Rise of alternative nicotine products

As regulations tighten and public spaces become increasingly smoke-free, the tobacco industry is pivoting its strategy, investing heavily in "next-generation" nicotine products.

- CHINO S. LEYCO

From heated tobacco to oral pouches, the goal is to satisfy adult consumer demand for nicotine while adapting to restrictions and the social stigma of conventional smoking.

In this challenging business environment, innovation is crucial for the centuries-old, multi-billion-dollar tobacco industry to remain relevant and ensure its long-term survival.

Japan Tobacco International (JTI) has developed Nordic Spirit, a discreet, tobacco-free oral nicotine pouch.

Positioned as a smokefree alternative for adult nicotine consumers, it is part of JTI's Reduced Risk Products (RRP) portfolio.

First launched in Sweden in 2018, Nordic Spirit arrived in the Philippines in May 2023, becoming the first nicotine pouch brand in the local market.

JTI believes Nordic Spirit has immense potential in the growing market for alternative nicotine products as the company adapts to tightening regulations and evolving consumer demands for less harmful and more discreet nicotine options.

Despite being a relative newcomer, Nordic Spirit is already showing robust growth in the Philippine market. Since its introduction, sales have increased by 23 percent month-onmonth, according to data from major convenience stores like 7-Eleven and Uncle John's.