Snus Market - Growth, Trends, COVID-19 Impact, and Forecasts (2021 - 2026)

Global Snus Market is segmented by Product Type (Loose Snus and Portion Snus), By Distribution Channel (Tobacco stores, Convenience stores, Online Retail Stores, and Other Distribution Channels), and by Geography. The report offers market size and forecast in value terms in USD million for all the above segments.

Market Snapshot

Snus Market Overview
Study Period: 2016 - 2026
Base Year: 2020
Fastest Growing Market: North America
Largest Market: Europe
CAGR: 4.75 %
Snus Market Key Players

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Market Overview

The global snus market is projected to register a CAGR of 4.75% during the forecast period (2021- 2026).

Smokers are likely to be more vulnerable to COVID-19 as the act of consuming snus or any tobacco product means that fingers are in contact with lips which increases the possibility of transmission of virus from hand to mouth. Experts have confirmed that smokers are more likely to develop severe symptoms or die from COVID-19, as it primarily attacks the lungs.

Evidence from countries reporting COVID-19 related fatalities has highlighted that the people with pre-existing non-communicable diseases (NCDs) are more susceptible to becoming severely ill with COVID-19. Tobacco, being one of the causes behind these NCDs, indirectly puts the tobacco users or/and smokers at risk of being affected by COVID-19. Moreover, tobacco use poses a significant risk by accelerating the transmission of COVID-19 because the virus spreads primarily through droplets of saliva or discharge from the nose when an infected person coughs or sneezes.

Further, pertaining to the uncontrollable pandemic spread across the globe, the tobacco manufacturers are also trying to significantly contribute to the production of a drug or vaccine for treating the widespread disease. Leading cigarette company British American Tobacco claimed that it has developed a vaccine using protein from tobacco leaves and is ready for a human trial.

Few leading players like Philip Morris International (PMI), Kentucky BioProcessing, a fully owned subsidiary of British American Tobacco (BAT) are among the few companies attempting to produce a vaccine using tobacco plants. PMI owns a 40% stake in Medicago and it is also attempting to produce a COVID-19 vaccine using tobacco plant relatives.

Smokeless tobacco products, such as snus, are gaining significant popularity as convenient alternatives to cigarettes. Stringent government rules and regulations, with regard tosmoking and environmental contamination, have given an upswing to the demand for snus among consumers.

Further, in developed countries, like the United States, the efforts of the government to reduce smoking by granting permission for the usage of tobacco and nicotine alternatives may further increase the adoption of snus. The Food and Drug Administration (FDA) allowed the Swedish firm, Match AB, to advertise products that are less harmful than smoking cigarettes

Some of the key players, such as Swedish Match AB, Altria Group Inc., and JT International Agare, are investing to create awareness about their products that have less health-damaging properties and that offer a better alternative to cigarettes.

Scope of the Report

Snus is a moist, smokeless, finely ground tobacco product marketed as less harmful alternative to smoking. The report on the global snus market (henceforth, referred to as ‘the market studied’) offers key insights into the latest market developments. It analyzes recent trends, drivers, and challenges affecting the global snus market The market studied is segmented by product type, distribution channel, and geography. Based on product type, the market studied is segmented into loose snus and portion snus. Based on distribution channel, the market studied is segmented into tobacco stores, convenience stores, online retail stores, and other distribution channels. The report contains top-line revenues and detailed qualitative analysis of the key players, highlighting the most adopted strategies of the companies in the market studied. The report offers market size and forecast in value terms in USD million for all the above segments.

By Product Type
Loose Snus
Portion Snus
By Distribution Channel
Tobacco Stores
Convenience Stores
Online Retail Stores
Other Distribution Channels
North America
United States
Rest of North America
United Kingdom
Rest of Europe
Asia Pacific
Rest of Asia-Pacific
Rest of the World
South America
Middle East and Africa

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Key Market Trends

High Adoption of Snus Among the Millenials

There has been a sharp increase in the use of snus among the young population in recent years, which has been attributed to aggressive awareness campaigns regarding the harmful effects of smoking and less harmful effects of snus by the tobacco companies.

“According to the Minister Health and Care Services, the growth in snus usage among young people began after the snus industry began developing snus boxes with new designs, new colours and flavourings such as vanilla, menthol and liquorice which ‘appeal to young people. On 1 July 2017, Norway introduced plain packaging on snus products, with a one -year transition period.

In the key Countries like Sweden, the prevalence of smoking has decreased in recent decades, and is now among the lowest in the world. On the other hand, the use of Swedish moist oral snuff, a smokeless tobacco called snus, has increased, majority consumers belonging to the age group 17-29 years.

In response for innovative and distinctive flavors in snus from millennial population irrespective of gender, the market has witnessed an increasing number of product launch from the manufacturers across the globe to gain competitive advantage. For instance:

In 2016, Swedish Match is launched its first beer snus, Göteborgs Rapé Humle. The product was been developed in partnership with Fjäderholmarna Brewery. The product claims to imparts a distinct tobacco flavor combined with a maltiness and bitterness.

Snus Market Key Trends

Europe Remains the Largest Market

Europe holds significant market share in snus market across the globe. In Sweden, the number of snus users has been growing and has surpassed the number of cigarette users which is playing key role to drive the snus market growth in the Europe region. Cigarette consumption has been declining in Sweden for the last few years, as the public is increasingly opting for snus products. As per the data published by Swedish Match AB, in 2017, it is estimated that more than 20% of Swedish men and more than 5% of Swedish women use snus regularly. The overall percentage of women using snus has been growing in recent years, while their use of cigarettes has declined. Therefore, this factor is increasing the demand for snus in the market. The rise of e-commerce was an industry trend that contributed to the snus market in European countries like Norway, owing to relatively young consumer demographic and are therefore more accustomed to e-commerce. Online retailers are offering lower prices than traditional retailers, as well as extensive product selection, which in turn is further instefying the growth of the snus market in the European region

Snus Market Growth Rate

Competitive Landscape

The global snus market is highly competitive with the strong presence of global and regional players in the market. In the market studied, well-established companies with a known brand attached to their business profile have a higher penetration across retail shelves, mostly on account of business expansion and the presence of a higher share of consumer preference across both developed and developing markets. With a huge presence and wide distribution networks, the key players (such as Swedish Match AB, British American Tobacco PLC, Imperial Brand, Altria Group Inc., and JT International AG) hold prominent shares in the global snus market. Furthermore, the tobacco companies have always seen innovation and new product development (NPD) as a way of boosting brand performance, keeping existing customers loyal, and attracting new ones. Owing to this factor, companies around the world have steadily diversified into alternative tobacco and nicotine products, including a certain type of smokeless tobacco, called Swedish-style snus.

Recent Developments

In 2021, Phillip Morris International, a subsidary of Altria Group, Inc. has acquired the Danish-based snus manufacturer AG Snus Aktieselskab and its range of snus brands. The integration with Phillip Morris International, provides a unique opportunity to significantly strengthen the long term growth of AG Snus.

In Jul 2020, LD snus, Japan Tobacco Inc. brand, launched new bags for all it suns products with a view to enhance the experience for the snus for its consumers.

 in 2019, after the Federal Office of Public Health approved the sale of snus, the Nordic Spirit brand launched its snus products in Switzerland. The tobacco-free snus of the Nordic Spirit brand was launched in Switzerland in November 2019.

In 2018, Swedish Match acquired Gotlands Snus Ab, a Swedish company that produces and sells both snus and nicotine-free products in Sweden, the United States, Asia, and Europe. This acquisition includes Jakobsson’s snus and Qvitt.​

Table of Contents


    1. 1.1 Study Deliverables and Study Assumptions

    2. 1.2 Scope of the Study




    1. 4.1 Market Drivers

    2. 4.2 Market Restraints

    3. 4.3 Porter's Five Forces Analysis

      1. 4.3.1 Threat of New Entrants

      2. 4.3.2 Bargaining Power of Buyers/Consumers

      3. 4.3.3 Bargaining Power of Suppliers

      4. 4.3.4 Threat of Substitute Products

      5. 4.3.5 Intensity of Competitive Rivalry


    1. 5.1 By Product Type

      1. 5.1.1 Loose Snus

      2. 5.1.2 Portion Snus

    2. 5.2 By Distribution Channel

      1. 5.2.1 Tobacco Stores

      2. 5.2.2 Convenience Stores

      3. 5.2.3 Online Retail Stores

      4. 5.2.4 Other Distribution Channels

    3. 5.3 Geography

      1. 5.3.1 North America

        1. United States

        2. Canada

        3. Rest of North America

      2. 5.3.2 Europe

        1. Sweden

        2. Norway

        3. Finland

        4. United Kingdom

        5. Rest of Europe

      3. 5.3.3 Asia Pacific

        1. China

        2. Indonesia

        3. India

        4. Vietnam

        5. Rest of Asia-Pacific

      4. 5.3.4 Rest of the World

        1. South America

        2. Middle East and Africa


    1. 6.1 Most Active Companies

    2. 6.2 Most Adopted Strategies

    3. 6.3 Market Share Analysis

    4. 6.4 Company Profiles

      1. 6.4.1 Swedish Match AB

      2. 6.4.2 Altria Group Inc.

      3. 6.4.3 JT International AG

      4. 6.4.4 Imperial Brands

      5. 6.4.5 GN Tobacco Sweden AB

      6. 6.4.6 British American Tobacco

      7. 6.4.7 Dholakia Tobacco Pvt. Ltd

      8. 6.4.8 Mac Baren

      9. 6.4.9 Kurbits Snus

    5. *List Not Exhaustive


**Subject to Availability

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Frequently Asked Questions

The Global Snus Market market is studied from 2016 - 2026.

The Global Snus Market is growing at a CAGR of 4.75% over the next 5 years.

North America is growing at the highest CAGR over 2021- 2026.

Europe holds highest share in 2020.

Swedish Match AB, Altria Group, Inc., Japan Tobacco Inc., Imperial Brands plc, GN Tobacco Sweden AB are the major companies operating in Global Snus Market.

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