The EU nicotine bag market supervision trend highlights: the ratio of online and traditional channels is about 1:2
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The EU nicotine bag market supervision trend highlights: the ratio of online and traditional channels is about 1:2
Currently, 11 EU member states have announced bills to control nicotine bags, but only France, Luxembourg and the Netherlands have chosen to ban them. Updates to the EU Tobacco Products Directive (TPD3) are underway and are expected to come into effect in 2027, and nicotine pouches may be included.
At 11:00 noon on April 5, local time, the organizer of the Spanish new tobacco exhibition EVO NXT held a forum on the theme of EU nicotine bag market analysis at the exhibition site.
The keynote speakers of this forum are Jonas Lundqvist, CEO of the Nordic Nicotine Bag Alliance (NNPA.EU) and Rebert Casinge, editor-in-chief of pouchforum.eu.
Kassinger pointed out that EU countries have different attitudes towards nicotine bags, but the overall trend is toward regulation rather than bans. Currently, 11 EU member states have announced bills to control nicotine bags, but only France, Luxembourg and the Netherlands have chosen to ban them. Updates to the EU Tobacco Products Directive (TPD3) are underway and are expected to come into effect in 2027, and nicotine pouches may be included.
The EU nicotine bag market supervision trend highlights: the ratio of online and traditional channels is about 1:2
Currently, 11 EU member states have announced bills to control nicotine bags, but only France, Luxembourg and the Netherlands have chosen to ban them. Updates to the EU Tobacco Products Directive (TPD3) are underway and are expected to come into effect in 2027, and nicotine pouches may be included.
At 11 noon on April 5, local time, the organizer of the Spanish new tobacco exhibition EVO NXT held a forum on the theme of EU nicotine bag market analysis at the exhibition site.
The keynote speakers of this forum are Jonas Lundqvist, CEO of the Nordic Nicotine Bag Alliance (NNPA.EU) and Rebert Casinge, editor-in-chief of pouchforum.eu.
Kassinger pointed out that EU countries have different attitudes towards nicotine bags, but the overall trend is toward regulation rather than bans. Currently, 11 EU member states have announced bills to control nicotine bags, but only France, Luxembourg and the Netherlands have chosen to ban them. Updates to the EU Tobacco Products Directive (TPD3) are underway and are expected to come into effect in 2027, and nicotine pouches may be included.
The EU nicotine bag market supervision trend highlights: the ratio of online and traditional channels is about 1:2
PPT at the forum｜Source: Two supremacy
EU member states have some flexibility in transposing TPD3 into domestic law, so nicotine pouches may be regulated differently. It is expected that many countries will wait for the implementation of TPD3 before formulating specific national laws to avoid conflicts with EU laws.
Although the European Commission is leaning towards banning nicotine pouches, there is a risk that nicotine pouches will be treated in the same way as tobacco-containing snus and subject to restrictions under TPD3. It is expected that the vast majority of countries will choose regulation rather than ban.
The EU nicotine bag market is huge, with the top five markets being Sweden, Finland, the Czech Republic, Denmark and Germany. However, the most popular brands are different in different markets. For example, Velo and Zyn are popular in Sweden, Skruf and Killa are popular in Finland, Velo and Dope are popular in the Czech Republic, Velo, Killa and Ace are popular in Denmark, Nos, Thor and Loop are popular in Spain, and Velo, Skruf and Lyft.
As the nicotine pouch market matures, large markets such as Germany and the Czech Republic are growing rapidly, while the mature Nordic markets will grow at a slower rate.
Nicotine pouch product trends include: new ingestion formats such as gum and films; new packaging and taste experiences.
As for sales channels, the ratio between online and traditional channels is about 1:2.
Outside the Nordic countries, countries with large populations and high smoking rates, such as Poland, France and Spain, have seen the fastest growth in nicotine pouch users.
In 2023, the share of online sales of nicotine bags in the EU has declined, mainly due to the introduction of a ban on online sales in Finland. It is expected that by 2027, as new markets become active and brands expand in the EU, online market share will increase again.
Kassinger concluded that although nicotine pouches are an important alternative to traditional tobacco products with better economics and lower selling prices (except in the Czech Republic), they face strong regulatory policy threats. The current reality is that there are many supporters at the civil and expert levels, while EU governments still have a negative attitude at the policy and regulation level, calling for bans or strict control.
