Nicotine Products are not a smoking cessation category anymore.The Blurring Boundaries of Nicotine. And that changes everything.
Nicotine pouches show this shift clearly.
They look less like medicine and more like mints.
Consumers prefer formats that don’t make them feel like patients.
In this episode, Filiberto interviews Joel Rubenstein, an LBS alumnus and consumer health veteran, about his career in consumer health and the evolution of nicotine products. Rubenstein explains why tobacco companies are moving into cessation/harm reduction: nicotine is both the addictive problem and the cessation ingredient, it is hazardous to manufacture, and cigarette sales are declining. He contrasts highly regulated pharmaceutical players with rapidly innovating non-pharma products (vapes, gums, strips, and especially nicotine pouches), predicting recreational products will outcompete pharma’s. He stresses policymakers often wrongly equate tobacco with nicotine, notes inconsistent regulation (e.g., marijuana legalisation vs pouch bans), and warns unethical marketing, teen targeting, and ultra-strong pouches could trigger backlash, arguing for stronger retailer/supply-chain accountability and self-policing.
