The world of snus is dynamic and continually evolving. Various brands introduce new products that delight consumers with pleasant flavours, practical sizes, and excellent effects. What else could be on the horizon, and how might the market change in the upcoming years? We have examined the trends and innovations that await us in the near future. 

Current Trends

Snus may appear to be a relatively recent product, but it has a much longer history. Its origins date back to the 15th century when Christopher Columbus encountered it on the island of Hispaniola (Haiti) and brought it to Europe, where it became an instant hit. A can of this tobacco product was a must-have accessory for individuals of higher social status. 

However, the rapid rise of snus was followed by a relatively quick decline, largely due to the impact of the French Revolution, when people started replacing it with cigarettes. 

In the 19th century, snus made a comeback with the introduction of brands that are still known today, such as Röda Lacket, Ettan či General. Unfortunately, its expansion was halted by regulations and bans. 

The situation only calmed down in the 1960s, and since then an increasing number of people have been turning to snus. Statistics from Euromonitor International support the notion that its popularity is on the rise and likely to continue. These statistics show that the global snus market increased from 7,000 tons in 2008 to nearly 10,000 tons in 2019, representing a growth of over 40%.  

Sweden has the highest snus consumption globally, accounting for 70% of the worldwide market and 80% of the European market in 2019. From 2008 to 2019, sales and consumption of snus increased by approximately 20% in Sweden. In Norway, sales increased from 1,000 tons to 1,500 tons during the same period. The American market experienced the most rapid growth in the last decade, going from 350 tons in 2008 to 1,400 tons in 2019.

Consumer Preferences

When it comes to flavours, there are various preferences today. Some lean towards fresh menthol or sweet fruity flavours, while others prefer the classic and original taste of tobacco. The same applies to pouch sizes, with options ranging from mini and slim to normal and large. This variety ensures that every customer can find a suitable product. 

Current Restrictions and Regulations of Snus

Regulations and restrictions have significantly impacted the expansion of snus. Many of these limitations are still in effect today. For instance, within the European Union (excluding Sweden), the Tobacco Products Directive deems snus illegal. However, pouches with nicotine or chewable tobacco snus are legal and available for purchase both online and in physical stores. 

And what about snus laws in the UK? They are the same as in the European Union. The United Kingdom considers snus to be illegal, and only nicotine pouches and chewing tobacco snus are legally sold in the UK. 

In the United States, regulations vary by state, but they are generally not as strict as in the European Union. In Canada, however, snus is illegal and banned.  

New Trends in Snus

Snus has undergone several phases and periods of change since its inception. What does the future hold for snus? We have identified a few trends that may emerge in the coming years. 

New and Exciting Flavours

There is a wide variety of snus flavours available today, including:  

  • Original flavour – a classic snus produced even decades ago. It is known for its slightly spicy and more pronounced taste of tobacco. It can be supported by tones of citrus and bergamot. You can find this combination with brands like General, Göteborgs Rapé or Jakobssons.
  • Fruit flavour – pouches with tastes of raspberries, bananas, blueberries, wild berries, melons, lemons, oranges, and various other fruits. Some may even offer combinations of multiple flavour. They are known for their sweet and smooth taste and the fact that they can be used during the whole year. 
  • Menthol flavour – this fresh classic will never fail you. It is one of the most popular flavour in the whole world. Sometimes, pouches can also contain tones of mint or wintergreen.
  • Ice flavour – it is an excellent choice during warm seasons when the pouches have a pleasant cooling effect. You can choose fruit or menthol ice flavours and you will definitely love them. Ice versions can be found in several brands’ portfolio, including: Nick & Johnny, Pablo and Fedrs
  • Unique flavour – snus products now come in unique flavours like mojito, jalapeño lime, vanilla or coffee. These are quite new and not every brand has it in its portfolio. 

Brands are continually experimenting with new flavours, seeking innovative ways to attract customers, and provide something different. This is why we can expect to see more traditional and less traditional flavour combinations in the future. 

Smaller Packaging

Apart from flavours, consumers also have a choice of snus pouch sizes. Currently, the common sizes include mini, slim, super slim, normal and large. Smaller formats are suitable for work, the cinema, restaurants, or other places where you’d prefer a discreet option. Larger sizes are ideal for enjoying at home. 

Many suggest that manufacturers will introduce even smaller packaging, providing more convenience while delivering an excellent snus experience. 

Natural Ingredients

Snus contains several ingredients, not all of which are purely natural. This can be a disadvantage for those who prioritize their health and are concerned about what they put into their bodies. Therefore, brands may strive to produce products with purely natural ingredients in the future, minimizing negative health effects. 

Snus Focused on Health

This aspect is closely related to the previous one. Regular snus consumption affects the body, which is recognized by its manufacturers. In the future, brands may produce specialized products containing vitamins and minerals for those seeking healthier alternatives. One such product can already be found in the offer of KickUp. There is no tobacco or nicotine in it but it includes minerals and vitamins. 

Challenges for Snus in the Future

The popularity of snus suggests a promising future for this product. However, it should not be forgotten that, in addition to the emergence of exciting trends and innovations, snus will also face challenges, some of which are already becoming apparent. These challenges include regulatory pressures, particularly from the European Union. It remains uncertain whether nicotine pouches and other smokeless or smoke-free products will eventually be banned. 

Another significant challenge will be the competition from other products like e-cigarettes and low-odor tobacco products. These alternatives will also undergo various updates and trends to attract a substantial customer base. Therefore, companies producing snus will need to keep introducing new and original flavours and sizes to prevent the decline of this product type.