Pouches Wrapped 2025 is our annual look at what actually happened in the world of nicotine pouches, based on real choices, not loud opinions.
Using aggregated sitewide sales data from January 1 to December 31, 2025, we break down the best nicotine pouches 2025, the flavors people stuck with, and the trends that quietly shaped the year across Europe.
No hype. Just patterns worth paying attention to.
Key Takeaways: Nicotine Pouches in 2025
- Mint stayed on top, but citrus and fruit kept gaining ground.
- The average strength landed at 10.2mg, pointing to confident, experienced users.
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Slim pouches became the default format.
- Loyalty was strong, with over 70% of customers returning within three months.
- Curiosity was high, helped by 150+ new products launched during the year.
What “Pouches Wrapped 2025” Is Based On
This edition focuses exclusively on the EU market and reflects:
- Sitewide sales performance
- Repeat purchase behavior
- Flavor and brand testing across categories
- Insights from a growing base of 250,000+ customers
Flavor Trends: What Europe Reached For
Mint didn’t just win, it stayed comfortable at the top. Ice-cold profiles and sharp menthol hits were especially popular among everyday users who wanted something familiar, effective, and clean.
Best for: everyday + “ice cold” fans
Shop Mint
Citrus continued its steady climb. Bright, fresh, and slightly lighter than mint, it became the go-to alternative for users wanting variety without going sweet.
Fruity flavors rounded out the top three. Not a takeover — but a clear signal that experimentation is part of the routine now.
Nicotine Strength: Strong, But Not Extreme
The average nicotine strength in 2025 came in at 10.2mg.
That number tells a story. Most users weren’t chasing the strongest option available, they were looking for something that delivered a clear hit without taking over the experience.
Lower strengths still mattered, especially for beginners, but the mainstream leaned toward balance and a higher hit.
Format of the Year: Slim Took Over
If there was one clear winner in format, it was slim.
Slim pouches fit better into everyday life, comfortable, discreet, and easy to forget about once they’re in place. Whether at work or out with friends, they simply made sense.
This shift also opened the door for innovation in shape and feel.
Brands That Defined 2025
Most Sold Brand
28% of sales
VELO stayed on top by doing what it does best: consistent quality, strong mint options, and products users trust for everyday use.
Shop VELO
Cult Favorite
16% of sales
Lundgrens didn’t need hype, it earned repeat buys. A steady, loyal pick that quietly dominated carts all year.
Shop Lundgrens
Breakout Brand
4% of sales
Puff & Pouch stood out among newer brands. What started as curiosity turned into repeat purchases, always a strong signal.
Explore Puff & Pouch
Most Innovative
2.5% of sales
KELLY WHITE pushed boundaries with bolder flavors and creative positioning, appealing to users actively seeking something different.
Discover KELLY WHITE
Product Moments Worth Noticing
Category: A Surge in Ice-Cold Mint
VELO Freezing Peppermint 17mg Slim
This one jumped +35% in sales in the first half of 2025 vs the last six months. Translation: intense mint still has momentum, and a loyal crowd that wants their nicotine experience ice-cold and immediate.
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Flavor: mint / peppermint
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Strength: 17mg (high)
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Best for: Experienced users who want maximum “cold hit”
Category: The Quiet Winner of 2025
Lundgrens Rimfros
The most sold product of 2025. Not loud. Not flashy. Just the kind of balanced pouch people reorder without thinking, which is the highest compliment in nicotine pouch culture.
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Flavor: Fresh / balanced (mint-leaning)
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Strength: 10mg
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Best for: Everyday users who value comfort + consistency
Category: High-Strength Loyalists
PABLO Ice Cold
The “I know what I’m doing” pick. High-strength users don’t rotate much, they lock in, and PABLO Ice Cold is exactly that kind of commitment.
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Flavor: Ice-cold mint
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Strength: 25mg
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Best for: Experienced users who want intensity + consistency
Category: Newbie Popular Option
ZYN Citrus Mini
If 2025 had a “first pouch” soundtrack, this would be on repeat. Clean citrus, mini format, and an easy learning curve, perfect for beginners.
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Flavor: Citrus
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Strength: 3mg
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Best for: First-time users and former smokers/vapers
Category: Crowd-Pleaser (Unique Customers)
VELO Purple Grape Mini
The biggest “share of unique customers” winner, meaning it wasn’t just ordered a lot, it was ordered by everyone. Bold grape, strong delivery, and surprisingly easy to love.
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Flavor: Purple grape
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Strength: 6mg
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Best for: Social users + fruit fans who still want a kick
Category: Innovative New Flavor
LEO Dubai Chocolate
2025 got adventurous, and this was the headline act. Dubai Chocolate is bold, unexpected, and exactly the kind of “wait… that works?” flavor that draws in testers.
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Flavor: Chocolate-inspired
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Strength: 12mg
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Best for: Curious users who want something new
How Nicotine Pouches Fit Into Daily Life
Usage patterns were simple and consistent:
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Everyday use — part of daily routines
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Social use — shared moments, not just solo habits
Nicotine pouches aren’t just alternatives anymore, they’re part of how people move through the day.
What Changed in 2025
- A larger and more loyal customer base
- More willingness to try new brands and flavors
- A move toward refined strength preferences
- Greater focus on comfort and usability
In short: users became more intentional.
Looking Ahead: What 2026 Might Bring
Based on how 2025 played out, a few things feel likely:
- More bold, unexpected flavor combinations
- Continued experimentation with pouch shape and format
- Innovation driven by real use, not novelty for novelty’s sake
VELO’s new pouch shapes may just be the beginning...
FAQ: Nicotine Pouches Wrapped 2025
What were the best nicotine pouches in 2025?
The best nicotine pouches in 2025 combined reliable flavor, balanced strength, and comfortable slim formats.
What were the best nicotine pouches for flavor and kick?
Ice-cold mint pouches, especially higher-strength slim options, delivered the strongest mix of flavor and impact.
What are the best nicotine pouches for beginners?
Lower-strength slim pouches remained the easiest entry point for new users.
Are white nicotine pouches still growing?
Yes. Tobacco-free, white nicotine pouches continued to dominate usage across the EU.
