Focus2030 Strategy Off to a Good Start
Management launched Focus2030 and reports initial execution progress: rollout of power brand strategy, portfolio simplification, cost-improvement actions and prioritized investments toward power brands.
Machine-Rolled Cigars Market Share Stabilization
Estimated volume market share in 7 key markets at 27.9% in Q1 (12-month at 27%), reversing prior declines and with 3 of 4 power brands increasing share; ambition to grow share from below 27% in 2025 to >29% by 2030.
Strong Growth in Handmade Cigars
Handmade cigars delivered 8% organic net sales growth in Q1 driven by branded business in the U.S., retail stores and online; company targets U.S. share expansion from ~13% to >15%.
Nicotine Pouch Brand XQS Gaining Traction
XQS market share in Sweden rose from 10.7% (Q1 2025) to 13.6% (Q1 2026); combined key markets (Sweden, Denmark, U.K.) category volumes grew ~21% in Q1 while the company's brands grew ~38%; last 12 months XQS growth ~mid-30s%.
Resilient Profitability and Margins
EBITDA before special items was unchanged YoY despite lower net sales; EBITDA margin before special items improved to 17.2% from 16.1% (+1.1 percentage points); EBIT margin before special items at 10.4% in line with prior year.
Stable Cash Flow and Working Capital Improvement
Reported net sales of DKK 1.9bn; free cash flow before acquisitions DKK 158m (in line YoY); working capital change was +DKK 41m (first positive Q1 contribution since 2016) and substantial receivables recovery from Q4 planned to be fully recovered in H1.
Guidance Maintained with Clear Targets
Company maintained 2026 guidance: group net sales growth (constant currencies) -2% to +2%; EBIT margin before special items 13%–14.5% (vs 14.9% in 2025, including -0.9ppt impact from trademark amortization change); free cash flow before acquisitions DKK 950m–1.2bn; EBITDA before special items ~DKK 1.8bn; plan to approach leverage target of 2.5x by year-end.