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    Will XQS Pouches and Signature Action Growth Change Scandinavian Tobacco Group's (CPSE:STG) Narrative

    Simply Wall St·12/11/2025 22:24:19
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    • In recent months, Scandinavian Tobacco Group reported that its Signature Action cigarillo brand has almost doubled sales, added a new Signature Action Mix variant, and introduced larger 17-pack formats to appeal to value-focused smokers.
    • The company has also moved into the nicotine pouch market with its XQS brand, which has quickly become the sixth-largest pouch label, signalling a meaningful broadening of its product portfolio beyond traditional tobacco.
    • Next, we’ll examine how the rapid rise of XQS nicotine pouches could influence Scandinavian Tobacco Group’s existing investment narrative.

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    Scandinavian Tobacco Group Investment Narrative Recap

    To own Scandinavian Tobacco Group, you need to believe it can offset shrinking traditional cigar volumes and margin pressure by expanding into higher growth, alternative nicotine products while integrating acquisitions and managing debt. The strong momentum in Signature Action and XQS supports the diversification catalyst in the near term, but does not fundamentally change the key short term focus on stabilising margins and cash generation in the face of declining core categories.

    Against this backdrop, the rapid rise of XQS nicotine pouches in Europe looks most relevant, as it directly addresses the push to diversify away from structurally declining handmade and machine rolled cigars. XQS growth helps validate the thesis that less regulated, next generation products can gradually rebalance the mix, although investors still need to weigh this against ongoing EBITDA margin compression and the costs of expanding in lower margin categories.

    Yet even as XQS expands, investors should be aware of the mounting margin pressure and what it could mean for...

    Read the full narrative on Scandinavian Tobacco Group (it's free!)

    Scandinavian Tobacco Group's narrative projects DKK9.2 billion revenue and DKK950.8 million earnings by 2028. This requires a 0.1% yearly revenue decline and a DKK154.2 million earnings increase from DKK796.6 million today.

    Uncover how Scandinavian Tobacco Group's forecasts yield a DKK90.00 fair value, a 3% downside to its current price.

    Exploring Other Perspectives

    CPSE:STG 1-Year Stock Price Chart
    CPSE:STG 1-Year Stock Price Chart

    Four members of the Simply Wall St Community currently place Scandinavian Tobacco Group’s fair value between DKK80.09 and DKK278.78, highlighting very different expectations. You should weigh these against the risk of continued EBITDA margin compression and consider how that could influence the company’s ability to grow earnings and sustain returns over time.

    Explore 4 other fair value estimates on Scandinavian Tobacco Group - why the stock might be worth 14% less than the current price!

    Build Your Own Scandinavian Tobacco Group Narrative

    Disagree with existing narratives? Create your own in under 3 minutes - extraordinary investment returns rarely come from following the herd.

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    This article by Simply Wall St is general in nature. We provide commentary based on historical data and analyst forecasts only using an unbiased methodology and our articles are not intended to be financial advice. It does not constitute a recommendation to buy or sell any stock, and does not take account of your objectives, or your financial situation. We aim to bring you long-term focused analysis driven by fundamental data. Note that our analysis may not factor in the latest price-sensitive company announcements or qualitative material. Simply Wall St has no position in any stocks mentioned.