Which strengths to stock.

The four PIK strengths

Every PIK flavor is available at 6, 9, 16 and 20 mg, so you can build the strength mix independently of the flavor mix. OVNS works differently — each flavor comes at one fixed strength.

6 mg — the entry point

For customers new to pouches, people stepping down, and anyone who found a stronger pouch unpleasant. This is the strength that determines whether someone becomes a repeat customer or writes the category off after one bad experience. Understocking it costs you future customers, not just today's sale.

9 mg — the middle

The most forgiving strength and often the best seller in mixed markets. Comfortable for a regular user, not overwhelming for someone stepping up from 6.

16 mg — the converter's strength

Where most customers coming off dip or a heavy cigarette habit land. In tobacco-heritage markets this and 20 mg carry the shelf, and a store without them will hear about it.

20 mg — the top end

Experienced users who know exactly what they want. Lower unit volume in most markets but very high loyalty — these customers rarely switch once they've settled, and they'll drive past a store that doesn't carry their strength.

How to balance the shelf

Regional habit matters more than any general rule:

• Tobacco-heritage markets — Kentucky, North Carolina, Tennessee, Wisconsin: weight toward 16 and 20 mg.
• Urban and coastal metros: more even, with 6 and 9 mg pulling their weight.
• Tourist-heavy locations: skew low. First-time buyers dominate, and a bad first experience is a lost customer.

Match strength to flavor

The two decisions interact. Mint at 16 and 20 mg is the dip-converter's combination and should be your deepest stock. Fruit at 6 and 9 mg is where new users start. Stocking fruit only at 20 mg, or mint only at 6, leaves both customer types unserved.

What the strength actually means

The milligram figure is the nicotine content per pouch. It is not directly comparable to a cigarette, a vape or a tin of dip — delivery rate and absorption differ. When a customer asks what matches their current habit, the honest answer is that they should start lower than they expect and work up.

See the full flavor range or read about which flavors sell best.