Insights from Aron Byrne-Carter
As the nicotine pouch category continues to expand, one key challenge remains front and center: helping consumers understand what they’re buying. In a recent conversation, Aron Byrne-Carter highlighted some of the biggest pain points facing both customers and retailers—and called for industry-wide action to make things clearer, simpler, and more consistent.
Why Consumers Are Confused
One of the central issues Aron raised is the inconsistent way in which nicotine strength is communicated. From numbers (like milligrams per pouch) to descriptors like “strong” or “extreme,” or even abstract indicators like dots, there’s no universal standard. As a result, consumers—especially those new to the category—are often left guessing.
Imagine standing in front of a wall of nicotine pouches. Each brand uses a different format, and most provide little context for what strength levels actually mean. Aron pointed out how this creates friction in the decision-making process and may ultimately deter people from switching to less harmful products.
Rethinking Packaging Priorities
Another topic he addressed was the overemphasis on branding. Most cans have around 70mm of available space—but a large portion of that is typically taken up by the logo or brand name. Aron argued that while brand recognition is important, product clarity should come first.
He believes that consumers care more about understanding the nicotine strength and flavor profile than being dazzled by a logo—particularly when trying a new product. By shifting the focus of on-pack communication, companies can build trust and help consumers make better, safer choices.
The Push for Standardization and Education
Aron also emphasized the need for consistent labelling—especially placing the actual nicotine strength per pouch clearly on the lid. Without standardized labelling, enforcement agencies may misinterpret product intent or seize goods unnecessarily. Retailers, too, are often left without the tools or training needed to guide customers confidently.
To support them, education platforms are being developed to ensure retail staff and regulators alike are better informed about the products, how they work, and how they should be sold.
Building the Future Together
Aron’s message was clear: improving consumer understanding isn’t the job of just one group. Manufacturers, regulators, advocacy bodies, and retailers must work together. He acknowledged the tremendous opportunities in this space but stressed that real progress will take time, collaboration, and sustained commitment.
“It’s an exciting future,” he said, “but there’s a lot of work to do—and we need more people to get involved.”
A Smarter Way Forward
Better clarity, smarter packaging, stronger labelling, and ongoing education—these are the pillars that will support the next phase of growth in the nicotine pouch industry. As more consumers look for reduced-risk options, it’s up to the industry to meet that demand with responsibility and transparency.
🎥 Watch the full interview here: https://youtu.be/vCffvGamaXg
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