Market shift: New retailers rise in Sweden

A closer look at market shifts in Sweden’s online nicotine sector Q2 2024

Our second, revamped, and enhanced report on the Swedish online nicotine market reveals a sector undergoing significant and dynamic shifts.
These changes are driven by evolving consumer preferences and increasing competition among e-commerce retailers.

Titled “Market Shift: New Retailers Rise in Sweden” this report provides an in-depth analysis of how these forces are shaping market trends and impacting the performance of key online platforms.

Our report leverages a comprehensive analytical model to meticulously evaluate the online market for various nicotine-related products, including traditional snus, nicotine pouches, vapes, DIY snus, nicotine-free snus, and heated tobacco. This model is grounded in an extensive database and supported by robust methodologies, ensuring accurate insights into market dynamics, consumer behavior, and website performance.

Click on any section of the pie chart above to access a detailed deep dive into the selected product category.

By focusing on these key product categories, the report delves into how e-commerce retailers are adapting to these shifts, employing strategic adjustments to secure and strengthen their market positions. The insights provided aim to equip stakeholders with a deeper understanding of the current landscape and actionable strategies for navigating this evolving market.

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Disclaimer

The rankings and percentages in this report are based on organic traffic from Google Sweden, which typically accounts for 50-60% of returning customers and over 80% of new customers in the online nicotine sector. Please note that the report does not include searches for specific store names. The percentages presented do not reflect actual sales volumes, margins, or profits. Additionally, price variations and shopping cart sizes may differ among the stores analyzed in this survey. This is not a financial report and should not be used as the basis for financial advice.

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Executive summary

This report, “Market Shift: New Retailers Rise in Sweden” offers a comprehensive analysis of the rapidly evolving landscape of Sweden’s online nicotine market as of Q2 2024. It examines key product categories—including traditional snus, nicotine pouches, vapes, DIY snus, nicotine-free snus, and heated tobacco—while focusing on the performance of leading e-commerce retailers.

Key findings

Market stabilization with underlying shifts: While the overall market experienced a modest decline in search volumes by 1.2% in Q2 2024, suggesting potential market maturation, this stabilization conceals significant shifts within individual product categories and among e-commerce platforms.

Emergence of new competitors: Dominant market leaders like Snusbolaget.se continue to hold substantial market positions but are increasingly facing challenges from emerging players such as Minprilla.se and Snuset.se. Notably, Snuset.se exhibited rapid growth, climbing the rankings and capturing significant market share across various categories.

Shifting consumer preferences: The traditional snus category is in decline, with a 4.1% drop in search volumes, highlighting a broader consumer shift towards alternative products like nicotine pouches and heated tobacco. Nicotine pouches now account for 35.4% of the market, while heated tobacco products, driven by brands like Iqos, show the most robust growth.

Intensifying competitive landscape: The online nicotine marketplace is becoming increasingly competitive, with notable shifts in market share and rankings. Retailers that are agile and can adapt their strategies to align with evolving consumer trends, are emerging as strong contenders in this dynamic market.

Strategic imperatives for retailers: The report emphasizes the importance of refining online strategies and customer engagement—to remain competitive. Platforms like Snuset.se demonstrate how strategic agility can lead to substantial market gains.

Future outlook

Increasing competition and market maturity: As the market matures, competition among e-commerce platforms is expected to escalate, necessitating continuous innovation and adaptation by retailers to maintain or grow their market positions.

Growth of alternative products: The decline of traditional snus, coupled with the rise of nicotine pouches and heated tobacco, indicates a consumer shift towards perceived healthier alternatives—a trend likely to persist in the coming quarters

Technological and strategic adaptation: Retailers will need to leverage advanced digital strategies to personalize customer experiences and optimize their market presence.

Global market comparisons: The upcoming analysis of the U.S. and German market will provide additional insights into global trends, potentially offering new opportunities for Swedish retailers to expand their influence internationally.

In conclusion, the Swedish online nicotine market is undergoing a significant transition, with competitive dynamics reshaping the landscape. Retailers that remain agile and responsive to these changes will be best positioned for sustained success.

Key takeaways

E-commerce retailer dynamics: Significant market shifts are evident among top e-commerce retailers. While established players like Snusbolaget.se continue to lead, they face increasing competition from emerging platforms like Minprilla.se and Snuset.se.

Competitive market concentration: The intensifying competition has led to shifts in market concentration. Some platforms are solidifying their positions, while others struggle to maintain market share. Snuset.se’s rise illustrates the potential for new entrants to disrupt the market and capture significant share.

Category-specific growth correlation: The success of e-commerce retailers is closely tied to the development and volume of specific product categories. The decline in traditional snus corresponds with reduced market share for platforms reliant on this category, whereas the growth of nicotine pouches and heated tobacco aligns with the success of retailers effectively targeting these markets.

Adapting to consumer trends: As consumer interest shifts towards newer, perceived healthier alternatives, e-commerce platforms like Snuset.se are expanding their product offerings and enhancing digital strategies to capture these emerging segments.

Strategic imperatives for growth: To thrive in this competitive landscape, e-commerce retailers must continue refining their online strategies, particularly in customer engagement, while staying responsive to shifts in consumer behavior and product category developments.

This analysis underscores the critical link between the success of e-commerce retailers and the evolving dynamics of nicotine product categories in Sweden’s online market. As the market continues to mature, platforms that effectively align with consumer trends and category growth will be best positioned for sustained success.

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Analytical model

This report leverages a comprehensive analytical model to evaluate the online market for various nicotine-related products, including snus, nicotine pouches, vapes, DIY-snus, nicotine-free snus, and heated tobacco. Our model is built on an extensive database and a robust set of methodologies designed to provide accurate insights into market dynamics, consumer behavior, and website performance.

Database composition Sweden

The foundation of our analytical model is a meticulously curated database that encompasses:

4,548 websites analyzed within the Swedish market.

6 product categories: Snus, Nicotine pouches, Vape, Nicotine-free snus, DIY snus, and Heated tobacco.

185 brands actively participating in the market.

47 e-commerce platforms involved in the sale of nicotine products.

>15,000 unique search terms specifically related to the product categories.

Traffic and volume estimation

The model calculates website traffic by analyzing keyword rankings and search volume on Google. By assessing the keywords for which a website ranks and estimating the number of clicks generated from each keyword, we can derive accurate traffic estimates.

Impact of database updates: Our model is sensitive to updates in the keyword database. For instance, a recent update in Q1 led to a noticeable decrease in reported traffic volumes, demonstrating how changes in keyword data can impact overall traffic estimates.

Historical data fluctuations: Variations in keyword search volumes can cause shifts in the historical traffic data across all websites. This highlights the importance of maintaining up-to-date keyword data for precise analysis.

Extensive data coverage: The database supporting this model contains approximately 29 billion unique search terms, providing a broad and deep foundation for traffic and volume calculations.

Strategic implications

In a market where traditional advertising channels are heavily restricted, presence on Google becomes critical. This report highlights how established market leaders are being challenged by new entrants, as evidenced by the shifts in online visibility and consumer engagement captured by our model.

The unique data compilation and analysis provided by Nictrack allow for a nuanced understanding of these competitive dynamics and offer strategic insights for market participants.

Overview across all categories

The Swedish online market for tobacco and nicotine products in Q2 2024 reflects a period of stabilization and subtle shifts across various product categories.

Overall, there was a slight decline of 1.2% in total search volumes compared to Q1 2024, with the total search volume reaching 3.35 million in Q2 2024, down from 3.39 million in Q1 2024. This slight drop may indicate a seasonal dip or a market that is starting to mature after a period of rapid growth.

Traditional snus experienced the most significant decline, with a 4.1% decrease in search volume, dropping from 1.31 million in Q1 2024 to 1.26 million in Q2 2024. Its market share also decreased from 43.5% in Q4 2023 to 37.5% in Q2 2024.

This decline suggests that traditional snus is losing ground to alternatives such as Nicotine pouches and to some extent Heated tobacco, as consumers continues to explore new and safter products.

Nicotine pouches continued its gradual growth, with search volume increasing slightly from 1.18 million in Q1 2024 to 1.19 million in Q2 2024. Its market share increased slightly to 35.4%, reinforcing its strong position in the smokeless nicotine market. This category is highly concentrated, with the top 10 brands accounting for over 87% of the market. Velo remains the dominant brand, further strengthening its leadership.

Vape products saw stabilization in search volumes at 0.71 million, maintaining the level from Q1 2024. However, the market share for vape increased slightly to 21.2%. Brands like N One made significant inroads, reflecting a dynamic and competitive market where consumer preferences are still evolving.

Heated tobacco products demonstrated the most robust growth, with an 8.4% increase in search volume, rising from 0.04 million in Q4 2023 to 0.05 million in Q2 2024. This category, led by Iqos, is expanding rapidly as consumers increasingly explore alternatives to traditional smoking. The entry of more global players into this segment is likely to fuel further growth.

Nicotine-free snus exhibited modest growth, with search volume increasing slightly by 1.1% to 0.08 million in Q2 2024. The functional snus subcategory, which includes products with additional benefits like caffeine or vitamins, grew its market share from 30% in Q4 2023 to 33% in Q2 2024. Traditional brands like Onico saw declines, while newer entrants like X-Gamer gained traction, indicating shifting consumer preferences and curiosity.

The Make-your-own/DIY snus category remained stable, with a consistent search volume of 0.06 million in Q2 2024. Swedsnus continued to dominate with an increasing market share of 78.7%. Although the market size for this category appears limited, it maintains a loyal user base, with few new growth opportunities on the horizon.

Overall, the total search volume for all product categories combined reached 3.35 million in Q2 2024, indicating a slight contraction in the market.

The market is showing signs of maturation, with traditional snus in decline and categories like Nicotine Pouches, Vape and heated tobacco products positioned for future growth. These trends highlight a shift in consumer behavior towards innovative and perceived healthier alternatives to traditional tobacco products.

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Top performing e-commerce retailers across all categories

The data presents the market share and ranking changes of top e-commerce websites that specialize in nicotine products over three consecutive quarters: Q4 2023, Q1 2024, and Q2 2024. Below is a detailed analysis and key insights.

Snusbolaget.se remains the top performer across all three quarters, but its market share has slightly decreased from 24.7% in Q4 2023 to 23.2% in Q2 2024. This consistent dominance suggests strong brand presence, though the minor decrease indicate increasing competition.

Minprilla.se is steadily increasing its market share, from 7.6% in Q4 2023 to 10.2% in Q2 2024, securing the second spot. This upward trend suggests effective customer acquisition though attractive pricing, albeit limited assortment.

Haypp.com has shown significant improvement, jumping from 2.2% in Q4 2023 to 5.1% in Q2 2024, moving up from 10th to 4th place. This indicates strong growth although Haypp’s assortment is limited to nicotine pouches and vape.

Significant movers

Snuset.se has made a notable leap from 16th place in Q4 2023 with 1.1% market share to 6th place in Q2 2024 with 3.8%. This reflects a significant increase in market influence.

Nettotobak.com maintained its 3rd position in both Q4 2023 and Q1 2024 but saw a decline in market share from 7.0% to 6.1% by Q2 2024.

Market trends

The overall market concentration among the top 20 websites increased from 66.4% in Q4 2023 to 74.2% in Q1 2024 but then decreased slightly to 72.6% in Q2 2024. This fluctuation suggests a dynamic market with some players gaining or losing market share rapidly.

Haypp Group’s collective websites saw an initial increase in market share from 36.2% in Q4 2023 to 38.2% in Q1 2024, followed by a slight decrease to 37.2% in Q2 2024. This indicates that while the group remains strong, it faces competitive pressures.

Minprilla.se and Snuset.se show steady growth in market share, both individually and within the top 20, indicating successful market penetration strategies.

Emerging and declining sites

Premiumvape.se, Netsnus.se, and E-cigbolaget.se emerged into the top 20 in Q2 2024, showing a positive trend in their market presence.

Vapehuset.se saw a significant drop from 5th place in Q4 2023 to 11th place in Q2 2024, with its market share decreasing from 4.1% to 1.9%. This suggests a potential loss in competitive positioning or market challenges.

Comparative analysis

The comparison across quarters indicates that while some players like Haypp.com and Snuset.se are rising quickly, others like Nettotobak.com and Vapehuset.se are losing ground.

The data also highlights that the market is still concentrated around a few major players, but there’s room for new entrants and existing smaller players to grow.

Snus online

The market for traditional snus saw a noticeable decline in Q2 2024, with a 4.1% decrease in search volume compared to Q1 2024. Market share for traditional snus fell from 43.5% in Q4 2023 to 37.5% in Q2 2024. This decline reflects a broader trend of consumers shifting away from traditional snus towards newer alternatives, particularly Nicotine Pouches.

Despite maintaining its leading position, the top brand, Lundgrens, experienced a decline in market share from 16.9% in Q1 to 15.1% in Q2. The data indicates that traditional snus is losing ground to other categories. 

Top performing e-commerce retailers within traditional snus

The data shows market share and ranking changes of various e-commerce websites that specialize in traditional snus over three consecutive quarters: Q4 2023, Q1 2024, and Q2 2024.

Snusbolaget.se remains the dominant player with the highest market share, though it has slightly declined from 26.7% in Q4 2023 to 25.0% in Q2 2024. This minor decrease suggests that while it retains a strong position, competitive pressure is gradually affecting its market dominance.

Minprilla.se shows consistent growth, increasing from 7.8% in Q4 2023 to 10.1% in Q2 2024, moving up from 4th to 2nd place.

Nettotobak.com was strong in Q4 2023 and Q1 2024, but saw a notable decline in Q2 2024, dropping from 10.5% to 7.6%. This suggests a significant loss in market share possibly due to increased competition.

Significant movers

Snussidan.se moved up from 6th place in Q4 2023 to 4th place in Q2 2024, with its market share increasing from 3.5% to 5.8%. This growth indicates a strong upward trend and improved market penetration.

Snuset.se, which was not in the top 20 in Q4 2023, rapidly moved up to 5th place by Q2 2024 with a market share of 3.9%. This significant rise shows that Snuset.se is becoming a key player in the market.

Market trends

Haypp Group’s total sites saw an initial increase from 39.8% in Q4 2023 to 40.5% in Q1 2024, but then a significant drop to 36.6% in Q2 2024. This fluctuation suggests instability or emerging competitive challenges within the group’s market strategy.

The overall concentration among the top 20 websites increased from 62.9% in Q4 2023 to 68.5% in Q1 2024, followed by a slight decrease to 67.9% in Q2 2024. This indicates a competitive market where the top players are solidifying their positions, but also facing occasional shifts.

Emerging and declining sites

Europesnus.se emerged in the rankings, moving from outside the top 20 to 10th place by Q2 2024, showing growth and increased market relevance.
Snusdirect.com and Onlywhite.se showed initial presence but later slight declines, indicating they might be struggling to maintain momentum in a competitive market.

Comparative analysis

The data shows that while certain websites like Minprilla.se and Snuset.se are on the rise, others like Nettotobak.com are losing market share, indicating shifting consumer preferences or competitive strategies.

Haypp Group’s share of the top 20 market has decreased significantly, from 63.4% in Q4 2023 to 54.0% in Q2 2024. This decline indicates potential competitive challenges or market share losses within its portfolio.

Minprilla.se’s share of the top 20 market has steadily increased, which aligns with its overall market share growth, suggesting it is effectively capitalizing on opportunities within the top segment of the market.

Strategic implications

Snusbolaget.se needs to analyze the slight decline in market share and adjust strategies to maintain its leading position amidst rising competition.
Minprilla.se should continue to leverage its growth to challenge the top spot, given its consistent upward trend.

Companies experiencing a decline, such as Nettotobak.com, may need to re-evaluate their market strategies to recover lost ground.

Nicotine pouches online

Nicotine pouches continues to gain traction in the market, showing a slight increase in search volume by 0.5% during Q2 2024. Its market share also grew from 34.8% in Q1 to 35.4% in Q2 2024, reinforcing its position as a significant category in the smokeless nicotine segment.

Velo remains the dominant brand, increasing its share to 39.4%. The market for Nicotine pouches is highly concentrated, with the top 10 brands capturing over 87% of the search volume. The category shows strong potential for further growth, likely to surpass traditional snus in market share soon.

Top performing e-commerce retailers within nicotine pouches

The data presents the market share and ranking changes of various e-commerce websites that specialize in nicotine pouches over three consecutive quarters: Q4 2023, Q1 2024, and Q2 2024. Below is a detailed analysis and key insights

Snusbolaget.se consistently holds the top position across all quarters. However, its market share fluctuated, decreasing slightly from 33.8% in Q4 2023 to 31.3% in Q1 2024 before increasing again to 32.5% in Q2 2024. This indicates that while Snusbolaget.se remains dominant, its market share is not entirely stable, suggesting possible competition or market shifts.

Minprilla.se has maintained its position as the second-largest market player, with its market share growing from 12.1% in Q4 2023 to 14.5% in Q1 2024 and remaining stable in Q2 2024. This shows steady growth and strong market positioning.

Nettotobak.com holds the third position consistently, with a stable market share around 7.2% from Q1 2024 to Q2 2024, indicating consistent performance but with no significant growth.

Significant movers

Snuset.se showed substantial improvement, jumping from 8th place in Q4 2023 to 5th place by Q2 2024, with its market share increasing from 2.5% to 5.1%. Although it experienced a slight decline from Q1 2024 to Q2 2024, it remains a key emerging player in the market.

Snussidan.se saw its market share increase from 5.6% in Q4 2023 to 6.7% in Q1 2024, but then experienced a slight decline to 6.0% in Q2 2024. This indicates some market challenges after an initial period of growth.

Market trends

Haypp Group’s collective sites experienced a slight decline in overall market share from 47.9% in Q4 2023 to 46.8% in Q1 2024, with a minor increase to 46.9% in Q2 2024. This suggests that while Haypp Group remains a major player, its dominance is facing challenges.

The total market concentration among the top 20 websites increased significantly from 74.8% in Q4 2023 to 82.2% in Q1 2024, before stabilizing at 81.6% in Q2 2024. This indicates a market trend where top players are increasingly consolidating their positions.

Snuset.se is showing a strong upward trend within the top 20, increasing its share from 3.4% in Q4 2023 to 6.8% in Q1 2024, though it saw a slight decline to 6.3% in Q2 2024.

Emerging and declining sites

Snushandel.se made a significant leap from 11th place in Q4 2023 to 8th place by Q2 2024, indicating improving market performance.

Snusexpress.se showed a declining trend, falling from 9th place in Q4 2023 to 10th place in Q2 2024, reflecting a loss in market share.

Comparative analysis

Haypp Group experienced a noticeable decline in its share of the top 20 market, dropping from 64.0% in Q4 2023 to 56.9% in Q1 2024, with a slight recovery to 57.5% in Q2 2024. This suggests that while Haypp Group remains influential, it is facing increased competition from other players.

Minprilla.se maintained its share within the top 20, showing consistent performance and market presence.

Snuset.se demonstrated significant growth within the top 20, suggesting it is effectively expanding its market reach.

This analysis suggests a competitive market landscape with established players maintaining dominance, but with opportunities for growth and challenges from new entrants and rising competitors. Companies will need to continue adapting their strategies to stay competitive in this dynamic environment.

Vape online

The vape market experienced stabilization in Q2 2024 after a significant surge in Q1. There was no growth in search volume during Q2, remaining at 0.71 million. Despite this, the market share for vape increased slightly to 21.2%.

The leading brand, Frunk Bar, saw a decline in its market share from 27% in Q1 to 21.6% in Q2, while N One emerged as a strong contender, rising to 14.4%. The vape market remains dynamic, with frequent shifts in brand popularity, indicating a competitive environment with evolving consumer preferences.

Top performing e-commerce retailers within vape

The data reflects the market share and ranking changes of various e-commerce websites specializing in disposable vapes over three consecutive quarters: Q4 2023, Q1 2024, and Q2 2024. Here is a detailed analysis of the data.

Haypp.com showed a remarkable growth trajectory, starting from a 6th place ranking with 3.1% market share in Q4 2023, jumping to 3rd place in Q1 2024 with 10.7%, and reaching the top position by Q2 2024 with 19.5%. This indicates aggressive growth and significant market penetration.

Cigge.se maintained its 2nd place position across all three quarters, but its market share gradually declined from 19.2% in Q4 2023 to 14.5% in Q2 2024, suggesting a loss of market dominance despite maintaining high ranking.

Vapes.se showed fluctuations, holding the 3rd position in Q4 2023 with 10.2%, dropping slightly to 9.4% in Q1 2024, but then recovering to 13.7% in Q2 2024, indicating resilience in the market.

Significant movers

Vapehuset.se started as the leader in Q4 2023 with 23.9%, increased slightly to 24.7% in Q1 2024, but then saw a sharp decline to 10.5% in Q2 2024. This dramatic drop suggests potential market challenges or increased competition.

Premiumvape.se improved from 1.9% in Q4 2023 to 3.3% by Q2 2024, showing a steady upward trend and gaining relevance in the market.

Esmokes.se experienced significant growth from 0.7% in Q4 2023 to 3.0% in Q1 2024, but then had a slight drop to 2.8% in Q2 2024. This indicates rapid growth with some market adjustment.

Market trends

The overall market share of Haypp Group’s collective sites skyrocketed from a mere 3.1% in Q4 2023 to 19.5% by Q2 2024. This suggests a strategic focus on expanding into the disposable vape market with significant success.

The top 20 market concentration increased from 84.6% in Q4 2023 to 87.5% in Q1 2024, before decreasing to 83.0% in Q2 2024. This fluctuation indicates a competitive market with shifting dynamics among the top players.

Snuset.se emerged from outside the top 20 in Q4 2023 to 11th place by Q2 2024, reflecting its rapid entry and growth in the disposable vape market.

Emerging and declining sites

Eciggkedjan.se consistently improved its position, moving from 7th in Q4 2023 to 5th in Q2 2024, reflecting steady growth in market share.

Vapenation.se and Elecig.se showed a slight decline in market share and rankings, indicating they may be losing traction in the competitive landscape.

Snushandel.se and Swecig.se both saw declines in their rankings, moving downwards between Q1 and Q2 2024, indicating challenges in maintaining their market positions.

Comparative analysis

Haypp Group’s rapid ascent to the top position suggests a focused strategy on dominating the disposable vape segment, which has paid off significantly in Q2 2024.

Minprilla.se made a small entry into the market in Q1 2024, but did not maintain significant growth, reflecting minimal impact in the disposable vape segment.

Snuset.se’s steady rise shows potential as an emerging player, indicating effective market penetration and brand growth within this niche.

Haypp.com stands out as the most rapidly growing player, while others like Cigge.se and Vapehuset.se face challenges that need strategic addressing. The emergence of new players like Snuset.se indicates the potential for growth in this evolving market segment.

Make-your-own/DIY snus

The niche market for make-your-own snus remained relatively stable, with a slight increase of 1% in search volume in Q2 2024. Swedsnus continues to dominate this category, increasing its market share to 78.7%.

Despite high taxes and limited market growth opportunities, the make-your-own snus category has a loyal user base. However, the overall market for this category appears limited, with few new entrants or significant growth prospects.

Top performing e-commerce retailers within DIY snus

Snusbolaget.se showed consistent performance, ranking second in Q4 2023 and Q1 2024 before taking the top spot in Q2 2024. However, its market share decreased slightly from 24.3% in Q4 2023 to 22.2% in Q2 2024, indicating a marginal loss in market share despite retaining a high ranking.

Nettotobak.com maintained the third position in Q4 2023 and Q1 2024, moving up to second place in Q2 2024, although it also saw a slight drop in market share from 11.8% in Q1 2024 to 11.3% in Q2 2024.

Snusfabriken.com showed stability in Q2 2024, maintaining its third position with a steady market share of 3.2%, despite a drop from its Q4 2023 share of 5.2%.

Significant movers

Snussidan.se improved its ranking significantly from 14th in Q4 2023 to 5th in Q2 2024, with its market share increasing from 1.4% to 2.8%.

Snusnetto.se had a significant drop in market share, falling from 8.5% in Q1 2024 to just 0.6% in Q2 2024, indicating potential challenges in maintaining its earlier gains.

Market trends

Haypp Group’s collective sites saw a significant increase in market share from 32.7% in Q4 2023 to 43.2% in Q1 2024, before experiencing a substantial drop to 34.1% in Q2 2024. This fluctuation suggests strong initial growth followed by competitive pressures or market corrections.

The overall market concentration among the top 20 websites increased notably from 51.7% in Q4 2023 to 64.0% in Q1 2024, then fell back to 51.1% in Q2 2024. This indicates a dynamic market with potential volatility in market share distribution among key players.

Emerging and declining sites

Tobakshop.se showed an increase in market share, moving from 12th in Q4 2023 to 8th in Q2 2024, suggesting a strengthening presence in the DIY snus market.

Primasnus.se gradually improved its ranking, entering the top 20 and reaching the 10th place in Q2 2024.

The DIY snus market is competitive, with significant fluctuations in market share among top players. Established leaders like Snusbolaget.se and Nettotobak.com face emerging competition from rapidly growing players like Minprilla.se and Snussidan.se.

Nicotine-free snus online

Nicotine-free snus witnessed a modest growth of 1.1% in search volume during Q2 2024. Despite being a smaller segment, it shows potential, especially within the “functional snus” subcategory, which grew its market share from 30% in Q4 2023 to 33% in Q2 2024.

Traditional brands like Onico and Qvitt saw a decline, while newer, functional brands such as X-Gamer gained ground. This shift suggests that consumers are increasingly seeking products that offer additional benefits beyond just being nicotine-free.

Top performing e-commerce retailers within nicotine-free snus

The data reflects the market share and ranking changes of various e-commerce websites specializing in nicotine-free snus over three consecutive quarters: Q4 2023, Q1 2024, and Q2 2024. Here is a detailed analysis and key insights.

Snusbolaget.se remains the leader in this segment, holding the top position in all three quarters. However, its market share has been decreasing consistently, from 35.0% in Q4 2023 to 30.8% in Q2 2024. This suggests that while it retains a dominant position, it is facing increasing competition or market shifts.

Minprilla.se has shown significant growth, moving from 5th place in Q4 2023 with a 6.1% market share to 2nd place in Q2 2024 with a 10.0% share. Despite a slight decrease in Q2 2024, this growth indicates a strong performance in capturing market share.

Nettotobak.com consistently ranks in the top three, with its market share slightly declining from 7.9% in Q4 2023 to 8.7% in Q2 2024. This stability suggests a strong market presence with minor fluctuations.

Significant movers

Snussidan.se has been steadily rising, moving from 7th place in Q4 2023 to 4th place in Q2 2024, with its market share increasing from 3.2% to 6.4%. This shows a significant upward trend and strong market entry.

Snuset.se made a notable entry into the top rankings, moving from outside the top 20 in Q4 2023 to 6th place in Q2 2024. However, it experienced a slight drop in market share from 3.1% in Q1 2024 to 2.6% in Q2 2024.

Ica.se showed improvement in rankings and market share, increasing from 17th place in Q4 2023 with 0.5% to 9th place in Q2 2024 with 1.7%. One of a very few major grocery stores invested in snus online.

Market trends

Haypp Group’s collective sites saw an increase in market share from 46.6% in Q4 2023 to 51.1% in Q1 2024, followed by a significant decrease to 44.8% in Q2 2024. This indicates volatility and suggests that while they initially captured more market share, they faced challenges in maintaining it.

The concentration among the top 20 websites increased from 66.5% in Q4 2023 to 74.1% in Q1 2024, then slightly declined to 70.8% in Q2 2024. This fluctuation shows a dynamic and competitive market landscape where the leading players are seeing shifts in market share.

Snusfabriken.com experienced a decline in both ranking and market share, moving from 11th place in Q4 2023 to 14th in Q2 2024, reflecting potential challenges in maintaining its market position.

Emerging and declining sites

Cigge.se saw a significant drop in its market share from 5.8% in Q4 2023 to 1.6% in Q1 2024, but slightly recovered to 2.4% in Q2 2024. This indicates that while it faced challenges, it may be stabilizing.

Snusexpress.se and Whitelip.se were not in the top 20 in Q4 2023 but entered the rankings in Q2 2024, indicating emerging players gaining traction in the nicotine-free snus market.

Comparative analysis

The decrease in Snusbolaget.se’s market share indicates that even market leaders need to continuously innovate and adapt to retain their dominance.

Minprilla.se’s strong growth in market share and ranking highlights its potential to challenge the market leader in the coming quarters.

The fluctuations in Haypp Group’s overall market share suggest that while they are significant players, the competitive landscape is affecting their ability to sustain growth.

The nicotine-free snus market is highly competitive, with shifting dynamics among the top players. While Snusbolaget.se remains dominant, it faces challenges from rapidly growing competitors like Minprilla.se and Snussidan.se.

The entry of new players and fluctuating market shares indicate that companies need to be proactive in their strategies to maintain or improve their market positions.

Heated tobacco (Heat-not-burn) online

Heated tobacco products experienced the most significant growth among all categories, with an 8.4% increase in search volume during Q2 2024. This category, while still relatively small, is expanding rapidly, with Iqos dominating the market with a 56.2% share.

The growth of heated tobacco indicates a rising consumer interest in alternatives to traditional smoking, driven by perceptions of reduced harm. As more global tobacco companies enter the Swedish market, this segment is expected to continue its growth trajectory.

Top performing e-commerce retailers within Heated tobacco (Heat-not-burn)

This data focuses on the market share distribution among a select group of snus-related websites for Q2 2024. The table also reflects the market positioning of different companies within this segment. Here are the key insights.

Minprilla.se is the leading website with a significant market share of 24.4%. This dominance indicates a strong position within this specific segment, making it the primary choice for consumers.

Netsnus.se follows as the second-largest player with a 13.2% share. While considerably behind Minprilla.se, it still holds a substantial portion of the market.

Snussidan.se ranks third with a 7.0% share, showing a strong presence but with a noticeable gap from the top two competitors.

Mid-tier and lower-tier Players

Snuset.se and Snusfabriken.com are in the mid-tier, with shares of 3.0% and 2.9% respectively.

Snuslagret.se and Snusstocken.com occupy the lower end of the market with 1.7% and 0.5% shares, respectively. These websites have smaller market footprints and likely serve more niche segments or have less brand recognition.

Market concentration

The total market share covered by the top 7 websites in this segment is 52.7%, indicating a highly concentrated market.

Minprilla’s dominance is further highlighted by holding 46.3% of the market share within the top 20 websites, showcasing its strong influence in this space.

Snuset.se holds 5.7% of the market share within the top 20, showing that while it is a smaller player overall, it has a reasonable presence within the competitive landscape.

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Conclusion and future outlook

The Swedish online nicotine market is currently undergoing a profound transformation, marked by shifting consumer preferences, escalating competition among e-commerce platforms, and the rise of new product categories. This report has identified several key trends shaping the market’s current dynamics:

Market stabilization with shifting dynamics: Although the overall market for nicotine products has shown signs of stabilization, with a slight decline in search volumes, this apparent stability conceals significant shifts within individual product categories and the competitive landscape of e-commerce retailers.

Emerging competitors: Established market leaders like Snusbolaget.se continue to dominate but are increasingly challenged by agile newcomers such as Minprilla.se and Snuset.se. These emerging platforms have demonstrated rapid growth, indicating that the market remains susceptible to disruption and innovation.

Category-specific growth: The ongoing decline of traditional snus, coupled with the growth of nicotine pouches and heated tobacco products, reflects a broader consumer shift toward perceived healthier alternatives. Nicotine pouches are solidifying their position as a leading category, while heated tobacco products show the most robust growth, driven by rising consumer interest in reduced-risk options.

Fluid Competitive E-commerce Landscape: The competitive dynamics among e-commerce retailers are becoming increasingly fluid, with notable movements in market share and rankings. Retailers who can effectively align their strategies with evolving consumer preferences and market trends are likely to secure stronger positions in the future.

Future outlook

Looking ahead, the Swedish online nicotine market is expected to continue evolving as it matures. Several key factors will shape its future trajectory:

Increased competition: As new entrants continue to disrupt the market, established retailers will need to innovate and adapt to maintain their market positions. This will likely lead to a more competitive environment, with an intensified focus on customer engagement and product diversification.

Growth in alternative products: The decline of traditional snus suggests that alternative products like nicotine pouches and heated tobacco will continue to gain market share. Retailers that invest in these categories and expand their product offerings will be well-positioned to capitalize on this trend.

Consumer behavior and regulatory changes: Changes in consumer behavior, driven by health concerns and regulatory developments, are expected to influence market dynamics significantly. Retailers must stay responsive to these shifts and be prepared to adjust their strategies accordingly.

Technological advancements: As e-commerce platforms become more sophisticated, those that leverage advanced technologies such as artificial intelligence for personalized marketing and data analytics for strategic decision-making will gain a competitive edge.

Global market implications: The forthcoming analysis of the U.S. market will provide valuable insights for stakeholders. This comparative study could reveal emerging global trends, offering Swedish retailers opportunities to expand their influence in the growing online nicotine sector worldwide.

In conclusion, the Swedish online nicotine market is at a critical juncture. Retailers that can navigate the current challenges, adapt to emerging trends, and innovate in their approaches will not only survive but thrive in this dynamic environment. The market’s evolution in the coming quarters will provide further insights into which strategies are most effective, setting the stage for continued growth and competition.

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