Study Reveals Oral Nicotine Product Manufacturers’ Strategies to Attract Retailers

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oral nicotine products marketing

A recent study led by Yale researchers and published in Tobacco Control in November 2024 has shed light on the advertising tactics used by oral nicotine product manufacturers to appeal to retailers. The study, which analyzed business-to-business advertisements from January 2016 to August 2022, found that manufacturers heavily promoted the profitability, convenience, and availability of non-tobacco flavors in their products.

Oral nicotine products, such as pouches, tablets, or lozenges, have been gaining popularity in the U.S. tobacco market due to their discreet nature. Users can tuck these products between their lip or cheek and gums, making them difficult to detect and allowing for use in places where smoking or vaping is prohibited. While most of these products are marketed as ‘tobacco-free,’ they still contain nicotine, an addictive chemical found in tobacco that can lead to dependence.

The study, led by Akshika Sharma, PhD, a postdoctoral associate in the Yale Department of Psychiatry, and co-authored by Krysten W. Bold, PhD, an assistant professor of psychiatry, found that approximately 72% of the 50 reviewed ads contained a slogan, often highlighting the convenience of use. One example was the phrase, “Chew on this anywhere … anytime,” which bypasses current use restrictions on other tobacco and nicotine products.

Manufacturers also emphasized the potential for high profit margins for retailers, with one ad featuring the phrase, “Small pouches, big margins.” Additionally, the study revealed that 82% of the ads featured at least one cooling flavor, with wintergreen being the most common at 48%, and 48% of the ads displayed at least one fruit flavor.

Although these advertisements are intended for retailers, the researchers noted that they could also resonate with consumers and may provide insight into future marketing strategies targeting consumers directly. As such, the study authors suggest that tobacco regulators should closely monitor these advertising trends.

Small pouches advertisement

“We observed display of a wide range of flavors and high nicotine strengths in the ads targeted to businesses. From our knowledge of other nicotine products, these ad components might be attractive to people who use these products,” said Sharma, the paper’s first author.

As oral nicotine products continue to gain popularity, understanding the marketing strategies employed by manufacturers becomes increasingly important for both public health and regulatory purposes. By shedding light on these tactics, the Yale-led study contributes to the ongoing effort to monitor and address the evolving landscape of tobacco and nicotine products.

Matthew Ma
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