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BAT's Nicotine Pouch VELO Sees Rapid Growth in US

Mar.17.2025
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.

 

References:
[1] March 2025: VELO reached 10% share in the US, driven by the Velo Plus launch
Also Read:
[1] Concerns Raised Over Promotion of Nicotine Pouches to Minors
[2] BAT to Launch VELO Plus in US with 7 Flavors, Using Synthetic Nicotine
[3] BAT to Launch Synthetic Nicotine Pouch Velo Plus in the U.S., Expected in 2025
[4] BAT Plans to Introduce E-cigarette Vending Machines in Bars
[5] BAT Ireland Reports 22% Revenue from Vapes, 3% from VELO in 2023

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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.

2.  The use of nicotine-containing products — including, but not limited to, cigarettes, e-cigarettes, nicotine pouchand heated tobacco products — carries significant health risks. Users are responsible for complying with all applicable laws and regulations in their respective jurisdictions.

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