In Sweden, rapid growth of the low priced segment of the market contributed to market growth. In Norway, snus consumption has risen rapidly in recent years, as more consumers are choosing snus instead of cigarettes. In the US, Swedish Match primarily sells moist snuff, with increased resources now being dedicated to the snus category, where Swedish Match has increased its distribution to more than 10,000 stores by year end 2012.
Sweden: General, Göteborgs Rapé, Ettan, Grovsnus, Catch, Kronan, Kaliber
Norway: General, Nick and Johnny, The Lab Series, Catch, Göteborgs Rapé
US: Longhorn, Timber Wolf, Red Man, General
Sweden, Norway, the US
Sweden, the US
Sales for the product area during 2012 increased by 7 percent to 5,049 MSEK (4,726). Operating profit for the year increased by 8 percent to 2,349 MSEK (2,181).
In the Scandinavian market, Swedish Match sales increased by 8 percent, from improved pricing.
Shipment volumes increased in Norway during the year.
In the US, Swedish Match moist snuff sales were down slightly versus prior year due to lower volumes. Operating profit was virtually unchanged.
The operating margin was 46.5 percent (46.1) for the year, impacted by higher spending levels for Swedish snus expansion projects in both the US and through SMPM International.
See financial tables by product area for more financial information.