Smokeless tobacco products are a small but growing segment of the tobacco industry, which is currently dominated by cigarette sales. Implementation of smoking bans in public spaces and rise in cigarette taxes has tobacco consumers turning to alternative products to satisfy their nicotine cravings leading to a steady rise in percentage of smokeless tobacco users in the recent years.

Smokeless tobacco products are tobacco products that are not burnt on consumption, but either chewed on, sucked or sniffed, and spat out once the tobacco juice has been absorbed by the body through the mouth or nasal lining. Although many variants of these products are found worldwide, they can be clubbed largely into four product types, namely chewing tobacco, dipping tobacco, nasal sprays and dissolvables. 

However, a global market for smokeless tobacco products does not exist and prevalence of use remains centered to certain geographically regions where these products have been used traditionally.

The Asia Pacific region, being one of the largest consumers of tobacco, demonstrates the highest percentage of smokeless tobacco users. It holds the largest market share, XX%, of the global market with a value of $XX billion and is expected to continue leading the market throughout the forecast period, growing at the fastest CAGR of XX% from 2015 to 2025. It is followed by North America, which consists primarily of the U.S. market, amounting to $XX billion and growing at a steady CAGR of around XX% throughout the forecast period. Scandinavia, though boasts of high snus prevalence, is a smaller market due to their small population as compared to other regions.

The following figure provides a snapshot of the market share of key geographies in the global smokeless tobacco market:

Global Smokeless Tobacco Market Share (2015) of Key Geographies
 

BIS Research Analysis

In Sweden and Norway, Swedish Match controlled more than 85% of the snus retail volume in 2010.,  However with the entry of Japan Tobacco, BAT and Altria have significantly reduced its share in recent years, to less than 65% in 2015. Swedish Match also competes with Big Tobacco in the U.S. market of moist snuff, where Altria is the leading player with 54.31% market share, followed by Reynolds American.

The market is expected to be driven by their lack of restriction in public use in contrast to cigarettes, their easy availability, and their cheap cost among others. However, the growth of the industry will be impeded by strict restriction on advertisement and marketing and growing awareness about negative health consequences associated with tobacco use.

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