Tholos Foundation Reveals Critical Risks of Proposed Nicotine Pouch Regulations

A new report commissioned by the Tholos Foundation reveals that Denmark’s proposed 9 mg nicotine cap on pouches could have unintended consequences for public health and the economy. With many users relying on pouches as a safer alternative to cigarettes, the study highlights likely shifts toward smoking, illicit markets, and a loss of hundreds of millions in revenue if the law proceeds.

Key findings highlight significant public health and economic concerns

The comprehensive study reveals alarming potential outcomes if the proposed nicotine limit is implemented:

Consumer behavior shifts

• 50% of current nicotine pouch users would seek alternative purchasing channels, either online or across the border of other EU countries.
• 18% of users say they would return to smoking.
• The proposed limit threatens Denmark’s success in reducing smoking rates from 19% to 14% between 2018 and 2023.

Public health implications

• 3 out of 4 users originally chose nicotine pouches for health-related reasons, primarily to reduce or quit smoking.
• 33% of adults recognise nicotine pouches as a safer alternative to cigarettes.
• The proposed cap could critically undermine harm reduction strategies.

Economic 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, rising to 435 million DKK by 2030.

Consumer sentiment

Over half of Danish adults oppose the proposed nicotine limit, with four in five (80%) users viewing nicotine pouches as essential to moving away from cigarettes.

“These findings underscore the potential for significant consequences in terms of public health,” said the Tholos Foundation’s Director of Consumer Issues, Tim Andrews. “The proposed nicotine limit in nicotine pouches risks reversing hard-won progress in reducing smoking while creating new challenges, including black market growth and substantial economic losses.”

Download the full report:

Progressive Regulation of Nicotine Pouches

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

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