Nicotine consumption is undergoing a significant shift with alternatives to traditional products like cigarettes garnering an increasing amount of attention across demographics. One of the innovators sparking interest in this transition are Velo pouches. Boasting substantial growth in recent years and a diverse range, Velo is creating a novel and distinct pathway in the market, one centred on choice, user experience and flexibility. So, are Velo pouches the new standard in nicotine consumption?
A Snapshot of Velo Pouches
VELO nicotine pouches have gained considerable momentum over recent years, not least reflected by their striking surge in sales volume by 310% in 2024. This leap in interest has raised Velo to the fifth largest global brand in the market, signifying a strong upward trend and well-established consumer trust. With a selection of nine flavours to choose from, the pouches deliver an adaptable experience for users, catering to a broad spectrum of preferences. Each pouch also provides for around 15 to 30 minutes of use, striking a balance between longevity and satisfaction for its users. Moreover, illustrating its innovation in design and user-centric approach, Velo's packaging has evolved over time, with the 2025 redesign adding a dual-part lid that includes a built-in waste compartment. Not only does this create a sleek, modern look, but it also allows for refrigeration-friendly storage, extending freshness for up to 12 to 18 months.Evolving Variations: Velo Ice Cool and Velo Freeze
Existing within the overarching Velo brand are two key players, Velo Ice Cool, now marketed as Crispy Peppermint, and Velo Freeze. Each of these variants differentiates from their counterparts through subtle, yet impactful nuances. Crispy Peppermint offers users a vivid peppermint experience, coupled with a robust menthol chill. This potency is often apparent for up to 30 to 40 minutes and is presented with nicotine strengths ranging from a humble 4mg for those just starting their journey with nicotine pouches, up to a stronger 10mg variant. Furthermore, it uses tobacco-free nicotine, setting it apart from counterparts using tobacco-derived options. On the other hand, Velo Freeze is touted for its extreme coolness alongside a refreshing flavour. The characteristic tingling sensation expected from a Velo pouch is delivered in a bolder intensity and works in harmony with its contingent flavours to create a captivating experience. Both variants remain faithful to the brand's standards and carry the trademark low drip and a firm pouch structure, offering a consistent, high-quality experience for users.Prominent Trends and Market Dynamics
Coupled with Velo's growth in recent years, the broader nicotine pouch market increased from USD 5.39 billion in 2024 to an estimated USD 6.96 billion in 2025, with a compound annual growth rate (CAGR) of 29.6% projected through to 2030. Despite the increase in tobacco-free options, the tobacco-derived segment maintains a stronghold in the market, accounting for approximately 95 to 96% of market share. Concurrently, Velo pouch users frequently consume roughly five cans per week, suggesting a strong rapport and routine usage among customers.The Impact of the Synthetic Nicotine Revolution
In October 2024, Velo made a notable stride by introducing a synthetic nicotine version. This pivotal shift marks an effort to diversify its product line and cater to a wider range of customer preferences. Synthetic nicotine mimics the chemical structure of traditional nicotine but doesn't come from tobacco, potentially changing the narrative around nicotine pouches.Safety and Toxicity
Although Velo pouches and other nicotine products should not be conceived as entirely safe or healthy, they offer a different toxicity profile compared to cigarettes. As per toxicological testing, Velo pouches contain substantially lower levels of eight major toxicants, including some of the most detrimental components such as benzene and formaldehyde. It should not be perceived as a cue to perceive nicotine products as "safe," but it is an important point when discussing product differentials.Understanding who Velo Pouches are for
Velo pouches are intended for adult users who are looking for alternative nicotine delivery systems outside of traditional cigarettes, cigars, or chewing tobacco. Whether you are looking for ways to transition away from cigarette smoking or looking to control your nicotine intake more effectively, Velo pouches offer a convenient and cleaner alternative. Critically, these pouches cater to a range of nicotine strengths, adding another layer of flexibility and customisation to the experience, while also factoring in various stages of an individual's journey with nicotine consumption.FAQs
- What are Velo pouches?
Velo pouches are a plant-based, tobacco-free product that uses nicotine and are available in a range of strengths. - How long can Velo pouches be used for?
Each pouch is designed for about 15-30 minutes of use. - Are Velo pouches safe?
Although they have significantly lower levels of toxicants than cigarettes, they should not be mistaken as "safe" or "healthy". - How many flavors do Velo pouches come in?
Velo pouches come in a selection of nine distinct flavors. - Who is the target customer for Velo pouches?
Velo pouches target adult consumers who are looking for alternative nicotine options.