That number caught my attention.
According to Altria’s recent second-quarter results, nicotine pouches gained 8.1 share points and now represent nearly 60% of the total oral tobacco category. Altria also reported that on! shipment volume increased 5.1% during the first half of 2026.
From a category management perspective, the bigger story isn’t one manufacturer or one brand.
It’s how quickly the oral tobacco category itself is changing.
When a segment experiences this kind of shift, it creates important questions for manufacturers, wholesalers and retailers:
• Does the traditional assortment still reflect where consumer demand is going?
• How should shelf space evolve?
• Are inventory levels keeping pace with changing product mix?
• Where will the next phase of category growth come from?
Category management isn’t simply about managing what sells today.
It’s about recognizing where a category is moving and preparing for what comes next.
Nicotine pouches are becoming increasingly difficult to view as an emerging segment. They’re becoming a major part of the oral category.
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