Keeping Tabs on Tobacco: Proprietary dbDataInsights Nicotine Survey Insights

Research evidence excerpt

Keeping Tabs on Tobacco: Proprietary dbDataInsights Nicotine Survey Insights

Deutsche Bank

Research

Europe Industry Date

North America 3 July 2026

Keeping Tabs on

Consumer Staples Industry Update

Tobacco Tobacco

Proprietary dbDataInsights Nicotine

Survey Insights

Damian McNeela

Keeping Tabs on Nicotine Consumption Research Analyst

We surveyed 1,101 nicotine users across the UK (n=500) and US (n=601) during +44-20-754-11565

Q2'26, marking the second iteration of our proprietary dbDataInsights nicotine

Daniel Tharian

survey. The respondent pool comprised 950 smokers, 658 vapers, 240 nicotine Research Associate

pouch users and 130 heated tobacco users, enabling us to assess how behaviours, +44-20-7545-0195

perceptions and product preferences have evolved since our Q4'25 survey.

Companies featured

Key Takeaways From Our 2Q'26 Survey British American Tobacco

Buy

n Poly-Usage Continues to Rise Across Both Markets: Combustible-NGP (BATS.L),GBP4,536.00

poly usage increased to 60% in the UK and 55% in the US (vs 48% and 46% Haypp (HAYPP.ST),SEK140.00 Buy

respectively in Q4'25). Cigarette-vape users remain the largest poly-user Imperial Brands (IMB.L),GBP2,768.00 Buy

segment, supporting the view that consumers increasingly use NGPs

Altria (MO.N),USD71.54 Hold

alongside cigarettes as part of a gradual transition away from smoking.

Philip Morris International

n Nicotine pouches continue to exhibit strong engagement and (PM.N),USD177.69

consumption growth: Around 40% of nicotine pouch users now consume Scandinavian Tobacco Group

8+ pouches per day, while existing ZYN and Velo users continue to report (STOGR.CO),DKK66.00 Hold

increasing consumption, reinforcing the category as becoming more Source: Deutsche Bank

deeply embedded in users' daily routines