Oral nicotine pouches such as Velo continue to feature prominently as part of a growing market characterised by the ongoing evolution in the preferences of adult nicotine consumers.
The fast-moving nicotine market continues to diversify and show consistent growth in the nicotine pouches category. In modern oral category, which includes nicotine pouches, the overall market volume has grown by 89% so far this year, compared to a year ago.i
Concurrently, Velo continues to see its share of sales by volume rise steadily, reaching 54.4% by February this year.i
Velo is now the number one nicotine pouch in the UKii, a position underpinned by consistently strong performance over the past 12 months.
As adult nicotine consumers seek out alternative products that blend quality, sustainability and convenience they are looking towards the nicotine pouches category to provide that solution.
The shift in trend among adult nicotine consumers in the nicotine pouches category is demonstrated by the growing demand for bold, exciting, and intense flavour experiences.
In terms of flavour trends, mint and fruit varieties continue to be the most popular among adult nicotine consumers.
The current favourites in terms of sales within the category remain mint products, led by the stronger nicotine 10-12 mg pouches, with a 54% share of sales in February this year.i The lower nicotine 6-9mg strength mint products also have a significant share of sales by volume at 21%i, with the lower and higher strength fruit flavours enjoying a 14% share of sales combined.i
Velo is proud to never stand still and continues to innovate in its bid to cater for evolving preferences of adult nicotine consumers.
Among exciting developments are the launch of new high strength nicotine pouch products, including the ‘High Nic’ Max and Ultra variety, available in Velo Freeze and Ruby Berry flavour. These have been designed to cater directly for adult nicotine consumers looking for a more intense experience and increased enjoyment.
On top of that, watch out for the ‘high sensations’ campaign to discover our new flavour Velo product, Cooling Storm 11mg pouch, Velo’s most menthol product to date, complemented by a hint of peppermint and intense cooling sensation, a first for the Velo portfolio.iii
These stronger nicotine products cater for the preferences of more experienced adult nicotine consumers, not for those who are new to the category or non-smokers. In this fast-moving category it’s important to keep up to date with new developments – so watch this space.
Velo products are inspired by a philosophy to do things differently, find new opportunities, including for the planet and society. Velo continuously looks for ways improve the sustainability of its products, which is not just about reducing waste. Velo is working towards being carbon neutral by reducing energy use, decreasing its CO2 emissions, and eliminating unnecessary single-use plastic so that all plastic packaging is recyclable by 2025.
Wholesalers and Cash & Carries wishing to discuss stocking VELO or increasing your existing range, please get in touch your BAT Key Account Manager.
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