In recent years, we have seen substantial growth in the popularity and sales of an emerging smokeless alternative: the nicotine pouch. Inspired by the packaging of Swedish snus, nicotine pouches are small, pre-portioned bags containing nicotine, flavorings, plant fibers, and sweeteners, among other ingredients.
Although they only entered the American market around 2014, nicotine pouches have been steadily growing in the larger industry of smokeless alternatives. In fact, Tobacco Reporter notes that the smokeless category grew 12.1% at the start of 2024, a stark contrast to the steep decline in sales of cigarettes and e-cigarettes over the same period. Moreover, this continued dollar sales growth has been largely driven by top pouch brands like ZYN, entailing a closer look at the drivers of nicotine pouch market growth.
Increasing awareness of smoking’s health consequences
A distinct characteristic of nicotine pouches is that they use nicotine synthesized in the laboratory, unlike cigarettes, cigars, and traditional smoking products that derive nicotine from tobacco plant and leaf material. For instance, manufacturer LUCY highlights that its non-tobacco nicotine (NTN) is developed using principles of green chemistry, allowing it to be chemically identical to tobacco-derived nicotine without having the same level of risk.
Considering the general public is increasingly becoming aware of smoking’s consequences in terms of deaths, disease, and disability, the tobacco-free properties of nicotine pouches demonstrate their viability as an alternative to tobacco. Pouches can be used to relieve nicotine cravings and withdrawal symptoms without worsening the effects on smokers’ health.
Discreet nicotine delivery and product packaging
On a related note, nicotine pouches being tobacco-free means they can be used discreetly to curb cravings, even in public places like restaurants and parks, where traditional smoking products are otherwise prohibited. This is primarily due to the fact that pouches do not emit any smoke, odor, or spit. The product only has to be tucked between the upper lip and gum for immediate nicotine relief while also being easy to dispose of because of its biodegradable packaging.
Growing accessibility through multiple distribution channels
Despite being a relatively new product compared to other smokeless alternatives like nicotine chewing gums and dissolvables, pouches have become mainstream through both offline and online distribution channels. For starters, the nicotine pouch market has also leveraged e-commerce to reach more smokers looking for tobacco-free alternatives.
Online retailer Prilla caters to smokers’ varying nicotine needs and taste preferences by offering a wide range of flavors, strengths, and best-selling brands like ZYN, Rogue, VELO, and On!. Moreover, the retailer ships directly from its warehouses to almost anywhere in the US, with flexible and express delivery options for customer satisfaction. Alternatively, modern nicotine pouches like Black Buffalo also stand out in convenience stores, meeting emerging and existing demand among direct-to-adult-consumer databases.
Effective marketing strategies
Lastly, the increasing popularity and sales growth of nicotine pouches can be attributed to pouch brands’ effective marketing strategies. For starters, top brands like VELO, LUCY, and ZYN have been highlighting the pouches’ modern, tobacco-free properties, making them discreet alternatives in smoke-free areas like public transportation and workplaces.
Additionally, the brand ZYN has been proactive in not only gaining new customers but also building customer loyalty through its rewards program. As illustrated in a previous post, users can easily sign up for ZYN Rewards, which is a program that offers special discounts, promos, and items for the points accumulated from purchasing ZYN pouches.
Overall, the nicotine pouch market growth is a product of various factors that involve consumer awareness, product development, distribution channels, and marketing. As pouches continue to make their mark in the broader smokeless category, consumers must remain updated on changing regulations to ensure that their use of pouches remains in line with the goal of smoking cessation and tobacco harm reduction. For more interesting articles on technology, business, and lifestyle, continue reading High Violet.
