As a nascent category in Austria, nicotine pouches were not significantly impacted by the COVID-19 pandemic, with growth in 2020 driven by new product launches and advertising. The distribution of products in this category became significantly wider in 2020, helped by new product launches and their current status as a type of product whose distribution and marketing are not subject to the restrictions imposed on tobacco-related products.
Nicotine pouches saw a strong growth in both availability and popularity in 2020, helped by ubiquitous advertising. The rapid adoption of these products in Austria was also helped by the widespread awareness of tobacco-based snus products legally sold in Sweden, which may have helped to establish the category more quickly in Austria.
Manufacturers focussed on product innovations targeting various consumption occasions and specific target audiences in 2020. This included, for instance, the development of a range of products with different nicotine strengths, typically ranging from 4 mg to 20 mg per pouch.
Although the distribution of nicotine pouches has not been subject to the same restrictions imposed on tobacco products, allowing products to be widely sold through grocery outlets, this could change over the forecast period as authorities consider how or if distribution should be regulated. As such, there is a possibility that nicotine pouches could fall under the distribution monopoly managed by the tobacconists trade association Monopolverwaltung (MVG) in Austria, as advocated by the organisation, on the basis that these retailers are well qualified to advise consumers.
The category’s rapid growth trajectory is expected to continue at least in the first half of the forecast period as its consumer base increases. This trajectory is, of course, dependent on whether or not strict legal restrictions are implemented regarding the use or sale of products in the category.
Flavours, product sizes and nicotine strengths are expected to remain the key product attributes used to differentiate brands over the forecast period. Despite the wide choice of flavours available, industry sources claim that the so-called “classic” aromas flavours such as mint and menthol are by far the most popular, while fruit aromas remain niche, which could indicate that manufacturers may gradually reduce the amount of flavours in their product ranges.
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Understand the latest market trends and future growth opportunities for the Tobacco Free Oral Nicotine industry in Austria with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Tobacco Free Oral Nicotine industry in Austria, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This report originates from Passport, our Tobacco Free Oral Nicotine research and analysis database.
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