A report released this week by Polaris Market Research revealed that the global value of the nicotine pouch market looks set to soar by a whopping $25.2 billion over the next decade.
Nic pouches is a sector on the rise that looks set to scale even further amidst a potential ban on single-use vapes, a move that will drive both consumers and retailers alike to seek out alternative nicotine solutions.
One brand that has been riding this wave of growth is Übbs, a key challenger within the nicotine pouch sector that celebrates its one-year anniversary this month. Over the past 12 months, Übbs has witnessed an exceptional upward trajectory, with month-on-month online sales increasing by 35 per cent on average, from February through to August 2023.
Founded by Nigel Hardy and Neeraj Kumar Singla via parent company, RV Karma, the brand’s commitment to growth was reinforced with the recent appointment of Steve McGeough as General Manager. Drawing from his rich background as the former Head of Retail at British American Tobacco, Steve brings invaluable expertise from the nicotine industry to help propel Übbs to new heights as the company (and sector) continues to scale.
“The success Übbs has seen over the last year has been outstanding and, with the category soaring in popularity, we’re excited about our next stage of growth," said McGeough. "Consumers and retailers alike are seeking out alternatives in the nicotine space and pouches are fast becoming a key player. As a challenger-brand taking on big tobacco, we’re ensuring we can be agile in our approach to ensure we continue to provide the very best products. This includes listening and evolving to customer preferences – for example, we recently introduced a new flavour variant (Cola Ice) to deliver to demand.
"As Übbs marks a milestone, we remain unwavering in our goal of broadening our distribution, amplifying our online footprint, enhancing brand recognition, developing the highest quality products and ensuring growth is achieved responsibly. Our ambition is to captivate consumers and bring them on the Übbs journey, initially within the UK market, while ambitions to extend this influence into Europe and beyond.”
