Snus Market

Market Overview

The global snus market size was valued at USD 2.81 billion in 2022. It is estimated to reach USD 4.71 billion by 2031, growing at a CAGR of 5.3% during the forecast period (2023–2031).

Snus is a tobacco product that dates back to early 18th-century Sweden and is a variation of dry snuff. Sublabial administration refers to the placement of the substance for extended periods between the upper lip and gum. Snus is not fermented. While used similarly to American dipping tobacco, snus usually does not require spitting and is steam-pasteurized, unlike naswar. Typically, snus is used by placing it under the upper lip. This holds for both portions and loses snus. Usually, the pris (a loose snus pellet) or pouch is left in situ for between 30 and 120 minutes. Spitting is not necessary.

Snus can decay considerably more quickly than cured tobacco since it is not cured. Snus has been promoted as a healthier alternative to smoking, vaping, chewing, dipping, and other tobacco products that dissolve or snuff. Nicotine, which is typically found in snus, can cause addiction. In addition, many forms of snus have diverse chemical components, and population-level studies contend that these variations also affect the illness risks. Also, smoking tobacco is far more damaging to your health than using snus.

Highlights

• Portion snus dominates the product segment
• Europe is the highest shareholder in the global market

Market Dynamics

Global Snus Market Drivers

Rising Consumption of Tobacco Products among Females and Students

The popularity of smokeless tobacco products, such as snus, nicotine pouches, dipping tobacco, chewing tobacco, and iqmik, among the young generation (18 to 30 years of age) and females in Europe and the U.S. is increasing significantly. For instance, as per the Centers for Disease Control and Prevention, the use of tobacco and related products among U.S. youth is increasing at a decent rate. In 2018, approximately 1 in 4 schoolchildren and 1 in 14 pupils in high school used tobacco-containing goods. In addition, according to the statistics provided by 'The Tobacco Atlas,' an estimated 25 million boys and 13 million girls in the age group 13–15 years across the globe consume smokeless tobacco products or smoke cigarettes. These consumer trends are estimated to boost the demand for snus in the global market.

Increasing Adoption of Snus as an Alternative to Smoking

Governments across the globe are working towards reducing the potential risks associated with tobacco products. In addition to this, governments are also encouraging people to use less harmful tobacco products. Europe has banned snus under EU Tobacco Products Directive, but few countries, such as Sweden, Finland, and Austria, have been exempted from this law. According to 'Sweden Network for International Health,' 18% of Swedish men consume snus, whereas the proportion of male smokers is reducing significantly. The people in Sweden believe snus is the best alternative for removing the addiction to cigarettes and refer to it as the 'Swedish Experience.'

In line with this, U.S. health regulators and Food and Drug Administration (FDA) have considered snus smokeless tobacco less harmful than smoke tobacco. In October 2019, FDA regulators stated that tobacco pouches are not safe, but they are less harmful and pose lesser risks. With this government decision, Swedish Match became the first company to legally advertise snus products as less harmful than smoking cigarettes. After this decision by U.S. health regulators, several tobacco companies have filed similar applications with the FDA—such factors fuel market expansion.

Global Snus Market Restraint

Stringent Government Regulations

The market has faced several challenges, including stringent government policies, rising health consciousness, increasing popularity and availability of substitutes, and economic concerns. Europe and the U.S. have many stringent regulations regarding consuming smokeless and smoke tobacco and related products. In Europe, all tobacco products are banned under Article 17 of the 2014 EU Tobacco Products Directive (TPD), which states: "Member States shall prohibit the placing on the tobacco market for oral use, without intolerance to Article 151 of the Act of Accession of Austria, Finland, and Sweden."

Additionally, the U.S. passed a law, the Family Smoking Prevention and Tobacco Control Act ("FSPTCA"), in June 2009, which provides the FDA power to regulate the manufacture, design, packaging, promotion, advertising, sale, and distribution of tobacco products. These regulations impose various restrictions on the promotion, advertisement, sale, and distribution of tobacco products, including its retail, thereby hampering the market expansion.

Global Snus Market Opportunities

Growing Popularity of Premium Tobacco Products

Market players are offering a variety of snus products, specifically for youth men and women. In addition to this, the introduction of flavors such as mint, eucalyptus, berries, fruits, licorice, whiskey, spices, bergamot, cedar, spearmint, wintergreen, menthol, citrus, dry fruit, hay, leather, smoky, and tea are attracting customers across the globe. Companies are also maintaining their brand image and trying to gain customer loyalty for snus by upgrading their offerings as per customer specifications and studying consumer behavior patterns.

Additionally, key players in the market are offering tobacco products in different sizes, flavors, and attractive packaging. These initiatives by manufacturers propel the global demand for premium snus products. Companies operating in the tobacco market continuously conduct R&D activities to offer better quality tobacco and innovative flavors to sustain the competition in the market. Traditionally, snus was considered a value-priced tobacco product that common people consumed. However, with the increasing penetration of snus among large markets, manufacturers are offering excellent flavored snus products that offer a rich experience. These market trends are anticipated to create opportunities for the snus market over the forecast period.

Regional Analysis

Europe Dominates the Global Market

Based on region, the global snus market is bifurcated into North America, Europe, Asia-Pacific, Central and South America, and the Middle East and Africa.

Europe is the most significant global snus market shareholder and is anticipated to exhibit a CAGR of 5.2% during the forecast period. Snus is predominantly sold in Sweden, the Faroe Islands, and Norway; the European Union forbids the promotion of tobacco products. Snus is available in some places across Russia and Greece, most frequented by Scandinavian tourists. The increasing demand for original snus portions has resulted in new market entrants and new product configurations available in the European market. In addition, consumer acceptance of these tobacco-free and smokeless oral products has grown in recent years, with rapid adoption throughout Scandinavia, Central Europe, and increasingly in Eastern Europe. The consumption of snus in Sweden dates back to 1637, wherein the traditional Swedish snus was just a basic blend of ground tobacco, water, and salt. However, in recent years new flavors and combinations are continuously being developed to cater to the customers' changing demands and tastes. Most Scandinavian snus is produced in Sweden and regulated as food under the Swedish Food Act.

Additionally, Norway has banned smoking in public areas, leading many to choose snus instead of cigarettes. In 2016, 12% of Norwegians smoked daily while 10% used snus instead, which cost around EUR 9 per box, driving the regional market growth.

North America is estimated to exhibit a CAGR of 5.5% over the forecast period. Snus can be ordered online in some North American countries. Increasing demand for the product and the legalization of the same has created the opportunity for various e-commerce platforms. In addition, the conducive market environment is favorable for domestic and foreign manufacturers to introduce snus in the U.S. As a result, investments in the country have intensified, along with efforts from the government to reduce smoking by granting permission for tobacco and nicotine alternatives. This is expected to augment the adoption of snus further. In Canada, snus can be ordered through various e-commerce platforms. For instance, The Royal Snus delivers products from various brands like Thunder, Chainsaw, General, Scurf, Catch, XRANGE, Catch, GROV, Nick & Johnny, SIBERIA, Mocca, and ETTAN across Toronto, Vancouver, Montreal, Ottawa, and Victoria.

Furthermore, Mexico has few restrictions or policies on smokeless tobacco products, including snus. There are no bans on consumption, no known restrictions on advertising, and no requirements for warning labels, and taxes on these products are relatively low compared to those on cigarettes. This is expected to expedite the market growth in the region.

In Asia-Pacific, increasing efforts by product manufacturers and vendors towards outwitting anti-smoking laws have led to an aggressive marketing strategy to introduce snus. The penetration of most smokeless tobacco products is widespread in the region. Smokeless tobacco will gain higher traction in the Asia-Pacific in coming years, partly because of stricter legislation regarding combustible tobacco products and because both active and passive smokers have been emphasizing health and reducing the harmful impact on their surroundings. Positive feedback from smokers who have either completely stopped smoking or have greatly reduced their cigarette consumption due to snus can also boost the market growth in the region.

In Central and South America, the major factor driving snus penetration is the growing awareness that nicotine is decoupled from harmful tobacco smoke and is considerably less dangerous than smoking cigarettes. Snus has developed as a respectable substitute for tobacco use that customers find acceptable, which does not serve as a gateway to cigarette smoking. Therefore, the region is experiencing a surging demand for snus products. In Venezuela, snus sales are subject to the same legal regulations as cigarettes. Although pictorial health warnings covering 50% of the pack are required for cigarettes, no such warnings are required for snus products sold in Venezuela. There are no specific snus prevention initiatives in Venezuela. Such factors drive regional market expansion.

The Middle East and Africa is predicted to be the fastest-growing market over the forecast period. Multinational companies selling tobacco products in Africa have been constantly threatening the governments of various African countries, demanding the dilution of protection against tobacco. Moreover, tobacco corporations have blamed governments for breaking their laws and international trade agreements while threatening economic harm, prompting more aggressive marketing strategies. The regional snus market is expected to be significantly impacted by this. A prominent reason behind the growing popularity of snus in the region is its evolution as a major substitute for cigarettes. With over 60 million smokers, Africa has been actively considering snus to curb cigarette demand effectively. The lack of any bans on the product in most African countries supports the adoption of snus in the region. Furthermore, of all the potentially reduced-risk tobacco products, snus is the most affordable in Africa, boosting market expansion.

Segmental Analysis

The global snus market is segmented by product.

Based on product, the global snus market is divided into loose and portion snus. 

The portion snus segment is the most significant contributor to the market and is predicted to exhibit a CAGR of 5.41% over the forecast period. The moist powder is packaged in small teabag-like sachets. These are considered convenient and discreet and are thus preferred by most millennial consumers. These are available in three sizes—mini, large, and maxi. The most sold portion size is a large sachet. Mini portions typically weigh close to 0.5 grams, large portions weigh around 0.8 to 1 gram, and maxi portions weigh up to 1.7 grams, depending on the brand. Some brands also choose "regular" and "long" versions of the normal-size sachet. These long portions differ from traditional sachets in that they are slimmer but longer to fit against the gums comfortably. In addition, the nicotine content of snus varies among brands, with the most common strength being 8 milligrams of nicotine per gram of tobacco. In recent years, snus manufacturers have released strong and extra-strong varieties with greater nicotine content. On average, strong varieties contain 11 milligrams of nicotine per gram of tobacco, while extra-strong varieties may contain up to 22 milligrams of nicotine per gram of tobacco.

Additionally, the portion snus segments are further bifurcated into original, white, and other portion snus. The original portion snus has a moist surface and dark color as they are moisturized during the manufacturing process. These deliver an instant flavor and nicotine release. The portion snus sachets are drier and, as a result, offer less drip. Owing to this, the salivation is low, and it thus offers a longer-lasting nicotine and flavor release. In addition, the other portion snus includes a dry white portion and a silver portion. These products comprise a blend of cellulose and a lower proportion of tobacco than traditional snus. The lower proportion of tobacco combined with the pouch helps to make the portions whiter than the usual white portion. Since the portions are entirely dry, it may take a few seconds before the user detects the flavor or effects of the nicotine.

The loose snus segment is expected to grow at a considerable rate. Moist powder smokeless tobacco is the earliest product to be introduced. These products are slightly moist are often mildly flavored. The flavors vary depending on the regional preference. For instance, the Swedish snus is flavored with food-grade smoke aroma, bergamot, citrus, juniper berry, herbs, and floral flavors. In contrast, the American snus is flavored with spearmint, wintergreen, vanilla, and fruits and may contain sugar. The user portions the loose snus into a cylindrical or spherical shape using fingertips or a purpose-made cylindrical device. These are made from grounded tobacco and are available in three variants, coarse, medium, and fine grind, which affect the taste experience and the handling of the loose snus. It was noted that over 70% of loose snus users are aged between 30 and 54.

Recent Developments

• January 2023- Cannadips Europe, a SpectrunLeaf brand that offers premium CBD products on the European market, collaborated with Snushus AG to introduce all-natural CBD snus containers and to market the core collection in-store.
• November 2022- Philip Morris International successfully acquired Swedish Match, the leading producer of snus and nicotine pouches around the globe. This action will expand the tobacco giant's presence in the non-combustible tobacco and nicotine product markets.