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.
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.
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.
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.
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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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 definitionsThis report originates from Passport, our Tobacco research and analysis database.
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