1. Tobacco Market in Sweden
Report Details:
Published:September 2012
No. of Pages:
Price: Single User License – US$1900
Discover the latest market trends and uncover sources of future market growth for the Tobacco
industry in Sweden with research from Euromonitor's team of in-country analysts.
The Tobacco in Sweden market research report includes:
•Analysis of key supply-side and demand trends
•Detailed segmentation of international and local products
•Historic volumes and values, company and brand market shares
•Five year forecasts of market trends and market growth
•Production, imports by origin, exports by destination
•Robust and transparent market research methodology, conducted in-country
Our market research reports answer questions such as:
•What is the market size of Tobacco in Sweden?
•What are the major brands in Sweden?
•Which sector of the tobacco products market is the largest by value sales in Sweden?
•Which sector of the tobacco products market has been growing the fastest, by volume and value,
in Sweden?
•Which sector is the most heavily taxed in Sweden?
•Which companies dominate in the total tobacco market in Sweden in terms of market share?
•What is the distribution channel split for the tobacco products market in Sweden?
Why 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
EXECUTIVE SUMMARY
Raised specific tax hits economy cigarettes
From 1 January 2011, ad valorem excise on cigarettes was lowered at the same time as specific
taxes were raised. The decision to lower ad valorem excise was made in order to prevent
economy brands in particular becoming more popular. With the relatively high ad valorem excise
which existed before 2011, manufacturers had an incentive to introduce economy brands.
However, with the new focus on specific taxes, low-priced brands will be relatively higher taxed
than premium brands. The new tax structure was also introduced in order to prevent young people
from starting smoking cigarettes. In 2012, taxes were further raised on cigarettes.

2. Occasional cigar smokers on the rise
In 2011, sales of cigars continued to decline. Although cigar sales are falling in Sweden, there are
a growing number of occasional cigar smokers. Cigars still have a glamorous image and are
increasingly smoked during celebrations. There are also a growing number of young men who
smoke cigars as a status symbol, with, for example, the packaging of cigars becoming increasingly
important in communicating this status to others. As a result of advertising restrictions, packaging
has also become an increasingly important marketing tool for manufacturers. Due to this trend,
premium cigars are in demand while interest in mass-market cigars is on the wane.
Manufacturers introduce reduced-harm products due to rising health awareness
Thanks to rising health awareness, smoking prevalence among the Swedish population is
declining. With this rising health awareness an increasing number of Swedes have also switched
to tobacco products which are perceived to be less harmful, for example snuff. Rising health
awareness has also spurred the development of new types of products with a reduced tobacco
content. In 2011, for example, there were several new launches of Swedish-style snus with a
reduced amount of tobacco. Also seen were a growing number of electronic cigarettes which are
sold illegally over the internet, a phenomenon which the Medical Products Agency is currently
investigating.
Swedish-style snus still in demand
Although sales of tobacco products in general are declining, sales of Swedish-style snus are still
rising. Swedish-style snus has benefited from the fact that snuff is perceived to be less harmful
than cigarettes and many who stop smoking switch to snuff. The smoking ban in places where
food is served, which was introduced in 2005, has also benefited sales of snuff. Due to the fact
that sales of Swedish-style snus are still growing, a large number of new products are launched
every year, with 2011 for example seeing the first snuff made from certified organic tobacco.
Point-of-sale display ban heavily debated in Swedish media
A point-of-sale display ban has still not been introduced in Sweden but is currently being heavily
debated in the Swedish media. Several bodies are lobbying for the introduction of a ban, including
organisations such as A Non Smoking Generation. Major retailers have also expressed an interest
in a ban. With a point-of-sale display ban, tobacco products would no longer be visible in retail
outlets. A point-of-sale display ban would mean that it would become increasingly difficult for
manufacturers to launch new brands. It would also mean that the tobacco market would become
more concentrated.
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Major points covered in Table of Contents of this report include
Table of Contents
Tobacco in Sweden - Industry Overview
EXECUTIVE SUMMARY
Raised specific tax hits economy cigarettes
Occasional cigar smokers on the rise

3. Manufacturers introduce reduced-harm products due to rising health awareness
Swedish-style snus still in demand
Point-of-sale display ban heavily debated in Swedish media
OPERATING ENVIRONMENT
LEGISLATION
Summary 1 Legislation Summary at a Glance
COUNTRY-SPECIFIC LEGISLATION
EU Directives:
Minimum legal smoking age
Smoking prevalence
Table 1 Smoking Prevalence in Adult Population 2006-2011
Table 2 Number of Smokers by Gender 2006-2011
Tar levels
Health warnings
Advertising & sponsorship
Point-of-sale display bans
Smoking in public places
Low ignition propensity (LIP) regulation
‘Reduced harm’
Electronic cigarettes
Litigation
Death by cause
Table 3 Death by Cause 2007-2011
TAXATION AND PRICING
Duty paid packet marks
Taxation rates
Table 4 Taxation and Duty Levies 2006-2011
Average cigarette pack price breakdown
Table 5 Average Cigarette Pack Price Breakdown: Brand Examples
PRODUCTION/IMPORTS/EXPORTS
Illicit trade in cigarettes
MARKET INDICATORS
Table 6 Illicit Trade Estimate of Cigarettes by Volume 2006-2011
MARKET DATA
Table 7 Sales of Tobacco by Category: Volume 2006-2011
Table 8 Sales of Tobacco by Category: Value 2006-2011
Table 9 Sales of Tobacco by Category: % Volume Growth 2006-2011
Table 10 Sales of Tobacco by Category: % Value Growth 2006-2011
Table 11 Forecast Sales of Tobacco by Category: Volume 2011-2016
Table 12 Forecast Sales of Tobacco by Category: Value 2011-2016
Table 13 Forecast Sales of Tobacco by Category: % Volume Growth 2011-2016
Table 14 Forecast Sales of Tobacco by Category: % Value Growth 2011-2016

4. DEFINITIONS
SOURCES
Summary 2 Research Sources
Tobacco in Sweden - Company Profiles
British American Tobacco Sweden AB in Tobacco (Sweden)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 5 British American Tobacco Sweden AB: Competitive Position 2011
JTI Sweden AB in Tobacco (Sweden)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
Summary 8 JTI Sweden AB: Production Statistics 2011
COMPETITIVE POSITIONING
Summary 9 JTI Sweden AB: Competitive Position 2011
Swedish Match AB in Tobacco (Sweden)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
Summary 12 Swedish Match AB: Production Statistics 2011
COMPETITIVE POSITIONING
Summary 13 Swedish Match AB: Competitive Position 2011
Cigarettes in Sweden - Category Analysis
HEADLINES
TRENDS
From 1 January 2011 the taxation on cigarettes switched from a value-based to a volume-based
system. In 2010, the tax on cigarettes was SEK0.31per stick plus 39.2% of the retail selling price.
In 2011, however, volume-based taxation on cigarettes increased from SEK0.31 to SEK1.27 and
value-based taxation decreased from 39.2% to 1% of the retail selling price. At the same time, the
minimum taxation of SEK1.29 per stick was abolished.
COMPETITIVE LANDSCAPE
Cigarettes in Sweden is a concentrated category, with JTI Sweden AB, British American Tobacco
Sweden AB and Philip Morris AB together accounting for more than 93% of volume sales.
NEW PRODUCT DEVELOPMENTS
Summary 14 Cigarettes - New Product Launches
DISTRIBUTION

5. PROSPECTS
Retail volume sales of cigarettes in Sweden are expected to fall over the forecast period, thus
continuing the trend firmly established during the review period. As over the review period, a
general increase in consumer health consciousness will be the key reason behind the decline as it
will lead to consumers lowering their consumption of cigarettes or stop smoking altogether.
Government initiatives such as tax increases and restrictions in the marketing and sale of
cigarettes are also likely to have a negative impact on both retail volume and value sales over the
forecast period.
CATEGORY BACKGROUND
Cigarettes: Price bands
Summary 15 Cigarette Price Band Definitions
Cigarettes: Menthol/standard
Flavour threads and capsule filters
Cigarettes: Filter/non-filter
Cigarettes: Carbon/standard filter
Cigarettes: Filter length
Cigarettes: Regular vs slims vs superslims
Cigarettes: Pack size
Cigarettes: Pack type
CATEGORY DATA
Table 15 Sales of Cigarettes by Tar Level: Volume 2006-2011
Table 16 Sales of Cigarettes by Tar Level: Value 2006-2011
Table 17 Sales of Cigarettes by Tar Level: % Volume Growth 2006-2011
Table 18 Sales of Cigarettes by Tar Level: % Value Growth 2006-2011
Table 19 Sales of Cigarettes by Price Band: % Volume Breakdown 2006-2011
Table 20 Sales of Cigarettes by Standard/Menthol: % Volume Breakdown 2006-2011
Table 21 Sales of Cigarettes by Tobacco Type: % Volume Breakdown 2006-2011
Table 22 Sales of Cigarettes by Filter Vs Non-filter: % Volume Breakdown 2006-2011
Table 23 Sales of Filter Cigarettes by Carbon Vs Non-carbon: % Volume Breakdown 2006-2011
Table 24 Sales of Cigarettes by Length: % Volume Breakdown 2006-2011
Table 25 Sales of Cigarettes by Regular/Slim/Superslim: % Volume Breakdown 2007-2011
Table 26 Sales of Cigarettes by Pack Size: % Volume Breakdown 2006-2011
Table 27 Sales of Cigarettes by Pack Type: % Volume Breakdown 2006-2011
Table 28 Cigarettes Company Shares 2007-2011
Table 29 Cigarettes Brand Shares 2008-2011
Table 30 Sales of Cigarettes by Distribution Format: % Analysis 2006-2011
Table 31 Cigarettes: Production, Imports and Exports: Total Volume 2006-2011
Table 32 Forecast Sales of Cigarettes by Tar Level: Volume 2011-2016
Table 33 Forecast Sales of Cigarettes by Tar Level: Value 2011-2016
Table 34 Forecast Sales of Cigarettes by Tar Level: % Volume Growth 2011-2016
Table 35 Forecast Sales of Cigarettes by Tar Level: % Value Growth 2011-2016
Table 36 Forecast Sales of Cigarettes by Price Band: % Volume Breakdown 2011-2016

6. Table 37 Forecast Sales of Cigarettes by Standard/Menthol: % Volume Breakdown 2011-2016
Table 38 Forecast Sales of Cigarettes by Tobacco Type: % Volume Breakdown 2011-2016
Table 39 Forecast Sales of Cigarettes by Filter Vs Non-filter: % Volume Breakdown 2011-2016
Table 40 Forecast Sales of Filter Cigarettes by Carbon Vs Non-carbon: % Volume Breakdown
2011-2016
Table 41 Forecast Sales of Cigarettes by Length: % Volume Breakdown 2011-2016
Table 42 Forecast Sales of Cigarettes by Regular/Slim/Superslim: % Volume Breakdown 2011-
2016
Table 43 Forecast Sales of Cigarettes by Pack Size: % Volume Breakdown 2011-2016
Table 44 Forecast Sales of Cigarettes by Pack Type: % Volume Breakdown 2011-2016
Cigars in Sweden - Category Analysis
HEADLINES
TRENDS
The underlying trend contributing to the retail volume decline of cigars and cigarillos has been
growing social opposition to smoking and widespread knowledge about the dangers of the habit.
Sales have also been hampered by the fact that this is a niche category, with only a few core
supporters. Young people in particular are less interested in smoking cigars and cigarillos with any
degree of regularity, which makes it difficult to recruit and retain customers.
Table 45 Sales of Cigars by Handmade vs Machine-made: % Volume/Value Breakdown 2007-
2011
COMPETITIVE LANDSCAPE
Cigars (excluding cigarillos) is a fragmented category in Sweden and as a result the majority of the
cigar brands in the Swedish market command shares of less than 1%. One of the leading
companies in cigars is Habanos Nordic AB which offers, among others, the well-known Cuban
brands Cohiba, Montecristo, Partagás and Romeo y Julieta. In 2011, Habanos Nordic launched
the Cohiba 1966 Limited Edition to celebrate the brand’s 45th anniversary.
NEW PRODUCT DEVELOPMENTS
Summary 16 Cigars - New Product Launches
DISTRIBUTION
PROSPECTS
Retail volume sales of cigars will continue to fall over the forecast period. In terms of cigars, there
will be growing demand for more premium products as cigars are increasingly being consumed
during special occasions. Although cigarillo manufacturers are increasingly trying to cater for
cigarette smokers, it is unlikely that there will be a major shift from cigarette to cigarillo smoking.
CATEGORY DATA
Table 46 Sales of Cigars by Category: Volume 2006-2011
Table 47 Sales of Cigars by Category: Value 2006-2011
Table 48 Sales of Cigars by Category: % Volume Growth 2006-2011
Table 49 Sales of Cigars by Category: % Value Growth 2006-2011
Table 50 Sales of Cigars by Handmade vs Machine-manufactured: % Volume Breakdown 2006-
2011
Table 51 Sales of Cigars by Handmade vs Machine-manufactured: % Value Breakdown 2006-

7. 2011
Table 52 Company Shares of Cigars Excluding Cigarillos 2007-2011
Table 53 Brand Shares of Cigars Excluding Cigarillos 2008-2011
Table 54 Company Shares of Cigarillos 2007-2011
Table 55 Brand Shares of Cigarillos 2008-2011
Table 56 Sales of Cigars by Distribution Format: % Analysis 2006-2011
Table 57 Forecast Sales of Cigars by Category: Volume 2011-2016
Table 58 Forecast Sales of Cigars by Category: Value 2011-2016
Table 59 Forecast Sales of Cigars by Category: % Volume Growth 2011-2016
Table 60 Forecast Sales of Cigars by Category: % Value Growth 2011-2016
Smokeless Tobacco in Sweden - Category Analysis
HEADLINES
TRENDS
Smokeless tobacco has traditionally been popular in Sweden, with sales overwhelmingly
dominated by Swedish-style snus. Swedish-style snus offers a broad range of brands and
varieties, with portioned products being the most popular and continuing to grow in importance.
Sweden is the largest Swedish-style snus market in the world in terms of per capita consumption.
DISTRIBUTION
COMPETITIVE LANDSCAPE
Snuff is dominated by domestic player Swedish Match AB which in 2011 held a volume share of
86%. Ranked second was British American Tobacco subsidiary Fiedler & Lundgren AB with a
share of 9%. Other smaller players include the subsidiary of Imperial Tobacco Group, Skruf Snus
AB, and the subsidiary of Japan Tobacco Inc, JTI Sweden AB.
NEW PRODUCT DEVELOPMENTS
Summary 17 Smokeless Tobacco - New Product Launches
PROSPECTS
Over the forecast period Swedish-style snus is projected to grow slowly. Portion snus will continue
to take share from loose snus. In volume terms, Swedish-style portion snus is anticipated a CAGR
of 1% while loose Swedish-style snus is predicted a slight decline.
CATEGORY DATA
Table 61 Sales of Smokeless Tobacco by Category: Volume 2006-2011
Table 62 Sales of Smokeless Tobacco by Category: Value 2006-2011
Table 63 Sales of Smokeless Tobacco by Category: % Volume Growth 2006-2011
Table 64 Sales of Smokeless Tobacco by Category: % Value Growth 2006-2011
Table 65 Company Shares of Smokeless Tobacco 2007-2011
Table 66 Brand Shares of Smokeless Tobacco 2008-2011
Table 67 Sales of Smokless Tobacco by Distribution Format: % Analysis 2006-2011
Table 68 Forecast Sales of Smokeless Tobacco by Category: Volume 2011-2016
Table 69 Forecast Sales of Smokeless Tobacco by Category: Value 2011-2016
Table 70 Forecast Sales of Smokeless Tobacco by Category: % Volume Growth 2011-2016
Table 71 Forecast Sales of Smokeless Tobacco by Category: % Value Growth 2011-2016

8. Smoking Tobacco in Sweden - Category Analysis
HEADLINES
TRENDS
The smoking of pipe and RYO tobacco has always been relatively limited when compared to, for
example, cigarette smoking. RYO tobacco has never reached the same popularity in Sweden as in
many other European countries such as the Netherlands. The sale of pipe tobacco is generally
limited to elderly men. There is less interest in pipe tobacco among younger generations than in
cigars, for example.
THE ROLE AND EFFECT OF CANNABIS/MARIJUANA
DISTRIBUTION
COMPETITIVE LANDSCAPE
In 2011, British American Tobacco Sweden AB led RYO tobacco in Sweden thanks to the brands
Escort and Tiedemanns. The second largest company in RYO tobacco was JTI Sweden AB with
various John Silver lines. In 2011, British American Tobacco AB held a volume share of 39% in
RYO tobacco and JTI Sweden 25%.
NEW PRODUCT DEVELOPMENTS
Summary 18 Smoking Tobacco - New Product Launches
PROSPECTS
Volume sales are expected to decline further over the forecast period, marking a continuation of
the review period trend. Similar to tobacco sales in general, a decline in smoking prevalence will
have a negative impact on sales. The decline in smoking prevalence will be largely related to
increased health consciousness.
CATEGORY DATA
Table 72 Sales of Smoking Tobacco by Category: Volume 2006-2011
Table 73 Sales of Smoking Tobacco by Category: Value 2006-2011
Table 74 Sales of Smoking Tobacco by Category: % Volume Growth 2006-2011
Table 75 Sales of Smoking Tobacco by Category: % Value Growth 2006-2011
Table 76 Company Shares of RYO Tobacco 2007-2011
Table 77 Brand Shares of RYO Tobacco 2008-2011
Table 78 Company Shares of Pipe Tobacco 2007-2011
Table 79 Brand Shares of Pipe Tobacco 2008-2011
Table 80 Sales of Smoking Tobacco by Distribution Format: % Analysis 2006-2011
Table 81 Forecast Sales of Smoking Tobacco by Category: Volume 2011-2016
Table 82 Forecast Sales of Smoking Tobacco by Category: Value 2011-2016
Table 83 Forecast Sales of Smoking Tobacco by Category: % Volume Growth 2011-2016
Table 84 Forecast Sales of Smoking Tobacco by Category: % Value Growth 2011-2016
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