Nicotine Pouches – what a retailer needs to know
This page is intended for points of sale, specialty stores, and others operating in the field who are considering the resale of nicotine pouches. We do not present products or an online store, but rather offer responsible and law-based information to support the business.
What is a nicotine pouch?
Nicotine pouches are tobacco-free nicotine products used to administer nicotine absorbed through the oral mucosa. They resemble snuff in appearance but do not contain tobacco plant material.
A nicotine pouch is a small fiber pouch placed between the upper lip and the gum. The pouch contains nicotine and other additives such as vegetable fiber, flavorings and sweeteners, acidity regulators, preservatives, salt, and water.
Nicotine is absorbed into the bloodstream through the mucous membranes of the mouth. The typical usage time is 20–30 minutes, and use does not cause smoke, odor, or the need to spit.
Reporting Nicotine Content
Nicotine content can be reported in two ways:
- mg/g – milligrams of nicotine per gram of content
- mg/p – milligrams of nicotine per pouch
The Tobacco Act only regulates the mg/g value. The permitted nicotine content of a product is tied to this value, not the amount of nicotine per pouch.
Since the permitted weights of the pouches vary between 0.5g and 1g, two products with the same mg/ value may have a different amount of nicotine per pouch.
Regulation in Finland
| Regulation Element | Status |
| Sales Permit | Required from the municipality |
| Age Limit | 18 years |
| Self-supervision plan | Mandatory |
| Flavour ban | In force starting 2024 |
| Distance Selling Ban | Forbidden |
| Display Ban | Forbidden at points of sale |
| Marketing | Forbidden in all channels |
Building the Selection
Assembling the selection is a central part of responsible and profitable sales. Although the flavor selection is limited, products are differentiated by factors such as:
- Nicotine strengths (mg/g) – the product range scales to customers’ usage habits
- Pouch size and shape – affect comfort and feel during use
- Brand reputation and reliability – influence purchasing decisions, especially in a regulated environment
You receive support from us for planning the selection within the limits of regulation – without marketing.
The Role and Responsibility of the Point of Sale
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As a retailer, you are responsible for ensuring that:
- Sales occur only to adults
- Permits and documents are up to date
- Products are not displayed in the store premises or on the website
- Personnel are familiarized with regulation and responsibility
We offer our customers training materials and support for the permit process when needed.
Would you like to know more about cooperation?
We have built Finland’s most extensive responsible nicotine pouch portfolio and serve hundreds of retailers across Finland.