Nicotine pouches gain popularity in Finland as nearly 90 brands emerge in market

The popularity of nicotine pouches surged dramatically in Finland after their sale was legalized last spring. This development prompted both domestic and international entrepreneurs to enter the market, leading to the emergence of nearly 90 brands available for purchase on Finnish-language websites. Among these brands, 18 are owned by major tobacco companies, including Philip Morris International and British American Tobacco. The remainder belongs to a variety of smaller enterprises, many of which have questionable criminal backgrounds.

Despite Finland imposing legal requirements on the sale of nicotine pouches, some entrepreneurs have dubious histories. One young man involved in power lifting promotes nicotine pouches on social media, showcasing scantily clad women in his advertisements while he poses in a gym, displaying an extensive array of tattoos. His criminal record includes violent offenses, such as murder and drug possession.

In early 2023, the Ministry of Social Affairs and Health initially advocated for a complete ban on nicotine pouches. However, the situation shifted when the Finnish Medicines Agency (Fimea) announced that nicotine pouches would no longer be classified as medications. Soon after, customs authorities permitted their unrestricted importation. Following this, the government decided to regulate their sale, paving the way for taxation on the products.

A notable player in the nicotine business is Gevorg Nalbandyan, an Armenian-born millionaire who operates GN Tobacco in Sweden, which produces exceptionally potent snus. In addition to snus, the company has begun manufacturing and marketing nicotine pouches.

In Estonia, two men have established a complex business network with multiple nicotine brands, some sold in Finland. Their enterprises are scattered across various countries, creating challenges for tax authorities trying to monitor financial transactions.