The report includes a detailed EU market analysis and defines all the tobacco-free brands of nicotine pouches, also known as nicotine snus or nicopods. The analysis of tobacco-free nicotine pouches includes 46 brands marketed in the EU and, in particular, 327 products were studied that varied in flavor, nicotine strength, portion weight, average price. With the launch of 27 new brands of nicotine pouches from the beginning of 2020 year, the competition is getting fiercer.
Numerous limitations and restrictions are in place throughout the EU on the sale of oral tobacco products, the non-tobacco nicotine pouches brands have emerged as a popular alternative to tobacco-based portion pouch products. Niconovum AB was the first in the world to develop a smokeless nicotine-containing sachet, thus a new category of modern oral products emerged. These products come in the form of white in colour nicotine pouches that are placed under the lip. The idea of a new product was implemented in many European markets, and nicopods gained particular popularity in Sweden and Denmark.
The large tobacco manufacturers (BAT, JTI, Altria Group and Imperial Brands) appear to be adopting tobacco-free nicotine pouches as a focus of corporate harm reduction strategies, and accordingly, given the opportunity to switch existing smokers from cigarettes to oral products at profitable margins.
The shift in the trend of global consumption of nicotine products away from traditional flammable cigarettes is accelerating. In a few years, the category has featured hundreds of products with different tastes and nicotine content. By the end of 2019, the non-tobacco snus subcategory accounted for approximately 8.26% in volume terms of all snus.
With the launch of 27 new brands of nicotine pouches in 2020, the competition is getting fiercer. Companies are trying to position their brands as premium quality or environmentally responsible. Nevertheless, the companies continue to increase production volumes. In September 2020, BAT built a nicotine pouch factory in Hungary to boost production to more than 1 billion nicotine pouches in 2020 and a figure that is expected to triple next year.
At the same time, many private companies offer white label services (Nord Snus ApS, Alchem Europe SA, Enorama Pharma AB, Ministry of Snus A/S, TCF Group, Twinroll Service AB). The raised demand on nicotine pouches in 2020 was triggered by the ban on flavoured tobacco products in the EU and it continues to grow, as well as this category continues to evolve, demanding improvement and variety. The level of innovation in this segment is likely to increase in the short to mid-term with old and new companies coming up with new products and solutions.
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Companies Mentioned
- 4NX Ltd.
- AG Snus
- Alchem Europe SA
- Altria Group
- Amiral Tobacco AB
- Another Snus Factory Stockholm AB
- British American Tobacco
- Dholakia Tobacco Pvt. Ltd.
- Enorama Pharma AB
- Fedrs Sp.Z.o.o.
- Fiedler & Lundgren AB
- Flava Pouches Ltd.
- Flavour Labs Ltd.
- GN Tobacco Sweden AB
- Gotlandssnus AB
- Grenkem OÜ
- HRJ Production OÜ
- Imperial Brands
- Japan Tobacco International
- Kordula UAB
- Mac Baren Tobacco Company A/S
- Microzero AB
- Ministry of Snus A/S
- Niconovum AB
- Nicopods EHF
- Nord Snus ApS
- Nordic Noir Holding Ltd.
- Nordic Noir Sweden AB
- Nordic Snus AB
- Pleasure Smoking Co. ApS
- Råå S AB
- Skruf Snus AB
- Snö No Tobacco Products AB
- Swedish Match AB
- TCF Group
- The Art Factory AB
- The Snus Factory Sweden
- Twinroll Service AB
- UAB N.G.P Empire Lithuania
- Unisoil LLC
- Vilosophy UK Ltd
- Wellauer AG
- XQS International AB
- Zafari Life AB
