Ken Shea 5.0 2 ideas

"Zyn... is by far the biggest winner in the roughly 20 billion dollars oral tobacco market." While the video focuses on PMI's success, this implies a direct threat to competitors. Altria (MO) and British American Tobacco (BTI) have competing products (on! and Velo/Vuse), but Zyn is described as the "superior product" with dominant brand equity ("Zyn is not a sin"). If PMI is winning the growth war in oral nicotine, legacy competitors are at risk of losing the only growing segment of the industry. Watch these tickers for market share erosion. If Zyn continues to dominate the US market via the new Colorado facility, MO and BTI face an existential growth crisis. Competitors could slash prices to defend market share, triggering a margin-crushing price war.