Snus in Sweden
What Is Swedish Snus?
Swedish snus is deeply rooted in european tradition and unquestionably a part of the Swedish national identity. It's as swedish as sin! The number of snus users in Sweden (and the whole world for that matter) is steadily increasing. Today, there are an estimated 1 million snus users in Sweden (which equals almost 20% of all adult Swedes) and another 3-4 million in the rest of the world. Swedes consume close to 1 kg (apprx 2 lbs) of snus per person every year! The US consumes a larger total quantity but with a much larger population. Other big markets are Germany, Austria, Switzerland and the UK.
What is Swedish Snus?
According to the EU comission, which when examining the health effects of snus came up with an official definition, it's ground, moist tobacco for oral use. In other words, Swedish snus is to be enjoyed in your mouth. It's not to be chewed like the plentiful US brands, nor should be be inhaled through the nose, like the english och german nasal snuff's. Joining to EU became the ultimate proof of the strong position of snus in swedish society which is a subject we will disucss in more detail later.
Having been a typical male form of tobacco consumtion, snus use today is a all about gender equality! Since the 1990's the number of female snus users has grown rapidly, from just a few % of users to almost one fifth.
The reason Sweden easily passes the target objective of WHO of no more than 20% smokers is spelled snus. It's beyond a shadow of a doubt easier to quit smoking if you switch to snus than using nicotine gum, nicotine patches, smokeless cigarettes or any other method brought forth by the huge pharmaceutical industry. Snus has been called "nature's own nicotine gum". A statement which is very true in many ways.
With the rising popularity of snus also comes big business. In the 1960's the goverment owned Svenska Tobak AB saw little or no future in selling snus. Sales were down and snus users were a dying breed. There were even talks about scrapping the production of snus all together. Back then it was "cool" to smoke. Celebrities turned to smoking and you can't really imagine James Bond with a huge snus under his lip, standing at the bar ordering a Dry Martini. Cigarettes were just one part of the US influenced identity Swedes adapted. Coca Cola, Levi's jeans, american movies, Elvis and the Beach Boys were other phenomena that were brought to Europe in a shady haze of Camel and Marlboro smoke. Today on the other hand, it's hip to snus, it's definitly not hip to smoke atleast. Smokers are confied to special areas that often are extremly scarse in public spaces. You never hear about snus free restaurants or airports though. Snus grants the user a whole other form of freedom that the cigarette never will again.
Big Money
The net profit of Swedish Match in 2008 was more than 2 billion swedish kroner (apprx 300 million USD). The net profit margin was close to 25% and during the early years of this millenium the net margin was as high as 45%. This inspite of huge investments in marketing and in new production plants. It's most certainly a lucrative business. This has lead to a wave of new snus manufacturers coming onto the scene in hopes of tapping into this money making machine. One example is the small snus producer Gustavus. They were initially bought by Austria Tabak, which in turn was bought by Gallaher Group of the UK, which in turn got bought by Japan Tobacco International. From north to south, Sweden is filled with small snus manufacturers trying to claim their share of the market. Brands like Gotlandssnus from the island of Gotland, Gellivare Snusfabrik från the far northern city of Gällivare and many, many more.
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