JTI eyes sales growth for nicotine pouch brand
THERE have never been more alternative nicotine products, which is good news for existing adult smokers who are looking to ditch cigarettes.
And while vaping may have dominated the headlines in recent years, Kieran Marsh, portfolio brand manager at JTI, reckons nicotine pouches – such as Nordic Spirit – offer an attractive alternative for consumers.
Marsh said: “Existing adult smokers and vapers today aren’t looking for a ‘one size fits all’ approach. Instead, we know that there is a real demand for convenience, choice, and the option to have different products to suit all occasions.
“Nordic Spirit offers all this without producing smoke, vapour or odour – providing a convenient choice for when smoking or vaping might not be possible,” he said.
The stage is set for nicotine pouches to push forward in the convenience channel, according to Marsh, who reckons implementation of the menthol ban last year should see existing smokers looking for a flavour hit move towards nicotine pouches.
“Since the Characterising Flavour ban came into effect last year, we have seen a definitive shift by existing adult smokers looking for alternatives.
“With menthol smokers unable to buy their preferred traditional tobacco product, many have turned to next-gen alternatives, like tobacco-free nicotine pouches, in menthol flavours,” he said.
• Nordic Spirit nicotine pouches are available in Mint, Bergamot Wildberry and Elderflower flavours in regular and strong options.
The UK nicotine pouch category is growing and worth approximately £15.8 million per year.
Nordic Spirit is the number one nicotine pouch brand in traditional retail in the UK, with a 72.6% market share.
The UK nicotine pouch market flavour split is currently 74.7% menthol and 24.8% fruit