The Market Share Of Velo Nicotine Pouches Has Risen To 10% in The United States, While The Growth Rate Of ZYN Has Slowed Down.

According to the latest report from market research firm Nielsen, as of February 22, 2025, the four-week sales volume of the nicotine pouch brandVELO increased by 185% year-on-year, with a market share reaching 7.9%. The latest week's market share was approximately 10%, consistent with the previous statement from Renault America, the parent company of the brand owner, British American Tobacco.
The growth in the market share ofVELO was mainly driven by the increased consumer acceptance ofVELO Plus and the expansion of retail sales. The US market share of theVELO Plus product reached 5.4% in the latest week, and this product was only launched for 12 weeks. Compared with the traditional "dry type" ZYN and the regularVELO,VELO Plus adopts a larger, softer and more moisture-containing pouch form.
Meanwhile, according to data from NielsenIQ, the growth advantage of ZYN nicotine pouches was lost, with a year-on-year growth of only 13.2%, and its category share dropped to 55%.

However, ZYN's owner, Philip Morris International, claims that its category share is 10 percentage points higher than that of Nielsen Think Tank's data (approximately 65% according to Circana's data), and that ZYN's growth rate is faster than that of the overall nicotine pouch category in the United States.