2025 Developments
Nicotine in Denmark continued to contract in volume in 2025, mirroring the negative sentiment and tighter regulation observed across Western Europe, yet this environment has accelerated growth in tobacco free oral nicotine and modern nicotine products. Although total sticks volume fell by 2% in 2025 and cigarettes declined by 6%, expenditure on nicotine increased marginally, driven by higher prices and taxation rather than increased consumption, highlighting a challenging outlook for traditional formats. The attractiveness of this space lies in the rapid shift of younger adults of legal smoking age towards alternatives like nicotine pouches and closed-system e-vapour products, fuelled by innovation in design and functionality. To succeed, brands must prioritise innovation tailored to evolving preferences, leverage both online and offline for new product visibility, and proactively address the growing threat of illicit trade, which is amplified by regulatory and pricing pressures.
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Overview:
Understand the latest market trends and future growth opportunities for the Nicotine industry in Denmark with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Cigarettes
- Cigars, Cigarillos and Smoking Tobacco
- Smokeless Tobacco, E-Vapour Products and Heated Tobacco
If you're in the Nicotine industry in Denmark, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Nicotine in Denmark report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Nicotine in Denmark?
- Which are the leading brands in Nicotine in Denmark?
- How are products distributed in Nicotine in Denmark?
- Which category is the most heavily taxed in Denmark?
- How is the operating environment for Nicotine changing?
- What are the current legislative restrictions applicable to the sale of Nicotine products in Denmark?
- Where is future growth expected to be most dynamic?
Nicotine in Denmark
2025 Developments
Key Data Insights
Nicotine Continues Decline Amid Changing Preferences
Cigarettes Maintain Sales Lead as Alternative Nicotine Products Gain Popularity
Nicotine Pouches and Vapes to Attract Users as Cigarette Decline Accelerates
Illicit Trade Poised to Erode Legitimate Market Value
Bat and Pmi Strengthen Dominance as Innovation Underpins Stability
Online Sales Surge for Nicotine Pouches as Grocery Retailers Gains Ground
Legislation
Legislative Overview
Minimum Legal Smoking Age
Smoking Prevalence
Tar Levels
Health Warnings
Plain Packaging
Advertising and Sponsorship
Point-Of-Sale Display Bans
Smoking in Public Places
Low Ignition Propensity (Lip) Cigarette Regulation
Flavoured Tobacco Product Ban
Reduced Harm
Vapour Products
Production/Imports/Exports
Cigarettes in Denmark
Key Data Insights
Cigarettes Summary
Younger Danes Reject Smoking as Companies Shift Focus to New Nicotine Products
Government Enforcement and Public Sentiment Accelerate the Decline in Smoking
Illicit Trade to Rise as Smokers Face Declining Legal Options
Taxation and Regulation to Accelerate Shift to Non-Traditional Sources
British American Tobacco's Lead Narrows as Philip Morris Gains on Price Strategy
Grocery Retailers Drive Cigarette Sales as Consumer Routines Persist
Online Platforms Expand Reach but Remain Secondary to Physical Stores
Taxation Rates
Cigars, Cigarillos and Smoking Tobacco in Denmark
Key Data Insights
Cigars, Cigarillos and Smoking Tobacco Summary
Sharpened Volume Decline Offsets Economic Growth
Davidoff’S Limited Editions Drive Demand for Premium Experiences
Users Set to Turn to Tobacco Free Nicotine, Accelerating Volume Decline
Premium Cigars to Attract Loyal Buyers as Everyday Use Erodes
Premiumisation to Support Value as Price-Driven Products Lose Relevance
Mac Baren Shifts to Smoking Tobacco after Acquisition by Scandinavian Tobacco Group
Tobacco Specialists Drive Cigar Sales
Smokeless Tobacco, E-Vapour Products and Heated Tobacco in Denmark
Key Data Insights
Smokeless Tobacco, E-Vapour Products and Heated Tobacco Summary
Tobacco Free Oral Nicotine and E-Vapour Lead Category Growth
Velo Shift and Veev Drive Multi-Sensory Appeal and Usage Frequency
Nicotine Pouch Users to Drive Robust Growth as Disposable Vapes Face Regulation
Regulatory Shifts and Simplicity to Reshape Nicotine Choices and Brand Strategies
British American Tobacco Maintains Share with Nicotine Pouch Focus
Grocery Retailers Expand Assortment as Nicotine Pouches Gain Ground
Retail E-Commerce Share Remains Stable as Nicotine Pouches Shift Offline
Country Reports Disclaimer
The following categories and subcategories are included:
Nicotine
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- Fine Cut Cigarettes
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- Cigarettes (Illicit+Legal)
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- Cigars
- Cigarillos
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- Pipe Tobacco
- Fine Cut Tobacco
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- Chewing Tobacco
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- Loose US-Style Moist Snuff
- Portion US-Style Moist Snuff
- Swedish-Style Snus
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- Closed System Single Use
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- Closed System Rechargeable (including starter kits)
- Closed System Cartridges
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- Open Vaping Systems Charging and Vapourising Devices
- E-liquids
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- Tobacco Heating Devices
- Heated Tobacco
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- Nicotine Pouches
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- Closed System Single Use (Illicit+Legal)
- Closed System Cartridges (Illicit+Legal)
- E-Liquids (Illicit+Legal)
Nicotine
Passport Nicotine covers the seven major nicotine categories: Cigarettes, Cigars & Cigarillos, Smoking tobacco (made up of Pipe tobacco and RYO tobacco), Smokeless Tobacco (snuff and chewing tobacco), E-Vapour Products (closed and open); Heated Tobacco; and Tobacco Free Oral Nicotine. Smoking paraphernalia such as pipes, rolling papers, lighters or matches, etc., are not included, nor are nicotine replacement therapy (NRT) products, which are part of Euromonitor's Passport Consumer Healthcare database.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Nicotine research and analysis database.
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