The Swiss market for nicotine pouches continues to grow rapidly
Nicotine pouches are displacing traditional snus (76% market share)
Graubünden and Uri lead per capita consumption in Switzerland
Nicotine Pouches as a Smoke-Free Alternative to Cigarettes
The data shows a clear shift in consumption habits: 49 percent of users turn to nicotine pouches to quit smoking or vaping. They particularly appreciate the discretion (67%) and the fact that usage does not impact the environment (59%). The experiences after the switch are overwhelmingly positive: 91% of Swiss consumers report improved well-being.
"The Swiss market for nicotine pouches is growing rapidly as more and more consumers seek a discreet and tobacco-free alternative to cigarettes," says Markus Lindblad, Head of Legal & External Affairs at the Haypp Group. "That nearly half of our customers use the pouches to quit smoking confirms the significance of these products. A blanket vilification of nicotine pouches is the wrong approach."
Danger of the Black Market: Health Risks and Lack of Control
Despite market growth, the report reveals a downside: 15 percent of users in Switzerland report having encountered black market products – among 18 to 24-year-olds, it's even 35 percent.
The associated risks are significant: 52 percent of Swiss users express concerns about health dangers from unregulated ingredients or incorrect nicotine labeling on the black market. 23 percent of consumers each find enforcement against illegal sales ineffective or effective.
"It's particularly alarming that one in seven users in Switzerland has already come into contact with illegal products. This highlights the urgent need for clear regulatory frameworks and consistent enforcement. Only then can we ensure youth protection and product safety, which are already standard in controlled online commerce through automated age checks," Lindblad continues.
Regional Differences: Graubünden Leads, Western Switzerland Lags Behind
A look at the Swiss snus map shows a massive regional discrepancy. Graubünden remains the unchallenged leader in consumption with a per capita index of 209, followed by Uri (184) and Appenzell Innerrhoden (175). However, the lowest usage rate is in Western Switzerland: consumption is minimal in Geneva (index 9), Vaud (10), and Neuchâtel (12).
Brand Loyalty and Flavor Preferences
While men continue to make up the largest user group at 62 percent, the gender gap has narrowed significantly: the share of women rose from just 12 percent (2022) to now 37 percent. Mint continues to dominate preferences with an online market share of 85 percent. Velo remains the clear market leader in Switzerland with a 79 percent market share.
The complete report with detailed top lists on brands, flavors, and regional analyses for Switzerland can be found in the Snus and Nicotine Pouch Report 2026.
Methodology
The Snus and Nicotine Pouch Report 2026 is created by The Snus Diary in collaboration with Snusmarkt.ch. The report is based on a consumer survey with responses from 197 Swiss snus consumers who are customers at Snusmarkt.ch. The study is supplemented by purchase statistics for the entire year 2025 from Snusmarkt.ch with data from 10,000 customers.
About SnusMarkt.ch
SnusMarkt.ch is part of the Haypp Group. The Haypp Group is a pioneer in the global transition from smoking to less risky product alternatives. With its origins in Scandinavia and extensive experience from pioneering markets for smoke-free alternatives, Haypp uses its regulatory expertise and leadership position in e-commerce to provide over 1.1 million consumers with compelling added value. With eleven different e-commerce brands, the group is represented in six countries in Europe and the USA.
For more information, visit www.snusmarkt.ch and www.hayppgroup.com
Press Contact:
Lisa Hottes
Head of PR & External Affairs DACH
Tel.: +49 151 41253176
Email: lisa.hottes@hayppgroup.com