Drive your nicotine pouch sales with JTI

Newtrade Insight partnered with JTI UK to trial two exciting additions to the Nordic Spirit range in five independent retailers. Here’s how these new variants are driving category growth

Introducing Frosty Berry and Frosty Mint

JTI UK has expanded its popular Nordic Spirit range with two new flavours: Frosty Berry and Frosty Mint. Designed to elevate the consumer experience, these variants feature higher menthol and moisture content combined with an improved flavour recipe.

With Strong and Extra Strong variants accounting for over 60% of the UK nicotine pouch market[1] and mint dominating 83.6% of sales[2], these launches are perfectly timed. Frosty Berry also taps into the growing 15.5% share of fruit flavours[3], giving consumers refreshing new options while aligning with market trends.

Trial Results: Driving Sales and Engagement

Five independent retailers trialled the new variants with tailored support from JTI Business Advisers. The results were outstanding:

jti — Sue Nithyanandan, Costcutter Epsom: Achieved a 184% sales boost, with Frosty variants driving 16% of this increase. She noted that the stronger flavours added excitement to the category. New, fun flavours are a big driver of sales in my store,” she said.

Ricky Sharma, Thrifty’s Retail, St. Helen’s: Reported an 87% growth in Nordic Spirit sales, highlighting the importance of clear pricing and impactful PoS material

sid sidhu — Sid Sidhu, St John’s Budgens, Kenilworth: Saw a 433% increase in total Nordic Spirit sales, with the new variants contributing 42% of this growth. A two-for-£12 promotion played a key role. “By making your store a destination, you can really win,” he said.

The importance of PoS and effective merchandising

Retailers who utilized JTI’s tailored PoS materials and merchandising advice saw significant benefits. Clear PoS materials not only attract shoppers but also make it easier for them to engage with the product. Prominent displays and price visibility encourage impulse purchases, especially for time-conscious shoppers. Ensuring product availability and maintaining well-merchandised shelves can further enhance the customer experience and boost repeat sales.

Retailers like Sue Nithyanandan observed that eye-catching PoS helped highlight the new flavours and the wider Nordic Spirit range, driving interest even among shoppers unfamiliar with the brand. Meanwhile, Ricky Sharma emphasized that clear pricing displayed on PoS helped value-conscious customers make quick decisions without needing to ask staff.

Key insights for retailers

1. Category Growth: Nordic Spirit generates £4.5 million in monthly value sales[1] and currently has a 41.1% market share in the Convenience and Independents Channel.[2]

2. Consumer Demand: Stronger strengths and bold flavours are driving purchases.

3. Retail Support: JTI provides tailored advice, PoS materials, and promotional strategies to boost sales.

Maximizing sales opportunities

Retailers agree: clear pricing, visible PoS materials, and consumer education are critical. Educating shoppers on how to use nicotine pouches and promoting new strengths and flavours can help retailers capitalize on this growing category. JTI’s micro-site, JTI 360, offers resources to support this.

Stock up on Frosty Berry and Frosty Mint today. For additional support, visit JTI’s retailer website or contact your JTI Business Adviser.

Circana Market Place, Volume Share, Nicotine Pouch Category, Total UK, Q3 24
Circana Market Place, Volume Share, Nicotine Pouch Category, Total UK, Sep 2024 
Circana Market Place, Volume Share, Nicotine Pouch Category, Total UK, Sep 2024 
Circana All Outlets UK, Nordic Spirit,Value Sales, Dec 2024
Circana Convenience Channel , Nicotine Pouch Category, Volume Share, Q2 24.

Comments

This article doesn't have any comments yet, be the first!

Age Verification