Interview with NNPA.EU: EU Nicotine Pouch Users on the Rise, Market Projected to Reach €2.1 Billion

Industry Insight by 2FIRSTS, edited by Sophia
Apr.08.2024
Interview with NNPA.EU: EU Nicotine Pouch Users on the Rise, Market Projected to Reach €2.1 Billion
EVO NXT Interview: 2FIRSTS discussed nicotine pouch market trends with NNPA.EU leaders Jonas Lundqvist and Rebert Casinge.

Recently, at the EVO NXT tobacco exhibition in Spain, 2FIRSTS engaged in a deep discussion with Jonas Lundqvist, CEO of the Nordic Nicotine Pouches Alliance (NNPA.EU), and Robert Casinge, Editor-in-Chief of pouchforum.eu, about the trends, regulations, and future development of the nicotine pouch market. The NNPA.EU, headquartered in Brussels, has been studying the trends in oral tobacco consumption for 20 years.

 

Interview with NNPA.EU: EU Nicotine Pouch Users on the Rise, Market Projected to Reach €2.1 Billion
Jonas Lundqvist (left) and Robert Casinge (right) | Image source: 2FIRSTS

 

EU Market is Experiencing Robust Growth

 

According to data, the number of nicotine pouch users in the European Union is steadily increasing, reaching 2.6 million. The adult usage rate is 0.7%, with an annual growth rate of 7%. This trend indicates a continued interest and acceptance among consumers for this product. Nicotine pouches overlap with traditional cigarettes, especially among users seeking reduced harm alternatives.

 

In terms of market, the European Union has over 90 nicotine pouch brands, with main producing countries including Sweden, Denmark, Hungary, Poland, Italy, and the Czech Republic. The majority of sales channels are offline, accounting for 68%, while online sales make up 32%. Forecasts indicate that by 2027, the nicotine pouch market value is expected to reach 15-16 billion euros, potentially even reaching 21 billion euros, provided that the policy environment remains favorable.

 

Regulatory Challenges to be Addressed

 

However, the nicotine pouch market also faces regulatory challenges. While most European Union countries consider it a general consumer product, there are still some countries that classify it as a tobacco product or a medicine/food product.

 

For example, the number of snus (nicotine pouch) users in Sweden is similar to the EU average, but the proportion of cigarette smokers is lower (5-6%), especially among young people, leading the World Health Organization to consider Sweden a smoke-free country. However, 9 EU countries classify nicotine pouch as a tobacco-related product, 4 as a medicine/food, and most countries (14) consider it a general consumer product.

 

As the host country of this exhibition, Spain's policies are unclear, while Bulgaria and Greece have specific tax policies on nicotine pouches.

 

Although the European Union has not yet established specific regulations, signs indicate that it may include it in the Tobacco Products Directive in the future. Of particular note is that Nordic governments are actively strengthening regulation of nicotine pouches, with Finland recently legalizing them as smoking cessation aids and imposing restrictions on sales to curb illegal smuggling and sales.

 

Public Attitudes Divide, Caution Needed in Product Innovation

 

There is a certain amount of disagreement in public attitudes. A public opinion consultation by the European Commission showed that the public and health organizations generally support nicotine pouches as a smoking cessation tool, but regulators are cautious about their health impacts. For example, it is deemed acceptable for each nicotine pouch to contain 20mg of nicotine, and products with high nicotine content should not exceed 50mg.

 

The popularity of nicotine pouches is mainly due to their simple and convenient nature - no charging or e-liquid is required, making them easy to carry and suitable for replacing traditional cigarettes. However, the issues of product flavor and market demand should not be overlooked. Manufacturers need to be cautious of flavors that may appeal to children, and strengthen the control and balance of chemical ingredients.

 

Therefore, although the nicotine pouch market is showing strong momentum in growth, regulatory disputes and public concerns are still ongoing. The key to future development lies in changes in the policy environment and the improvement of market innovation capabilities.

 

We welcome news tips, article submissions, interview requests, or comments on this piece.

Please contact us at info@2firsts.com, or reach out to Alan Zhao, CEO of 2Firsts, on LinkedIn


Notice

1.  This article is intended solely for professional research purposes related to industry, technology, and policy. Any references to brands or products are made purely for objective description and do not constitute any form of endorsement, recommendation, or promotion by 2Firsts.

2.  The use of nicotine-containing products — including, but not limited to, cigarettes, e-cigarettes, nicotine pouchand heated tobacco products — carries significant health risks. Users are responsible for complying with all applicable laws and regulations in their respective jurisdictions.

3.  This article is not intended to serve as the basis for any investment decisions or financial advice. 2Firsts assumes no direct or indirect liability for any inaccuracies or errors in the content.

4.  Access to this article is strictly prohibited for individuals below the legal age in their jurisdiction.

 

Copyright

 

This article is either an original work created by 2Firsts or a reproduction from third-party sources with proper attribution. All copyrights and usage rights belong to 2Firsts or the original content provider. Unauthorized reproduction, distribution, or any other form of unauthorized use by any individual or organization is strictly prohibited. Violators will be held legally accountable.

For copyright-related inquiries, please contact: info@2firsts.com

 

AI Assistance Disclaimer

 

This article may have been enhanced using AI tools to improve translation and editorial efficiency. However, due to technical limitations, inaccuracies may occur. Readers are encouraged to refer to the cited sources for the most accurate information.

We welcome any corrections or feedback. Please contact us at: info@2firsts.com

InterTabac 2025 Photo Gallery|Nicotine Pouch Exhibitors Surge: Booth Snapshot
InterTabac 2025 Photo Gallery|Nicotine Pouch Exhibitors Surge: Booth Snapshot
InterTabac 2025 in Dortmund has officially opened. At this year’s fair, numerous nicotine pouch brands are exhibiting, with their numbers rising significantly compared with last year.
Sep.19 by 2FIRSTS.ai
Supply Chain Research | 2Firsts Visits Dingli Group to Explore the Upgrade Path of the Novel Tobacco Industry
Supply Chain Research | 2Firsts Visits Dingli Group to Explore the Upgrade Path of the Novel Tobacco Industry
2Firsts visited Dingli Group on Sept 11 to boost collaboration in the novel-tobacco supply chain.
Sep.12 by 2FIRSTS.ai
Smoore's 2025 first-half performance: Revenue rose 18.3% to 6.013 billion yuan, with self - brand revenue up 14.1% to 1.274 billion yuan
Smoore's 2025 first-half performance: Revenue rose 18.3% to 6.013 billion yuan, with self - brand revenue up 14.1% to 1.274 billion yuan
In the first half of 2025, Smoore's revenue reached 6.013 billion yuan, up by 18.3%. The adjusted net profit was 737 million yuan, down by 2.1%. The ToB business revenue was 4.739 billion yuan, up by 19.5%, while the self - brand business revenue was 1.274 billion yuan, up by 14.1%.
Aug.21 by 2FIRSTS.ai
UK Vape Shop Proposes Deposit Scheme to Tackle Recycling Issue
UK Vape Shop Proposes Deposit Scheme to Tackle Recycling Issue
A vape shop owner in Shrewsbury has suggested a refundable deposit system to improve vape recycling, as current measures fail to prevent improper disposal despite specialized bins. Waste firms report ongoing challenges, including facility fires.
Sep.10
ICA Seizes Over 18,400 E-Vaporisers at Tuas Checkpoint — Largest Land-Checkpoint Haul Since Tougher Penalties Took Effect
ICA Seizes Over 18,400 E-Vaporisers at Tuas Checkpoint — Largest Land-Checkpoint Haul Since Tougher Penalties Took Effect
Singapore’s Immigration & Checkpoints Authority (ICA) intercepted a Malaysian-registered lorry at Tuas Checkpoint and uncovered more than 18,400 e-vaporisers and about 1,400 related components misdeclared as “components for motorised external roll-up blinds.” ICA says this is the largest haul detected at land checkpoints since stiffer penalties for vape offences came into force on Sep 1, 2025. One Malaysian man was arrested and the case was referred to the Health Sciences Authority (HSA).
Sep.17 by 2FIRSTS.ai
Altria Raises Dividend to $1.06; Annual Payout Ratio Rises to 78%
Altria Raises Dividend to $1.06; Annual Payout Ratio Rises to 78%
U.S. tobacco giant Altria Group, Inc. (NYSE: MO) announced a 3.9% increase to its quarterly dividend, lifting the payout to $1.06 per share and bringing the annualized dividend to $4.24. Investment bank Stifel on August 21 maintained its “Buy” rating and raised its price target from $65 to $72. Backed by strong free cash flow, Altria expects to maintain mid-single-digit dividend growth going forward.
Aug.29 by 2FIRSTS.ai