Nicotine Pouch Sales Trends in Scandinavia From 2018 to 2025 - Marina Murphy

In this study, we set out to see whether nicotine pouches were displacing other tobacco countries in 2 Nordic countries - Sweden and Norway where snus has in the recent past been the dominant tobacco product. To do this we analysed 19 million anonymised, age-verified, purchases of snus and NPs from 7 of our e-commerce websites. The results show that in both countries, nicotine pouches surpassed snus in market share in 2025.