While the vape lung illness crisis has been mostly linked to illicit THC liquids, quality nicotine vape products are still suffering and seeing declines in sales.

The oral nicotine/tobacco category, however, has seen a bump in sales and public image.

The FDA recently granted a Modified Risk Order for the first time. The FDA's scientific evaluation of General Snus (an oral pouch made with tobacco leaf), has shown that the product is less harmful than cigarettes. The FDA says it is "safer", but still "not safe". This is big news for the oral category. This shows with proper scientific data, responsible marketing and quality manufacturing, an oral product could be safer than traditional smoke products. This shows the FDA has moved towards, and accepted, a risk continuum model.

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