Driving value through focus and execution
Focus2030 is the foundation for delivering on our financial ambitions
We focus on three strategic priorities, which are the critical keys to unlock the full potential of the
Group. By 2030, we aim to have created a company that has:
• A sustainable and stable machine-rolled cigars and smoking tobacco business
• A growing and increasingly attractive handmade cigar business anchored in the US, but with
a growing international platform
• A bigger nicotine pouch business with even more upside in an attractive category
An essential part of Focus2030 is to create value for our shareholders by delivering on our financial
ambitions for the five-year period. We will have accomplished these ambitions in 2030 when we have
delivered:
• A return on invested capital (ROIC) of more than 11% compared with 7.9% in 2025
• A low single digit organic compounded annual growth rate in EBIT before special items
• A free cash flow generation before acquisitions of more than DKK 1.2 billion
Acquisitions as well as divestments of less core assets will continuously be evaluated, assuming these
potential transactions support our strategy as well as our financial ambitions.
Building the foundation for stabilising machine-rolled cigars
Scandinavian Tobacco Group is the European market leader in machine-rolled cigars, however market
share and production volumes have declined in recent years, negatively impacting our profits. Fo-
cus2030 emphasises the need to protect our strongholds while expanding our market shares in key
markets. In addition, we aim to optimise our supply chain through simplification.
To offset the structural volume decline in the machine-rolled cigars category, it is key to secure market
share gains and optimize price management. Mitigating structural market trends through intensified
market share focus is reflected in the category’s five-year ambition. We aim to increase volume market
share in key European machine-rolled cigar markets from below 27% in 2025 to more than 29% in
2030. Additionally, we aim to grow net sales of the four power brands, Signature, La Paz, Mehari´s
and Panter faster than the overall category growth.
As part of Focus2030, we have in this quarter rebranded our power brand, Mehari’s. To celebrate the
brand’s 50th anniversary, Mehari’s has been given an upgraded packaging design that reflects the
quality and craftsmanship behind every cigarillo with the aim to strengthen relevancy amongst con-
sumers by reviving its spirits of adventure and historical reputation.
Preliminary total market data for the first quarter 2026 show that in the seven key European markets
machine-rolled cigars volumes declined by 1.5% compared to the first quarter in 2025. The preliminary
data indicates that our volume market share improved to 27.9% in the quarter compared with 27.0%
in the first quarter last year.
Data for the last twelve months, i.e. from April 2025 to March 2026, indicates a total market decline of
1%. Our volume market share was 27.0% compared with 27.7% in the previous twelve-month period.
The three power brands Signature, Mehari´s and La Paz increased market share and the four power
brands, including Panter, accounted for about 78% of category volumes.
It should be noted, the underlying development in total markets and our market share performance
best can be evaluated over a longer time perspective as volatility in quarterly data can be high. Our