New generation tobacco products (NGPs) are a category of harm-reducing tobacco products that differ from traditional combustible cigarettes. Their core characteristic is the release of nicotine or the simulation of the smoking experience through non-combustion methods, reducing the harmful substances produced by combustion. According to the World Health Organization (WHO) and industry consensus, NGPs are mainly divided into three categories:
E-cigarettes (ENDS) – Heat nicotine-containing liquid to create vapor or aerosol for inhalation.
Heated Tobacco (HNB) – Heat real tobacco at low temperatures without burning, releasing nicotine and aroma compounds.
Oral Nicotine – Deliver nicotine through oral absorption (including traditional snus, chewing tobacco, and modern nicotine pouches).
E-cigarettes, oral nicotine cigarettes, and heated tobacco products (HNB) all fall under the category of novel tobacco products. They emerged under the harm reduction concept, aiming to provide traditional smokers with relatively low-risk alternatives.
Electronic cigarettes produce vapor by heating a nicotine-containing liquid for users to inhale, without involving tobacco combustion, thus reducing the harmful substances produced by traditional cigarette combustion;
Oral nicotine products release nicotine directly through non-combustion methods, while HNB products heat tobacco instead of burning, reducing the release of harmful substances while retaining the tobacco flavor.
Although these three types of products differ in their usage and ingredients, they all reflect the development trend of new tobacco products striving to reduce health risks and comply with regulatory requirements while meeting user needs.
| Dimensions | Oral nicotine |
E-cigarette
(ENDS)
|
Heat-not-burn | |
| Snus | Nicotine Pouch / Film | |||
|
Product Principle |
Tobacco is ground into bags or loose form, nicotine is absorbed through the oral mucosa, and spitting out residue may be necessary during use. |
Made with synthetic nicotine and a fiber-based substrate, this tobacco-free product releases nicotine slowly when placed between the lips and teeth. |
E-liquid is heated to generate an aerosol; the e-liquid contains nicotine and additives; and the nicotine is inhaled through the lungs. |
Using specialized equipment, tobacco sheets are heated at low temperatures to release nicotine and flavor through non-combustion methods, allowing them to be inhaled. |
|
Health Impact |
It contains tobacco-specific nitrosamines, which pose a high risk of cancer, and long-term use can easily cause oral mucosal lesions. |
Approved by the FDA for its harm-reducing properties, absence of tobacco-related carcinogens, and primary concerns regarding addictiveness and the risks of use in adolescents. |
Harm reduction is controversial; some e-liquids contain aldehydes, which may interfere with cell repair mechanisms and gene expression. |
It is certified to reduce the release of harmful substances and to lower toxicity levels through low-temperature heating, but some aldehydes may still be produced. |
|
User Experience |
The texture is rough and hard to accept; it requires frequent spitting out of the residue; it provides a strong sense of satisfaction but has low social acceptance. |
It is discreet and convenient to use, odorless, disposable, and provides a long-lasting sense of satisfaction. |
Various flavors are available, throat hit is adjustable, requires batteries and device maintenance, and there are issues with oil leakage. |
It offers a near-traditional smoking experience, produces no ash or odor, and while the device requires maintenance, it is easy to use. |
|
Policy Supervision |
Most countries have incorporated tobacco products into their regulations, restricted advertising, and levied high tax rates. |
Regulatory classifications are not uniform; some countries lack clear legislation; and some products, while recognized as harm-reduced products, are still subject to restrictions. |
Stricter global regulations, flavor bans, and categorization as electronic nicotine delivery systems. |
Established clear regulatory pathways in major markets, inclusion in the monopoly or specific tobacco product categories, and obtaining harm reduction certifications facilitate market access. |
E-cigarettes dominate in flavor innovation and customization; heated tobacco offers familiarity and convenience; oral nicotine leads in smoke-free harm reduction and social adaptability — reflecting how different technologies serve varied consumer and regulatory contexts.
Globally, the NGP industry exceeds USD 100 billion in market value, with Europe, Japan, and the U.S. leading adoption. While e-cigarettes drove early growth, nicotine pouches and HNB products are now driving the next wave of transformation.
Regulatory attitudes vary:
The U.S. FDA has formalized a scientific pathway (PMTA) for product approval.
The EU continues harmonizing nicotine content and flavor bans under the Tobacco Products Directive (TPD).
Asia-Pacific markets (e.g., China, Australia) remain highly restrictive.
NGPs are no longer niche — they are becoming mainstream alternatives positioned between pharmaceutical nicotine replacement therapies and traditional cigarettes.
The future of NGP lies in convergence — integrating technology, safety, and lifestyle.
Key trends include:
Smokeless convenience: Oral nicotine and inhalation-free systems gaining traction.
Data-driven safety: Toxicological transparency and long-term health research.
Eco-design: Transition to biodegradable, low-impact materials.
Regulatory maturity: Clearer definitions distinguishing tobacco-free vs. tobacco-derived products.
The next decade will see NGPs evolve from risk-reduction tools into responsible lifestyle products, reshaping both the industry and public perception of nicotine.
New Generation Products symbolize more than technological innovation — they represent a new nicotine philosophy: harm reduction, transparency, and responsibility.
As global attitudes shift from prohibition to regulation, NGPs stand at the intersection of science and culture, bridging smokers’ needs with a cleaner, sustainable future.
