- Swedish-based NicoKick is selling its smokeless, tobacco-free nicotine oral pouches to Americans seeking alternatives to e-cigarettes.
- According to Gavin O’Dowd — the CEO of Haypp Group, the parent company of NicoKick— sales of NicoKick in the US have grown 250% in the past six months and are forecast to continue at that pace.
- “There are a lot of people who are using cigarettes and struggling to get away from nicotine, or looking for healthier alternatives to it,” O’Dowd told Business Insider.
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As Americans move away from vaping and e-cigarettes in response to product bans and concerns over their health effects, Swedish-based NicoKick is swooping in with its smokeless, tobacco-free nicotine alternative.
NicoKick, which is rising in popularity in America, is a tobaccoless take on the Swedish “snus” — a pouch that you place between your lips and gums for a jolt of nicotine. NicoKick, which is similar to chewing tobacco, is designed to be “smokeless, spit-free, and discreet.”
According to Gavin O’Dowd — the CEO of Haypp Group, the parent company of NicoKick — sales of NicoKick in the US have grown 250% in the past six months and are forecast to continue at that pace. Average monthly sales between April and May were 400,000 cans of the product, compared with its average of 80,000 cans a month in 2019.
In the US, the growth has primarily come from within a demographic of consumers “in their mid-20s to mid-40s, slightly more male, and substantially more urban,” O’Dowd said, with a large percentage of sales coming from New York and California.
O’Dowd said NicoKick has been rising in popularity in America because of its ability to serve as a “healthier alternative” to traditional cigarettes, as well as vaping products in the wake of reports in recent years of deaths and health problems tied to these products.
“There are a lot of people who are using cigarettes and struggling to get away from nicotine or looking for healthier alternatives to it,” he said.
The coronavirus pandemic and its impact on the respiratory system could also have played a role in boosting the business in recent months. O’Dowd said NicoKick has found a place among traditional smokers looking to move away from ingesting smoke and tobacco into their lungs.
“I think this is safer not only because doesn’t it doesn’t have tobacco, but because as opposed to e-cigarettes, you’re not ingesting it into your system, you’re not actually allowing any vapor to go into your lungs,” he said.
The impressive growth comes even with little marketing, according to O’Dowd. In the past, NicoKick has done “relatively light” advertising on these types of products, he said, and is focused on marketing only to people who are already smokers.
“We do relatively light amounts of marketing on this because we always want to make sure that we’re only aiming these products toward people who are already nicotine consumers,” he said. “We take a very clear position that if you don’t use nicotine, we strongly recommend you don’t start. However, if you do use nicotine, we consider it our job to try and get you to move to the least harmful form of nicotine.”
To meet rising demand in the US, the company has expanded the team from just two employees in the region earlier this year to 10, with an additional 20 staffers slated to be added in the coming year.
“There’s been a lot of both a material growth within the team,” he said. “In addition to that, we’ve dedicated a lot of resources to our technology in order to make this a smooth and easy process, both for the consumer and for the team.”