Haypp: Gen Z Q&A spotlight

Today’s consumer landscape is being reshaped by a new generation – and by brands willing to rethink the rules in otherwise established markets. In this Q&A, we sat down with Svante Andersson, CFO at Haypp, to discuss who their customers are today and how Gen Z – alongside their distinct Swedish brand heritage – fits into that picture.

You operate in established markets, but with an innovative twist. Who are your main customer groups today – and where do Gen Z, and any “Swedishness” or distinct brand heritage, show up in that mix?

Our typical customer is in their mid-thirties and is either a former smoker or former vaper. The innovation we help bring to the UK market is critical. It gives those who wish to consume nicotine the opportunity to switch to a product that is much less harmful to their health and to the health of those around them.

Our focus on quality and compliance is core to our value proposition. We believe this resonates with a generation of consumers who care about responsible retailing and who want to build a relationship with a brand they trust. 

In this context, our Swedish identity is a real strength. Sweden is strongly associated with trust, quality, and sustainability, which helps us stand out in a crowded and competitive marketplace.

You’re all, in different ways, shifting how people behave in your market. How is Gen Z driving that change, and how does it affect the way you shape and communicate your offer?

Consumers have been shifting towards ‘conscientious consumption’. They are trying to make positive choices through their individual purchasing decisions. This aligns well with Haypp’s purpose and values.

Our ambition has been to set the standard for the responsible retail of nicotine pouches in the UK. For example, we set limits on the strength of the products we carry. The products are independently lab-tested, and we make the results public. Our age-verification systems are industry-leading. 

These are self-imposed standards, and although our competitors may not adhere to them, we are committed to them. This is what will build trust and credibility with our customers for the long-term.