A standard box of Swan Vestas safety matches typically contains about 60 matches on average.

Quick answer

  • Retail listings for Swan Vestas safety matches state an “average contents per pack – 60 matches.”
  • So if you pick up a normal, small Swan Vestas box in a shop today, you should expect roughly 60 matches in a box of Swan.

Extra context

  • The “average contents” wording means the exact number can vary slightly from box to box, but the target fill is around 60 sticks per box.
  • Larger or decorative “Swan”‑branded matchboxes do exist (including gift or design boxes that may hold over 100 matches), but those are different products from the classic Swan Vestas safety matches most people mean by “a box of Swan.”

TL;DR: For the usual Swan Vestas box you see in UK shops, assume around 60 matches per box.

Information gathered from public forums or data available on the internet and portrayed here.