Tobacco in 2024: The big picture
In 2024, tobacco sales in Norway increased in both volume and value, with smoking remaining most common among individuals aged 45 and over. However, a notable shift was observed among younger adults of legal smoking age (18–24), who began moving from e-vapour products back to traditional tobacco following the ban on flavoured e-liquids. This trend contributed to a rise in the consumption of conventional tobacco products in 2024. Despite this temporary resurgence, the overall, long-term direction of consumer behaviour continues to favour cessation, driven by health awareness and financial considerations. A growing number of smokers are also transitioning to smokeless tobacco products, particularly snus, as a perceived lower-risk alternative. Public health policies, such as restrictions on smoking in public spaces, combined with social stigma and increasing health consciousness, are accelerating this shift. Over the past decade, the proportion of daily snus users in Norway has almost doubled. Unlike smoking, the use of snus is more socially acceptable and is particularly popular among younger adults of legal smoking age.
2024 trends
Tobacco volume sales rose in Norway in 2024, with cigarettes remaining the largest category in value terms, while volume increased. Sales were boosted by rising popularity among younger consumers of legal smoking age, driven by the flavour ban on e-vapour products, leading some to migrate to cigarettes. However, over 40% of consumption of cigarettes in 2024 came from cross-border trade and illicit sources, dampening further growth. In cigars and cigarillos, growth in 2024 was supported by the launch of new products featuring enhanced aromas, flavours, and improved filters. These innovations appealed to existing consumers and attracted smokers transitioning from traditional cigarettes.
Competitive landscape
British American Tobacco Norway AS was the leading company in tobacco overall in 2024, improving its volume share while retaining its lead in cigarettes. The player offers an extensive product portfolio, including Prince, Kent, Lucky Strike and Dunhill. However, British American Tobacco's long-term strategy involves gradually reducing its dependence on combustibles while investing in smokeless products.
Retail developments
In 2024, discounters emerged as the leading distribution channel for cigarettes, cigars, cigarillos, and smoking tobacco. Price-sensitive consumers value the convenience of purchasing tobacco products alongside household goods and groceries in a single location, often attracted by promotional offers and competitive pricing.
What next for tobacco?
Value sales of tobacco in Norway are set to rise across the early forecast period, while volume for cigarettes is set to fall from 2028-2029. Snus is expected to continue on an upward trajectory as an increasing number of Norwegians transition away from traditional cigarettes. Companies operating within snus are focusing on innovation, particularly in enhancing nicotine delivery, expanding flavour offerings, and refining pouch designs to better align with evolving consumer preferences. In addition, there will be a growing emphasis on reinforcing the harm reduction narrative through stronger scientific evidence and proactive regulatory engagement, further positioning snus as a less harmful alternative to combustible tobacco.
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Overview:
Understand the latest market trends and future growth opportunities for the Tobacco industry in Norway 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 Norway, 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 Norway 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 Norway?
- Which are the leading brands in Tobacco in Norway?
- How are products distributed in Tobacco in Norway?
- Which category is the most heavily taxed in Norway?
- How is the operating environment for Tobacco changing?
- What are the current legislative restrictions applicable to the sale of Tobacco products in Norway?
- 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 Norway
Tobacco in 2024: The big picture
2024 trends
Competitive landscape
Retail developments
What next for tobacco?
Legislation
Legislative overview
Minimum legal smoking age
Smoking prevalence
Plain packaging
Point-of-sale display bans
Flavoured tobacco product ban
Vapour products
PRODUCTION/IMPORTS/EXPORTS
DISCLAIMER
Cigarettes in Norway
KEY DATA FINDINGS
Premium-priced products lead sales despite ongoing price hikes for cigarettes
British American Tobacco Norway retains its lead, however, share is lost to Philip Morris Norway
Discounters lead sales of cigarettes as consumers seek affordable price points
Retail volume is set to remain positive in the early forecast period, however, challenges will increase
Sales through retail e-commerce may be banned across the forecast period
Innovation is set to be limited as companies focus on premiumisation and strategic pricing
Taxation rates
Average cigarette pack price breakdown
Cigars, Cigarillos and Smoking Tobacco in Norway
KEY DATA FINDINGS
A positive performance for cigars while volume sales of smoking tobacco decline
Conrad Langaard AS maintains its lead in cigars and cigarillos while improving its share
While discounters lead sales, tobacco specialists gain ground, especially for cigar sales
Volume sales are set to fall as a lack of innovation and alternative products will challenge growth
Regulatory changes and smoking control measures will dampen forecast growth
Cigar players are set to focus on premium, limited-edition products to drive sales
Smokeless Tobacco, E-Vapour Products and Heated Tobacco in Norway
KEY DATA FINDINGS
Snus records strong growth as players focus on innovation and new product development
Swedish Match Norge AS leads smokeless tobacco while British American Tobacco Norway AS gained ground
Retail e-commerce has a strong presence, boosted by sales regulations for e-vapours
The movement towards reduced-risk nicotine products is expected to support ongoing growth
Illicit trade in flavoured e-liquids is set to rise as the flavour ban fuels the unregulated market
Innovation in nicotine pouches is set to focus on flavour and nicotine strengths
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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