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Country Report

Tobacco in

Tobacco in Sweden

Jun 2021

US$2,100

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Executive Summary

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COVID-19 impact on tobacco

As global travel restrictions were common in 2020 due to COVID-19, Swedes had limited trips abroad, as did international travellers to Sweden. That meant that Swedes had less opportunity to buy cigarettes, cigars and cigarillos abroad where they tend to be cheaper, for example in Poland, Latvia and Romania.

COVID-19 country impact

In 2020 there were no COVID-19 restrictions or lockdowns in Sweden, except for a ban on gatherings of more than 50 people that was introduced on 29 March (except for schools and workplaces). There were recommendations from the Public Institute of Health that people should not travel outside the country or even inside the country, unless absolutely necessary, but no strict rules were in place to limit this.

Company response

Cigarette companies remained the strongest players in tobacco in Sweden in 2020. JTI Sweden AB was the overall leading player of cigarettes, followed by Philip Morris AB and British American Tobacco Sweden AB.

Retailing shift

Among tobacco distribution channels, the clear winner during COVID-19 in 2020 was e-commerce and, to some extent, larger retail stores. E-commerce was increasingly preferred by Swedish consumers in 2020 due to its convenience and the fact that online purchasing meant that they did not risk meeting people and becoming infected.

What next for tobacco?

Following the slight overall decline in value sales in 2020, tobacco will return to positive value growth in 2021 which it will maintain over the rest of the forecast period. The exact development of value sales and its timing greatly depend on how efficiently COVID-19 can be defeated.

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Samples

Tobacco Sample Report Tobacco Sample Data

Overview

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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.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Tobacco industry in Sweden with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Tobacco industry in Sweden, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in Sweden for free:

The Tobacco in Sweden market research report includes:

Analysis of key supply-side and demand trends
Detailed segmentation of international and local products
Historic volumes and values, company and brand market shares
Five year forecasts of market trends and market growth
Production, imports by origin, exports by destination
Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

What is the market size of Tobacco in Sweden?
What are the major brands in Sweden?
Which sector of the tobacco products market is the largest by value sales in Sweden?
Which sector of the tobacco products market has been growing the fastest, by volume and value, in Sweden?
Which sector is the most heavily taxed in Sweden?
Which companies dominate in the total tobacco market in Sweden in terms of market share?
What is the distribution channel split for the tobacco products market in Sweden?

Why buy this report?

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

This industry report originates from Passport, our Tobacco market research database.

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Tobacco in Sweden

EXECUTIVE SUMMARY

COVID-19 impact on tobacco

COVID-19 country impact

Company response

Retailing shift

What next for tobacco?

OPERATING ENVIRONMENT

Legislation

Legislative overview
Summary 1 Legislation Summary at a Glance

Minimum legal smoking age

Smoking prevalence

Tar levels

Health warnings

Plain packaging

Advertising and sponsorship

Point-of-sale display bans

Smoking in public places

Low ignition propensity (LIP) cigarette regulation

Flavoured tobacco product ban

Reduced harm

Vapour products

PRODUCTION/IMPORTS/EXPORTS

MARKET INDICATORS

Table 1 Number of Adult Smokers by Gender 2015-2020

MARKET DATA

Table 2 Sales of Tobacco by Category: Volume 2015-2020
Table 3 Sales of Tobacco by Category: Value 2015-2020
Table 4 Sales of Tobacco by Category: % Volume Growth 2015-2020
Table 5 Sales of Tobacco by Category: % Value Growth 2015-2020
Table 6 Forecast Sales of Tobacco by Category: Volume 2020-2025
Table 7 Forecast Sales of Tobacco by Category: Value 2020-2025
Table 8 Forecast Sales of Tobacco by Category: % Volume Growth 2020-2025
Table 9 Forecast Sales of Tobacco by Category: % Value Growth 2020-2025

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 2 Research Sources

Cigarettes in Sweden

KEY DATA FINDINGS

2020 IMPACT

Cigarette sales rise as people smoke more on average and border closures hinder illicit trade volumes

JTI Sweden gains share by launching new products

Players focus on new product development to counteract loss of sales due to the menthol ban

RECOVERY AND OPPORTUNITIES

Pre-COVID-19 trends expected to resume in the forecast period

New packaging markings required in 2021 related to single-use plastic

Brands expected to continue to innovate to retain a dwindling consumer base

TAXATION AND PRICING

Taxation rates

Summary 3 Taxation and Duty Levies 2015-2020

Average cigarette pack price breakdown

Summary 4 Average Cigarette Pack Price Breakdown: Brand Examples

CATEGORY DATA

Table 10 Sales of Cigarettes: Volume 2015-2020
Table 11 Sales of Cigarettes by Category: Value 2015-2020
Table 12 Sales of Cigarettes: % Volume Growth 2015-2020
Table 13 Sales of Cigarettes by Category: % Value Growth 2015-2020
Table 14 Sales of Cigarettes by Blend: % Volume 2015-2020
Table 15 Sales of Cigarettes by Standard/Menthol/Capsule: % Volume 2015-2020
Table 16 Sales of Cigarettes by Regular/Slim/Superslim/Microslim: % Volume 2015-2020
Table 17 Sales of Cigarettes by Pack Size: % Volume 2015-2020
Table 18 Sales of Cigarettes by Price Band: % Volume 2015-2020
Table 19 NBO Company Shares of Cigarettes: % Volume 2016-2020
Table 20 LBN Brand Shares of Cigarettes: % Volume 2017-2020
Table 21 Sales of Cigarettes by Distribution Format: % Volume 2015-2020
Table 22 Illicit Trade Estimate of Cigarettes: Volume 2015-2020
Table 23 Forecast Sales of Cigarettes: Volume 2020-2025
Table 24 Forecast Sales of Cigarettes by Category: Value 2020-2025
Table 25 Forecast Sales of Cigarettes: % Volume Growth 2020-2025
Table 26 Forecast Sales of Cigarettes by Category: % Value Growth 2020-2025
Table 27 Forecast Sales of Cigarettes by Blend: % Volume 2020-2025
Table 28 Forecast Sales of Cigarettes by Standard/Menthol/Capsule: % Volume 2020-2025
Table 29 Forecast Sales of Cigarettes by Regular/Slim/Superslim/Microslim: % Volume 2020-2025
Table 30 Forecast Sales of Cigarettes by Pack Size: % Volume 2020-2025
Table 31 Forecast Sales of Cigarettes by Price Band: % Volume 2020-2025

Cigars, Cigarillos and Smoking Tobacco in Sweden

KEY DATA FINDINGS

2020 IMPACT

Local sales of cigars and cigarillos rise due to pandemic-related travel restrictions

Travel restrictions also bring a temporary halt to sales of smoking tobacco

Habanos Nordic has a record year with sales unaffected by the COVID-19 impact on restaurants

RECOVERY AND OPPORTUNITIES

Cigars and cigarillos set to return to decline path but increasing use of e-commerce holds hope especially for cigars

With few new product developments, smoking tobacco is not expected to gain a more significant position in Swedish smoking culture

New launches focused on premium value and added benefits will drive sales of cigars and cigarillos in the forecast period

CATEGORY DATA

Table 32 Sales of Cigars, Cigarillos and Smoking Tobacco by Category: Volume 2015-2020
Table 33 Sales of Cigars, Cigarillos and Smoking Tobacco by Category: Value 2015-2020
Table 34 Sales of Cigars, Cigarillos and Smoking Tobacco by Category: % Volume Growth 2015-2020
Table 35 Sales of Cigars, Cigarillos and Smoking Tobacco by Category: % Value Growth 2015-2020
Table 36 Sales of Cigars by Size: % Volume 2015-2020
Table 37 Sales of Cigarillos by Price Platform 2015-2020
Table 38 NBO Company Shares of Cigars and Cigarillos: % Volume 2016-2020
Table 39 LBN Brand Shares of Cigars and Cigarillos: % Volume 2017-2020
Table 40 NBO Company Shares of Cigars: % Volume 2016-2020
Table 41 LBN Brand Shares of Cigars: % Volume 2017-2020
Table 42 NBO Company Shares of Cigarillos: % Volume 2016-2020
Table 43 LBN Brand Shares of Cigarillos: % Volume 2017-2020
Table 44 NBO Company Shares of Smoking Tobacco: % Volume 2016-2020
Table 45 LBN Brand Shares of Smoking Tobacco: % Volume 2017-2020
Table 46 NBO Company Shares of Pipe Tobacco: % Volume 2016-2020
Table 47 LBN Brand Shares of Pipe Tobacco: % Volume 2017-2020
Table 48 NBO Company Shares of Fine Cut Tobacco: % Volume 2016-2020
Table 49 LBN Brand Shares of Fine Cut Tobacco: % Volume 2017-2020
Table 50 Distribution of Cigars and Cigarillos by Format: % Volume 2015-2020
Table 51 Distribution of Smoking Tobacco by Format: % Volume 2015-2020
Table 52 Forecast Sales of Cigars, Cigarillos and Smoking Tobacco by Category: Volume 2020-2025
Table 53 Forecast Sales of Cigars, Cigarillos and Smoking Tobacco by Category: Value 2020-2025
Table 54 Forecast Sales of Cigars, Cigarillos and Smoking Tobacco by Category: % Volume Growth 2020-2025
Table 55 Forecast Sales of Cigars, Cigarillos and Smoking Tobacco by Category: % Value Growth 2020-2025

Smokeless Tobacco, E-Vapour Products and Heated Tobacco in Sweden

KEY DATA FINDINGS

2020 IMPACT

Second wave of COVID-19 hits sales of open vaping systems hard

Heated tobacco sales soar as sole player Philip Morris concentrates on converting its cigarette smokers to Iqos users

Border closures contribute to the drop in sales of Swedish-style snus in 2020

RECOVERY AND OPPORTUNITIES

Dwindling interest and higher excise taxes will diminish the sales performance of open vaping systems

Strong growth forecast for heated tobacco but developments in smokeless tobacco likely to be more popular

Muted growth projected for snus in Sweden as neighbouring Norway reduces its own excise tax and nicotine pouches pose greater competition

CATEGORY INDICATORS

Table 56 Number of Adult Vapers 2015-2020

CATEGORY DATA

Table 57 Sales of Smokeless Tobacco by Category: Volume 2015-2020
Table 58 Sales of Smokeless Tobacco by Category: % Volume Growth 2015-2020
Table 59 Sales of Tobacco Heating Devices: Volume 2015-2020
Table 60 Sales of Heated Tobacco: Volume 2015-2020
Table 61 Sales of Heated Tobacco: % Volume Growth 2019-2020
Table 62 Sales of Smokeless Tobacco, E-Vapour Products and Heated Tobacco by Category: Value 2015-2020
Table 63 Sales of Smokeless Tobacco, E-Vapour Products and Heated Tobacco by Category: % Value Growth 2015-2020
Table 64 Sales of E-Liquids by Nicotene Strength: % Value 2018-2020
Table 65 NBO Company Shares of Smokeless Tobacco: % Volume 2016-2020
Table 66 LBN Brand Shares of Smokeless Tobacco: % Volume 2017-2020
Table 67 NBO Company Shares of E-Vapour Products: % Value 2016-2020
Table 68 LBN Brand Shares of E-Vapour Products: % Value 2017-2020
Table 69 NBO Company Shares of Tobacco Heating Devices: % Volume 2016-2020
Table 70 LBN Brand Shares of Tobacco Heating Devices: % Volume 2017-2020
Table 71 NBO Company Shares of Heated Tobacco: % Volume 2016-2020
Table 72 LBN Brand Shares of Heated Tobacco: % Volume 2017-2020
Table 73 Distribution of Smokeless Tobacco by Format: % Volume 2015-2020
Table 74 Distribution of E-Vapour Products by Format: % Value 2015-2020
Table 75 Distribution of Tobacco Heating Devices by Format: % Volume 2015-2020
Table 76 Distribution of Heated Tobacco by Format: % Volume 2015-2020
Table 77 Forecast Sales of Smokeless Tobacco by Category: Volume 2020-2025
Table 78 Forecast Sales of Smokeless Tobacco by Category: % Volume Growth 2020-2025
Table 79 Forecast Sales of Tobacco Heating Devices: Volume 2020-2025
Table 80 Forecast Sales of Tobacco Heating Devices: % Volume Growth 2020-2025
Table 81 Forecast Sales of Heated Tobacco: Volume 2020-2025
Table 82 Forecast Sales of Heated Tobacco: % Volume Growth 2020-2025
Table 83 Forecast Sales of Smokeless Tobacco, E-Vapour Products and Heated Tobacco by Category: Value 2020-2025
Table 84 Forecast Sales of Smokeless Tobacco, E-Vapour Products and Heated Tobacco by Category: % Value Growth 2020-2025

Tobacco Free Oral Nicotine in Sweden

KEY DATA FINDINGS

2020 IMPACT

The newness of nicotine pouches and the high number of new product launches drive strong growth for tobacco free oral nicotine

Border closures due to COVID-19 restrain the sales growth of nicotine pouches

Nicotine pouches benefits from availability in the same channels as Swedish-style snus

RECOVERY AND OPPORTUNITIES

New product launches and the return of Norwegian consumers will drive forecast period growth for nicotine pouches

Many new product developments expected including innovations in environmentally-friendly packaging

E-commerce, convenience stores and forecourt retailers set to gain share in the distribution of nicotine pouches post-COVID-19

CATEGORY DATA

Table 85 Sales of Tobacco Free Oral Nicotine: Volume 2015-2020
Table 86 Sales of Tobacco Free Oral Nicotine by Category: Value 2015-2020
Table 87 Sales of Tobacco Free Oral Nicotine: % Volume Growth 2018-2020
Table 88 Sales of Tobacco Free Oral Nicotine by Category: % Value Growth 2018-2020
Table 89 Sales of Tobacco Free Oral Nicotine by Category: % Value Growth 2019-2020
Table 90 NBO Company Shares of Tobacco Free Oral Nicotine: % Volume 2016-2020
Table 91 LBN Brand Shares of Tobacco Free Oral Nicotine: % Volume 2017-2020
Table 92 Forecast Sales of Tobacco Free Oral Nicotine: Volume 2020-2025
Table 93 Forecast Sales of Tobacco Free Oral Nicotine by Category: Value 2020-2025
Table 94 Forecast Sales of Tobacco Free Oral Nicotine: % Volume Growth 2020-2025
Table 95 Forecast Sales of Tobacco Free Oral Nicotine by Category: % Value Growth 2020-2025

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Megatrends

Country Report

Tobacco in Sweden

New Report Guarantee

Executive Summary

New Report Guarantee

COVID-19 impact on tobacco

COVID-19 country impact

Company response

Retailing shift

What next for tobacco?

Samples

Overview

Why buy this report?

Samples: FAQs about samples

Want to find out more about this report?

Table of Contents

Tobacco in Sweden

EXECUTIVE SUMMARY

COVID-19 impact on tobacco

COVID-19 country impact

Company response

Retailing shift

What next for tobacco?

OPERATING ENVIRONMENT

Legislation

Minimum legal smoking age

Smoking prevalence

Tar levels

Health warnings

Plain packaging

Advertising and sponsorship

Point-of-sale display bans

Smoking in public places

Low ignition propensity (LIP) cigarette regulation

Flavoured tobacco product ban

Reduced harm

Vapour products

PRODUCTION/IMPORTS/EXPORTS

MARKET INDICATORS

MARKET DATA

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Cigarettes in Sweden

KEY DATA FINDINGS

2020 IMPACT

Cigarette sales rise as people smoke more on average and border closures hinder illicit trade volumes

JTI Sweden gains share by launching new products

Players focus on new product development to counteract loss of sales due to the menthol ban

RECOVERY AND OPPORTUNITIES

Pre-COVID-19 trends expected to resume in the forecast period

New packaging markings required in 2021 related to single-use plastic

Brands expected to continue to innovate to retain a dwindling consumer base

TAXATION AND PRICING

Taxation rates

Average cigarette pack price breakdown

CATEGORY DATA

Cigars, Cigarillos and Smoking Tobacco in Sweden

KEY DATA FINDINGS

2020 IMPACT

Local sales of cigars and cigarillos rise due to pandemic-related travel restrictions

Travel restrictions also bring a temporary halt to sales of smoking tobacco

Habanos Nordic has a record year with sales unaffected by the COVID-19 impact on restaurants

RECOVERY AND OPPORTUNITIES

Cigars and cigarillos set to return to decline path but increasing use of e-commerce holds hope especially for cigars

With few new product developments, smoking tobacco is not expected to gain a more significant position in Swedish smoking culture

New launches focused on premium value and added benefits will drive sales of cigars and cigarillos in the forecast period

CATEGORY DATA

Smokeless Tobacco, E-Vapour Products and Heated Tobacco in Sweden

KEY DATA FINDINGS

2020 IMPACT

Second wave of COVID-19 hits sales of open vaping systems hard

Heated tobacco sales soar as sole player Philip Morris concentrates on converting its cigarette smokers to Iqos users

Border closures contribute to the drop in sales of Swedish-style snus in 2020

RECOVERY AND OPPORTUNITIES

Dwindling interest and higher excise taxes will diminish the sales performance of open vaping systems

Strong growth forecast for heated tobacco but developments in smokeless tobacco likely to be more popular

Muted growth projected for snus in Sweden as neighbouring Norway reduces its own excise tax and nicotine pouches pose greater competition