US retail sales of total kilogrammes of nicotine in oral nicotine pouches and e-cigarettes continue to increase

Introduction

The US oral nicotine pouch (ONP) market grew 183.7% between September 2022 and September 2024.1 ONPs are small, concealable packets of nicotine and additives that are placed between the gum and lip.2 ONPs’ rapid market growth has drawn parallels to e-cigarettes,3 but direct market comparisons are complicated by differing measurements, such as dollar sales,4 or units sold,5 which do not accurately reflect nicotine content due to varying concentrations and usage modes. This study uses a standardised measure, milligrams (mgs) summed to kilogramme (kgs) of nicotine sold,6 to assess the market size of two growing nicotine markets.

Methods

US national-level NielsenIQ xAOC and Convenience Store retail sales data were used to calculate total mgs, summed to kgs of nicotine sold for e-cigarettes and ONPs from the 4-week periods ending on 28 January 2017 to 16 March 2024.7…

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