September 2025: British American Tobacco launched new VELO Shift in Sweden
British American Tobacco (BAT) launched the new VELO Shift in Sweden. VELO Shift nicotine pouches offer reshaped taste, design and comfort. VELO Shift comes in a hexagon pack design made from 90% bio-based plastic material. In addition, the pouches are in a round-cornered triangular shape designed to improve comfort.
VELO Shift is available in 5 new flavors with 8mg nicotine per pouch (i.e. 11.4mg/g nicotine concentration x 0.7g/pouch) and in a can of 20 pouches: Hot Grape, Hot Peach, Hot Dragonfruit, Hot Spearmint and Cool Peppermint. 4 Hot variants adds a warming effect to the underlying taste, whereas the Cool Peppermint offers an intensely refreshing mint experience with a balanced sweetness and and a pronounced cooling sensation. VELO Shift retails at an introductory price of as low as kr.20 (US$2.2) on the online retailers.
June 2025: Global nicotine pouch sales tops $5 billion for the first-time in 2024
With 36.9% volume growth to 21.2 billion pouches (i.e. 1.06 billion cans of 20), nicotine pouches have become the fastest growing smoke-free tobacco (new nicotine) product in 2024. USA is the top market for nicotine pouches, commanding a 65.5% global share with 13.9 billion pouches. Sweden (2.56 billion pouches) and Pakistan (1.13 billion pouches) follow the U.S. and top-3 markets make up 83% of the total global sales volume. In 2024, the global category turnover surpassed the 5 billion threshold for the first-time in 2024 – with more than 75% of the global sales generated in the U.S. market.
