Philip Morris<\/a> International and British American Tobacco.<\/p>\nSales and margins are fuelling market expectations<\/h2>\n
BAT reported an increase in demand in the UK and Poland. In Asia, the Middle East and Africa, pouch volumes rose by 27.5% in the first half of 2026 \u2014 to approximately 700 million units. This is still significantly lower than the more than 3 billion units sold by the company in the US and its European operations.<\/p>\n
The company forecasts that industry revenue will rise from \u00a34 billion in 2025 to \u00a311 billion in 2030, whilst the number of users will reach 47 million. This is just over half the expected number of vape users.<\/p>\n
Profitability is also a key consideration for investors. Last year, PMI reported that its US pouch business generated eight times more gross profit per thousand units in 2024 than its international cigarette business. For the IQOS device, this figure was 2.4 times.<\/p>\n
Regulators are responding to marketing and use amongst young people<\/h2>\n
The US Food and Drug Administration notes that smokers who switch entirely to alternatives, such as pouches, vapes or heated tobacco products, may reduce health risks. Experience in Sweden and Norway suggests that oral nicotine products carry significantly lower risks than smoking, but experts emphasise that they are not risk-free.<\/p>\n
The WHO attributes the rise in the popularity of pouches to aggressive marketing and high nicotine strength, which may attract new users. Some companies have promoted such products through sports and music sponsorships, as well as free samples \u2014 channels that are typically avoided for other nicotine products.<\/p>\n
In May, the WHO stated that 160 countries have no specific regulations for this category. France has banned pouches, Finland has introduced restrictions, including plain packaging, whilst the UK and the EU are tightening regulations. BAT and PMI support appropriate regulations, although Quilter Cheviot analyst Chris Beckett believes that stricter requirements could slow growth.<\/p>\n
Consumer habits mean that cigarettes cannot be written off<\/h2>\n
The biggest obstacle to the wider adoption of pouches is the lack of a tradition of oral nicotine consumption outside a few markets, according to Jefferies analyst Andreea Andon-Ionita. According to Beckett\u2019s assessment, in many countries consumers are more accustomed to inhaling nicotine than to consuming it orally.<\/p>\n
Cigarettes remain the industry\u2019s main source of profit. Oral nicotine products account for just 2.6% of PMI\u2019s total sales, whilst an unexpected rise in cigarette sales helped the company exceed expectations for the second quarter. Both manufacturers believe that a portfolio of different alternatives is needed to facilitate the transition of adult smokers, as their preferences, rituals and tastes vary.<\/p>","protected":false},"excerpt":{"rendered":"
The nicotine pouch market could reach \u00a311 billion by 2030, but its growth is being held back by consumer habits and new regulations.<\/p>","protected":false},"author":207433346,"featured_media":27465,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"rank_math_description":"\u0420\u0438\u043d\u043e\u043a \u043d\u0456\u043a\u043e\u0442\u0438\u043d\u043e\u0432\u0438\u0445 \u043f\u0430\u0443\u0447\u0456\u0432 \u043c\u043e\u0436\u0435 \u0434\u043e\u0441\u044f\u0433\u0442\u0438 \u00a311 \u043c\u043b\u0440\u0434 \u0443 2030 \u0440\u043e\u0446\u0456, \u0430\u043b\u0435 \u043f\u043e\u0448\u0438\u0440\u0435\u043d\u043d\u044f \u0441\u0442\u0440\u0438\u043c\u0443\u044e\u0442\u044c \u0437\u0432\u0438\u0447\u043a\u0438 \u0441\u043f\u043e\u0436\u0438\u0432\u0430\u0447\u0456\u0432 \u0456 \u043d\u043e\u0432\u0456 \u043f\u0440\u0430\u0432\u0438\u043b\u0430.","rank_math_title":"\u041d\u0456\u043a\u043e\u0442\u0438\u043d\u043e\u0432\u0456 \u043f\u0430\u0443\u0447\u0456 \u0432\u0438\u043f\u0435\u0440\u0435\u0434\u0436\u0430\u044e\u0442\u044c \u0432\u0435\u0439\u043f\u0438 \u0437\u0430 \u0442\u0435\u043c\u043f\u0430\u043c\u0438 \u043f\u0440\u043e\u0434\u0430\u0436\u0456\u0432","rank_math_focus_keyword":"\u041d\u0456\u043a\u043e\u0442\u0438\u043d\u043e\u0432\u0456 \u043f\u0430\u0443\u0447\u0456","td_subtitle":"","subtitle":"","footnotes":""},"categories":[805618],"tags":[806753],"class_list":["post-27466","post","type-post","status-publish","format-standard","has-post-thumbnail","category-economics","tag-806753"],"_links":{"self":[{"href":"https:\/\/ukrmedia.news\/en\/wp-json\/wp\/v2\/posts\/27466","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/ukrmedia.news\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/ukrmedia.news\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/ukrmedia.news\/en\/wp-json\/wp\/v2\/users\/207433346"}],"replies":[{"embeddable":true,"href":"https:\/\/ukrmedia.news\/en\/wp-json\/wp\/v2\/comments?post=27466"}],"version-history":[{"count":1,"href":"https:\/\/ukrmedia.news\/en\/wp-json\/wp\/v2\/posts\/27466\/revisions"}],"predecessor-version":[{"id":27467,"href":"https:\/\/ukrmedia.news\/en\/wp-json\/wp\/v2\/posts\/27466\/revisions\/27467"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/ukrmedia.news\/en\/wp-json\/wp\/v2\/media\/27465"}],"wp:attachment":[{"href":"https:\/\/ukrmedia.news\/en\/wp-json\/wp\/v2\/media?parent=27466"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/ukrmedia.news\/en\/wp-json\/wp\/v2\/categories?post=27466"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/ukrmedia.news\/en\/wp-json\/wp\/v2\/tags?post=27466"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}