Nicotine Pouches at InterTabac 2026: These trends are emerging according to NGP Trends

What will the Nicotine Pouches of the future look like? At InterTabac 2026 in Dortmund, a trade fair for tobacco and nicotine products, NGP Trends took a look at current developments in nicotine pouches in the “Masterclass: Inside NGP”. Topics included slimmer and moister Pouches, products that dissolve in the mouth, and the question of who now owns the Helwit brand. But it’s not just nicotine pouches that are evolving. Current trends in e-cigarettes and heated tobacco products were also presented. In the industry, these newer nicotine products are referred to as “Next Generation Products” (NGP for short). The company NGP Trends analyzes developments and trends surrounding these products¹.

Slim and moist: How Nicotine Pouches are changing right now

Alongside flavor and strength, size, shape, and moisture are also becoming increasingly important for nicotine pouches. Aron Byrne-Carter, a specialist in market trends, innovation, and consumer research at NGP Trends, spoke in the masterclass about the development of nicotine pouches in the US market.

“Slim, moist pouches appear to be gaining preference, suggesting consumers increasingly value comfort, flavour delivery, and a more premium pouch experience.”

“Slim” refers to elongated, slim-cut Pouches, while “moist” describes a higher moisture content. Why does it make a difference whether a Nicotine Pouches is moist from the start? Dry Nicotine Pouches contain very little moisture and first absorb saliva in the mouth before releasing flavor and nicotine. Moist versions already contain more moisture, allowing flavor and nicotine to be released more quickly. For manufacturers, this opens up new possibilities to experiment with size, shape, and moisture.

Snus varieties: All kinds, types, and categories

At InterTabac 2026, nicotine pouch trends were discussed.

Trends in the USA

What else do consumers want from nicotine pouches? Byrne-Carter summarized the findings of consumer research on this topic. Nicotine Pouches are increasingly being used as an alternative to vaping or smoking. They continue to supply the body with nicotine without producing tobacco smoke, and they are not a substitute for a conscious decision to quit. When it comes to flavors, the classic mint remains in demand, while the selection of fruit flavors and the willingness to experiment are growing. Interest is spread across many different fruit varieties. For Nicotine strength, demand is focused on low to regular strengths. Products with higher Nicotine strength, on the other hand, appeal to a smaller share of consumers. At the same time, according to this consumer research, there is interest in new flavors, especially fruitier and more complex taste profiles designed to appeal to adults.

Byrne-Carter uses two examples to show what the trend toward “slim” and “moist” looks like in practice: ZYN Ultra and Velo Max. Both come from major tobacco companies, with ZYN from Philip Morris International (PMI) and Velo from British American Tobacco (BAT). PMI itself describes ZYN Ultra as “moist,” while the previous variants are referred to as “dry.” In the US, PMI began shipping the product in June 2026². Velo Max also has a higher moisture content compared to earlier Velo pouches. In Europe, however, according to Byrne-Carter, these moister Pouches have been common for quite some time. BAT announced the nationwide launch of Velo Max in the US for the second half of the year in its half-year report as of June 30, 2026³.

It’s not just consumer preferences that are changing in the US — the rules for smokers are getting stricter too.

more on the new US rules

Are there nicotine products that dissolve in the mouth?

Nicotine doesn’t always have to come in a Pouches. In the masterclass, Aron Byrne-Carter presented products that are used in the mouth in a similar way to Nicotine Pouches, but dissolve there. Since Nicotine Pouches have established themselves on the market, manufacturers have increasingly been experimenting with these alternative formats. NGP Trends describes these products as “adjacent oral formats focused on discretion, convenience, and new consumption experiences”, meaning related oral formats where discretion, ease of use, and new consumption experiences take center stage.

Perlz, ZYN Melts and Joey

The first example Byrne-Carter presented is Perlz from Japan Tobacco International (JTI). It is a small nicotine pearl placed under the tongue that, according to NGP Trends, dissolves within 10 to 12 minutes. Perlz belongs to the Nordic Spirit brand⁵ and is currently available primarily in the UK⁴. A similar example is ZYN Melts from PMI. These are dissolvable nicotine tablets placed between the upper lip and the gum⁶. According to NGP Trends, they were launched in the UK recently. Both Perlz and ZYN Melts dissolve completely, so there is no Pouches to dispose of after use^{5, 6}. Both products are also tobacco-free but contain nicotine^{4, 6}. There are also developments in nicotine strips, meaning thin films that you place in the mouth and that dissolve there. For NGP Trends, all of these products show a “growing exploration of oral nicotine delivery beyond conventional pouches,” meaning manufacturers are increasingly thinking beyond classic Nicotine Pouches.

Another new product does not dissolve, but it changes what is inside the pouch. The US brand Joey does not fill its Pouches with the usual fibers, but with small beads called “FlavorBeads.” What changes when there are beads instead of fibers in the Pouches? They are designed to release nicotine quickly and keep the flavor going for longer. Unlike Perlz and ZYN Melts, however, the Joey Pouches is disposed of after use⁷

. And one more little fun fact: the name Joey comes from the English word for a young kangaroo, a nod to the pouch format that inspired the brand⁸.

Imperial Brands acquires Helwit: What’s changing?

Helwit has a new owner. On September 7, 2026, the British group Imperial Brands acquired the Swedish company Yoik Group, which includes the nicotine pouch brand Helwit⁹. According to NGP Trends, Imperial already owns the brands ZONE and Skruf. So why acquire another brand as well? The group wants to expand its business in newer nicotine products in markets where Imperial is already active⁹. That also includes Sweden, which Imperial describes as the largest European market for modern oral nicotine products. According to the group, Helwit holds a 3.4 percent market share there. As a result, Imperial’s existing market share in modern oral nicotine products in Sweden more than doubles⁹. Yoik’s team is expected to join Imperial together with the founders.

Yoik CEO Henrik Boson emphasizes that Helwit was developed together with its customers. The company specifically focused on the flavors and pouch experience consumers wanted. This approach is now set to be combined with Imperial’s size and reach:

“We built Helwit hand-in-hand with our consumers to develop the distinctive flavours and pouch experience they wanted. We are excited about combining this approach and our proven portfolio with Imperial's commercial scale to continue breaking new ground.” – Henrik Boson⁹

Imperial also sees advantages in bringing the two companies together. According to Sweden market manager Tomaš Jauković, Imperial contributes its experience with consumers and distribution, while Yoik brings its strengths in product development and brand building. Together, this is expected to help Helwit grow faster in the long term⁹. The brand’s flavors and Swedish heritage are set to remain at the heart of Helwit¹⁰.

What’s happening with e-cigarettes and heated tobacco products

Nicotine Pouches are not the only thing changing right now. In the masterclass, Pete Lomas, a specialist in product design and development at NGP Trends, spoke about current trends in e-cigarettes. Marco Zuin, a specialist in marketing strategy and consumer research, focused on developments in heated tobacco products.

Trends in e-cigarettes and heated tobacco products were also presented in the masterclass.

Refill instead of throwing away: e-cigarettes in the UK

Pete Lomas reported on e-cigarette trends in the UK. According to NGP Trends, so-called “2+N” systems are now becoming increasingly established there. These are e-cigarettes with a pod, a small, replaceable cartridge. It is inserted into the device and contains the liquid, the fluid that is vaporized when vaping. The 2 stands for 2 milliliters in the pod, N for the size of the refill container. The refill container allows the device to be used for longer before a new one needs to be purchased. Open systems, where users fill the liquid themselves, also remain attractive, mainly because of their lower ongoing costs. Fruity and sweet flavors continue to dominate. At the same time, there is a trend toward longer device use. Those who already own a device are more likely to buy only pods or refills. As a result, features such as battery life, reliability, and consistent flavor are becoming more important.

New laws are also changing the market. Since June 1, 2025, disposable e-cigarettes may no longer be sold in the UK¹². Manufacturers are therefore increasingly bringing rechargeable and refillable devices to market again. The Tobacco and Vapes Act 2026 also provides for further restrictions on tobacco and e-cigarettes, including advertising, flavors, and packaging¹³.

One in five e-cigarette users now also chooses Snus or nicotine pouches. You can find out what is behind the trend here.

Read the article

What’s new in flavor: tobacco extract and fresh liquid

Fruity and sweet flavors remain in demand. At the same time, according to NGP Trends, there are consumers who want a more authentic tobacco taste:

“...retailers highlight a subset of underserved consumers seeking more authentic tobacco experiences.”

Several manufacturers are therefore focusing on liquids with natural tobacco extract. Instead of an artificially produced tobacco flavor, the liquid then contains a flavor derived from real tobacco. According to NGP Trends, such products are already available in Canada, France, Italy, and the UK. As an example, manufacturer ENVA presented its Sol Pro device at InterTabac. According to NGP Trends, BAT is also using “real tobacco essence” in a Vuse variant in the UK. Another trend is so-called “0+N” systems. Here, the liquid supply remains separate from the pod and the heating coil until first use. The idea behind this is that the liquid should stay as fresh as possible and only come into contact with the vaporization system during use. However, in the DOJO model presented by NGP Trends, this means a waiting time of around five minutes. Another manufacturer, by contrast, promotes a “Zero Wait Technology” that is intended to work without any waiting time.

Heated tobacco products in Italy: what matters

Marco Zuin went on to report during the masterclass on trends in heated tobacco products in Italy. These are devices that only heat tobacco instead of burning it. According to NGP Trends, younger users between the ages of 20 and 25 pay more attention to the brand when choosing their device . Older consumers, on the other hand, place more value on a wide variety of flavors and a low price. They want to save significantly compared to cigarettes. Smart extra features tend to play a rather minor role when choosing a device. On the topic of cleaning effort, NGP Trends says:

"Low cleaning requirements are taken for granted by consumers, who tend to appreciate devices without pins or blades, which are perceived as technologically less advanced."

As an example of a device without a heating blade, Marco Zuin mentioned IQOS ILUMA. Here, the tobacco is heated by induction, so no blade needs to be inserted into the stick. According to the manufacturer, this also eliminates the need to clean the device.

New ideas in heated tobacco products

Where are heated tobacco products heading? A lot is currently being tested here as well. Marco Zuin presented three new developments that show the direction things could take. The first new development is sticks with no tobacco at all. PMI introduced the Bonds by IQOS device in Poland, together with the new “Beyond” sticks. These contain nicotine but no tobacco and can be used in the same device as an alternative to previous tobacco sticks. The second new development is rapid heating. The South Korean group KT&G, originally Korea Tobacco & Ginseng Corporation, has developed a device that heats tobacco from the inside using microwaves. According to reports, it is ready to use after just three seconds, more than five times faster than the brand’s previous devices¹¹. The device was launched on the South Korean market on September 15, 2026¹¹. The third new development does not use a stick, but a capsule. According to Zuin, the ARKx C-Tech device heats small tobacco capsules using infrared and offers two heating modes.

Conclusion: New shapes, new flavors, new technology

The “Masterclass: Inside NGP” highlighted one thing above all: a lot of experimentation is currently happening in nicotine products. With nicotine pouches, the focus is on new sizes, shapes, and moisture levels. According to NGP Trends, slimmer and moister Pouches are gaining popularity in the USA. At the same time, manufacturers are looking for alternatives to the classic Pouches. Products like Perlz and ZYN Melts dissolve in the mouth, while Joey is experimenting with a different filling material. There is movement on the company side as well. Imperial Brands has acquired the nicotine pouch brand Helwit.

Similar developments can be seen in other nicotine products. In the UK, refillable systems are becoming more important for e-cigarettes. At the same time, new flavors and concepts are being developed to keep the liquid as fresh as possible. For heated tobacco products, examples from Italy show that depending on age, either brand or price can be the deciding factor, and low cleaning effort is taken for granted. Manufacturers here are experimenting, among other things, with tobacco-free sticks, faster heating, and new formats such as tobacco capsules.

For context: the assessments of these trends come from NGP Trends, a company that provides market information to businesses in the industry, and reflect the company’s perspective on the market. The examples presented come mainly from the USA, the UK, and Italy. Whether these ideas will establish themselves in the long term and whether they will also catch on in other countries remains to be seen. The following applies to all products mentioned: They contain nicotine, and nicotine is addictive.