BAT's Nicotine Pouch VELO Sees Rapid Growth in US

Mar.17
BAT's Nicotine Pouch VELO Sees Rapid Growth in US
British American Tobacco's nicotine pouch VELO's US market share rises by 185%, reaching 7.9%, surpassing competitors like ZYN.

Key points:

 

1. The nicotine pouch VELO, under the BAT (British American Tobacco) brand, saw a 185% year-on-year increase in sales in the US market, with a market share of 7.9%.

 

2. Velo Plus was launched only 12 weeks ago, capturing a market share of 5.4%.

 

3. ZYN's market share has dropped to 55%, while Philip Morris International (PMI) claimed that its actual share was higher and growing faster than the overall market.

 


 

2Firsts, reporting from Shenzhen - NielsenIQ report shows British American Tobacco's Velo nicotine pouch sales in the U.S. surged 185% year-on-year for the four-week period ending February 22, 2025, with market share reaching 7.9%, Tobaccoinsider reported.

 

The report also indicated that VELO's implied market share for the latest week was approximately 10%, in line with BAT's previous statement.

 

VELO's growth was mainly attributed to the consumer acceptance of VELO Plus and retail expansion. Just 12 weeks after its launch, the product has captured a 5.4% market share nationwide. 

 

Compared to the traditional "dry" ZYN and regular VELO, VELO Plus came in a larger, softer, and more moist pouch format.

 

According to Nielsen IQ data, ZYN continued to lose its edge, with year-over-year growth of only 13.2%, and its category share dropping to close to 55%. 

 

However, PMI claimed that ZYN’s category volume was 10% higher than reported by NielsenIQ (approximately 65% according to Circana data), and emphasized that ZYN was growing faster than the overall nicotine pouch market in the U.S.

 

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Please contact us at info@2firsts.com, or reach out to Alan Zhao, CEO of 2Firsts, on LinkedIn


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1.  This article is intended solely for professional research purposes related to industry, technology, and policy. Any references to brands or products are made purely for objective description and do not constitute any form of endorsement, recommendation, or promotion by 2Firsts.

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