Tobacco in 2024: The big picture
Tobacco and nicotine product sales in Denmark continued to decline in value terms in 2024, marking the third consecutive year of contraction. However, the performance of individual product categories diverged significantly. Traditional categories such as cigarettes and smoking tobacco witnessed further reductions in volume, while newer categories — particularly nicotine pouches and e-vapour products — sustained double-digit growth. These dynamics reflect an accelerating shift among Danish consumers away from tobacco-containing products towards alternative nicotine formats, driven largely by rising health awareness and regulatory restrictions. Notably, the illegal market for flavoured nicotine products gained traction during the year, especially among younger consumers. Flavoured disposable vapes and nicotine pouches were widely available via unregulated online sources and social media platforms, contributing to growth in under-the-radar consumption that circumvents Denmark’s strict controls on legal flavour offerings.
2024 key trends
Tobacco sales fell in both volume and value terms in 2024, as smoking prevalence continued to decline. Attitudes toward smoking have become increasingly negative, particularly among younger generations, who overwhelmingly associate smoking with negative health outcomes and social disapproval. The tightening of smoking restrictions, including in many outdoor public spaces, further reduced the social acceptability of smoking and prompted consumers to explore smoke-free alternatives. In this context, cigarettes remained the largest category within tobacco, although their share fell slightly, reflecting growing consumer interest in tobacco-free nicotine products such as nicotine pouches and e-vapour products.
Competitive landscape
Philip Morris International maintained its leading position in Denmark’s tobacco landscape in 2024, supported by its strong presence across core categories, especially cigarettes. Its broad product portfolio, including established brands such as Marlboro, allowed the company to retain volume share despite the overall market decline.
Retail developments
Grocery retailers remained the dominant distribution channel for tobacco products in 2024, benefiting from convenience and the broad product assortment typically available in supermarkets. Consumers continued to favour one-stop-shop purchasing habits, combining tobacco product purchases with routine grocery shopping.
What next for tobacco?
The volume decline in cigarettes is expected to persist throughout the forecast period, driven by continued reductions in smoking prevalence and reductions in the average number of cigarettes smoked by those who continue the habit. In contrast, e-vapour products are forecast to expand steadily, while tobacco-free oral nicotine products, such as pouches, are set to grow at a more moderate pace.
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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
Tobacco in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
What next for tobacco?
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
DISCLAIMER
Cigarettes in Denmark
KEY DATA FINDINGS
Volume sales of cigarettes continued to decline as consumer preferences shift
Leading brand owners faced volume declines, with Philip Morris performing slightly better than competitors
Grocery retail remained the dominant distribution channel, while e-commerce gained ground
Cigarette volume sales are set to continue their steady decline
Cross-border shopping and illicit trade may continue to undermine domestic sales
Lack of product innovation limits differentiation, favouring established brands
Taxation rates
Average cigarette pack price breakdown
Cigars, Cigarillos and Smoking Tobacco in Denmark
KEY DATA FINDINGS
Cigars and cigarillos continue to decline, with cigarillos losing cultural and generational relevance
Scandinavian Tobacco Group consolidates dominance across both cigars and smoking tobacco
Grocery retailers dominate distribution, while premium segments grow via specialist and online channels
Volume decline to continue, with premium cigars offering limited insulation
Bulk and flavoured products to disappear as consumer base shrinks and regulation tightens
Innovation to centre on premiumisation, sustainability, and ethical sourcing
Smokeless Tobacco, E-Vapour Products and Heated Tobacco in Denmark
KEY DATA FINDINGS
Shift in consumer preferences influences sales across categories
Consolidation and leadership shifts shape the competitive landscape
Grocery retailing maintains dominance amid selective shifts in distribution
Nicotine pouches and pod-based vapour products will continue to shape category growth
Tighter regulation will reshape the nicotine landscape from 2026 onwards
Innovation will concentrate on user-friendly, moderately priced pod systems
The following categories and subcategories are included:
Tobacco
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- Fine Cut Cigarettes
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- Cigarettes (Illicit+Legal)
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- Cigars
- Cigarillos
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- Pipe Tobacco
- Fine Cut Tobacco
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- Chewing Tobacco
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- Loose US-Style Moist Snuff
- Portion US-Style Moist Snuff
- Swedish-Style Snus
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- Closed System Single Use
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- Closed System Rechargeable (including starter kits)
- Closed System Cartridges
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- Open Vaping Systems Charging and Vapourising Devices
- E-liquids
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- Tobacco Heating Devices
- Heated Tobacco
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- Nicotine Pouches
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- Closed System Single Use (Illicit+Legal)
- Closed System Cartridges (Illicit+Legal)
- E-Liquids (Illicit+Legal)
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.
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This report originates from Passport, our Tobacco research and analysis database.
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