Recently, Altria Group, Inc. released its performance report for the second quarter and the first half of 2024. In Q2, on! nicotine pouches shipments reached 41.2 million cans, marking a 37.3% year-over-year increase. Additionally, total shipments of NJOY consumables and devices for Q2 amounted to 14.3 million units.
The report provides a detailed overview of Altria Group’s on! nicotine pouches and NJOY products over the past year, aiming to offer insights into their prospects in the smokeless tobacco and e-cigarette markets.
On! Nicotine pouch shipments have been continuously rising for four quarters.
| ON nicotine pouches | Total shipment(Million cans) | Y-O-Y growth | Market share of nicotine pouches in the United States | Y-O-Y growth | M-O-M growth |
| Q3, 2023 | 28.7M | 36.7% | 6.9% | 1.7% | – |
| Q4, 2023 | 30.4M | 32.8% | 6.9% | 1.1% | – |
| Q1, 2024 | 33.3M | 32.1% | 7.1% | 0.7% | 0.2% |
| Q2, 2024 | 41.2M | 37.3% | 8.1% | 1.2% | 1.0% |
In detail, during the second quarter of this year, the total shipments of on! nicotine pouches reached 41.20 million cans, marking a year-over-year increase of 37.3%. These figures represent an 8.10% share of the U.S. oral tobacco market, with a year-over-year growth rate of 1.20%.
In the first quarter of the year, the total shipments of on! nicotine pouches also reached 33.30 million cans, showing a year-over-year increase of 32.1%. They accounted for a 7.10% share of the U.S. oral tobacco market, with a year-over-year growth rate of 0.70%.
Looking back at 2023, during the fourth quarter, the total shipments of on! nicotine pouches were 30.40 million cans, up 32.8% year-over-year. The market share was 6.90%, with a year-over-year growth rate of 1.10%.
In the third quarter of 2023, the total shipments of on! nicotine pouches were 28.70 million cans, representing a year-over-year increase of 36.7%. The market share remained at 6.90%, with a year-over-year growth rate of 1.70%.
As of the first half of 2024, the shipment volume of on! nicotine pouches has increased by 35% year-over-year.
Over the past four quarters, the shipment volume of on! nicotine pouches has maintained a year-over-year growth rate of over 30%, and its market share has generally shown an upward trend. Although the growth rate of market share in the U.S. oral tobacco market decreased in the first quarter of this year, in the second quarter, whether in terms of shipment volume, year-over-year growth rate of shipments, or market share, on! nicotine pouches reached the highest point in two years.
In light of the market performance of on! nicotine pouches over the past year, OSKVAPE has compared it with the market performance of ZYN nicotine pouches under Philip Morris International (PMI).
| ZYN nicotine pouches | Total shipment(Million cans) | Y-O-Y growth | M-O-M growth |
| Q3, 2023 | 105.4M | 65.7% | – |
| Q4, 2023 | 116.3M | 78.2% | 10.3% |
| Q1, 2024 | 131.6M | 79.7% | 13.2% |
| Q2, 2024 | 135.1M | 50.3% | 2.7% |
From the third quarter of 2023 to the first half of 2024, ZYN nicotine pouches have achieved four consecutive quarters of growth in the U.S. market. Although the year-over-year and quarter-over-quarter growth rates decreased in the second quarter of 2024, the overall growth momentum remains strong. By the first half of 2024, the shipment volume of ZYN nicotine pouches had increased by 63.5% year-over-year.
As a smokeless nicotine product, nicotine pouches are highly accepted by American consumers and have already gained a significant market share in the U.S. market.
OSKVAPE has years of experience in the nicotine pouches industry, and will always provide the newest news and tech for you, if you want to start a nicotine pouches business, contact OSKVAPE to get one-stop solutions.
