HQ
Sweden
OWNERSHIP
Publicly Traded
RANK
1
(out of 15)
FINAL SCORE
3.83
(out of 5)

Company Overview

Swedish Match is an international tobacco manufacturer focused on Europe and North America. Its reduced- risk portfolio consists of snus and non-tobacco nicotine pouches and it registers the highest share of reduced- risk versus high-risk product sales among all manufacturers covered by the index. The company also sells high-risk products, including chewing tobacco, moist snuff, and cigars/cigarillos, which are offered in the US only. Unlike other companies, it does not sell cigarettes. In 2019, the company’s ‘smokefree’ categories generated 83.1% of total revenue, however these include chewing tobacco and moist snuff which are classified as high-risk product by the index. The company’s capital allocation is almost entirely invested in reduced-risk products. Between 2017 and 2019, the company acquired two reduced-risk companies and a chewing tobacco producer in Scandinavia.

Stance on Harm Reduction

Swedish Match articulates it commitment by stating: “Swedish Match’s vision is a world without cigarettes. The company is committed to displacing cigarettes by continuing to develop and commercialize alternative and dramatically safer sources of nicotine – which will improve public health.” This position was adopted in 2014 and follows the 1999 divestment of its cigarettes business, although it remains active in the high-risk product categories of cigars, cigarillos, and chewing tobacco. Its aim is to further increase the proportion of sales it generates from smoke-free products, and the company publishes its performance of this figure in its annual report.

Notable Performance

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Strategy and Management

Swedish Match has a commitment to harm reduction and to phase out high-risk products, setting a goal for a world without cigarettes. The company also reports on the year-on-year percentage of its sales and expenditure that high-risk products account for.
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Product Sales

Swedish Match is the only tobacco company that has almost half of its sales generated from reduced-risk products.
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Capital Allocation

Swedish Match’s investments are almost entirely dedicated to reduced-risk products.
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Product Offer

Swedish Match’s product portfolio includes less harmful reduced-risk categories such as snus and non-tobacco nicotine pouches, which are offered in all the countries of operation.
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Marketing

Swedish Match’s marketing policy and monitoring procedures are outlined in its overall code of conduct.
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Lobbying and Advocacy

Swedish Match is transparent in disclosing on its main policy positions and commits to proactively engaging with policymakers on harm reduction.

Net Value Sales

In 2019
High-Risk Products
55.5%
Reduced-Risk Products
44.5%

Products Offered

In 2019
High-Risk Products
4
Reduced-Risk Products
3

Capital and R&D Investment

Over 2017-2019
High-Risk Products
8.8%
Reduced-Risk Products
91.2%

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