Tobacco in 2024: The big picture
While the number of cigarette smokers in Sweden continues to decline, the use of alternative tobacco products is one the rise, especially among young adults. This reflects evolving social norms, whereby smokeless options are increasingly viewed as modern and socially acceptable alternatives to traditional cigarettes. With rising living costs, many consumers are also turning to more affordable options, such as nicotine pouches, which are taxed less heavily than cigarettes. The growing popularity of products like heated tobacco devices (such as IQOS) has further diversified the market. At the same time, regulatory pressures - such as bans on flavoured tobacco and restrictions on advertising - are pushing companies to innovate and adapt their products. Health and environmental concerns are also driving interest in organic and natural tobacco alternatives, as consumers seek products that align with their values.
2024 key trends
Sweden’s tobacco industry experienced positive growth in both current value and volume terms in 2024. This was largely fuelled by increasing demand for alternative nicotine products - such as e-vapour devices, nicotine pouches, and heated tobacco - which are widely perceived as less harmful than traditional cigarettes. As a result, consumption of conventional tobacco products, like cigarettes and Swedish-style snus, continued to decline.
Competitive landscape
The competitive landscape of Sweden’s tobacco industry remained relatively stable in 2024, with Swedish Match AB, owned by Philip Morris AB, retaining its leading position in volume terms. While the company’s overall market share remained fairly static compared to 2023, it saw a healthy increase in sales, largely fuelled by the rising popularity of nicotine pouches - particularly among younger adults seeking discreet, modern alternatives to traditional tobacco.
Retail developments
Grocery retailers - particularly supermarkets - remained the dominant distribution channel for cigarettes in Sweden in 2024, with their extensive nationwide presence and convenience making them a preferred choice for consumers. Many Swedish smokers continue to favour purchasing tobacco products in person, and supermarkets provide easy access to these offerings, alongside daily essentials. The regulatory framework in Sweden also supports tobacco sales through licensed physical retailers, reinforcing supermarkets as a reliable purchasing option.
What next for tobacco?
The Swedish tobacco industry is projected to register healthy volume growth over the forecast period, with rising consumer demand for nicotine pouches remaining a primary driver. These products continue to benefit from strong cultural acceptance and lower perceived health risks compared to traditional cigarettes. Innovations, including flavoured and reduced-risk alternatives, will also be well received by younger adult consumers. At the same time, price increases - despite relatively lower taxation on certain products - and the ongoing trend towards premiumisation are set to boost overall market value.
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 Tobacco 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 Tobacco 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 Tobacco 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 Tobacco in Sweden?
- Which are the leading brands in Tobacco in Sweden?
- How are products distributed in Tobacco in Sweden?
- Which category is the most heavily taxed in Sweden?
- How is the operating environment for Tobacco changing?
- What are the current legislative restrictions applicable to the sale of Tobacco 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?
Tobacco in Sweden
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 Sweden
KEY DATA FINDINGS
Cigarette sales continue to decline amid rise of alternative nicotine products
Competitive landscape remains stable
Supermarkets remain dominant despite decline in sales
Volume sales of cigarettes will continue to decline
Stricter regulations and social norms will accelerate decline in cigarette use
Sustainability efforts to align with global goals
Taxation rates
Average cigarette pack price breakdown
Cigars, Cigarillos and Smoking Tobacco in Sweden
KEY DATA FINDINGS
Regulatory changes and shifting consumer preferences contribute to further decline
Scandinavian Tobacco Group maintains its lead
E-commerce shows greatest resilience
Continued decline projected for cigars, cigarillos and smoking tobacco
Premiumisation trend could partially offset market decline
Subscription services could appeal to cigar enthusiasts
Smokeless Tobacco, E-Vapour Products and Heated Tobacco in Sweden
KEY DATA FINDINGS
Smokeless tobacco loses ground to competing product categories
Category leaders maintain their positions amid shifting dynamics
Wide product variety is key to retail dominance
Modern alternatives will continue to displace traditional smokeless tobacco
Smart technology and personalisation will be key drivers of future growth
Sustainability and functional ingredients will drive industry innovation
The following categories and subcategories are included:
Tobacco
-
-
- 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)
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.
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 Tobacco 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!