2025 Developments
Nicotine in Sweden maintained its momentum in 2025, achieving a 2% increase to 19,113 million sticks, outpacing much of Western Europe and confirming Sweden’s continued leadership in transitioning away from combusted products. This performance is underpinned by rapid expansion in smokeless tobacco, e-vapour products and heated tobacco, which now far exceed the scale of cigarettes and cigars, as well as a favourable economic environment characterised by real GDP growth of 2% and subdued inflation at 1%. The landscape is especially attractive for those positioned in alternative nicotine formats, with nicotine pouches standing out as the fastest growing and most resilient area, consistently delivering double-digit gains fuelled by a surge in flavour innovation and supported by regulatory measures such as excise tax reductions for Swedish-style snus and increasing excise for combustibles. As consumer preferences shift decisively towards tobacco-free and smoke-free choices, brands that leverage bold flavour strategies, prioritise digital engagement and adapt rapidly to regulatory changes are best placed to capture share in a market where heritage, trust and agility in product innovation are decisive.
Delivery:
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
Overview:
Understand the latest market trends and future growth opportunities for the Nicotine 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.
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 Nicotine 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 Nicotine 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 Nicotine in Sweden?
- Which are the leading brands in Nicotine in Sweden?
- How are products distributed in Nicotine in Sweden?
- Which category is the most heavily taxed in Sweden?
- How is the operating environment for Nicotine changing?
- What are the current legislative restrictions applicable to the sale of Nicotine 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?
Nicotine in Sweden
2025 Developments
Key Data Insights
Nicotine Accelerates Growth Amid Tax Changes
Xqs Leverages Bold Flavours to Attract Users Online
Oral Nicotine Pouches to Sustain Category Growth
Flavour Appeal Set to Reshape Demand for Nicotine Products
Excise Policy and Regulatory Shifts to Drive Product Switching
Winnington Ab Grows Share as Swedish Match Ab Faces Increased Competition
Supermarkets Lead Sales Despite Losing Ground
Nicotine Pouches and Smokeless Tobacco Products Drive Online Channel Gains
Legislation
Legislative Overview
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
Cigarettes in Sweden
Key Data Insights
Cigarettes Summary
Excise Hikes Drive Switching as Consumers Seek Affordable Alternatives
Taxation Policy Prompts Migration to Reduced-Risk Nicotine
Consumers to Favour Nicotine Pouches as Excise Rises Accelerate Switching
Brand Owners to Lose Strategic Focus as Cigarettes Become Socially Marginalised
Jti Sweden Ab Leverages Value Brands to Reinforce Lead as Price Sensitivity Grows
Supermarkets Maintain Lead as Price and Accessibility Shape Sales
Demographic Shifts Dictate Portfolio Strategies
Absence of New Product Development in Traditional Formats
Taxation Rates
Average Cigarette Pack Price Breakdown
Cigars, Cigarillos and Smoking Tobacco in Sweden
Key Data Insights
Cigars, Cigarillos and Smoking Tobacco Summary
Cigars, Cigarillos and Smoking Tobacco Face Decline Despite Mild Economic Support
My Father Blue Petit Robusto Attracts Occasional Users with Premium, Shorter Cigars
Premium Launches to Offset Falling Volumes as Alternatives Become More Popular
Product Innovation and Shifting Consumer Preferences Set to Shape Category Future
Scandinavian Tobacco Group A/S Defends Leadership as Rivals Lose Share
Specialist Staff Sustain Guidance-Driven Sales for Cigars and Cigarillos
Experienced Users Drive Gradual Retail E-Commerce Growth through Targeted Purchases
Smokeless Tobacco, E-Vapour Products and Heated Tobacco in Sweden
Key Data Insights
Smokeless Tobacco, E-Vapour Products and Heated Tobacco Summary
Swedish Harm Reduction Culture Fuels Shift to Lower-Risk Options
Flavour Drives Innovation and Competitive Dynamics
Nicotine Pouches to Capture Loyalty as Snus Declines
Flavour Innovation to Drive Competition as Regulation Intensifies
Stable Purchasing Power to Support the Shift to Reduced-Risk Formats
Swedish Match and Winnington Sustain Lead as Challengers Innovate with Flavour
Retail E-Commerce Accelerates Share Gains as Daily Users Seek Convenience
Country Reports Disclaimer
The following categories and subcategories are included:
Nicotine
-
-
- Fine Cut Cigarettes
-
- Cigarettes (Illicit+Legal)
-
-
- 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
-
-
- Closed System Single Use (Illicit+Legal)
- Closed System Cartridges (Illicit+Legal)
- E-Liquids (Illicit+Legal)
Nicotine
Passport Nicotine covers the seven major nicotine 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.
See all of our definitionsWhy 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 report originates from Passport, our Nicotine research and analysis database.
NEW REPORT GUARANTEE
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!