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.
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.
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.
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.
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.
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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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