• Skip to main content
  • Go to main navigation
  • Go to language selector
SearchFree text

Swedish Match
SWMA Jul 5, 2022
5:29 PM CET
- 0.0 % 104.50 SEK
The share
  • svenska
Close
  • Swedish Match websites

    • Image Bank
    • Swedish Match Brasil
    • Swedish Match Industries
    • Snus and Match Museum
  • Brand websites

    Smokefree

    • Swedish Match e-commerce service (SE)
    • Swedish Match e-commerce service (CH)
    • General (US)
    • Longhorn (US)
    • Pinkerton Tobacco
    • ZYN

    Lights

    • Cricket
    • Nitedals
    • Redheads
  • Other

    • Swedish Match Denmark
    • The Solstickan Foundation (SE)
  • Our company More Less

    Our company

    • Our company in brief More Less
      • CEO comment
      • Fact sheet
    • Vision and strategy More Less
      • Financial strategy
      • Sustainability strategy
      • Acquisitions and divestments
    • Markets More Less
      • Our product categories and markets
      • Trends
    • Organization More Less
      • Operating locations
      • Employees
    • Company history More Less
      • Svenska Tobaks AB
      • Svenska Tändsticks AB
      • Swedish Match AB
    • Corporate brand

    CEO comment

  • Our business More Less

    Our business

    • Smokefree More Less
      • Market development More Less
        • Smokefree products in the US
        • Smokefree products in Scandinavia
        • Smokefree products in Other markets
      • Nicotine products and regulations
      • History of snus
      • Snus production
      • Ingredients in snus
    • Cigars More Less
      • Market development
      • History of cigars
    • Lights More Less
      • Market development
    • Risk management
    • Outlook and risk factors

    Snus production

  • Corporate Governance More Less

    Corporate Governance

    • Annual General Meeting More Less
      • Annual General Meeting More Less
        • AGM 2021
        • AGM 2020
        • AGM 2019
      • Nominating Committee
      • AGM address and minutes
      • Dividend and financial policy
      • Auditors
      • Articles of association
    • Committees More Less
      • Remuneration Committee
      • Audit Committee
      • Disclosure Committee
    • Board of Directors More Less
      • About the Board
      • Activities of the Board of Directors
      • Compensation to Board
    • Management More Less
      • About the management
      • Guidelines for executive remuneration
      • Management compensation More Less
        • Incentive plans
    • Insider shareholding
    • Corporate Governance reports More Less
      • Internal control
    Participants at the AGM

    Annual General Meeting

  • Sustainability More Less

    Sustainability

    • Goals and progress
    • Our contribution to the UN SDGs More Less
      • UN SDGs aligned with our focus areas
      • UN SDGs beyond our focus areas
    • Strategy and organization
    • Materiality assessment More Less
      • Other topics outside our focus areas
      • Sustainable Tobacco Program
    • Value chain
    • Code of Conduct More Less
      • Supplier Code of Conduct
    • Focus areas More Less
      • Improve public health
      • Ensure ethical business practices
      • Reduce environmental impact
      • Human rights in our supply chain
      • Equal opportunity
    • Sustainability reporting
    • Sustainability FAQ
    • Sustainability contacts
  • Investors More Less

    Investors

    • The share More Less
      • Per share data
      • Shares outstanding
      • Share capital development
      • Share holdings More Less
        • Largest shareholders
      • Dividend information
      • Analysts and estimates
      • Indicies
    • Share split
    • Follow our journey
    • Calendar
    • Presentations More Less
      • Webcasts and audiocasts
    • Financial reports More Less
      • Interim reports
      • Annual reports More Less
        • Annual report 2021
    • Financial tables More Less
      • Income statement
      • Balance sheet
      • Cash flow analysis
      • By product segment More Less
        • Sales
        • Operating profit
        • Operating margin
      • Key ratios
      • Statement of comprehensive income
    • Debt information More Less
      • Debt sources of financing
      • Debt programs
      • Outstanding bonds
      • Credit rating
      • Financial risks More Less
        • Sensitivity analysis
    • IR contacts
    • Information on cash offer announcement by PMI
  • Media More Less

    Media

    • Press releases and news
    • Images More Less
      • Swedish Match logotype
    • Videos
    • Pressroom
    • Media contacts
  • Snus and health More Less

    Snus and health

    • Our standpoint
    • The Swedish Experience
    • Research on snus
    • Smoking cessation
    • GOTHIATEK® More Less
      • GOTHIATEK® standard
    • Snus and the Swedish Food Act
    • Nicotine More Less
      • Nicotine labeling of Swedish Match products
      • Snus, nicotine and nicotine addiction
    • Tobacco use More Less
      • Tobacco use in figures
    GOTHIATEK® Quality standard

    Swedish Match quality standard

  • Career More Less

    Career

    • Employee strategy
    • Our culture More Less
      • Employee surveys
    • Work environment
    • Diversity and non-discrimination
    • Competence development
    • Compensation and benefits
    • What we do
    • Meet our employees
    • Vacant positions
    • Student
    • HR contacts

    Vacant positions

Our websites
Language:
  • English
  • svenska
Our business
  • Smokefree
    • Market development
      • Smokefree products in the US
      • Smokefree products in Scandinavia
      • Smokefree products in Other markets
    • Nicotine products and regulations
    • History of snus
    • Snus production
    • Ingredients in snus
  • Cigars
  • Lights
  • Risk management
  • Outlook and risk factors
Market development

Smokefree products in the US

Swedish Match delivered impressive growth in 2021, largely due to continued strong demand for ZYN, the market leading brand in the rapidly growing nicotine pouch category. Swedish Match maintained its leading position within chewing tobacco and demonstrated increased sales within moist snuff.

On this page:

  • Market development and highlights
    • Nicotine pouches
    • Moist snuff
    • Chewing tobacco
    • Snus

In the US, Swedish Match sells ZYN, which is the country’s number one brand of nicotine pouches. Longhorn is Swedish Match’s largest moist snuff brand in the US. In the US chewing tobacco category, Swedish Match’s premium brand, America’s Best Chew (formerly Red Man), is the country’s number one selling brand, and Big Duke is the Company’s largest brand within the value price segment. The Company sells its snus products under its General brand. The primary channels of distribution include convenience stores, gas stations, and independent tobacconists. The products are also sold in food stores, through e-commerce, as well as certain other classes of trade.

Key data20212020Change, %
Financials
Sales, MSEK6,7545,81816
Operating profit, MSEK3,3522,80220
Operating margin, %49.648.2
Shipment volumes
Moist snuff, million cans129.6133.3-3
Nicotine pouches, million cans173.9114.152
Chewing tobacco, thousands of pounds (excluding contract manufacturing volumes)5,2445,687-8

 

Market shares1), %20212020Change, %
Nicotine pouches64.274.8-10.6
Moist snuff9.08.70.2
Chewing tobacco (excluding contract manufacturing volumes)40.540.9-0.4

1) Swedish Match volume shares based on MSA distributor shipments, full year 2021 and 2020. Figures for 2020 have been restated to reflect changes in MSA store measurements.

 

Market development and highlights

Nicotine pouches

The nicotine pouch category in the US has demonstrated impressive growth since it was introduced six years ago, and Swedish Match estimates that the size of the category in 2021 approached 300 million cans, up from approximately 150 million cans in 2020. The growth potential for nicotine pouches is high, as these products appeal to a broad portion of the adult nicotine consuming population who desire a discrete alternative to either cigarettes, e-cigarettes, vape products or smokeless tobacco. Competition remained intense in 2021 as major cigarette manufacturers and others continued to expand their geographic and store footprint for their nicotine pouch portfolios, often accompanied by deep broad-based promotional discount activities. Swedish Match maintained its strong leading position in both the western part of the US as well as in geographical areas outside of the west in which the category is in earlier stages of its development.

  • Shipments of ZYN in the US amounted to 173.9 million cans in 2021, up from 114.1 million cans in 2020. The volume growth was attributable to both increased store velocities and an increase in store count. By the end of 2021, ZYN was available in more than 120,000 stores in the US.
  • Based on the measure of distributor shipments to retail, ZYN is by far the largest brand in the nicotine pouch category, representing nearly two-thirds of the category volume.1)
  • During the year, the Company rolled out its ZYN Menthol and Chill varieties nationally.

Moist snuff

Swedish Match estimates the moist snuff category to have declined by approximately 3 percent in volume terms, and amounted to approximately 1.5 billion cans in 2021. The volume decline for the category was impacted by both higher consumer prices and consumer shifts toward modern alternatives like ZYN nicotine pouches. Swedish Match primarily competes in the value priced segments with its Longhorn brand which, after the previous year’s volume growth, experienced a slight decline in 2021. Swedish Match estimates its share within the moist snuff category to be approximately 9 percent in volume terms in 2021.1)

  • Swedish Match’s moist snuff shipment volumes measured in number of can equivalents declined by 3 percent in 2021 compared to the prior year. Shipment volumes and consumption for moist snuff products were likely boosted in 2020 when the COVID-19 pandemic brought on changes in consumption and purchasing patterns.
  • Swedish Match’s volume share of the pouch segment further improved, reaching more than 9 percent in 2021.1)
  • Swedish Match’s volume share of the growing tubs segment improved modestly and amounted to approximately 40 percent in 2021.1)

Chewing tobacco

Following an unusual year of volume growth in 2020, driven by changes in consumer behavior likely impacted by COVID-19, the category declined more than 4 percent in 2021, broadly in-line with its long term historical volume trends. Swedish Match maintained its total category market share of approximately 40 percent in volume terms in 2021. In-line with prior years, the category experienced a shift away from premium products toward the value priced offerings, and in 2021 the value price segment accounted for more than 63 percent of total category volumes.1)

  • In 2021, Swedish Match increased its volume share in both the premium and value segments.1)
  • Swedish Match represents close to 70 percent of the premium segment in volume terms with its Red Man – America’s Best Chew product portfolio. During 2022, the brand family is transitioning to a new package design using America’s Best Chew branding.1)
  • The Big Duke brand is Swedish Match’s best-selling value priced product, and the brand demonstrated a solid share growth within the growing value price segment in 2021.1)

Snus

The snus category in the US amounted to approximately 53 million cans in 2021.2) Swedish Match estimates its volume share to be approximately 8 percent, holding the number 3 position in the category.1)

 

1) Based on MSA distributor shipments, full year 2021.
2) Swedish Match and industry estimates, full year 2021.

Vision and strategy

Competition – Nicotine pouches

Competition – nicotine pouches, USPercent
Swedish Match64.2
Altria 18.4
BAT (Reynolds American) 10.8
Others6.7

Source: Swedish Match and industry estimates, full year 2021, on a can equivalent basis.

Competition – Moist snuff

Competition – moist snuff, USPercent
Swedish Match9.0
Altria (USSTC)  52.2
BAT (Reynolds American) 31.6
Others7.2

Source: Swedish Match and industry estimates, full year 2021, on a can equivalent basis.

Competition – US Chewing tobacco

Competition – US chewing tobaccoPercent
Swedish Match40.5
National Tobacco32.0
Swisher19.5
BAT (Reynolds American)7.8

Source: Swedish Match and industry estimates, full year, 2021, thousands of pounds.

SMOKEFREE SPLIT – US

Smokefree split – USPercent
Nicotine pouches13.8
Snus3.1
Moist snuff pouches14.4
Moist snuff loose/tubs68.6

Source: Based on MSA distributor shipments, full year 2021, on a can equivalent basis.

Share

Share Facebook Share Twitter Share Linkedin

Share this page by email

Incorrect email
Incorrect email
Home / Our business / Smokefree / Market development / Smokefree products in the US

Contact us

  • IR contacts
  • Media contacts
  • Sustainability contacts
  • HR contacts
  • Consumer contact
  • Web contact

Find us

  • Headquarters
  • Sales office
  • Factory
  • Distribution
  • Store
  • Research & Development
  • All addresses
Map

Corporate headquarters

Phone: +46 10 13 93 000

Sveavägen 44
SE-118 85 Stockholm

Corporate headquarters
Swedish Match

Swedish Match AB
SE-118 85 Stockholm

Phone +46 10 13 93 000
Corporate reg no. 556015-0756
contactus@swedishmatch.com

About the website

  • Sitemap
  • Site policy
  • Privacy notice
  • Information about cookies
  • Legal responsibility

Find information

  • Search
  • FAQ
  • Archive
  • Glossary

Subscription services

  • Subscription service
  • RSS

Follow us

Facebook Twitter Linkedin