Nicotine Pouches

According to the data, the number of nicotine Pouches users in the EU has climbed to 2.6 million in 2023, with an annual growth rate of up to 7%. This growth trend reflects consumer interest and acceptance of this new harm reduction alternative to traditional cigarettes.

 The market is highly competitive and there are currently more than 90 brands of nicotine packs in the EU

 In terms of channels, offline physical store sales still dominate, accounting for 68%, and online e-commerce accounts for 32%. The industry forecasts that under the premise of a continued favorable policy environment, the European nicotine bag market value is expected to reach 1.5-2.1 billion euros by 2027.

 However, the regulation of nicotine pouches is widely divided within the European Union. While most countries regard it as a general consumer product, nine countries still classify it as a tobacco product and four as a medicine or food. At the EU level, there is no single specific regulatory legislation, but there are indications that it may be possible to include nicotine bags in the current Tobacco Products Directive. It is worth noting that Nordic governments are actively strengthening the regulation of nicotine bags, Finland recently legalized it as a smoking cessation drug, and imposed limits on nicotine content to curb illegal smuggling and sales.

Public opinion on nicotine packs is somewhat divided. Surveys by the European Commission show that the public and health organizations generally support nicotine bags as a smoking cessation tool, but regulators are cautious about their potential health effects. For example, a nicotine content of 20 mg per bag is acceptable, but high-nicotine products should not exceed 50 mg.

The rapid popularity of nicotine pouches in Europe is mainly due to their simple and easy-to-use characteristics, no need to charge, no need for liquid, easy to carry, and popular as a substitute for traditional cigarettes. But the issue of product taste and market demand can not be ignored, manufacturers need to take care to avoid introducing flavors that appeal to children, and strengthen the control and balance of chemical ingredients.

Overall, although the nicotine pouches market is currently showing strong growth momentum, regulatory controversies and public concerns also exist, and the key to its future development still lies in changes in the policy environment and the improvement of the industry's own product innovation capabilities.