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Introduction : At the beginning of 2025, the new tobacco industry ushered in a milestone moment – according to the latest data from Euromonitor, the global e-cigarette market size will reach US$35.017 billion in 2024, an increase of 26.8% over 2023, of which nicotine oral film, heat-not-burn and other harm reduction products contributed more than 40% of the growth rate, pushing the industry to accelerate its progress from "alternative consumption" to "healthy transformation".

Market structure: International giants and Chinese innovative enterprises compete with each other

· Philip Morris International leads the harm reduction race : According to its 2024 financial report, its new tobacco products accounted for 40% of its revenue and 42% of its gross profit. ZYN nicotine pouch sales surged 22% year-on-year, driving quarterly shipments to exceed 40 billion pouches. The FDA approved the marketing of 20 ZYN products in January 2025, further consolidating its leading position in the US market.

· Chinese companies' technological breakthrough : Innovative companies represented by Xinnuo Technology have achieved a "30-second instant dissolution, zero residue" experience with nano-level oral film technology. In 2024, the volume of overseas orders increased by 180% year-on-year, competing with brands such as Velo and Lucky in the European pharmacy channel.

Consumption trend: From "withdrawal aid" to "lifestyle" transformation

The survey shows that business people aged 35-45 have become the main consumers of harm reduction products, and 62% of users believe that "oral films are more suitable for smoke-free scenarios such as meetings and high-speed trains." Flavor innovation has become a key competitive advantage – fruit flavors such as mint and blueberry account for 68%, and the "functional nicotine gummies" with added vitamin B group have a repurchase rate of over 45% in the Japanese market.
"Consumers are no longer satisfied with 'harm reduction', but are pursuing a 'healthy nicotine intake experience'." Dr. Michael of the British Tobacco Research Center pointed out that this has driven the industry to upgrade from tobacco substitutes to "healthy consumer products."

Future prediction: The market may exceed 100 billion US dollars in 2029

According to Grand View Research, the compound growth rate of the global e-cigarette market will reach 29.17% from 2024 to 2029, and the market size of nicotine oral membranes is expected to grow from US$110 million in 2024 to US$150 million in 2032. However, we need to be wary of policy risks – the EU TPD directive's restrictions on nicotine content may force companies to accelerate technology iteration.

http://www.senonicotine.com
Xinuo Technology

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