Ehandel.se noted Haypp Group’s strong performance through an increase in net sales by 22 per cent to SEK 768.9 million and an operating profit of SEK 7.7 million, which Market also referenced.

“Nicotine pouches volume grew by 37 per cent during the third quarter and by 39 per cent year to date, and now accounts for an all-time-high of 53 per cent of the total volume during a single quarter. All in all, Haypp Group continues to make strong progress in the transformation to this rapidly growing category, which is still in its infancy”, says Haypp Group's CEO Gavin O’Dowd.

Dagens Industri, Affärsvärlden and Privata Affärer also reported about Haypp Group’s Q3 interim report.

Ehandel.se (in Swedish): Fint som snus – Haypp ökar både försäljning och resultat

Market (in Swedish): Ökad omsättning för snusjätten Haypp

Affärsvärlden (in Swedish): Haypp Group mer än dubblar rörelseresultatet

Dagens Industri (in Swedish): Snusbolaget Haypp ökar vinsten

Privata Affärer (in Swedish): Ökad vinst för Haypp

For more in-depth comments on the Q3 interim report, CEO Gavin O’Dowd and CFO Peter Deli held a webcast through Financial hearings, which is available here.

"At Haypp Group, the sustainability strategy is directly aligned with our business strategy. Therefore, it involves a lot of continuously developing and improving our internal processes, collaborating with our employees and partners," says Emma.

Emma has a previous background as a political advisor in the European Parliament, and thus, she has valuable experience of working in Brussels, where the most significant challenges lie.

"It's frustrating that the regulatory development is heading in the wrong direction, and political decisions actively hinder sustainable development. In Sweden, the first risk-reducing decision was recently made in many years, which is positive. However, in the EU, many legislators are guided more by superstition than by research and facts."

"Haypp Group's sustainability work primarily revolves around providing the financial markets with the best possible information about Haypp Group's impact on the environment, the social responsibility we undertake, and how our corporate governance is implemented. The goal is to attract the right capital to Haypp Group as the sustainable investment in the future that we are. Furthermore, especially considering the addictive products we sell, we aim to objectively present the financial risks associated with our operations," says Markus Lindblad, Communications Director at Haypp Group, and continues:

"But as a company, we also need high-quality reporting on sustainability issues, not only in our daily operations but also in how we plan our business five to ten years ahead. This is where Emma, with her unique background, and our new sustainability organization, will contribute to Haypp Group's financing and how we identify and manage our future risks and opportunities. By recruiting Emma, we are taking the next step towards better dialogue with our partners."

Read the full interview with Emma (in Swedish) here.

O'Dowd's keynote speech was titled "Consumer Demand for Innovation in Nicotine", sharing recent data and insights from the Swedish and US markets. Haypp Group has over four thousand data points per customer and is the number one insights provider in the industry.

Some insights O'Dowd shared included flavouring and its role in converting smokers to nicotine pouches, as well as minimising youth recruitment to nicotine products.

In Sweden, there is a distinct overrepresentation of former smokers opting for fruity-flavoured nicotine products, illustrating the appeal these flavours hold for individuals transitioning away from traditional tobacco. The data shows that mint-flavoured nicotine products are particularly popular among younger demographics who've never smoked. This underscores the importance of understanding consumer behaviour to ensure products are responsibly marketed and regulations adequate and appropriate for the desired objective.

On a brighter note, fruity flavours have proven to be the most successful in aiding smokers' transition from combustion tobacco without luring younger demographics to nicotine — a promising insight for companies looking to promote healthier alternatives without attracting unintended audiences.

O'Dowd also touched upon the growing prominence of the offline and online US nicotine pouch market.

The US market has witnessed an explosive growth of +1,400% in just four years, showcasing the increasing demand and acceptance for such products. Already dwarfing its European counterparts, the US market is seven times bigger than Sweden's, making it a prime focus for global players. Despite its current dominance, the US market is still in its infancy, with massive potential for growth, especially in online sales.

Finally, O'Dowd looked into the crystal ball, presenting three predictions for the nicotine industry in the coming three years:

• Mint, the current dominant flavour, will lose its top spot, making way for innovations in taste.
• The most significant and transformative innovation will likely come from a small entity, having less than 100 employees, underlining the value of grassroots innovation.
• The largest Stock Keeping Unit (SKU) has yet to hit the market, unseen products will revolutionise the industry.