Haypp Group (HAYPP) Fair Value & Analysis
Consumer Defensive · SE · Market cap 4.0B SEK
Fair value as of: Jul 17, 2026
From 24 valuation models · updated 24 days ago
Fair value updated Jul 17, 2026, revised from kr 39.94 to kr 38.85 (−2.7%) since Jun 24, 2026. Share price +0.4% over the past month.
A solid business, but screening 71% overvalued on our models.
What matters now
- The price sits above even our optimistic bull case (kr 50.50). The favourable scenario is already priced in.
- Solid but not exceptional quality (55/100) and above fair value, neither a clear bargain nor a standout compounder.
- A fairly wide model range (kr 27.19 to kr 50.50) leaves room in how you read the outcome.
Price vs Fair Value (5 years)
White line = price, green steps = our fair value per fiscal year, dashed = 300-day average. As of Jul 17, 2026.
How to read this chart
58‑month range kr 18.96 – kr 182.60 · fair‑value band kr 27.19 – kr 50.50 · the kr 136.00 price screens above the kr 38.85 fair value. Dashed = 300-day average. As of Jul 17, 2026.
Analysis
Haypp Group (HAYPP) currently trades at kr 136.00, while our model-based Fair Value estimate is kr 38.85, implying the stock looks roughly 71.4% overvalued today. The Quality Score stands at 55/100 (solid quality), in the Consumer Defensive sector. Bear case: priced above our estimate, the market already discounts strong expectations. Bull case: above-average quality can justify a premium, the entry price still matters most (evidence: high).
Over the trailing twelve months, Haypp Group generated revenue of 4.1B SEK at a net margin of 0.4%. Revenue grew 19.2% year over year. It earns a return on equity of 2.4%. Net debt stands at 179M SEK. Fundamentals as of Jul 17, 2026
Our scenario range runs from kr 27.19 (bear case) to kr 50.50 (bull case); at kr 136.00, the current price sits above that range. Bear and bull are the same models run on conservative and optimistic assumptions (margins, growth, valuation multiples), so a plausible valuation range, not a price target. The share trades about 27% below its 52-week high and 29% above its 52-week low, currently below its 200-day average. For context, the median of 10 Consumer Defensive peers we cover trades at 4% fair-value upside, at -71%, HAYPP screens richer than that median.
Fair Value models
Each model estimates fair value its own way; the Fair Value above is the evidence-weighted blend. Evidence (0–100) measures how completely this model’s inputs are available: well-fed models carry more weight in the blend. The spread across models is intentional, each one stresses a different value driver; dividend models, for instance, come out structurally low when payout is small.
All 24 models by family
Widest divergence: DCF Models (kr 92.27) versus Asset-Based (kr 14.42). Highest evidence: Growth DCF (80).
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Key figures & financial health
More key figures
Figures from reported company fundamentals · as of Jul 17, 2026. TTM = trailing twelve months.
Quality Score breakdown
Of which business quality 56 · Market factors (momentum, volatility) 42
Non-valuation factor families (profitability, growth, cashflow, financial strength, momentum …), each academically grounded. Valuation itself sits in the Fair Value and is deliberately excluded here to avoid double-counting.
About the company
Haypp Group AB (publ), an e-commerce company, engages in the sale of nicotine pouches and snus products in Sweden, Norway, Europe, and the United States. The company operates through three segments: Core, Growth, and Emerging. It engages in the sale of oral nicotine products; and marketing space and research services for its products.
Full company description
Haypp Group AB (publ), an e-commerce company, engages in the sale of nicotine pouches and snus products in Sweden, Norway, Europe, and the United States. The company operates through three segments: Core, Growth, and Emerging. It engages in the sale of oral nicotine products; and marketing space and research services for its products. The company also offers products through various e-commerce platforms, including haypp.com, nicokick.com, snushjem.no, snusbolaget.se, snus.com, snusmarkt.ch, northerner.com, snuslageret.no, snusnetto.se, vapeglobe.de, and nettotobak.com. The company was formerly known as Snusbolaget Norden Holding AB and changed its name to Haypp Group AB (publ) in September 2019. Haypp Group AB (publ) was founded in 2009 and is headquartered in Stockholm, Sweden.
Company description, as reported by the company or data provider.
Revenue & earnings trend
FY2021 – FY2025 · reported fiscal years
Haypp Group reported revenue of kr 3.8B in FY2025 versus kr 2.3B in FY2021, a compound +14.2%/yr. Reported net income was kr 42.5M in FY2025.
HAYPP screens 71% overvalued. Compare with Philip Morris International Inc →
Peer Group
Tobacco · 34 stocks
How this stock ranks against its industry: the green marker is this stock, the band is the typical 25–75% peer range, and the tick is the median.
Valuation Multiples vs Tobacco median · lower = cheaper
Snowflake
Five quick dimensions, each 0 to 100: VALUE (fair-value potential), FUTURE (revenue growth), PAST (return on equity), HEALTH (low debt), DIVIDEND (yield). Green = this stock, grey = typical sector peer.
VALUE 0: the price sits above our fair-value range.
Values & ESG
Does this company touch areas you may want to avoid? The classification is inferred from sector and industry.
ESG scores are not available for this stock yet. Values and ESG data are contextual and can differ between providers.
Similar stocks
10 more Tobacco stocks, each showing price versus our Fair Value estimate (as of Jul 17, 2026).
| Stock | Price | Fair Value | vs Fair Value |
|---|---|---|---|
| Philip Morris International Inc PM | $188.93 | $103.71 | -45% |
| British American Tobacco p.l.c. BTI | $60.02 | $61.14 | +2% |
| Altria Group MO | $68.44 | $81.81 | +20% |
| ITC Limited ITC | ₹281.75 | ₹282.04 | +0% |
| KT&G Corporation 033780 | 179,900 KRW | 119,073 KRW | -34% |
| PT Hanjaya Mandala Sampoerna Tbk, HMSP | 695.00 IDR | 1,193 IDR | +72% |
| Godfrey Phillips India Limited GODFRYPHLP | ₹2,337 | ₹1,194 | -49% |
| PT Gudang Garam Tbk, GGRM | 16,375 IDR | 16,988 IDR | +4% |
| TABAK TABAK | 18,480 CZK | 23,215 CZK | +26% |
| China Tobacco International (HK) Company 6055 | HK$23.00 | HK$24.09 | +5% |
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Frequently asked questions
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How we calculate Fair Value
Each company is valued through a stack of independent intrinsic-value models (DCF variants, residual-income, multiples and more), blended into one family-balanced consensus and weighted by how much trustworthy data backs it. A separate quality layer scores the fundamentals. Every input is real reported data, nothing guessed.
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