Where there’s smoke (less), there’s fire: viral oral nicotine pouch content on TikTok and market growth

Following >3 years of steady market growth, a viral spike in TikTok views precedes a significant acceleration in ONP sales followed by a larger spike in views. Although further research is needed to determine whether TikTok views offer a reliable predictor of period-to-period sales, our findings suggest that spikes in specific content signalling effective penetration of youth subcultures may be indicative of acute market changes.