On June 29, 2023, consulting firm Maximize Market Research released a report on the nicotine pouch market covering local and global market dynamics. In the report, experts predict that between 2023 and 2029, the nicotine pouch market will experience a compound annual growth rate (CAGR) of 35.8%. Along with this, the forecast points to a growth in market size from $2.4 billion in 2022 to $17.35 billion in 2029.
Nicotine pouches are a form of nicotine replacement therapy (NRT) meant to satisfy nicotine cravings for individuals wanting a tobacco-free and smokeless alternative. Currently, Europe holds the largest market share of the nicotine pouch market, with North America not far behind. Both regions attribute the growing popularity of nicotine pouches to changing consumer preferences, a peak in the interest in tobacco-free alternatives, as well as the increasing availability and distribution of nicotine pouches.
Rising health consciousness and smoking cessation efforts
Cigarette smoking has been on the decline in the US. In one study, the American Cancer Society analyzed smoking trends and found that over a 10-year period, smoking cessation contributed to 60% of the overall decrease in smoking prevalence. The same study also found that anti-smoking campaigns have reduced smoking initiation in the first place. These government-led education efforts have increased people’s awareness of the negative health and environmental impacts of tobacco use.
Nicotine pouches are often used as part of smoking cessation efforts. They provide a nicotine fix without the harmful effects associated with smoking, making them an attractive option for those looking to kick the habit.
Range of options and convenience
Many nicotine pouch brands offer a variety of flavors. This can be appealing to consumers looking for a more enjoyable nicotine experience compared to traditional tobacco products. A closer examination of ZYN pouches reveals a wide array of strengths and flavors such as spearmint, citrus, and coffee, which allows consumers to tailor their approach to smoking cessation. Similarly, brands like Rogue offer quick-release pouches, while Velo carries juicier fruit-flavored pouches.
In addition, nicotine pouches are discreet and easy to use. Unlike e-cigarettes and vapes, they are smokeless, enabling users to curb nicotine cravings even in spaces where smoking is usually prohibited. The widespread adoption of nicotine pouches is also due to their availability through various distribution channels, including online platforms, convenience stores, and specialty shops.
In some regions, nicotine pouches face less stringent regulations compared to traditional tobacco products, e-cigarettes, or vapes. Recently, the once-popular vape brand Juul was involved in a lawsuit carried forward by younger age groups. A settlement was reached, and Juul agreed to pay US$462 million in damages. This is only the latest development among a number of other lawsuits where the brand has been accused of triggering a nationwide health crisis by allegedly targeting minors to consume their addictive products.
Likewise, further government regulations have caused manufacturers to increase the prices of tobacco products. In particular, the tobacco company Altria increased cigarette prices for a third time as of July 2023. These regulations have led consumers away from tobacco products, compounding the growth of nicotine pouches as alternatives.
The factors contributing to the growth of the nicotine pouch market and the increasing popularity of these products are likely to have significant effects on global trends in cigarette smoking and its associated health effects. At the same time, the strong forecasts surrounding the nicotine pouch market may also lead to increased competition and innovation in the tobacco and nicotine industry. Companies may invest in developing safer alternatives and reducing harmful substances in their products to keep up with evolving consumer demands.
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