25 August 2026
Nicotine pouches are emerging as a major growth and profit driver for the tobacco industry, with the global market valued at nearly $7 billion in 2025, and projected to reach $23 billion by 2030.
The industry’s growing interest in nicotine pouches is driven by profitability. Reuters reported that Philip Morris International (PMI)’s U.S. oral nicotine business generated eight times the gross profit per 1,000 units of its international cigarette business in 2024, compared with 2.4 times for IQOS heated tobacco.
The world’s top transnational tobacco company, PMI, controls about one-third of the nicotine pouch (ZYN) global market share and nearly 70% market share in the U.S. BAT’s Velo is second, controlling about one third of global market, followed by JTI’s Nordic Spirit.
As a future strategy, the industry is planning to “decouple nicotine from smoking while it is still visible” and portray nicotine, which is an addictive poison, merely as a form of “stimulation”.[1] This reflects a broader industry strategy to separate nicotine from the harms associated with smoking and reposition it as an acceptable lifestyle or consumer product.
PMI for example on its website downplays the addictive and toxic nature of nicotine: “While nicotine is addictive and not risk-free, nicotine is not the primary cause of smoking-related diseases and considered low risk in healthy adults, …” and that “A clearer understanding of nicotine’s health effects, independent of smoking, is critically needed …”
According to the WHO, “Nicotine is highly addictive and harmful, particularly for children, adolescents and young adults whose brains are still developing.” In 2000, the Royal College of Physicians London stated, “Nicotine is as addictive as “hard” drugs such as heroin.” According to health experts, numerous studies have demonstrated that nicotine can harm multiple organs, including the respiratory and cardiovascular systems.
According to a nicotine company, Haypp, its nicotine pouch sales to women more than tripled (202%) compared with a 25% increase among men in the UK. Flavor ranks as their top purchasing factor, compared with price for men.
The World Health Organization describes nicotine pouches as small, tobacco-free sachets placed between the gum and lip, through which nicotine is absorbed via the lining of the mouth (Table 1). They typically contain nicotine, flavorings, sweeteners, and other additives, and are sold in a wide range of flavors and nicotine strengths.
Table 1: WHO warns nicotine pouch brands target youth
- sleek, discreet packaging;
- flavours such as bubble gum and gummy bears;
- influencer marketing and heavy promotion on social media;
- sponsorship of concerts, festivals and sports events, including Formula 1;
- aspirational lifestyle branding; and
- messaging that encourages discreet use in schools and smoke-free settings.
In May, the WHO issued a warning: “Nicotine pouches should not be considered risk-free. Yet, some products are being sold in multiple strength tiers marketed as “beginners”, “advanced” and “experts” with nicotine amounts labelled at up to 150 mg.” According to WHO, “These products are engineered for addiction and there is a strong need to protect our youth from industry manipulation.”
Downplaying its risks, the industry hails its many benefits including high nicotine dosage: “While vapes are restricted by law to 20mg nicotine strength, nicotine pouches can reach up to a massive 50mg, giving experienced users an option to relieve even the most intense cravings.”
One pro-nicotine pouch website states, nicotine pouch strengths typically range from 1.5 mg to 60 mg per pouch, recommending 2-6 mg for beginners, and above 20mg for heavy users. It even refers to “Ultra Strength of over 40 mg per pouch”.
Eleven countries have banned nicotine pouches, while 33 countries apply restrictions on their distribution and sales. According to the list compiled by GGTC, seven countries (Australia, Brunei, France, India, Japan, Singapore and Thailand) have classified nicotine as a poison, or scheduled substance, or pharmaceutical ingredient.
In Singapore, nicotine is classified and regulated as a scheduled poison under the Poisons Act 1938, meaning its importation, sale, and distribution are strictly controlled by the Health Sciences Authority (HSA). Malaysia originally had nicotine listed as schedule Group C poison in the Poison Act 1952. However, in 2023, the then Minister of Health removed liquid and gel nicotine from the Poison Act and was subsequently sued by three civil society organizations. The groups sought a judicial review. In May 2026, the court ruled for the plaintiff and found the former Minister of Health’s decision was “unreasonable and irrational”, and that this exemption was done without proper or adequate consultation with the National Poisons Board.
Visit SEATCA’s campaign on tobacco industry denormalization and meet youth ambassadors who have a strong call to protect them from nicotine products.
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[1] Tobacco Journal International. Nicotine’s future: 5 forces. Jun-Jul 2026.