Reported Net Sales and EBITDA In Line with Guidance
Reported net sales of DKK 9.36 billion exceeded guidance (DKK 9.1–9.2 billion). EBITDA margin before special items was 19.8%, within guidance (19.5%–20.5%), resulting in EBITDA roughly in line with expectations.
Adjusted EPS in Guidance Range
Adjusted earnings per share were DKK 10.8, inside the guided range of DKK 10–12 per share.
Strong Performance from XQS Nicotine Pouch Brand
XQS delivered very strong organic growth: 55% organic net sales growth for the full year and 87% organic growth in Q4. Market share in Sweden rose from 7.8% in 2024 to 12.3% in 2025 (above 13% by year-end).
Focus2030 Strategy Launched with Clear Financial Ambitions
New 5-year strategy Focus2030 announced with targets to lift ROIC from ~7.9% in 2025 to >11% by 2030 and to generate free cash flow > DKK 1.2 billion in 2030; strategy prioritizes stabilizing machine-rolled cigars, growing U.S. handmade cigars and expanding nicotine pouches.
Category and Division Margin Transparency
Company disclosed product-category gross margins: group 44%; machine-rolled cigars & smoking tobacco ~51%; handmade cigars ~41%; nicotine pouches ~36%. Division gross margins: Europe Branded 48%, North America Branded & RoW 46%, Online & Retail 38%.
Mac Baren Integration and Cost Synergy Program
Integration of Mac Baren progressing; company announced a cost program targeting DKK 200 million in savings over coming years, with c.DKK 100 million expected to be realized in 2026 and most savings by 2027–28.
Dividend Policy and Capital Allocation Clarity
Introduced a flexible dividend payout policy of 40%–60% of adjusted EPS and proposed a 2025 dividend of DKK 4.5 per share (42% payout), with share buybacks to resume when leverage allows (target leverage 2.5x).
Q4 Signs of Stabilization in Certain Areas
Q4 showed stabilization signals: machine-rolled cigars market share index stabilized at 26.3% in Q4 (26.8% for full year) and handmade cigars saw 1% organic net sales growth in Q4 with recovery in B2B sales (+6% in Q4).