The Impact of Nicotine Limits in Denmark

The Tholos Foundation, in collaboration with IPSOS & HBS Economics, in a new research analyzed the risks of the proposed Danish regulations limiting nicotine content in nicotine pouches to 9 mg per pouch.

Key findings highlight significant public health and economic concerns:
Consumer behavior shifts:

• Half (50%) of current nicotine pouch users would seek alternative purchasing channels, either online or across the border of other EU countries
• One in five (18%) users might return to smoking
• Proposed limit threatens Denmark’s remarkable progress in reducing smoking rates from 19% to 14% between 2018 and 2023

Public health implications

• 3 out of 4 (75%) users originally chose nicotine pouches for health-related reasons, primarily to reduce or quit smoking
• One third (33%) of adults recognize these products as a safer alternatives to cigarettes
• Proposed limit could critically undermine strategies to reduce smoking ratesEconomic impact
• Projected retail losses: 400 million DKK in 2025, escalating to 600 million DKK by 2030
• Anticipated tax revenue losses: 296 million DKK in 2025, increasing to 435 million DKK by 2030

Consumer sentiment

Over half of Danish adults oppose the proposed nicotine limit, with four out five (80%) of users viewing nicotine pouches as critical to move and stay away from cigarettes.

For more details read the full paper below:

Progressive Regulation for Nicotine Pouches in Denmark

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For more information, please contact:
Tim Andrews, tandrews@tholosfoundation.org