Volume growth for tobacco free oral nicotine rose by 72% in 2020, with demand continuing to rise during the year, with 30% volume growth being recorded in 2019. The impact of the COVID-19 lockdown boosted sales of the products due to a lack of encounters with others, discouraging social smoking.
Nicotine pouches are heavily marketed through social media, with many brands using influencers to boost sales. These products are positioned as a clean and discreet way of consuming nicotine.
The competitive landscape is dominated by big tobacco companies, including British American Tobacco and JT International, as well as smokeless tobacco manufacturers, such as Swedish Match. Although NGP Imperial leads, the landscape is highly fragmented, with many brands available.
Strong growth is expected over the forecast period, especially during the early forecast period, as the popularity of these products continues to grow. This growth will be aided by the novelty factor of these products, which will drive initial growth as consumers have curiosity and interest in the products on offer.
Across the forecast period, nicotine pouches offer the chance for large tobacco companies to extract more value from the market. As such, they are likely to lobby with the government for a lighter touch on regulation, arguing that nicotine pouches fit in the government policy of harm reduction, and creating a smoke-free society.
Further health concerns regarding nicotine products may put downward pressure on growth at the end of the forecast period. In 2020, anti-smoking lobby and health organisations were calling on the government to regulate this category, introducing higher excise tax and limiting sales through non-specialist channels.
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Understand the latest market trends and future growth opportunities for the Tobacco Free Oral Nicotine industry in Netherlands with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Tobacco Free Oral Nicotine research and analysis database.
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