The global snus market size was estimated at USD 2.90 billion in 2022, and is expected to grow at a compound annual growth rate (CAGR) of 4.4% from 2023 to 2030. The rising popularity of snus as a result of the ease of the application it provides to its users is a major factor driving the market. The ease with which the product can be used anywhere, as compared to cigarettes, which cannot be smoked in public or no-smoking zones due to the negative impacts of combustion, has played an important role in promoting snus use. The COVID-19 pandemic had a negative impact on the global market. Smokers are much more vulnerable to the infection because the act of consuming any tobacco or snus product brings fingers into contact with lips, increasing the possibility of virus transmission from hand to mouth. Indication from regions reporting COVID-19-related fatalities suggests that people who have pre-existing noncommunicable diseases are more likely to become severely ill with the infection.
Tobacco is one of the causes of NCDs such as cancer, cardiovascular diseases, diabetes, and lung diseases, and therefore puts smokers or tobacco users at risk of being infected with COVID-19 according to the Ministry of Health and Family Welfare. Furthermore, tobacco use increases the risk of COVID-19 transmission because the virus spreads mainly through droplets of saliva or nasal discharge when an infected person sneezes or coughs. This factor resulted in a decline in the demand for snus products during the pandemic.
Tobacco leaves are dried and mixed with salt to make snus and then it is vaporized in hot water to add moisture. It must be stored in a refrigerator after preparation because the final product contains about 50% water. This highly addictive product is served as a smokeless product and contains a higher amount of nicotine than cigarettes. Snus is becoming more common in the U.S. as a substitute for smoking, dipping tobacco, and chewing.
The rapid rise in snus among today's youth can be attributed to aggressive public awareness campaigns about the negative impacts of smoking and the less harmful effects of consuming snus. The development of snus boxes with new colors, new designs, and flavors such as menthol, licorice, and vanilla that "appeal to young people" by the snus industry led to an increase in snus use among teenagers according to the Minister of Health and Care Services of Norway. Therefore, the development of new flavors such as fruits, eucalyptus, mint, whiskey, berries, citrus, cedar, bergamot, hay, smoky, dry fruit, spices, hay, and tea may aid in boosting product demand in coming years.
One of the main factors in tobacco and cigarette addicts switching to the product is the low incidence of lung, pancreatic, and oral cancers and respiratory illnesses linked to its use.Unlike other kinds of smokeless tobacco, which are fermented during production, snus is made by steam pasteurizing the tobacco. This prevents the development of microbes that produce tobacco-specific nitrosamines, which are frequently present in other smokeless tobacco products and are known to cause cancer. This factor is expected to boost product demand during the forecast period.
Portion in the product segment led the market with a revenue share of over 83% in 2022. Tobacco is packed in pouches to create portions. They come in a wide range of varieties, including white, original, all white, dry white, and others. The original serving is packed on a moist surface and has a dark color and it releases flavor and nicotine instantly. These factors may aid segment growth in the coming years.
The manufacturing process does not moisten the white portions, so they drip less and produce less saliva while releasing nicotine for a longer period of time. The product is anticipated to grow the fastest with a CAGR of 4.5% during the forecast period of 2023-2030. The portion snus comes in a range of sizes, including slim, large, mini, and super slim each weighing under a gram.
Loose snus segment is anticipated to grow at a CAGR of 4.2% during the forecast period. Loose snus allows users to adjust the amount they use according to their preferences, providing a more personalized experience. Loose snus comes in a wide range of flavors and blends, offering consumers a diverse selection to choose from. This variety entices users to explore different options, creating a loyal customer base and driving market demand.Loose snus often contains higher nicotine levels compared to portioned snus. This appeals to individuals seeking a stronger nicotine hit, attracting a specific segment of the market and contributing to overall sales growth.
Mint flavor dominated the segment with a revenue share of over 38% in 2022. The availability of mint-flavored snus may make it easier for consumers to use the product because they find its odor, flavor, pleasantness, and intensity to be more appealing. Furthermore, the freshness feels in the mouth due to the mint flavor makes it a preferable product among the younger generation. The ease of availability and freshness caused due to mint are the major drivers of the segment.
The fruit flavor is projected to grow at a CAGR of 4.9% between 2023-2030. Youth prefer sweet tastes and odors, which is the main factor for the popularity of flavored products, particularly the most popular flavor categories of candy and fruit. Flavored snus products are perceived by youth and young adults as better tasting, more appealing, and less damaging than non-flavored tobacco products which is anticipated to drive the segment growth in the coming years.
North America led the global snus market with a market share of over 43% in 2022. The initiatives taken by the government in the U.S. to reduce smoking among people by allowing the use of nicotine and tobacco substitutes is anticipated to be the major factor impacting the increasing snus adoption in the region. Furthermore, rising investments in new product development in the region are expected to further augment the market growth.
Middle East and Africa is estimated to be the fastest growing regional market with a CAGR of 5.8% from 2023-2030. The region has the fewest regulations governing tobacco sales. Snus is not banned or prohibited any country in Africa. More international and national organizations are attempting to minimize the number of people who smoke in the region. These products have been shown to be effective in helping people quit smoking, and as a result, they are becoming increasingly popular in the region. Moreover, these products are reasonably priced, making them increasingly popular among buyers.
Companies in the market focus on strategies such as new product development and mergers & acquisitions to increase their market share in the global market. Furthermore, geographic expansions, packaging redesigning, new flavor launches, and joint ventures are few other strategic initiatives taken by key industry players. The key industry participants includeBAT, Swedish Match AB, Altria Group, Inc., AG Snus, Nordic Snus AB, Dacapo Silver AB, Gordito Oü, GN Tobacco, Skruf Snus, and Gotlandssnus.
In December 2022, Philip Morris International has achieved a successful acquisition of Swedish Match, a prominent global producer of snus and nicotine pouches. This strategic move will significantly enhance the tobacco giant's presence in the non-combustible tobacco and nicotine product markets.
In September 2021, Swedish Match announced its decision to completely discontinue the production of combustible tobacco products and revealed plans to spin off its cigar business to shareholders.
In May 2021, Danish-based AG Snus and its snus product brands were acquired by Phillip Morris International which has an employee base of over 70,000 personnel globally. This integration is expected to strengthen long-term growth of AG Snus.
Some of the prominent key companies operating in the global snus market include:
Swedish Match AB
Altria Group, Inc.
Dacapo Silver AB
GN Tobacco Sweden AB
Nordic Snus AB
Market size value in 2023
USD 3.00 billion
Revenue forecast in 2030
USD 4.10 billion
Growth rate (Revenue)
CAGR of 4.4% from 2023 to 2030
Base year for estimation
2017 - 2021
2023 - 2030
Revenue in USD million, and CAGR from 2023 to 2030
Revenue forecast, company ranking, competitive landscape, growth factors, and trends
Product, flavor, region
North America; Europe; Asia Pacific; Central & South America; Middle East & Africa
U.S.; Canada; Mexico; Sweden, Norway, China, India, Japan, South Korea, Bangladesh, Brazil, South Africa, Saudi Arabia
Key companies profiled
Swedish Match AB; BAT; Altria Group, Inc.; AG Snus; Dacapo Silver AB; GN Tobacco Sweden AB; Gordito Oü; Gotlandssnus; Nordic Snus AB; Skruf Snus
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This report forecasts revenue growth at the global, regional, and country levels and provides an analysis of the latest industry trends and opportunities in each of the sub-segments from 2017 to 2030. For the purpose of this study, Grand View Research has segmented the global snus market report on the basis of product, flavor, and region:
Product Outlook (Revenue, USD Million, 2017 - 2030)
Flavor Outlook (Revenue, USD Million, 2017 - 2030)
Regional Outlook (Revenue, USD Million, 2017 - 2030)
Central & South America
Middle East & Africa
b. The global snus market size was estimated at USD 2.90 billion in 2022 and is expected to reach USD 3.00 billion in 2023.
b. The global snus market is expected to grow at a compound annual growth rate of 4.4% from 2023 to 2030 to reach USD 4.1 billion by 2030.
b. Europe held the second-largest share of more than 20% in 2022. This is attributed to the strong popularity of snus among the consumers of Scandinavian countries including Sweden and Norway.
b. Some key players operating in the snus market include Swedish Match AB, British American Tobacco, Altria Group, Inc, AG Snus, Burger Söhne Sweden AB, Dacapo Silver AB, Fiedler & Lundgren, GN Tobacco, Gordito Oü, Gotlandssnus, Nordic Snus AB, and Skruf Snus.
b. Key factors that are driving the snus market growth include the product's convenience of application to its users and ease of using the product.
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