BAT’s Velo Battles Zyn for Lead in $7 Billion US Market

British American Tobacco’s Velo is challenging Philip Morris International’s Zyn for dominance in the U.S. nicotine pouch market.

The U.S. nicotine pouch market is currently valued at $7 billion.

Bloomberg reports that Velo’s expansion threatens Philip Morris’s current market-leading position.

Consumer demand is shifting rapidly toward these alternative smokeless nicotine options.

Modern oral products now represent a primary growth segment for both global tobacco companies.