News; Feb 5, 2008 10:00 AM CET

Vertigo – a snus for women, by women

Of Sweden’s approximately 1.2 million snus consumers, every fifth user is a woman. For some time, many of these women have been looking for a more modern snus – and now it’s here. Vertigo snus will be launched in the Swedish market in February.

"Vertigo is specially developed to meet women’s demand for a snus that is similar in character to tobacco and has an attractive packaging with high-quality functions," says Anna Lekander, Press Relations Manager for the brand at Swedish Match AB.

Tripling of female snus users

Among Swedish women, approximately 4 percent use snus daily, while 3 percent are occasional users. When it comes to tobacco, 16 percent smoke on a daily basis and 8 percent are occasional smokers. The number of women who use snus has tripled during the past decade and totaled approximately 250,000 in 2007. The number of female smokers was about 871,000. Of the female snus users, 60 percent* are former smokers, which is a higher percentage than among snus users in general. The average age is 38.

No "snus lip"

The Vertigo can has an hourglass shape and is deep-red in color. The can is also fitted with a tab to allow snus users to open it smoothly and a disposal lid - where used portion packages can be deposited - is located on the bottom of the can. The pouches come in a mini format. Surveys conducted by Swedish Match show that many women do not want it to be noticeable that they are using snus.

"For a long time, female snus users have been considered to be breaking into a male domain and many feel that they are forced to use male snus products. Now we’re introducing a snus product that has been requested and developed by women," Lekander says.

Caribbean inspiration

Vertigo’s two flavors - Cuba Gold and Bahama Velvet - are inspired by the West Indian island world and have a mild aroma that resembles tobacco with an exotic touch. Bahama Velvet has a fresh and gentle flavor, with a hint of sour berries. Cuba Gold is more full-flavored, with a sun-ripened tobacco character.

Vertigo contains 18 pouches. The product will be sold throughout the entire country beginning in early-February.

Source: SCB 1996/1997 and FHI 2007, women aged 16-84, as well as *Temo/Synovate 2005/2006 (refers to Temo/Synovate’s postal omnibus questionnaires, in which approximately 12,000 people aged 16-75 answered questions concerning their tobacco habits).