According to this year's edition of the Snusreport, developed by Snusbolaget, 51 percent of those who have used nicotine pouches as minors state that they purchased the products in a local kiosk. In comparison, three percent state that they bought the products online.
The report attributes the low proportion of digital purchases to e-commerce's use of digital age verification systems, which often apply double checks at both the time of purchase and delivery. In physical retail, age control is more often based on the human factor. Statistics from the survey show that 63 percent of consumers have been asked to identify themselves when shopping online, compared to 44 percent in physical stores.
Markus Lindblad, Communications Manager at Snusbolaget, comments on the debate surrounding young people's access to the products:
The debate about where young people get their snus often focuses on e-commerce, but the figures clearly point in another direction. Although more than three out of five online shoppers state that they have been asked for identification, a double age verification takes place with all purchases, but often the solution is so seamless that you don't notice that you have been age verified.
Lindblad also points out that previous authority checks have shown shortcomings in the procedures for identification in physical stores.
The authorities' stricter requirements for online commerce harm the channel that works best, says Lindblad.
Black Market via Social Media
In addition to legal sales, the report highlights a black market for nicotine products. Among young users between 18 and 24 years old, exposure to these products amounts to 32 percent. Distribution takes place largely via informal channels; 45 and 42 percent respectively of those who have encountered illegal nicotine pouches state that dealers and social media are the contact channels.
Price Drives Digital Commerce
Data from the report confirms a shift in consumer product choices. In 2025, nicotine pouches accounted for 53 percent of the market share, while traditional tobacco snus accounted for 45 percent. Sales of nicotine pouches increased by 12 percent, while traditional snus decreased by 9 percent.
The main driver for purchasing the products online is the price level. 80 percent of consumers state that price is the decisive factor for choosing e-commerce over physical stores. E-commerce habits are established in the target group; nine out of ten online customers buy at least half of their products via digital channels, and four out of ten make all their purchases online. The highest online sales per capita are found in Dalarna, where purchases are 30 percent above the national average.