Haypp Group Web Traffic Breakdown

Explosive Signs in the Data · April 2026 · $HAYPP

Haypp Group can be modelled using web traffic to a very high degree. I have consistently managed to make accurate predictions on Haypp Group’s revenue based on the web traffic of their several sites; the correlation between Similarweb panel visits and reported revenue sits at a Pearson r of roughly 0,94 on a YoY basis across the last nine quarters. In other words, when the platform’s visit footprint moves, group revenue moves with it almost one-for-one.

Previously I have mainly done quarterly web traffic updates, but I figured that doing monthly updates might be interesting to follow; it enables an earlier read into the quarter and also highlights interesting dynamics that would otherwise be missed.

And this month, the dynamics are unusual. April is showing the largest moves I have ever seen in Haypp’s web traffic data; one site has nearly doubled YoY and the Growth segment as a whole is tracking at a pace that, if it holds, would imply a step-change in quarterly revenue. At the same time, the Core segment is pulling in the opposite direction, which raises a real question about how the segments balance out at the group level.

So what is actually driving this? Is the explosive Growth reading the start of a structural shift, or noise off a soft Q1 base? And how should the Core pullback be interpreted against a Q1 that ran hot? Let’s dive into how the first month of Q2 looked.

Core — Mature Nordic

In April the Core markets did not see much growth; so far we are mainly just seeing decline. At first glance this might look worrisome to someone who hasn’t looked at the stats before, but monthly swings are always large. Further, as haypp.com is both Growth and Core to some extent, this Core breakdown doesn’t factor in how haypp.com is doing; that will be covered in the Growth segment. Lastly, Q1 was a very strong quarter for the core market, and thus it makes the Q2 data look weak in comparison.

nettotobak.com — Sweden