The popularity of nicotine pouches rose considerably in 2020. This was mainly because producers took advantage of a legal loophole which only forbids marketing activities on products that actually contain tobacco.
A significant number of product launches have been seen in this category, which also demonstrates the growing interest in nicotine pouches. During 2020, producers were eager to take advantage of the unregulated nature of the market with players such as Lyft offering innovative taste variants in its Forces of Nature range, with the aim of attracting a younger audience.
During 2021, prices of nicotine pouches decreased. Producers opted to lower their prices on the Danish market, with this move synchronised with the significant price increase in cigarettes.
This category became regulated from 1 April 2021. In terms of advertising, nicotine pouches now fall under the same jurisdiction as other tobacco products, meaning marketing activities are forbidden.
As nicotine pouches is a fairly new category and mostly popular amongst young people, the category has started out experiencing a high share of sales via e-commerce. Moreover, this channel is expected to grow further over the forecast period.
The lifting of COVID-19 restrictions is not expected to have a significant effect on the dynamism of this category’s growth over the forecast period. This is mainly because primary users (younger Danish males) will consume the product in a social context or alone.
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Understand the latest market trends and future growth opportunities for the Tobacco Free Oral 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.
If you're in the Tobacco Free Oral 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.
This report originates from Passport, our Tobacco Free Oral Nicotine research and analysis database.
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