Altria's on! Brand Strengthens Amidst Competitive Pressure and Rising Prices in Nicotine Pouches Market

Altria Group's on! brand reported a 18% shipment growth and 8.8% market share in the first quarter of 2025, driven by strategic investments and marketing campaigns. Competitors like Philip Morris and Turning Point Brands are also active in the nicotine pouch segment, but Altria's disciplined pricing strategy and growing brand equity support further momentum. The company is preparing to launch on! PLUS, a larger pouch variant targeting adult dippers.