In 2024, nicotine pouches have surged in popularity as a smokeless and discreet alternative to traditional tobacco products. These small, flavorful pouches provide a convenient method to get nicotine without the inconvenience of smoking.
Have you ever wondered who makes these products? Knowing who manufactures your nicotine pouches can influence your buying decisions, much like your trust in certain brands for food, gadgets, and furniture.
This article examines the key players in the nicotine pouch industry, such as Swedish Match and British American Tobacco. We also provide an in-depth look at the major manufacturers, their brands, and their market presence.
Whether you’re a curious consumer or an industry professional, this article will provide essential information about the manufacturers behind the products you use and their impact on the marketplace.
Major Nicotine Pouch Brands and Their Manufacturers
Swedish Match
Overview: Company History and Background
Swedish Match is one of the major manufacturers of nicotine pouches. Interestingly, it started as two different entities: Svenska Tändsticks AB (STAB), a match manufacturing company, and Svenska Tobaksmonopolet, a tobacco company. They merged in 1992 under the Procordia Group and were rebranded as Swedish Match in 1994.
Key Nicotine Pouch Brands
ZYN:
ZYN, a major nicotine pouch brand, was launched in Sweden in 2014. Since its launch, it has captured a significant market share in the USA. It enjoys a whopping 67% market share in 2023. It is also available in Scandinavia, the U.K., and other parts of Europe.
General Snus:
General Snus is one of the oldest tobacco brands. General Snus, established in 1866, is one of Swedish Match’s primary brands today. It also leads the snus market in Scandinavia. It is also performing quite well in the USA and Europe.
Göteborgs Rapé:
Göteborgs Rapé is another classic brand in the Swedish Match portfolio. Its original recipe was created in Gothenburg during the early 19th century. Since 1919, it has been offering snus products to its consumers. As per the stats, it holds around 11.5 % market share in Sweden.
Volt:
Volt is a fresh face in the nicotine pouch market. It was launched on May 10th, 2021. VOLT made a strong entry with four strengths and six unique flavours. It was launched to penetrate new markets such as Pakistan.
Swave:
Swave is one of Scotland’s nicotine pouch brands, introduced by Swedish Match in 2020. Crafted in Sweden, Swave offers a unique twist with its range of cocktail-inspired flavours.
Market Presence
Swedish Match isn’t just a player; it’s a leader, especially in Scandinavia and the U.S. In 2021, Swedish Match held 50.2% of the total snus market in Sweden and the rest of Scandinavia. In the nicotine pouch Industry, it holds around 15% market share in Scandinavia and 64% market share in the U.S.
British American Tobacco (BAT)
Overview: Company History and Background
British American Tobacco (BAT) was established in 1902 when the UK’s Imperial Tobacco Company partnered with the American Tobacco Company.They wanted to expand their market by offering UK products in America and American products in Britain. After a century, this manufacturer has become a global powerhouse, making its mark in around 180 countries.
Key Nicotine Pouch Brands
VELO:
It is the primary and only Nicotine pouch brand of British American Tobacco (BAT). Originally launched as LYFT in 2018, it originated from the Scandinavian nicotine pouch hub. However, it was then rebranded as Velo. Velo has gained a wide amount of attraction from Snus and Tobacco users. It gained a significant market share due to its product’s variety of flavours and strengths.
Market Presence
Let’s see how BAT is performing; let’s talk numbers. BAT is one of the leading global industries. Its revenue in 2023 exceeded 34 billion dollars, and it is the largest market in the US, contributing around $15 billion of total revenue.
As far as Nicotine pouches are concerned, BAT’s modern oral products are available in 34 different countries, including the USA, UK, Sweden, and Pakistan. They sold 4 billion pouches in 2022. BAT also claimed to hold 69% of the nicotine pouch market in Europe. BAT is also diversifying its products, offering nicotine pouches in different flavours and strengths through its brand Velo.
Altria Group
Overview: Company History and Background
Alright, let’s share a little background about Altria Group, Inc. Well, first, Alria has become one of the world’s largest producers of tobacco, cigarettes, and nicotine pouches. Its roots go back to the early 19th century. Tobacco shopping turned into a huge company called Philip Morris Companies, Inc., which was then rebranded as Altria in 2003. It was a move aimed at reflecting a broader portfolio beyond just tobacco and cigarettes.
Key Nicotine Pouch Brands:
On!:
What kind of brand is this? It is a tobacco-leaf-free choice from Altria. It was launched in 2019 and offers nicotine pouches in seven different flavours and five nicotine strengths.
On! Is it available in both the USA and Europe? Although its popularity in Europe isn’t as strong as in the U.S. In the USA, it holds a decent share of the nicotine pouch market. As of 2021, on!® claimed around 17.9% of the U.S. nicotine pouch market, although it’s smaller than ZYN’s share. It mainly focuses its sales efforts in the USA. Still, it is also planning to increase its efforts in European markets.
Market Presence
When it comes to market presence, Altria Group is a heavyweight. One of their brands, ON!, had a share of around 17.9% in the oral pouch category in the USA in 2021. Altria’s oral product shipment in 2023 was 783 million units. In 2023, total smoke-free net revenue was $2.7 billion. Most of its revenue is generated in the USA since it has a dominant presence there.
Japan Tobacco International (JTI)
Overview: Company History and Background
Japan Tobacco International (JTI) was founded in 1999 when Japan Tobacco Inc. acquired R.J. Reynolds’s non-US operations. This allowed the company to step up on the international stage and expand its reach into other countries. Over the years, the company has developed a diverse portfolio of brands that offer various tobacco products, including nicotine pouches.
Key Nicotine Pouch Brands:
Nordic Spirit:
The Nordic spirit is the brainchild of JTI. It is like tobacco-free nicotine pouches. It was developed in Sweden in 2018 and has since expanded its presence globally. These pouches contain fibres and nicotine and are available in multiple flavours and strengths.
In 2019, Japan Tobacco reported that Nordic Spirit had been launched in seven European markets. The companies also look forward to prioritizing markets in Sweden, Switzerland, and the UK. Nordic Spirit also keeps on launching new flavours to cater to the growing market and taste of consumers.
Market Presence
JTI is one of the leading tobacco companies that boasts a substantial global footprint. It has operations spanning 33 countries for sourcing, 26 countries for manufacturing, and product distribution in 130 countries.
JTI already has a significant market share for cigarettes. However, the company started to channel its focus on Reduced-Risk Products (RRPs) such as nicotine pouches. Furthermore, JTI also claims that Nordic Spirit is the leading nicotine pouch brand in the UK, with an 83.4% market share.
Imperial Brands
Overview: Company History and Background
Imperial Brands was previously known as Imperial Tobacco. Its roots go back to 1901. The company was formed by merging 13 British tobacco and cigarette companies. Today, Imperial Brands is one of the global powerhouses in the tobacco industry. They have diversified their portfolio to a great extent. They don’t only offer cigarettes by also offer increasingly popular smokeless tobacco and nicotine pouches.
Key Nicotine Pouch Brands
Skruff:
Skruff is the nicotine pouch brand that stands out in their lineup. It was founded in 2003 and, eight years later, acquired by ImperialBrandss in 2008. It started selling products in Sweden. Following Sweden, they expanded to neighbouring Norway, where they claimed to control around one-third of the market. They offer traditional nicotine pouches but have also diversified, providing tobacco-free pouches.
Zone X:
Zone X is yet another nicotine pouch brand by Imperial Brands. It is a relatively new brand launched in 2021. It was first launched in Sweden and Australia. Due to success, they further expanded into Norway, Denmark, and Estonia in 2022. They also started their operation in the Middle East in 2023. This brand was launched to offer new and stronger tobacco products catering to young adults, typically aged 25 and older.
Market Presence
Imperial Brands isn’t just a big name in the industry—they’re a giant. They are expanding and operating in around 120 countries. However, most of the revenue is generated by five main countries: the USA, Germany, the UK, Australia, and Spain. As a result, most of their focus is on these five countries where they hold significant market share. However, revenues and market share include all the products. As far as the nicotine pouch market is concerned, they hold a good market share in Scandinavia and other European countries.
GN Tobacco
Overview: Company History and Background
Let me tell you a bit about GN Tobacco. It is one of the Swedish tobacco production companies. It was founded in 2004. It was originally known as SNUSAB AB, but it rebranded to GN Tobacco in 2009. The company offers its products in more than 70 countries.
Key Nicotine Pouch Brands
White Fox:
This is a tobacco-free option that comes in five different flavours and strengths.
Siberia:
Siberia is a nicotine pouch brand that offers some of the strongest nicotine pouches. Siberia All White packs an intense flavour and icy cooling sensation, and with no tobacco.
HIT:
HIT offers tobacco-free pouches with extremely high nicotine content. Available in 5 different flavours. They are also available in various sizes with a range of nicotine content of 20mg/g.
Market Presence
Now, let’s talk about GN Tobacco’s market presence. Although it is a Swedish brand and is popular there, it has also made its mark in over 70 countries. Their brands, White Fox and HIT, are claimed to be known worldwide. In 2023, they made a strategic move into the US market. They are also confident of expanding to every country.
Additional Brands and Manufacturers
Triumph Pouches
Let’s chat about Triumph Pouches, a brand that’s been among the primary players in the nicotine pouch scene. Triumph Pouches was founded in 2015 and only operates in the USA. They offer a variety of flavours with various strengths.
NicoGen Pharma Solutions / Rogue
Rogue is the nicotine brand belonging to NicoGen Pharma Solution in 2018. Nicogen Pharma is a manufacturer that focuses on developing and marketing alternative nicotine products. Rogue is a collaboration between NicoGen Pharma’s Rogue Holdings and Swisher, a company famous for its tobacco. Rogue has really made a mark in the US market and has since become widely available in numerous stores.
Another Snus Factory
Let me tell you about a relatively new player in the nicotine pouch scene. Meet “Another Snus Factory,” a nicotine pouch and snus manufacturer established in 2019. The manufacturer has two brands under its umbrella: LOOP and Lynx. Both brands offer tobacco-free nicotine pouches with an array of flavours and strengths.
The company also emphasizes environmental protection, hence its products PlantCan™ and PlantLabel™ packaging.
Am Swedish
Am Swedish is yet another Nicotine pouch manufacturer. These folks have been in the game for nearly 25 years, crafting a variety of snacks and tobacco products. Am Swedish has a couple of standout brands.
First up, there’s 24K Snus, a Snus brand offering products for traditional Snus lovers.
Another brand is SWAG, which offers Nicotine Pouches for those looking for something tobacco-free.
And then there’s a third brand called Nicoff, a product for those who love the snus experience but want to skip the nicotine and tobacco.
77 Pouches
Do you know about 77 Pouches? If not, let me introduce you to this newcomer to the world of nicotine pouches. This manufacturer is based in Krakow, Poland, and they’re already selling their products in as many as 40 countries worldwide. They’re all about delivering solid and natural flavours.
Ministry of Snus
Ministry of Snus is a relatively new nicotine pouch manufacturer based in Svendborg, Syddanmark. Although founded in 2018, the company has deep ties to the tobacco industry. Although they have been producing traditional snacks and chewing tobacco for many years, they have transitioned and are focusing only on tobacco-free products.
The company has developed two brands: Ace and Ace X. Ace offers products with a familiar taste of traditional tobacco but is entirely tobacco-free. Ace X, on the other hand, provides a product with a higher nicotine concentration and a more intense flavour. Furthermore, the Ministry of Snus in Denmark employs recyclable plastic for locally produced cans.
Vika Svensson
Vika Svensoon is one such brand with an exciting origin history. This brand’s roots trace back to the early 20th century. Imagine this: it’s 1911, and Mrs. Vika Viola Svensson opened a coffee house in Gothenburg, Sweden. Many years later, this business would provide the groundwork for the Vika Svensson brand. Vika Svensson’s nicotine pouches are now made by VK Nordic AB in Lidköping, Sweden. These pouches come in a variety of flavours and strengths, catering to all kinds of preferences.
Habit Factory
You may have not heard about this manufacturer. Well, Habit Factory is a fresh face in the nicotine pouch market, having just set up shop in 2023. They are situated in Stockholm, Sweden, and while they are young, they are gaining traction in the nicotine industry.
This Scandinavian manufacturer produces nicotine pouches without any tobacco. They’ve done exactly that with their two active brands. The first is “Fix,” followed by a second brand called “KLINT,”
Conclusion
As previously said, it is critical for nicotine pouch users to understand the major producers in the business. Throughout this article, we’ve examined significant players such as Swedish Match, British American Tobacco, Altria Group, Japan Tobacco International, Imperial Brands, and GN Tobacco.
By uncovering their histories, flagship brands, and market standings, we enable consumers to make informed choices about which brand to choose for their needs.
Recap of Key Points
- Swedish Match: Leading with brands like ZYN and General Snus, dominant in Scandinavia and the U.S.
- British American Tobacco (BAT): Known for Velo, it is leading in Europe’s nicotine pouch market.
- Altria Group: A significant player in the U.S. with the on! Brand, focusing on innovation and quality.
- Japan Tobacco International (JTI): Popular in Europe with Nordic Spirit, emphasizing compliance and trust.
- Imperial Brands: Strong presence in Scandinavia and beyond with Skruf and Zone X.
- GN Tobacco: Global reach with White Fox and HIT, expanding into new markets.
