By Timothy S. Donahue

Key points:

• TABEXPO 2025 featured 87 exhibitors from across the nicotine supply chain, with a sharp focus on next-gen products like reduced-risk e-cigarettes, nicotine pouches, and heating systems.
• Major launches included U.S. Tobacco Cooperative’s American-made pouches, BAT’s Vuse Ultra expansion in Europe, and KIWI’s new devices targeting the MENA region.
• Industry leaders stressed growth in alternative nicotine products and regulatory readiness, with new offerings tailored to global compliance standards.

The global nicotine industry gathered in Switzerland last week for TabExpo 2025, a trade show spotlighting innovations across e-cigarettes, heated tobacco, nicotine pouches, and manufacturing technology. Held in Geneva on May 8–9, the event drew 87 exhibitors and hundreds of industry professionals to discuss product development, compliance, and consumer trends.

The expo highlighted a significant pivot in the nicotine sector toward alternative products aimed at adult consumers, reflecting both regulatory shifts and evolving consumer preferences, according to a Wingle Group report.

“This year’s TABEXPO was a clear reflection of where the industry is headed—toward innovation that aligns with global harm reduction and regulatory goals,” said Maryna Gudym from the Wingle Group.

American-Made Nicotine Pouches Make Debut

One of the standout product launches came from U.S. Tobacco Cooperative, which introduced its Wildhorse and Timberlake nicotine pouch brands. Manufactured domestically, the pouches mark the cooperative’s entry into the fast-growing oral nicotine segment. Nordic Snus AB also supported the launch.

The products are part of a broader surge in oral nicotine offerings at the event, with companies like DENSSI and PIK showcasing high-dose caffeine pouches and energy blends. DENSSI debuted its Energy line featuring 100 mg pouches, while PIK offered a 50 mg version in two flavors.

“We’re seeing significant innovation in oral delivery—from tobacco-free pouches to functional caffeine formats,” said a spokesperson from DENSSI. “It’s about offering variety and consumer choice while maintaining compliance.”

Big Tobacco Expands Footprint

British American Tobacco (BAT) featured its Vuse Ultra pod system at the expo, signaling its continued expansion in Europe. Previously launched in Canada, the device uses a FEELM Ultra ceramic heater and connects via Bluetooth to a mobile app. A version tailored for France was displayed, with additional rollouts planned for the UK and Germany.

Japan Tobacco International (JTI) also maintained a high-profile presence at the event, with executives participating in seminar sessions on illicit trade and supply chain integrity.

Vaping Innovations Abound

Startups and established brands alike showcased the latest in pod system technology. KIWI unveiled the KIWI Go Plus Mini—compatible with its existing pods—and announced the new KIWI Vision disposable pod with a dual-mesh coil and display, developed for Middle Eastern markets.

Enva introduced the Sol, a tobacco-extract based e-cigarette resembling a heating system, aimed at bridging the gap between e-liquid and heat-not-burn experiences.

Other devices included:

• Fumot’s T9000 Pro Max, a TPD-compliant closed pod system with a 2+10 ml refill configuration.
• Insta’s O Pro, which features adaptive airflow control that adjusts vapor output to puff strength.

Heated Tobacco and Stick Systems

Gulbahar Tobacco launched its Lumiq heating system with a 2400 mAh battery capable of 40 sessions, targeting markets in Romania, Russia and Iraq. The device was shown alongside revamped Milano and Lyto tobacco stick formats.

Sustainability and Compliance

Spanish manufacturer Murtra Nonwovens stood out as a niche supplier offering plastic-free, regulation-compliant fabric for nicotine pouch production. Its materials focus on superior flavor transfer and sustainability—key concerns as regulators increasingly scrutinize environmental impact.

Conference Tackles Illicit Trade and Market Growth

Beyond product launches, the conference agenda addressed pressing global issues, including illicit trade, regulatory trends, and the future of filters. Speakers from BAT, JTI, Euromonitor, and independent firms emphasized the need for transparency, responsible marketing, and scientific innovation.

A particularly timely session explored the looming debate over whether nicotine pouches could face bans in parts of Europe, with experts from Nicoccino, the Nordic Nicotine Pouches Alliance, and Tamarind Intelligence contributing insights.

The Bottom Line

TabExpo 2025 offered a revealing snapshot of a nicotine industry in transformation. With innovation spanning product categories—from VLN-style low-nicotine cigarettes to tech-driven vapes and next-gen oral pouches—the sector is adapting quickly to global health mandates and consumer expectations.

“The breadth of offerings and cross-market strategies presented here signal a future that’s diversified, digitized, and increasingly dominated by reduced-risk products,” said Tim Phillips, managing director at Tamarind Intelligence, during a panel discussion on nicotine pouch regulation.

As manufacturers and regulators chart the path forward, the industry’s attention now turns to regulatory decisions in the EU and U.S. that could shape how emerging next-generation nicotine products are taxed, marketed and distributed.