MO · News · 20260922N

Oral Nicotine Pouch Growth

ALTRIA GROUP, INC. · 2026-09-22 · Importance 20 · Surprise 24

Altria’s on! nicotine pouch brand is expanding nationally in the U.S. oral tobacco market, supported by promotional activity. The nicotine pouch category represents 59.9% of the overall U.S. oral tobacco market, while on!’s first-half volume increased despite shipment volatility related to inventory movements. Altria faces significant competition from Philip Morris International’s ZYN and Turning Point Brands’ Modern Oral portfolio, creating market-share and promotional risks.

Key facts

• Despite mixed shipment trends due to inventory movements, the brand's first-half volume increased, and it expanded nationally with promotional activities. source
• Altria's on! nicotine pouch brand is growing its share in the expanding U.S. oral tobacco market, with the overall nicotine pouch category now accounting for 59.9% of the market. source