Swedish Match sells matches in many markets, mainly in Europe, Latin America, Australia and parts of Middle East and Africa.
Consumption of matches in the world market is declining in most industrialized countries, particularly in Europe, where Swedish Match has a strong presence. The main markets for lighters are Russia, Europe, and parts of Asia. Worldwide, sales are generally stable, with declines in Europe partially offset by gains in other markets.
Europe
Main brands
Solstickan and Fiat Lux
For matches, brands tend to be local, with one brand being iconic in any given country. Some of the best known brands in Europe include Solstickan (Sweden), Swan (UK), Tres Estrellas (Spain), Feudor (France), and Bryant & May (UK) among others.
For lighters, Swedish Match manufactures one of Europe’s best known brands for quality disposable lighters, Cricket.
Market development
Swedish Match estimates that the consumption of matches continued to decline during 2009, while the market for specialty matches with higher margins was stable. Markets for other fire products such as fire starters and barbeque products grew. Some of the largest match markets in Europe for Swedish Match include the UK, the Nordic countries, and Spain.
For lighters, Swedish Match holds a leading market position in Russia for premium disposable lighters. The Group also has well entrenched positions in the Nordic countries, the UK, and France. Retail sales of Swedish Match brands in the European market are estimated to have been stable during 2009. Cricket lighters are marketed using the key selling points of quality, design and safety. Since 2008, all lighters sold into the European Union are required to be child resistant.
Point of sales
Matches are sold in Europe mainly through supermarkets and tobacconist stores as well as gasoline stations and service stores. Lighters are sold mostly in stores that sell tobacco products, and can also be found in outlets where tobacco is not available, such as grocery stores.
Latin America
Main brands
Swedish Match has the largest match brand on the Brazilian market, with Fiat Lux. The Cricket brand of disposable lighters is also widely available.
Market development
Swedish Match has a significant presence in Latin America, and the largest match market in this region is Brazil, where the Group has a leading position. Swedish Match estimates its market share in Brazil to be in the range of 45 to 50 percent for matches, in terms of volume. For lighters, Cricket is a major brand in Brazil.
Point of sales
Matches and lighters are widely available wherever tobacco products are sold, such as kiosks, supermarkets, variety and discount retailers, and gas and convenience stores.
Other markets
Swedish Match sells matches in a number of markets outside Europe and Latin America, but the total sales to these markets are relatively low. Swedish Match is the market leader for match products in Australia with the brand Redheads. Swedish Match also has lighter and/or match sales in a number of African and Asian markets.
Competitors
Match competition comes mostly from low cost Asian and other non-EU suppliers. Major lighter competitors include Bic, Tokai, Flamagas, and a number of other manufacturers based mainly in China and other parts of Asia.
Production and distribution
Match related production takes place in Sweden (Tidaholm and Vetlanda), in Bulgaria (Kostenetz), and in Brazil (Curitiba and Piraí do Sul). Lighter facilities are located in Manila in the Philippines, Assen in the Netherlands, and Manaus in Brazil.