Altria Group's on! PLUS is gaining early traction within its oral nicotine portfolio as the U.S. nicotine pouch category expands, with nicotine pouches representing 59.9% of the oral tobacco category in the second quarter of 2026, up 8.1 share points year over year. on! retail share reached 8.6%, rising 0.8 share points sequentially, driven by on! PLUS, which has expanded to about 120,000 stores nationwide. on! shipments were 49.9 million cans in the second quarter, down 4.2% due to trade inventory movements, but first-half shipments increased 5.1%. The portfolio is set to broaden with a 12-milligram version planned for national expansion in the third quarter, and Blueberry Mint and Mango Pineapple extensions across 6, 9, and 12-milligram strengths scheduled for the fourth quarter. Meanwhile, Philip Morris International's ZYN shipments rose 1.8% to 2.9 billion pouches in the second quarter, and Turning Point Brands' Modern Oral net sales surged 128% to $68.4 million, representing 48% of total company net sales.
Altria Groupon! PLUS gaining traction and expanding to 120,000 stores, with retail share up.
Turning Point Brands IncModern Oral net sales surged 128%, indicating strong demand.
Philip Morris International IncZYN shipments rose 1.8%, but article focuses on Altria's on! PLUS.
