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Manila Bulletin devider Business devider Trade & Industry devider JTI reports 'phenomenal' growth for Nordic Spirit nicotine pouches in Philippines

JTI reports 'phenomenal' growth for Nordic Spirit nicotine pouches in Philippines

Published May 19, 2025 01:53 pm


Stockholm, Sweden – JTI Philippines is optimistic about the prospects of its Nordic Spirit oral nicotine product, which offers adult consumers an alternative to combustible cigarettes.

Karin Tan, JTI Philippines' Reduced Risk Products (RRP) Category Director, stated that the Philippines is a high-growth market for nicotine pouches. 

Tan also cited the robust performance of Nordic Spirit, a smokeless, tobacco-free alternative to traditional tobacco products, which is currently experiencing a strong 23 percent month-on-month growth.

“JTI Philippines, being the first and on the helm with Nordic Spirit, since May 2023, we are optimistic… that nicotine pouch will deliver the pleasurable smoking alternative our adult Filipino nicotine consumers are seeking,” Tan said.

Developed in Sweden in 2018, Nordic Spirit is a modern oral nicotine pouch brand under JTI’s RRP portfolio. It contains a blend of plant-based fibers, nicotine, and flavorings.

Available in various strengths, flavors, and formats, Nordic Spirit offers a discreet nicotine experience suitable for situations where smoking or vaping may not be permitted.

Tan explained that nicotine pouches are already gaining popularity as Filipino smokers transition to smoke-free alternatives perceived as less harmful.

“The growth is actually quite phenomenal, and in terms of market sales, we are growing month-on-month,” Tan stated. “That demonstrates there is traction for modern oral nicotine products in the Philippine market.”

“You can see in different parts of the Philippines that consumers are starting to really appreciate what this category can bring,” she added.

According to a recent JTI survey of 7,000 consumers, 80 percent reported a positive experience using nicotine pouches.

“One of the first things that worked for them was the convenience and the fact that it is discreet. You can be in the office, in the car, or on a flight while using it,” Tan said. “It is all about giving consumers pleasurable choices.”

Nordic Spirit is presently available in the Philippines at 7-Eleven, Uncle John’s Lawson, The Marketplace, Lighters Galore, Food Panda, and Swebest. It can also be purchased online via Lazada and Shopee.

Related Tags

JTI Philippines Nordic Spirit oral nicotine product combustible cigarettes Karin Tan Reduced Risk Products (RRP) Sweden
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