Finland: nicotine pouch market snapshot, September 2025

Since 2023, when the Finnish Medicines Agency (Fimea) reassessed nicotine pouches and decided they could no longer be classified as medicines, the Finnish nicotine pouch market has gone through several regulatory changes and a rapid expansion.

Multiple international and local brands quickly covered the offline retail network, aiming to serve an increasing demand that came from existing and potential users opting to physically acquire these products, and potentially explore new flavour options or brands, instead of doing it online as before. Currently, we see a much more competitive landscape, with brands that were not previously offered in the Finnish market. Nicotine consumers now have access to a wider range of products.

This market snapshot offers an overview of the nicotine pouch market in Finland, covering retail channels, marketing, pricing and product characteristics.

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Julian Bobadilla

Head of market analysis

Julián was born in Bogotá, Colombia, where he obtained his Bachelor’s degree in Business Administration from the Universidad Pontificia Javeriana. He has worked in the financial and oil distribution sectors, mainly in controlling and financial analysis positions. He holds a Global MBA, focused on Sustainable Businesses, from the Bologna Business School in Italy.

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Finland: nicotine pouch market snapshot, September 2025

Julian Bobadilla

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