Major player: Swedish MatchSwedish Match AB manufactures and sells brands in the product segments smoke-free, cigars, and light cigarettes. The company is headquartered in Stockholm, Sweden and its production is located in seven countries, with the US and Scandinavia as the largest markets. From 2014 to 2021, sales of Swedish Match increased and peaked by the end of the period at approximately 18.5 billion Swedish kronor. More than half of the total company sales come from the product segment smoke-free, amounting to roughly 12.1 billion Swedish kronor in 2021.
Tobacco consumptionAccording to a survey, smoking was generally more common among men than women in Denmark. In 2020, the share of male smokers was 21 percent, while that of female smokers was 15 percent. That year, light cigarettes seemed to be the most common type of cigarettes used by Danish smokers, followed by home-rolled, menthol, as well as double filter cigarettes. By comparison, smokeless tobacco was not that common – 95 percent of respondents stated to have never used it.
In Norway, the share of daily and occasional smokers showed an overall decreasing tendency in recent years. According to a survey, eight percent of adult respondents were daily smokers, and eight percent were occasional smokers in 2021. When it comes to smokeless tobacco, although the shares of snus users were lower, they showed a rising tendency during the same period.
The neighboring country Sweden experienced a similar development– the share of daily smokers decreased and amounted to six percent as of 2021. The non-smokable tobacco product snus seemed to be more popular among consumers: while the number of cigarettes consumed in Sweden stayed quite stable, the amount of snus consumed increased overall.