JTI Philippines sees growth potential of Nordic Spirit nicotine pouch
MANILA, Philippines — The local unit of Japan Tobacco International is bullish on the growth potential of Nordic Spirit, its oral nicotine product that offers a smoke-free alternative to traditional cigarettes.
JTI Philippines’ reduced risk products category director Karin Tan said the company is optimistic nicotine pouches would deliver a pleasurable smoking alternative for adult Filipino nicotine consumers.
At a recent briefing in JTI’s office in Stockholm, Sweden, Tan said the performance of Nordic Spirit in the Philippines has been robust, experiencing growth since it was introduced in May 2023.
“We are seeing sales actually growing by 23 percent month-on-month. There is actually traction in the market,” Tan told visiting journalists from the Philippines, citing data from major convenience stores such as 7-Eleven and Uncle John’s.
In a market where traditional cigarettes have long dominated, an unexpected player is making waves: Nordic Spirit, a nicotine pouch brand introduced by Japan Tobacco International (JTI) Philippines. This smoke-free alternative is not just another product; it’s a reflection of a changing landscape in how Filipinos approach nicotine consumption.
When I first heard about nicotine pouches, I assumed they were just another trend driven by Western markets. But seeing the data from JTI’s recent briefing, where sales have grown by 23% month-on-month in the Philippines, it becomes clear that this is not a fad. It’s a movement, fueled by convenience, innovation, and a growing awareness of health risks.
The appeal of a smoke-free alternative
What makes Nordic Spirit so attractive is its simplicity. Unlike traditional cigarettes, it doesn’t involve combustion, so it’s free of the harmful chemicals and particulates associated with smoking. It’s also discreet and versatile, which is a big plus in a country where smoking restrictions are becoming more common. Whether in an office, on a flight, or in a public place with no smoking zones, users can still get their nicotine fix without the stigma or restrictions.
The product’s appeal is also rooted in its customization. With different strengths and a variety of flavors, it caters to both new users and those who are looking for a more intense experience. This level of choice—something that has been largely absent in the Philippine tobacco market—has captured the attention of a generation that values personalization and control.
A shift in consumer behavior
The growth of Nordic Spirit signals a broader shift in how consumers view nicotine. Rather than seeing it as an addiction, many are beginning to see it as a lifestyle choice—an option that can be managed, controlled, and even enjoyed without the negative consequences of smoking. This is a significant departure from the past, where tobacco was often associated solely with health risks and social stigma.
JTI’s survey of 7,000 consumers, which found 80% had a positive experience, suggests that this shift is not just anecdotal. It’s backed by real consumer behavior. As more people experiment with nicotine pouches and discover the benefits of a smoke-free alternative, the market is likely to expand further.
The road ahead: regulation and responsibility
But with this growth comes responsibility. The Philippine government has been increasingly focused on regulating tobacco and nicotine products to protect public health, especially among youth. The challenge for companies like JTI is to innovate while ensuring that these products don’t become a gateway to nicotine addiction among non-smokers or minors.
Transparency, education, and responsible marketing will be key. It’s not enough to simply sell a product; it must be sold with awareness of its risks and benefits. This means clear labeling, age verification systems, and campaigns that promote informed use.
Additionally, the government must continue to strike a balance between allowing innovation and protecting public health. Policies that limit the availability of nicotine products to minors, restrict marketing to vulnerable populations, and promote research into their long-term effects will be critical.
A new chapter for the tobacco industry
JTI’s decision to expand its production of Nordic Spirit in Sweden, with the Philippines as a key market, is a sign of the company’s confidence in the future of nicotine alternatives. It’s also a signal that the industry is evolving. No longer are tobacco companies just selling cigarettes; they are redefining what it means to be a tobacco company in the 21st century.
The Philippines, with its large and diverse population, is well-positioned to become a leader in this new era of nicotine consumption. As JTI continues to invest in innovation and product development, the country may soon become a model for how nicotine alternatives can be marketed, regulated, and consumed responsibly.
Conclusion: A healthier, more conscious future
Nordic Spirit is more than a product—it’s a reflection of a changing world. Consumers are no longer satisfied with one-size-fits-all solutions. They want choices that are convenient, effective, and aligned with their values. As the market for nicotine pouches grows, it’s up to both companies and regulators to ensure that this growth is sustainable, responsible, and, most importantly, beneficial to the public.
The future of nicotine consumption is no longer about stopping use; it’s about enabling it in a way that is safer, smarter, and more conscious. In that sense, Nordic Spirit is not just a product—it’s a step forward.
