The success of Nordic Spirit has industry analysts calling the Philippines an emerging high‑growth market for the category. Photo credit: JTI
Japan Tobacco International (JTI) is intensifying its commitment to smoke‑free alternatives in the Philippines, as the company reports strong sales growth and prepares to scale up production of its Nordic Spirit nicotine pouches.
At a recent media briefing in Stockholm, Karin Tan, director for reduced risk products at JTI Philippines, highlighted the product’s rapid acceptance. “We are seeing sales actually growing by 23% month‑on‑month. There is actually traction in the market,” Tan stated, backing the claim with data from convenience stores such as 7‑Eleven and Uncle John’s.
Introduced in May 2023, Nordic Spirit holds the distinction of being the first nicotine pouch brand in the Philippines. Zyn became available in the Philippines market in November 2023. Nordic Spirit contains nicotine derived from tobacco, but no actual tobacco leaf. It is sold in two formats: a 20‑pouch can for PHP135 and a 5‑pouch pocket pack at PHP35, available in various strengths to accommodate different user preferences.
Tan emphasized the appeal of the brand’s convenience and flavor variety. “It’s all about giving consumers pleasurable choices,” she said. “Because it is smoke‑free, it can be used in places where smoking is banned, like in the office, a car, or even on a flight.”
According to a JTI survey engaging with an estimated 7,000 users, nearly 80% reported a positive experience using nicotine pouches. The success of Nordic Spirit has industry analysts calling the Philippines an emerging high‑growth market for the category, driven by consumer interest in smoke‑free alternatives and novel flavors.
JTI is responding to the acceptance in the market by increasing production at its facility in Vårgårda, Sweden. Serkan Karasulu, factory lead, confirmed the plant—spanning over 5,000 square meters—has begun to “gear up for stronger demand” and will soon supply Nordic Spirit to the Philippines, the UK, Canada, and France.
JTI underscores Swedish heritage in nicotine innovation, noting that brands like Nordic Spirit, LD, and Vårgårda “reflect Sweden’s rich heritage and commitment to innovation.” The Vårgårda site, acquired by JTI in 2007, will play a central role in scaling JTI’s global nicotine pouch production.
Although nicotine pouches are perceived as less harmful than combustible cigarettes, JTI acknowledges the products contain nicotine and are intended solely for adult use. The company is cautiously optimistic about the Philippines’ regulatory climate, which already permits nicotine pouch sales under Republic Act No. 11900 —making it the first Asian country to do so.
In Manila, industry experts echoed JTI’s enthusiasm. A Manila Standard report explained, “The growth is actually quite phenomenal… in terms of market sales, we are growing month‑on‑month,” further emphasizing that consumers are discovering and appreciating the new category. The article also noted that Sweden’s model of combining renewable energy and high efficiency at the Vårgårda facility aligns with global sustainability goals.
JTI is positioning nicotine pouches as a critical tool in tobacco harm reduction. Sweden, where smokeless nicotine products have long been mainstream, boasts one of Europe’s lowest smoking rates at around 5%. Emil Eliasson, JTI’s marketing manager for snus and nicotine pouches, explained that “nicotine pouches are cheaper, very discreet to use, and don’t smell on your clothes or fingers. And you can use them anywhere, anytime.”
The Philippines, with its mix of urban and domestic smoking restrictions, presents fertile ground for nicotine pouch products. “It is all about giving consumers pleasurable choices,” Tan said.