As retailers in the U.S. nicotine pouch market reflect on the recent presidential election, it’s crucial to evaluate how the policies under a renewed Trump administration will shape the landscape for smokers looking for alternatives.

“US President-elect Trump has in the past, voiced his intention to support vaping, but as his track record shows, enacted policy don’t always align with promises made,” noted Markus Lindblad, Head of External Affairs at Nicokick.

Nicotine pouch consumers in the U.S. deserve clear, science-backed, and accessible alternatives. Smoking rates remain alarmingly high, with millions at risk of preventable, smoking-related deaths if effective alternatives don’t become more widely available. However, it’s worth questioning whether his statements on supporting nicotine alternatives will translate into regulatory changes that genuinely benefits U.S. consumers, or if his approach will prioritize short-term interests over long-term outcomes.

Trump announced on his own social media platform that he would save vaping again as he had previously saved flavored vaping in 2019. However, specific policy proposals for how his administration would make this happen have not been clear. In 2019, he also faced backlash for a proposed vaping flavor ban that was only softened after input from pro-vaping advocates, raising concerns about his commitment to a stable, supportive environment for nicotine alternatives.

The newly re-elected President will guide the FDA to prioritize the remaining e-cigarette PMTAs and emphasize that flavored products could be permitted. His administration’s policies will also open pathways for advancement, but if executed randomly, they will create a chaotic regulatory landscape where inconsistencies suppress the development of alternatives. If his rhetoric leads to sudden changes that weaken FDA oversight, it will pave the way for harmful products to flood the market, which would jeopardize public health rather than protect it.

He will likely take a tougher stance on China which will include tariffs on products such as e-cigarettes. This type of policy will likely undermine a US vaping sector reliant on imports of Chinese hardware. The hope is that the US domestic vape manufacturing sector will come to life and be the savior. But without any support or framework, the natural progression for this to happen does not seem possible. Tony Abboud, executive director of the VTA, stated that the Biden administration was trying to shut down small businesses. For these reasons, saving the vaping industry, creating a domestic manufacturing sector to rival China or making flavored e-cigarette products legal is achievable with executive policy.

Moreover, a relaxed approach risks giving combustible tobacco products an advantage over alternatives like nicotine pouches, impacting lives and the prospect of consumers making better decisions. In the end, it is likely his administration may rollback the menthol ban proposed by the Biden administration, inadvertently keeping menthol cigarettes—an option that current smokers might switch back to if alternatives are not easily accessible.

“As a leading nicotine pouch retailer, we’re committed to helping consumers access alternatives to smoking, Lindblad continues. “But we also believe in protecting youth by restricting access to underage consumers. We call on the newly elected administration to prioritize clear, long-term policies that favor alternatives like nicotine pouches. A predictable regulatory environment is necessary to build trust, empower consumers, and safeguard public health.”

To our U.S. consumers: our promise remains the same as we will continue advocating for fair policies that bring you alternative options, hold industry accountable, and ensure that new generations aren’t picking up unnecessary habits. Join us in urging the administration to deliver on its promises to save lives by supporting safer alternatives—not just in words, but in actions that bring real, lasting change.