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Haypp Group recently conducted its annual product quality review. The spot check of tobacco-free nicotine products indicates a high level of compliance with applicable market standards among manufacturers.

The product tests were conducted in early January, by the independent laboratory Eurofins. The products' level of ingredients and elements was measured against a Haypp Group initiated market standard for oral tobacco-free nicotine products.

Overall, the annual sample test revealed few deficiencies. The results have been published through the information service NicoLeaks.com – a Haypp Group sustainability initiative, created to increase transparency in the industry.

“In general, the industry-standard compliance of our product portfolio is great and steadily increasing as more products are enrolled in our testing procedure. For the producers, the testing act as a quality label. If deficiencies are caught, we initiate a dialogue and work with the producer to further develop the products”, says Markus Lindblad, Head of External Affairs.

Seeing that most countries currently lack regulation concerning ingredients of tobacco-free nicotine products, the NicoLeaks initiative aims to ensure proper product information for consumers. Since 2020 Haypp Group has tested nearly 500 oral tobacco-free nicotine products. All test results can be downloaded free of charge by the public.

To be considered for the company’s product portfolio, producers agree to submit products for laboratory testing. On condition that potential remarks from the laboratory analysis are not substantive, the producer will be allowed to adjust the deficiencies indicated and the product is re-tested after a few months. If deficiencies are not corrected, the products will be removed from Haypp Group’s product portfolio.

Visit NicoLeaks.com

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Svensk Handel's (The Swedish Retail Federation) e-commerce indicators show that the turnover for e-commerce significantly decreased every month in 2022 compared to the same month in 2021, except for September. Only three e-commerce categories had a turnover growth in the full year 2022 compared to the full year 2021: nicotine and tobacco products, children's products and toys, and pharmacy products.

The report shows that Swedish domestic e-commerce declined 3 per cent during December compared to the same month in 2021. Over the entire Christmas period of November-December, e-commerce kept pace with last year's in terms of turnover at current prices. 

However, the report shows that the average purchase amount fell despite inflation, suggesting a significant decline in volume sales in e-commerce. Despite increased prices, retailers are finding it difficult to compensate for purchase prices in combination with, among other things, increased energy costs, writes Svensk Handel. 

For 2022, e-commerce turnover decreased by 9 per cent in Sweden and 12 per cent if e-commerce from abroad is also included.

According to Svensk Handel, the nicotine and tobacco products segment grew by 23 per cent last year. That is a continued increase compared to previous reports released earlier this year. The only other categories to have experienced growth during the period are children's items and toys, at 9 per cent, and pharmaceuticals, at 3 per cent.

"E-commerce has experienced a broad downturn affecting most sectors. However, Haypp Group's product category has continued to grow during the year and has the highest sales growth compared to 2021, partly due to consumers choosing to switch from cigarettes to less harmful and cheaper nicotine products, such as nicotine pouches," says Markus Lindblad, Head of External Affairs at Haypp Group. 

Svensk Handel is a Swedish trade- and employer organisation which engages in trading issues for wholesale, retail and e-commerce. Every month Svensk Handel conducts an interview-based study to report how Swedish e-commerce has developed during the period.

Access the full report (in Swedish) here.

For more information and contact
For general inquiries, contact [email protected].

Haypp in brief
The Haypp Group is spearheading the global transformation from smoking to risk-reduced product alternatives. With origins in Scandinavia, our extensive experience from pioneering markets in smoke-free alternatives, as well as being a leader in the e-commerce sector, is now bringing our vision to a global scale. With eleven e-commerce store brands, the Haypp Group is present in eight countries, where we served more than 680,000 active consumers during 2021.

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After surprisingly strong growth for Swedish e-commerce in September, the industry is once again in decline in October compared to 2021. As one of only three growing categories this year, the nicotine and tobacco industry continued the same path as in Svensk Handel's previous report and experienced the strongest sales growth of all categories during the period.

The report shows that Swedish domestic e-commerce declined 16 per cent during October compared to the same month in 2021. As explained by Svensk Handel, the lower share of the population participating in e-commerce and the lower average purchase amount have been challenging for Swedish e-commerce. Black Friday and Christmas shopping in the upcoming months could potentially reverse this trend.

"As described in Svensk Handel's report, the increased prices have affected many of the categories negatively, particularly durable goods. Haypp Group's category, however, continues to grow as many consumers move away from cigarettes too, for example, cheaper and less harmful nicotine pouches", says Markus Lindblad, Head of External Affairs at Haypp Group.

According to Svensk Handel, from January-October 2022, tobacco products grew at a rate of 21 per cent against last year. This is a continued increase compared to the last report for September and previous reports released earlier this year. The only other categories to have experienced growth during the period are children's items and toys, at 5 per cent, and pharmaceuticals, at 3 per cent.

Svensk Handel is a Swedish trade- and employer organisation which engages in trading issues for wholesale, retail and e-commerce. Every month Svensk Handel conducts an interview-based study to report how Swedish e-commerce has developed during the period.

Access the full report (in Swedish) on Svenskhandel.se

For more information and contact
For general inquiries, contact [email protected].

Haypp in brief
The Haypp Group is spearheading the global transformation from smoking to risk-reduced product alternatives. With origins in Scandinavia, our extensive experience from pioneering markets in smoke-free alternatives, as well as being a leader in the e-commerce sector, is now bringing our vision to a global scale. With eleven e-commerce store brands, the Haypp Group is present in eight countries, where we served more than 680,000 active consumers during 2021.

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Press release 11 November 2022

July—September 2022
• Net sales increased with 8 per cent to SEK 631 m (582). In constant currency, Net sales growth was 4 per cent.
• During the quarter, Haypp Group recorded 40 per cent year-on-year volume growth in the Nicotine Pouches category,
and the category accounts for 43 per cent of the total volume in the third quarter.
• The gross margin increased to 12.4 per cent (11.0).
• Adjusted EBIT amounted to SEK 13.7 m (10.1), corresponding to an adjusted EBIT margin of 2.2 per cent (1.7).
• Earnings per share before dilution amounted to SEK 0.23 (-0.27).
• Number of orders increased to 946 thousand (887) with an average order value of SEK 625 (624).
• Active customers increased by 13 per cent amounting to 431 thousand (382) at the end of the quarter.

Haypp Group's position in the value chain enables it to continuously release benefits of scale that drive Haypp Group's margin performance, and the gross margin increased by 1.4 percentage points to 12.4 per cent during the quarter. The Core markets business unit reached an EBITDA-margin of 8.2 per cent, a significant improvement from the 5.2 per cent in the same quarter last year, and shows the scalability of Haypp Group's business and ability to reach long-time financial targets. Haypp Group also continues to generate strong cash flows and maintains a strong financial position. Cash flow from operating activities increased to SEK 55.3 m (-8.3) and in total during the period, and Net debt/Adjusted EBITDA was 0.8 times (0.7 per end of December).

"We are seeing a growing consumer demand for less harmful nicotine products as well as continued positive signs of an increasing interest among governments for harm reduction. We also continue to make strong progress in the transformation to the rapidly growing nicotine pouches category, which now accounts for 43 per cent of the total volume. Net sales for the group increased by 8 per cent, 4 per cent in constant currency, during the third quarter to SEK 2,489 m on an LTM-basis. Haypp Group is well positioned to take advantage of a rapidly growing international market over the coming years and deliver in line with our long-term financial targets", says Gavin O’Dowd, President and CEO of Haypp Group.

The interim report is attached in its entirety to this press release and on the company´s website: https://hayppgroup.com/investor-relations/reports-and-presentations/

Haypp Group will hold a webcast conference call in English at 08.30 am CET today. Haypp Group will be represented by President and CEO Gavin O´Dowd and CFO Svante Andersson, who will present the interim report and answer questions. To participate or for further information – https://financialhearings.com/event/44164

For more information and contact
Markus Lindblad
Head of External Affairs:
+46(0)708153983
[email protected]

Niklas Alm
Head of Investor Relations:
+46(0)708244088
[email protected]

FNCA Sweden AB
Certified Advisor
+46 (0)8-528 00,399, [email protected]

Before its publication, this information was inside information and is such that Haypp Group is obliged to make public pursuant to the EU Market Abuse Regulation. The information was submitted for publication, through the agency of the contact persons set out below, on 11 November 2022 at 07:45 am. CET.

Haypp in brief
The Haypp Group is spearheading the global transformation from smoking to risk-reduced product alternatives. With origins in Scandinavia, our extensive experience from pioneering markets in smoke-free alternatives, as well as being a leader in the e-commerce sector, is now bringing our vision to a global scale. With eleven e-commerce store brands, the Haypp Group is present in eight countries, where we served more than 680,000 active consumers during 2021.

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On 11 November at 08:30 CEST, Haypp Group will host an audiocast in English. Haypp Group is represented by CEO Gavin O’Dowd and CFO Svante Andersson, who will present the interim report and answer questions. The Interim report for Q3 will be published at 07:45 CEST the same day.

To participate or for further information https://financialhearings.com/event/44164

The presentation will also be available at https://hayppgroup.com

For more information and contact
Markus Lindblad
Head of External Affairs:
+46(0)708153983
[email protected]

Niklas Alm
Head of Investor Relations:
+46(0)708244088
[email protected]

Haypp in brief
The Haypp Group is spearheading the global transformation from smoking to risk-reduced product alternatives. With origins in Scandinavia, our extensive experience from pioneering markets in smoke-free alternatives, as well as being a leader in the e-commerce sector, is now bringing our vision to a global scale. With eleven e-commerce store brands, the Haypp Group is present in eight countries, where we served more than 680,000 active consumers during 2021.

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Svensk Handel's e-commerce indicator for September shows that e-commerce grew significantly compared to the same month last year. The nicotine and tobacco segment again shows the strongest growth and is one of only three categories growing this year.

The report shows that Swedish domestic e-commerce grew 19 per cent during September compared to the same month in 2021. Despite slightly increased volumes, Svensk Handel describes weak comparable numbers and increased prices as the two significant factors driving the higher figures. While potentially indicating signs of recovery, Swedish domestic e-commerce turnover during the first three quarters of this year is still significantly lower than last year's period, decreasing 10 per cent from January through September.

"While it might be a bit too early to celebrate for some, it is gratifying to see positive signs of recovery for the e-commerce industry as a whole. The online nicotine category has shown a solid upgoing trend throughout the year. Consumers are moving away from cigarettes to cheaper and less harmful nicotine products such as nicotine pouches, a shift that benefits Haypp Group's category ", says Markus Lindblad, Head of External Affairs at Haypp Group.

According to Svensk Handel, nicotine and tobacco products have grown at a rate of 19 per cent from January through September, against the same period last year. This is a continued increase compared to the last report for August and previous reports released earlier this year. The only other categories to have experienced growth during the period are children's items and toys, at 4 per cent, and pharmaceuticals, at 3 per cent. 

Svensk Handel is a Swedish trade- and employer organisation that engages in trading issues for wholesale, retail, and e-commerce. Every month Svensk Handel conducts an interview-based study to report how Swedish e-commerce has developed during the period. 

Access the full report (in Swedish) on Svenskhandel.se.

For more information and contact

For general inquiries, contact [email protected].

Haypp in brief

The Haypp Group spearheads the global transformation from smoking to risk-reduced product alternatives. With origins in Scandinavia, our extensive experience from pioneering markets in smoke-free alternatives, as well as being a leader in the e-commerce sector, is now bringing our vision to a global scale. With eleven e-commerce store brands, the Haypp Group is present in eight countries, where we served more than 680,000 active consumers during 2021.

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Two new names, Lotta Emtefall and Jenny Mitts step into leading roles at Haypp Group and thus also the management team.

Lotta Emtefall assumes the role of General Counsel. Lotta most recently came from the position of Senior Legal Counsel at Klarna and has over 20 years of experience in business law in fast-growing companies.

Jenny Mitts is internally recruited as the new Chief Logistics Officer and has more than 20 years of experience in the logistics industry with senior positions at DHL and Dachser, among others.

For more information and contact
For general inquiries, please contact [email protected].

Haypp in brief
The Haypp Group spearheads the global transformation from smoking to risk-reduced product alternatives. With origins in Scandinavia, our extensive experience from pioneering markets in smoke-free alternatives, as well as being a leader in the e-commerce sector, is now bringing our vision to a global scale. With ten e-commerce store brands, the Haypp Group is present in seven countries where we served more than 680,000 active consumers during 2021.

Archives: MFN News Items

Svensk Handel's latest report describes a bleak first eight months of 2022, again featuring decreasing sales numbers for most categories within Swedish domestic online shopping. As one of only two growing categories this year, the nicotine industry continued the same path as in Svensk Handel's previous report and experienced the strongest sales growth during the period.

The online nicotine segment is one of the few categories that managed to grow this year compared to the same period last year. As explained by Svensk Handel, the reason why many categories continue to struggle during 2022 is partly due to reduced purchasing power seen during the previous six months, which has made consumers more restrictive, thereby negatively affecting average order values, and partly due to a continued return to brick and mortar after the pandemic.

"Online nicotine is a safe segment in the otherwise stormy e-commerce industry. As described in Svensk Handel's report, the increased prices have affected many categories negatively, particularly durable goods. Haypp Group's category, however, continues to grow as many consumers move away from cigarettes to, for example, cheaper and less harmful nicotine pouches", says Markus Lindblad, Head of External Affairs at Haypp Group.

According to Svensk Handel, from January to August 2022, tobacco products grew at a rate of 17 per cent against last year, a significant increase from the 8 per cent growth reported in the June-July survey. The only other category that experienced growth against 2021 was children's items and toys, at 4 per cent in both reports. Meanwhile, the August report showed that Swedish domestic e-commerce as a whole shrunk by 13 per cent, a minor improvement from the January to July period, during which it shrunk by 14 per cent compared to the corresponding period in 2021.

Svensk Handel is a Swedish trade- and employer organisation which engages in trading issues for wholesale, retail and e-commerce. Every month Svensk Handel conducts an interview-based study to report how Swedish e-commerce has developed during the period.

Access the full report (in Swedish) on Svenskhandel.se

For more information and contact

Markus Lindblad
Head of External Affairs:
+46(0)708153983
[email protected]

Niklas Alm
Head of Investor Relations:
+46(0)708244088
[email protected]

Haypp in brief
The Haypp Group spearheads the global transformation from smoking to healthier product alternatives. With origins in Scandinavia, our extensive experience from pioneering markets in smoke-free alternatives, as well as being a leader in the e-commerce sector, we now fully take our vision to a global scale. With ten e-commerce brands, the Haypp Group is present in seven countries where we served more than 680,000 active consumers in 2021.

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A recent report from Lakeville shows that oral nicotine, such as snus and nicotine pouches, is essential in helping smokers quit. Access to healthier nicotine alternatives on the market improves public health at large. Therefore, a permissive EU policy regarding the sale of oral nicotine, especially nicotine pouches, would reduce the number of deaths due to smoking by 210,000 lives per year.

The new report Fighting smoking with alternative nicotine products from Lakeville shows that access to healthier nicotine alternatives significantly improves public health. In Sweden, snus and nicotine pouches are allowed and used for a long time, and only about 6 per cent of adult men smoke, compared to an average in other EU countries, where about 28 per cent of men smoke. Sweden's lower percentage of smokers means Sweden has the lowest number of male deaths linked to smoking in Europe and the lowest number of new cancer cases linked to smoking.

– The report looked into various explanations for the differences in public health linked to smoking within the EU. Oral nicotine products are the most crucial factor in explaining the differences. Snus and nicotine pouches have thus saved many Swedes from premature death and could do the same for other EU countries, says Markus Lindblad, Head of External Affairs at Haypp Group.

The report Fighting smoking with alternative nicotine products shows that regulations and prices of cigarettes do not significantly affect the number of smokers. Countries such as Ireland, Great Britain and France have substantially higher cigarette prices than Sweden, but the percentage of smokers is still much higher than in Sweden. Even in countries such as Finland and Italy, which have stricter regulations regarding smoking, the rate of smokers is much higher than in Sweden.

The report shows that an EU policy allowing the sale of oral nicotine, such as nicotine pouches, can be estimated to reduce the number of men's deaths caused by smoking by around 210,000 per year. The number of smoking-related lung cancer deaths is estimated to decrease by approximately 75,000 and the number of new smoking-related cancer cases by 175,000 per year, assuming uptake and substitution of snus and nicotine pouches among European men to the same degree as in Sweden.

– This study is focused on men because, historically, we have more data on men who use oral nicotine, mainly snus. Considering that more and more women are using nicotine pouches to quit smoking, one can realistically assume that the number of prevented deaths, in the long run, will be over 300,000 per year, says the report's author David Sundén at Lakeville.

Number of deaths of smokers due to lung cancer in the EU
(Top 10 in the EU – number of deaths of men over 35 in 2020 per 100.00 inhabitants.)

  • Hungary: 164
  • Greece: 160
  • Croatia: 155
  • Poland: 141
  • Cyprus: 131
  • Romania: 126
  • Estonia: 122
  • Bulgaria: 118
  • France: 116
  • Belgium: 112
  • Sweden: 42

The Swedish model saves lives
The effect snus and nicotine pouches have had in Sweden, where a substantial proportion of smokers have switched to these products, would save hundreds of thousands of lives annually in the EU. Although higher cigarette prices have a specific effect, an opportunity to use oral nicotine instead of smoking has the most significant effect. It would lead to over 210,000 fewer deaths in the EU. More countries realise the great benefits of a harm reduction policy. In the UK, the focus has been on e-cigarettes. A survey by the organisation ASH now shows that 3.9 million Britons have switched from smoking to fully or partially using vape products instead, which will significantly affect public health over time.

More about the study
Haypp Group AB has commissioned economics doctor David Sundén at Lakeville to assess the potential of snus and nicotine pouches as an instrument to reduce public health damage from tobacco smoking in the EU. The assessment results can estimate the possible long-term health effects. More specifically, the report attempts to evaluate the ability of these products to reduce the incidence of cancer and the number of deaths linked to smoking.

The potential of snus and nicotine pouches as harm reduction instruments is assessed by calculating the reduction in smoking deaths and cancer cases under the assumption that the Swedish tobacco policy would be introduced in other EU member states.

Lakeville are experts in socio-economic analyses, investigations, and evaluations. The starting point is national economic science supplemented with statistical and other empirical analysis methods.

Read the study here: https://hayppgroup.com/app/uploads/2022/08/Fighting-smoking-with-alternative-nicotine-products.pdf

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Concerns in the e-commerce sector are growing ahead of the autumn. However, Haypp Group's Head of External Affairs believes several factors could benefit the nicotine market in more challenging economic times.

High inflation, energy prices, and declining consumer spending cause concerns in the e-commerce sector. In an interview in the trade magazine Market, Markus Lindblad, Head of External Affairs at Haypp Group, gives his views on the topic. Lindblad believes that some e-retailers could face a tough time this autumn and winter.

"Many companies have bought a lot for the autumn in order not to be without goods due to lessons learned from the world's covid shutdowns and logistics problems. But the situation is different now. Consumption is slowing, and many will be left with large stocks after the third quarter. It won't be pretty. Lack of liquidity means that the situation must be saved by selling off the products at heavy discounts. Then the bankruptcies come next year in quarter one and quarter two", says Lindblad to Market and continues:

"However, the countercyclical companies with a sustainable business model and a stable balance sheet will not be affected similarly."

Lindblad points out several factors that could benefit the nicotine sector in more challenging economic times.

"Consumers will continue to use nicotine but choose cheaper products to some extent. The habit is still there, but people may move to a lower price segment. More people will also enter the product category due to the high costs of smoking."

Lindblad also points out that Haypp Group turns over nearly all its stock every fortnight while maintaining a solid balance sheet.

"That's a good foundation to stand on in these times", Lindblad concludes.

Read the full article (in Swedish) here.

For more information and contact
For general inquiries, please contact [email protected].

Haypp in brief
The Haypp Group is spearheading the global transformation from smoking to risk-reduced product alternatives. With origins in Scandinavia, our extensive experience from pioneering markets in smoke-free alternatives, as well as being a leader in the e-commerce sector, is now bringing our vision to a global scale. With ten e-commerce store brands, the Haypp Group is present in seven countries where we served more than 680,000 active consumers during 2021.