Smoke-free nicotine pouches have been emerging in global markets and are gaining popularity, a trend brought about by the declining smoking rates all over the world. Tobacco control policies, smoking bans, and growing awareness of the health risks of cigarettes and other tobacco products have aided in reducing their consumption. This report from the World Health Organization notes that one in five adults consumed tobacco in 2022, compared to one in three adults in 2000. As such, nicotine pouches have become viable alternatives to cigarette smoking and tobacco products, with more crackdowns on smoking being considered in different countries. Since they’re a relatively newer product on the market, there aren’t many regulations surrounding their use, and they are generally more accepted in public due to being smoke and tobacco-free.
What are nicotine pouches?
Nicotine pouches are small pouches filled with nicotine, flavorings, and other ingredients. Users place them between their gum and cheek, where nicotine is absorbed slowly through the mouth lining. They don’t produce smoke or contain tobacco, which is why they’re often considered as reduced-risk alternatives. The nicotine in these pouches also typically comes from two sources: tobacco-derived nicotine or synthetic nicotine. Tobacco-derived nicotine is carefully extracted from the tobacco plant, while synthetic nicotine is manufactured in a lab by performing several chemical reactions.
The rise in popularity
Nicotine pouches are seeing immense growth globally, with the market being valued at $4.9 billion in 2022 and is expected to reach an estimated value of $52.6 billion at the end of 2031, which you can read more about in this market report. Because nicotine pouches are smokeless and tobacco-free, they’ve been gaining a lot of traction, especially in the US market. As smoke-free policies become more commonplace in the country, these products are providing smokers with an alternative that can help them avoid trouble.
It also helps that nicotine pouches are generally more acceptable to use in public and social settings, whereas cigarettes are seeing more social stigma in the US. This study found that 44% of smokers perceive devaluation, and 17% report experiencing differential treatment due to smoking. As such, nicotine pouches can provide an avenue for people to discreetly get a dose of nicotine without being shunned by non-smoking peers or having to remove themselves from social and professional settings to use.
Smoking is also associated with a plethora of health risks. It can lead to the development of various chronic diseases, such as heart disease, stroke, lung disease, and multiple types of cancer. The smoke they produce and the tobacco they contain expose smokers to thousands of toxic chemicals, causing these ailments. For those looking to reduce their cigarette consumption but still want a kick of nicotine, nicotine pouches can deliver nicotine without the same risks linked to cigarettes and other tobacco products. It can also help people who may struggle with smoking due to their lifestyle, such as night owls, who are more likely to smoke cigarettes and develop type 2 diabetes, as explained in our previous post. Nicotine pouches can help manage cravings and withdrawals in such cases.
Nicotine pouch brands
Another reason why nicotine pouches are seeing more growth is due to the growing awareness of the diverse array of pouches due to the many brands that offer them, allowing for a more customizable experience that suits individuals’ preferences. Nicotine pouch brand On! showcases the wide variety that nicotine pouch brands can offer. The brand’s products featured here include standard flavors and strengths like the Wintergreen 2mg and Citrus 2mg, as well as more exotic and intense tastes like Coffee in 8mg. What makes On! pouches stand out is their ultra-compact mini-dry format, which keeps them discreet and prevents excessive drip. The pouches are also sold in 2mg, 4mg, and 8mg nicotine strengths, giving consumers a wider range of nicotine levels to choose from to suit their preferences and needs.
ZYN is another popular pouch brand and has garnered more attention after being bought by Phillip Morris International, one of the leading tobacco giants in the industry. It’s one of the more recognizable names on the market, having been among the first to emerge in the US and tailoring its offerings to American consumers. It’s a popular product among workers who often work high-pressure jobs and want a kick of nicotine or those who use it for social settings. Shipments of ZYN in the US saw a 62% year-over-year bump in 2023, thanks to this boom in use. Click here to read more about ZYN’s explosive growth.
What’s next for nicotine pouches?
There are various factors that are contributing to the rise of nicotine pouches. If smoking rates continue to decline, nicotine pouch sales may continue to soar. Current trends in smoking and vaping, as seen here, indicate that cigarettes and e-cigarette sales are slowing. In early 2024, cigarette volumes were down 10% in the two weeks ending January 13, while vape sales fell 11.3%. In the same period, nicotine pouches and other smokeless products grew 12.1%. More tobacco industry giants are also joining in this new wave of smokeless products as they face more pressure to adjust to new consumer behaviors and demands from health organizations. Investing in nicotine pouches can provide a boost in sales.
Social media is also increasing the visibility and awareness of these products and how they are used. A growing interest in improving well-being and minimizing environmental footprint can also be key players in decreasing cigarette and vape sales, which negatively impact said concerns, and increase the use of nicotine pouches as an alternative.
With these opportunities for growth, nicotine pouches will likely continue to see more success in the US and globally. Though debates on regulations for pouches are brewing and opinions are polarizing, there’s room for improvements and adjusting how they’re marketed and sold to ensure proper use. However, as long as smoking and vaping continue their decline, nicotine pouches can still fill a gap in the market left by these products and provide an alternative.
