Market for Lights
Swedish Match’s matches and lighters are sold across the globe and the most important markets are in Europe and Asia, as well as in Brazil and parts of Africa.
For lighters, Swedish Match manufactures and sells the Cricket brand, with its range of products for both household and outdoor lighting needs. Cricket lighters are well known for their quality, unique design and a number of safety features, such as a fixed flame technology, child safety mechanisms, and fire resistant lighter bodies.
Match brands tend to be local, with one brand being iconic in its own country. The Company’s match assortment includes products for a wide variety of uses, in sizes and formats that fit every fire lighting need. Swedish Match also sells complementary products, mainly under the Fiat Lux brand in Brazil.
Market and highlights
The match market is in a long term state of decline in most countries where Swedish Match has a presence. The largest Swedish Match markets are in Europe, Brazil, and parts of Africa. While match volume declines were in line with historical market trends in a number of markets, in certain markets (most notably Brazil) volumes were down significantly in 2019. One of the reasons for the sharp volume decline for matches in Brazil has been a significant reduction in purchases by wholesalers in an action to reduce inventory levels.
For lighters, market volumes are flat to declining in most developed markets, while growing in many developing countries. The largest Swedish Match markets are located in Asia and Europe, while it also has a presence in Brazil. Most markets for matches and lighters remain highly competitive.
Swedish Match also sells complementary products, such as light bulbs, batteries, razors, and certain other products. The main Swedish Match market for complementary products is Brazil, and similarly to matches, the Brazilian market for complementary products was in 2019 negatively affected by trade destocking.
During the year, Swedish Match maintained significant or leading market positions in its largest markets for matches, including Sweden (Solstickan), Norway (Nitedals), Brazil (Fiat Lux) and Australia (Redheads).
Swedish Match offers a wide range of lighter products which include both premium disposable lighters and utility lighters. With its flexible and efficient manufacturing process, Swedish Match is able to quickly manufacture and deliver both mainstream and special order varieties to satisfy customer requirements for quality, reliability, design, and innovation.
The lighter business is characterized by variability in volumes and mix, depending on the timing and type of products delivered, geography, and currency fluctuations.
As part of its sustainability efforts to reduce both waste and resources, nylon use for lighter production has been reduced. In addition, recycled nylon is now being used at the Assen lighter factory.
Swedish Match offers a portfolio of complementary products mainly on the Brazilian market, including disposable razors, batteries and light bulbs under the Fiat Lux brand.
Match competition varies widely between markets. Lighter competitors include Bic, Tokai, Flamagas, and a number of asian manufacturers.