sales of Cigarettes by Price Band: % Volume 2021-2026
Cigars, Cigarillos and Smoking Tobacco in Denmark
KEY DATA FINDINGS
2021 DEVELOPMENTS
Ongoing pandemic restrictions drive cigarillos, smoking tobacco and e-commerce in 2021
Menthol ban benefiting cigarillos
Continued premiumisation in cigars
PROSPECTS AND OPPORTUNITIES
Decline ahead with resumption of cross-border trade and shift to smokeless alternatives
Introduction of plain packaging for fine cut tobacco in 2022
E-commerce expected to take share
CATEGORY DATA
Table 32 Sales of Cigars, Cigarillos and Smoking Tobacco by Category: Volume 2016-2021Table 33 Sales of Cigars, Cigarillos and Smoking Tobacco by Category: Value 2016-2021Table 34 Sales of Cigars, Cigarillos and Smoking Tobacco by Category: % Volume Growth 2016-2021Table 35 Sales of Cigars, Cigarillos and Smoking Tobacco by Category: % Value Growth 2016-2021Table 36 Sales of Cigars by Size: % Volume 2016-2021Table 37 Sales of Cigarillos by Price Platform 2016-2021Table 38 NBO Company Shares of Cigars and Cigarillos: % Volume 2017-2021Table 39 LBN Brand Shares of Cigars and Cigarillos: % Volume 2018-2021Table 40 NBO Company Shares of Cigars: % Volume 2017-2021Table 41 LBN Brand Shares of Cigars: % Volume 2018-2021Table 42 NBO Company Shares of Cigarillos: % Volume 2017-2021Table 43 LBN Brand Shares of Cigarillos: % Volume 2018-2021Table 44 NBO Company Shares of Smoking Tobacco: % Volume 2017-2021Table 45 LBN Brand Shares of Smoking Tobacco: % Volume 2018-2021Table 46 NBO Company Shares of Pipe Tobacco: % Volume 2017-2021Table 47 LBN Brand Shares of Pipe Tobacco: % Volume 2018-2021Table 48 NBO Company Shares of Fine Cut Tobacco: % Volume 2017-2021Table 49 LBN Brand Shares of Fine Cut Tobacco: % Volume 2018-2021Table 50 Distribution of Cigars and Cigarillos by Format: % Volume 2016-2021Table 51 Distribution of Smoking Tobacco by Format: % Volume 2016-2021Table 52 Forecast Sales of Cigars, Cigarillos and Smoking Tobacco by Category: Volume 2021-2026Table 53 Forecast Sales of Cigars, Cigarillos and Smoking Tobacco by Category: Value 2021-2026Table 54 Forecast Sales of Cigars, Cigarillos and Smoking Tobacco by Category: % Volume Growth 2021-2026Table 55 Forecast Sales of Cigars, Cigarillos and Smoking Tobacco by Category: % Value Growth 2021-2026
Smokeless Tobacco, E-Vapour Products and Heated Tobacco in Denmark
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 56 Number of Adult Vapers 2016-2021
CATEGORY DATA
Table 57 Sales of Smokeless Tobacco by Category: Volume 2016-2021Table 58 Sales of Smokeless Tobacco by Category: % Volume Growth 2016-2021Table 59 Sales of Tobacco Heating Devices: Volume 2016-2021Table 60 Sales of Tobacco Heating Devices: % Volume Growth 2016-2021Table 61 Sales of Heated Tobacco: Volume 2016-2021Table 62 Sales of Heated Tobacco: % Volume Growth 2016-2021Table 63 Sales of Tobacco Free Oral Nicotine: Volume 2016-2021Table 64 Sales of Tobacco Free Oral Nicotine by Category: Value 2016-2021Table 65 Sales of Tobacco Free Oral Nicotine: % Volume Growth 2020-2021Table 66 Sales of Smokeless Tobacco, E-Vapour Products and Heated Tobacco by Category: Value 2016-2021Table 67 Sales of Smokeless Tobacco, E-Vapour Products and Heated Tobacco by Category: % Value Growth 2016-2021Table 68 NBO Company Shares of Smokeless Tobacco: % Volume 2017-2021Table 69 LBN Brand Shares of Smokeless Tobacco: % Volume 2018-2021Table 70 NBO Company Shares of Tobacco Heating Devices: % Volume 2017-2021Table 71 LBN Brand Shares of Tobacco Heating Devices: % Volume 2018-2021Table 72 NBO Company Shares of Heated Tobacco: % Volume 2017-2021Table 73 LBN Brand Shares of Heated Tobacco: % Volume 2018-2021Table 74 NBO Company Shares of Tobacco Free Oral Nicotine: % Volume 2017-2021Table 75 LBN Brand Shares of Tobacco Free Oral Nicotine: % Volume 2018-2021Table 76 Distribution of Smokeless Tobacco by Format: % Volume 2016-2021Table 77 Distribution of E-Vapour Products by Format: % Value 2016-2021Table 78 Distribution of Tobacco Heating Devices by Format: % Volume 2016-2021Table 79 Distribution of Heated Tobacco by Format: % Volume 2016-2021Table 80 Forecast Sales of Smokeless Tobacco by Category: Volume 2021-2026Table 81 Forecast Sales of Smokeless Tobacco by Category: % Volume Growth 2021-2026Table 82 Forecast Sales of Tobacco Heating Devices: Volume 2021-2026Table 83 Forecast Sales of Tobacco Heating Devices: % Volume Growth 2021-2026Table 84 Forecast Sales of Heated Tobacco: Volume 2021-2026Table 85 Forecast Sales of Heated Tobacco: % Volume Growth 2021-2026Table 86 Forecast Sales of Tobacco Free Oral Nicotine: Volume 2021-2026Table 87 Forecast Sales of Tobacco Free Oral Nicotine: % Volume Growth 2021-2026Table 88 Forecast Sales of Tobacco Free Oral Nicotine by Category: % Value Growth 2021-2026Table 89 Forecast Sales of Smokeless Tobacco, E-Vapour Products and Heated Tobacco by Category: Value 2021-2026Table 90 Forecast Sales of Smokeless Tobacco, E-Vapour Products and Heated Tobacco by Category: % Value Growth 2021-2026
The following categories and subcategories are included:
Tobacco
Fine Cut Cigarettes
Cigars
Cigarillos
Pipe Tobacco
Fine Cut Tobacco
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
Tobacco
Passport Tobacco covers the seven major tobacco categories: Cigarettes, Cigars & Cigarillos, Smoking tobacco (made up of Pipe tobacco and RYO tobacco), Smokeless Tobacco (snuff and chewing tobacco), E-Vapour Products (closed and open); Heated Tobacco; and Tobacco Free Oral Nicotine. Smoking paraphernalia such as pipes, rolling papers, lighters or matches, etc., are not included, nor are nicotine replacement therapy (NRT) products, which are part of Euromonitor's Passport Consumer Healthcare database.