Tobacco-free and very popular: nicotine pouches will soon only be available in tobacconists

By Moritz Bach

A small pouch under the lip, the gums burn for a moment and then the nicotine kick is there.
Tabakfreie Nicotine bags (Pouches) have developed from a niche product into an established nicotine product in just a few years. According to figures from the monopoly administration, sales in tobacconists were around 2024 158 million euros – a growth of 34 percent to the previous year. The tobacco wholesaler Japan Tobacco International (JTI) estimates the market value of sales in tobacconists in 2025 at around 200 million euros. This corresponds to around 33 million cans sold.

The bags that are placed between the lip and gums contain a powder The nicotine salt. There are usually between six and eleven milligrams of nicotine per sachet. For comparison: In Austria, the nicotine content of a cigarette may not exceed one milligram. The small bags do not contain tobacco. This is what sets them apart Snusa tobacco product originally from Scandinavia that is consumed in the same way. Snus is banned in Austria and other EU countries.

Demand for nicotine pouches is particularly strong among boys: according to the wholesaler Imperial Brands (including Skruf, Gauloises, West), more than half of consumers are between 18 and 34 years old. Older consumers have so far played a subordinate role.

Expansion of the monopoly

With 1. April Tobacco-free nicotine pouches are subject to excise tax and are included in the Austrian tobacco monopoly. This means that the same rules will apply to nicotine pouches in the future as to classic tobacco products. Sales are now only possible through tobacconists and controlled sales channels, for example Gas stations or gastronomyallowed. Online trading, which has hardly been restricted until now, sometimes without tangible proof of age, will no longer be possible.

What is central to trade is what is legally defined Trading margin of 32 percent of the purchase price. Up to now, small retailers were able to set their own selling price. These “measures will help tobacconists’ margins continue to increase and be secured,” says Silvia Polan, spokeswoman for Jti (u. a. Nordic Spirit, Camel, Winston) zum KURIER.

Youth, health and criticism of long transition periods

Health experts have long been warning about the products’ great appeal to young people. According to a survey on consumer and addictive behavior (ESPAD) from 2024, 34 percent of young people have already tried nicotine pouches, and 17 percent have consumed them in the past 30 days. Eight percent say the products daily to use.

At the end of the period for comments on the planned change to the Tobacco and Non-Smoking Protection Act, around 30 responses were received. Many of these came from doctors and health organizations such as cancer aid. They criticize the draft and call for stricter rules – such as a general ban on nicotine pouches or stricter approval rules for new products. These products are “highly attractive to young people and encourage entry and switching patterns,” explained pulmonologist Marcel Rowhani in a statement from the Medical Association. They have a high proportion of “free nicotine” with the corresponding potential for addiction.

Bans

In France the pouches are off March 2026 in any case forbidden. In Germany they are through that Food Law restricted.

Advertising and sponsorship are to be banned for all tobacco-free nicotine products from March 1, 2028. That is “much too long,” criticize the Federal Youth Representative Council (BJV). “The protection of minors is the top priority in all advertising and sales measures. Our target group is exclusively adult, existing nicotine consumers,” emphasizes wholesaler Philip Morris International (including ZYN, Marlboro, Iqos) press spokesman Sebastian Winter, in response to a KURIER request.

The wholesaler British American Tobacco Austria (including VELO, Parisienne, Pall Mall) states: “For several years now, BAT has pursued the goal of reducing the company’s health impacts by offering smoke-free alternatives.”