Nikotiinipuss sales nearly doubled last year

Sales of nicotine pouches nearly doubled in Finland last year compared with the previous year, while traditional cigarette sales declined, according to fresh market data.

The Finnish public broadcaster Yle reports that daily retail sales of non-cigarette tobacco products rose 17.5% in the first quarter of 2026 compared with the same period in 2025. Nicotine pouches fall under this category.

In contrast, cigarette sales fell by about 8% and cigar sales by 7.3% over the same comparison period. A Tampere supermarket owner, Janne Ruola, said the growth in nicotine pouch sales had accelerated over the past 18 months.

“Last year was a big year when nicotine pouch use became mainstream and the growth rates were massive,” Ruola said. “Last year’s sales nearly doubled compared with the year before.”

S-Group sales manager Laura Malin confirmed the trend in an emailed response. “Cigarette sales fell by more than 10% last year, while nicotine pouch sales grew by more than 20%,” she said.

Data from Ruola’s K-Supermarket in Kaukajärvi show continued growth this year. From January 1 to July 20, nicotine pouch sales rose by 29% compared with the same period in 2025.

The Finnish Licensing and Supervisory Authority (Lupa- ja valvontavirasto) began mandatory reporting of nicotine pouch sales earlier this year. Senior inspector Aleksi Halme said the authority’s data remain incomplete because only products still on shelves after February 2026 must be reported.