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Country Report

Tobacco in

Tobacco in Sweden

Jul 2019

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Executive Summary

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Stronger growth for tobacco in 2018 due to modern tobacco options

Tobacco recorded stronger retail value growth in 2018 than in the previous year, supported by volume growth in cigarettes after the declines in 2017 as the warm summer encouraged consumers to smoke more outdoors, as well as moderate price increases. However, stricter regulations will come into force regarding smoke free locations in 2019, which will likely have a negative impact on sales of cigarettes going forward.

JTI Sweden reintroduces capsule cigarettes, judging this to be legal under EU law

Capsule cigarettes were banned in Sweden on 20 May 2017 by Folkhälsomyndigheten (Public Health Agency of Sweden). In response, JTI Sweden launched Camel Active Purple cigarillos in 2017 with a capsule as the legislation did not cover cigarillos.

Competitive environment differs greatly by category

Cigarettes remained the largest category in tobacco in 2018, followed by Swedish-style snus. Cigarette sales continued to be dominated by the subsidiaries of global manufacturers, namely JTI Sweden, Philip Morris and British American Tobacco Sweden.

Online retailing gaining ground on traditional distribution channels

In 2018, distribution also varied greatly by category although remaining relatively stable, with the exception of internet retailing, which is rapidly gaining ground in all tobacco categories. Swedes are keen on purchasing online as it is easy to compare products and prices, while the channel also offers access to a wider range of goods for those in sparsely populated rural areas.

Tobacco set to record further positive retail value growth over the forecast period

Retail value sales of tobacco products are expected to grow over the forecast period, driven by anticipated tax hikes, new fees and a general premiumisation trend, with consumers increasingly valuing quality over quantity. Sales will also be fuelled by population growth, given the relatively high birth rate by European standards and the arrival of more immigrants from the Middle East.

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Samples

Tobacco Sample Report Tobacco Sample Data

Overview

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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

Stronger growth for tobacco in 2018 due to modern tobacco options

JTI Sweden reintroduces capsule cigarettes, judging this to be legal under EU law

Competitive environment differs greatly by category

Online retailing gaining ground on traditional distribution channels

Tobacco set to record further positive retail value growth over the forecast period

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 2013-2018

MARKET DATA

Table 2 Sales of Tobacco by Category: Volume 2013-2018
Table 3 Sales of Tobacco by Category: Value 2013-2018
Table 4 Sales of Tobacco by Category: % Volume Growth 2013-2018
Table 5 Sales of Tobacco by Category: % Value Growth 2013-2018
Table 6 Forecast Sales of Tobacco by Category: Volume 2018-2023
Table 7 Forecast Sales of Tobacco by Category: Value 2018-2023
Table 8 Forecast Sales of Tobacco by Category: % Volume Growth 2018-2023
Table 9 Forecast Sales of Tobacco by Category: % Value Growth 2018-2023

SOURCES

Summary 2 Research Sources

Cigarettes in Sweden

HEADLINES

PROSPECTS

JTI Sweden reintroduces capsule cigarettes, judging this to be legal under EU law

Warm summer encouraging smoking outdoors

Smoking ban expanded and likely to impact volume sales going forward

COMPETITIVE LANDSCAPE

JTI Sweden extends its lead with a wide and well-known portfolio of brands

Economy and mid-price become more popular as consumer try to cut the cost of their habit

Minor share for private label as few retailers show an interest

TAXATION AND PRICING

Taxation rates

Summary 3 Taxation and Duty Levies 2013-2018

Average cigarette pack price breakdown

Summary 4 Average Cigarette Pack Price Breakdown: Brand Examples

CATEGORY DATA

Table 10 Sales of Cigarettes: Volume 2013-2018
Table 11 Sales of Cigarettes by Category: Value 2013-2018
Table 12 Sales of Cigarettes: % Volume Growth 2013-2018
Table 13 Sales of Cigarettes by Category: % Value Growth 2013-2018
Table 14 Sales of Cigarettes by Blend: % Volume 2013-2018
Table 15 Sales of Cigarettes by Standard/Menthol/Capsule: % Volume 2013-2018
Table 16 Sales of Cigarettes by Regular/Slim/Superslim/Microslim: % Volume 2013-2018
Table 17 Sales of Cigarettes by Pack Size: % Volume 2013-2018
Table 18 Sales of Cigarettes by Price Band: % Volume 2013-2018
Table 19 NBO Company Shares of Cigarettes: % Volume 2014-2018
Table 20 LBN Brand Shares of Cigarettes: % Volume 2015-2018
Table 21 Sales of Cigarettes by Distribution Format: % Volume 2013-2018
Table 22 Illicit Trade Estimate of Cigarettes: Volume 2013-2018
Table 23 Forecast Sales of Cigarettes: Volume 2018-2023
Table 24 Forecast Sales of Cigarettes by Category: Value 2018-2023
Table 25 Forecast Sales of Cigarettes: % Volume Growth 2018-2023
Table 26 Forecast Sales of Cigarettes by Category: % Value Growth 2018-2023
Table 27 Forecast Sales of Cigarettes by Blend: % Volume 2018-2023
Table 28 Forecast Sales of Cigarettes by Standard/Menthol/Capsule: % Volume 2018-2023
Table 29 Forecast Sales of Cigarettes by Regular/Slim/Superslim/Microslim: % Volume 2018-2023
Table 30 Forecast Sales of Cigarettes by Pack Size: % Volume 2018-2023
Table 31 Forecast Sales of Cigarettes by Price Band: % Volume 2018-2023

Cigars, Cigarillos and Smoking Tobacco in Sweden

HEADLINES

PROSPECTS

Cigars maintains volume sales, all other categories decline

Price fighter cigarillos disappear from sale

Smoking tobacco increasingly unpopular due to high taxes and lack of tradition

COMPETITIVE LANDSCAPE

Scandinavian Tobacco Group retains the lead

High legislative costs hinder the development of standard cigars

Focus on value sales and consumers’ willingness to spend on quality

CATEGORY DATA

Table 32 Sales of Cigars, Cigarillos and Smoking Tobacco by Category: Volume 2013-2018
Table 33 Sales of Cigars, Cigarillos and Smoking Tobacco by Category: Value 2013-2018
Table 34 Sales of Cigars, Cigarillos and Smoking Tobacco by Category: % Volume Growth 2013-2018
Table 35 Sales of Cigars, Cigarillos and Smoking Tobacco by Category: % Value Growth 2013-2018
Table 36 Sales of Cigars by Size: % Volume 2013-2018
Table 37 Sales of Cigarillos by Price Platform 2013-2018
Table 38 NBO Company Shares of Cigars and Cigarillos: % Volume 2014-2018
Table 39 LBN Brand Shares of Cigars and Cigarillos: % Volume 2015-2018
Table 40 NBO Company Shares of Cigars: % Volume 2014-2018
Table 41 LBN Brand Shares of Cigars: % Volume 2015-2018
Table 42 NBO Company Shares of Cigarillos: % Volume 2014-2018
Table 43 LBN Brand Shares of Cigarillos: % Volume 2015-2018
Table 44 NBO Company Shares of Smoking Tobacco: % Volume 2014-2018
Table 45 LBN Brand Shares of Smoking Tobacco: % Volume 2015-2018
Table 46 NBO Company Shares of Pipe Tobacco: % Volume 2014-2018
Table 47 LBN Brand Shares of Pipe Tobacco: % Volume 2015-2018
Table 48 NBO Company Shares of Fine Cut Tobacco: % Volume 2014-2018
Table 49 LBN Brand Shares of Fine Cut Tobacco: % Volume 2015-2018
Table 50 Distribution of Cigars and Cigarillos by Format: % Volume 2013-2018
Table 51 Distribution of Smoking Tobacco by Format: % Volume 2013-2018
Table 52 Forecast Sales of Cigars, Cigarillos and Smoking Tobacco by Category: Volume 2018-2023
Table 53 Forecast Sales of Cigars, Cigarillos and Smoking Tobacco by Category: Value 2018-2023
Table 54 Forecast Sales of Cigars, Cigarillos and Smoking Tobacco by Category: % Volume Growth 2018-2023
Table 55 Forecast Sales of Cigars, Cigarillos and Smoking Tobacco by Category: % Value Growth 2018-2023

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

HEADLINES

PROSPECTS

Tobacco-free Swedish-style snus launched

Swedish-style snus driven by stable sales of premium variants and rising demand for portion snus

Higher taxes on e-liquids containing nicotine

COMPETITIVE LANDSCAPE

Swedish Match loses share to Fiedler & Lundgren which enjoys success with new brands

E-vapour products highly fragmented

Swedish-style snus continues to sell well through internet retailing

CATEGORY INDICATORS

Table 56 Number of Adult Vapers 2013-2018

CATEGORY DATA

Table 57 Sales of Smokeless Tobacco, E-Vapour Products and Heated Tobacco by Category: Volume 2013-2018
Table 58 Sales of Smokeless Tobacco, E-Vapour Products and Heated Tobacco by Category: Value 2013-2018
Table 59 Sales of Smokeless Tobacco, E-Vapour Products and Heated Tobacco by Category: % Volume Growth 2013-2018
Table 60 Sales of Smokeless Tobacco, E-Vapour Products and Heated Tobacco by Category: % Value Growth 2013-2018
Table 61 Sales of E-Liquids by Nicotene Strength: % Value 2018
Table 62 NBO Company Shares of Smokeless Tobacco: % Volume 2014-2018
Table 63 LBN Brand Shares of Smokeless Tobacco: % Volume 2015-2018
Table 64 NBO Company Shares of E-Vapour Products: % Value 2014-2018
Table 65 LBN Brand Shares of E-Vapour Products: % Value 2015-2018
Table 66 Distribution of Smokeless Tobacco by Format: % Volume 2013-2018
Table 67 Distribution of E-Vapour Products by Format: % Value 2013-2018
Table 68 Forecast Sales of Smokeless Tobacco, E-Vapour Products and Heated Tobacco by Category: Volume 2018-2023
Table 69 Forecast Sales of Smokeless Tobacco, E-Vapour Products and Heated Tobacco by Category: Value 2018-2023
Table 70 Forecast Sales of Smokeless Tobacco, E-Vapour Products and Heated Tobacco by Category: % Volume Growth 2018-2023
Table 71 Forecast Sales of Smokeless Tobacco, E-Vapour Products and Heated Tobacco by Category: % Value Growth 2018-2023
Table 72 Forecast Sales of Tobacco Heating Devices: Volume 2018-2023
Table 73 Forecast Sales of Tobacco Heating Devices: Value 2018-2023
Table 74 Forecast Sales of Heated Tobacco: Volume 2018-2023
Table 75 Forecast Sales of Heated Tobacco: Value 2018-2023

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Megatrends

Country Report

Tobacco in Sweden

New Report Guarantee

Executive Summary

New Report Guarantee

Stronger growth for tobacco in 2018 due to modern tobacco options

JTI Sweden reintroduces capsule cigarettes, judging this to be legal under EU law

Competitive environment differs greatly by category

Online retailing gaining ground on traditional distribution channels

Tobacco set to record further positive retail value growth over the forecast period

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

Stronger growth for tobacco in 2018 due to modern tobacco options

JTI Sweden reintroduces capsule cigarettes, judging this to be legal under EU law

Competitive environment differs greatly by category

Online retailing gaining ground on traditional distribution channels

Tobacco set to record further positive retail value growth over the forecast period

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

SOURCES

Cigarettes in Sweden

HEADLINES

PROSPECTS

JTI Sweden reintroduces capsule cigarettes, judging this to be legal under EU law

Warm summer encouraging smoking outdoors

Smoking ban expanded and likely to impact volume sales going forward

COMPETITIVE LANDSCAPE

JTI Sweden extends its lead with a wide and well-known portfolio of brands

Economy and mid-price become more popular as consumer try to cut the cost of their habit

Minor share for private label as few retailers show an interest

TAXATION AND PRICING

Taxation rates

Average cigarette pack price breakdown

CATEGORY DATA

Cigars, Cigarillos and Smoking Tobacco in Sweden

HEADLINES

PROSPECTS

Cigars maintains volume sales, all other categories decline

Price fighter cigarillos disappear from sale

Smoking tobacco increasingly unpopular due to high taxes and lack of tradition

COMPETITIVE LANDSCAPE

Scandinavian Tobacco Group retains the lead

High legislative costs hinder the development of standard cigars

Focus on value sales and consumers’ willingness to spend on quality

CATEGORY DATA

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

HEADLINES

PROSPECTS

Tobacco-free Swedish-style snus launched

Swedish-style snus driven by stable sales of premium variants and rising demand for portion snus

Higher taxes on e-liquids containing nicotine

COMPETITIVE LANDSCAPE

Swedish Match loses share to Fiedler & Lundgren which enjoys success with new brands

E-vapour products highly fragmented

Swedish-style snus continues to sell well through internet retailing

CATEGORY INDICATORS

CATEGORY DATA

Why buy this report?