Our company in brief

Swedish Match develops, manufactures, markets, and sells quality products with market leading brands in the product areas Snus and moist snuff, Other tobacco products (cigars and chewing tobacco), and Lights (matches and lighters).

In Sweden the Group has an independent distribution company. Swedish Match also owns 50 percent of SMPM International (a joint venture with Philip Morris International for snus outside of Scandinavia and the US). In addition, Swedish Match holds a 49 percent ownership interest in Scandinavian Tobacco Group (STG).

Well known brands General snus, Longhorn moist snuff, White Owl cigars, 
Red Man chewing tobacco, Fiat Lux matches, Cricket lighters
Production Production units in six countries
Largest markets  Scandinavia, the US and Brazil
Head office Stockholm, Sweden

A sustainable and responsible business

Corporate Sustainability is embedded in Swedish Match’s corporate culture and way of doing business. For Swedish Match, Corporate Sustainability entails generating value for the Company and its stakeholders while addressing environmental impacts – in order to assure long term and sustainable growth.

Swedish Match is listed on the OMX GES Sustainability Swedien Index. 

By product area, 2013:


By product area, 2013:

Operating profit

Per country, 2013:


Key data, MSEK

Key data, MSEK 2013 2012 2011
Sales 12,61012,48611,666
Operating profit from product areas1)3,3753,6663,365
Operating profit2)3,8554,0623,702
Operating margin from product areas, %1)26,8 29.428,8 
Operating margin, %2) 29,3 32,3 31,7 
EBITDA from product areas1)3,6503,9623,655
Profit for the year 2,7112,9072,538
Earnings per share, basic, excluding larger one-time items, SEK 12,8214.1812,14 
Earnings per share, basic, SEK 13.6314.3312,14 
Dividend per share, SEK 7.307,30 6.50

1) Excluding share of net profit in STG and larger one-time items.
2) Including share of net profit in STG and larger one-time items.


Vision and strategy

Swedish Match’s vision is a world without cigarettes.

Our business

Swedish Match operates in the three main product areas – Snus and moist snuff, Other tobacco products, and Lights. More than a third of total company sales and more than half of the operating profit come from the product area Snus and moist snuff.

Product area

Snus and moist snuff

Swedish Match has a market leading position in the Scandinavian snus market and is the third largest producer of moist snuff in the US. Through its 50/50 joint venture, SMPM International, Swedish Match is well positioned to explore and develop new markets for snus outside of Scandinavia and the US.

Product area

Other tobacco products

Swedish Match is a major player in the US market for mass market cigars and the largest manufacturer for chewing tobacco. Nearly all the products are sold exclusively on the US market.

Product area


Swedish Match is the market leader for matches in many markets throughout the world, with well known local brands. For lighters, the Cricket brand has strong market positions in a large number of countries.

Main markets and brands

Product areaMain marketsMain brands
Snus and moist snuffSwedenGeneral, Göteborgs Rapé, Ettan, Grov, Catch, Kaliber, Kronan
 NorwayGeneral, Nick and Johnny, The LAB
 USLonghorn, Timber Wolf, General
Other tobacco products
(cigars and chewing tobacco)
USCigars: White Owl, Garcia y Vega, Game by Garcia y Vega
Chewing tobacco: Red Man
(matches and lighters) 
GloballyMatches: Solstickan (Sweden), Swan (UK), Tres Estrellas (Spain), Feudor (France), Redheads (Australia), Fiat Lux (Brazil)
Lighters: Cricket


Swedish Match organization consists of five operating units, along with strategic partnerships/associated companies.

Number of employees
Factories worldwide
Women in percent


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