MO · 10-Q · 2026Q3 · Full report

Oral Nicotine Pouch Growth

ALTRIA GROUP, INC. · 2026-10-29 · Importance 31 · Surprise 32

The U.S. nicotine pouch category expanded to 59.8% of the U.S. oral tobacco category in the first nine months of 2026, up 7.6 share points, while total oral tobacco category industry volume grew an estimated 5.5% over the six months ended September 30, driven primarily by pouches and partly offset by declining MST volumes. In the third quarter, pouches reached 61.2% of the U.S. oral tobacco category, up 5.8 points year over year and 1.3 points sequentially. Altria’s on! shipments rose 7.7% over nine months and 13.3% in the quarter, but its share of the nicotine pouch category declined to 13.8% for the nine-month period and 13.5% for the quarter. on!’s total U.S. oral-category share was 8.3% in the quarter, up 0.1 point year over year but down 0.3 point sequentially.

Key facts

• For the three months ended September 30, 2026, the U.S. nicotine pouch category reached 61.2% of the U.S. oral tobacco category, up 5.8 share points year over year and 1.3 share points sequentially. source
• The U.S. nicotine pouch category reached 61.2% of the U.S. oral tobacco category in the third quarter of 2026, up 5.8 share points year over year and 1.3 share points sequentially. source
• For the three months ended September 30, 2026, on! nicotine pouches held 8.3% of the total U.S. oral tobacco category, up 0.1 share point year over year and down 0.3 share points sequentially. source
• For the three months ended September 30, 2026, on!'s share of the nicotine pouch category was 13.5%, down 1.3 share points year over year and 0.9 share points sequentially. source
• The U.S. nicotine pouch category reached 59.8% of the U.S. oral tobacco category, an increase of 7.6 share points; on!'s nicotine pouch category share was 13.8%, down 2.3 share points. source