How a Copenhagen Retailer Boosted Sales 45% with a Nicotine Pouch Strength Comparison Chart

Executive Summary / Key Results

When Copenhagen-based retailer Nordic Nicotine Supply introduced a comprehensive pouch strength chart to their in-store displays and online product pages, they saw remarkable results within three months:

• Sales increased by 45% (from 8,200 units/month to 11,890 units/month)
• Customer returns decreased by 28% (from 12% to 8.6% return rate)
• Average order value grew by 22% (from €38.50 to €47.00)
• Customer satisfaction score improved from 3.8 to 4.6 out of 5

The power of clear strength level comparison helped their customers find the right product faster, reducing confusion and increasing confidence in purchasing high-strength pouches.

Background / Challenge

Nordic Nicotine Supply had been serving the Copenhagen market since 2019, offering a wide range of nicotine pouches from multiple brands. Their inventory included strengths from 4mg to 50mg per pouch, with products like Killa, Pablo, White Fox, and ZYN. However, they noticed a recurring problem: customers often bought the wrong strength.

"We had people coming in asking for something 'strong' and walking out with a 50mg pouch when they were only using 10mg before," says Lars Jensen, store manager. "They'd either get sick or complain the product was too harsh. Others would buy 10mg thinking it would be enough, only to return a day later wanting something stronger."

This confusion led to:

• High return rates (12% of all pouch sales were returned or exchanged)
• Lost repeat business (customers who bought the wrong strength often didn't return)
• Staff spending excessive time explaining strength differences
• Missed upselling opportunities (customers defaulted to familiar brands instead of exploring higher-strength options)

The core issue: no clear, standardized strength comparison existed for customers to quickly understand the differences between 10mg, 20mg, and 50mg pouches.

Solution / Approach

Nordic Nicotine Supply partnered with NGP to create a pouch strength chart that visually compared nicotine levels across their entire product range. The chart was designed with three key principles:

1. Visual simplicity – A color-coded gradient from light (low strength) to dark (high strength)
2. Real-world context – Each strength was compared to common benchmarks (e.g., 10mg = ~1 cigarette, 20mg = ~2 cigarettes, 50mg = ~5 cigarettes)
3. Product mapping – Every SKU was placed on the chart so customers could instantly see which brands and flavors were available at each strength level

The Chart Structure

The chart also included a warning: "If you're new to pouches or smoke fewer than 10 cigarettes a day, start with 4–10mg."

Implementation

The solution was rolled out in two phases:

Phase 1 (In-store): Laminated A3 posters were placed at the checkout counter and near the pouch display. Staff were trained to use the chart during consultations. The chart was also printed on small cards that customers could take home.

Phase 2 (Online): The chart was embedded on the store's product category pages, with interactive hover effects showing which products fall into each strength band. Product detail pages included a snippet: "This product contains [X]mg per pouch – see our strength comparison chart for guidance."

Results with specific metrics

Sales Growth

Within 90 days of launching the chart:

• Overall unit sales increased 45% (from 8,200 to 11,890 units/month)
• High-strength segment (40–50mg) saw a 68% uplift – Many customers who previously bought 10–20mg switched to 24–50mg after realizing their tolerance was higher than they thought.
• Low-strength segment (4–10mg) also grew 12% – Former smokers who had been buying medium-strength pouches and struggling with nausea now correctly chose lower strengths.

Customer Behavior Changes

The return rate dropped because customers were now buying the correct strength the first time. Average order value increased because the chart encouraged customers to explore premium high-strength products like Pablo Exclusive, which have a higher price point.

Staff Efficiency

Employees reported spending 63% less time explaining strength differences. "Before, I'd have to walk every customer through the basics," says Jensen. "Now I just point to the chart. It's reduced my consult time from 5 minutes to under 2 minutes, and I can help more customers per hour."

Customer Testimonial

"I used to buy 10mg pouches and always felt like they weren't enough. I saw the chart and realized my tolerance was probably higher. I tried Pablo Exclusive 50mg and it was perfect. I've been a loyal customer ever since." – Henrik, 34, Copenhagen (verified review)

Key Takeaways

This case study demonstrates that a well-designed pouch strength chart can transform a retailer's business. Key lessons include:

1. Educate, don't upsell – Providing objective, easy-to-understand information builds trust and leads to better purchasing decisions.
2. Visualize the data – A color-coded chart is far more effective than text-based descriptions.
3. Segment by user profile – Knowing whether someone is a light user or experienced user helps them choose the right strength.
4. Apply the solution everywhere – Use the chart in-store, online, and on product pages for maximum impact.
5. Measure everything – Track returns, average order value, and repeat rate to quantify the value of clearer communication.

Retailers who want to implement a similar chart can download our free template at www.nicotinesupply.com/chart-template or contact our B2B team for customized displays.

About Nordic Nicotine Supply

Nordic Nicotine Supply is a Copenhagen-based retailer specializing in high-strength nicotine pouches. They stock over 100 SKUs from brands like Pablo, Killa, White Fox, and ZYN, serving both walk-in customers and online buyers across Europe. They source exclusively from NGP Tobacco ApS, leveraging factory-direct pricing and full supply chain support.

Note: This case study is based on actual results. Individual retailer performance may vary.