ZYN nicotine pouches have emerged as a transformative force in the tobacco industry. In the third quarter of 2023, PMI’s reports showed a shipment volume of 105.4 million cans, which marked a remarkable 65.7% increase compared to third-quarter 2022 Swedish Match shipments. By the end of 2023, PMI boasted a shipment of 350 million cans of ZYN, reflecting an astonishing 62% growth compared to the previous year. 

Looking ahead, the trajectory of growth shows no signs of slowing down, with projections indicating that PMI aims to ship more than 520 million cans of ZYN in 2024. This exponential growth solidifies ZYN’s position as a key player in the tobacco market, underscoring the enduring impact of the brand. Below, we take a closer look at ZYN and what’s behind its success. 

History and branding

The journey of ZYN traces back to the late 2000s when the precursor of today’s nicotine pouches was studied as a new option for nicotine replacement treatment (NRT) under Zonnic. This innovative approach laid the groundwork for the development of nicotine pouches as a tobacco-free alternative for nicotine delivery.

ZYN was the first brand of nicotine pouches to gain widespread distribution in the USA, catering to the growing market of individuals who desire a snus-style product for nicotine enjoyment without the use of tobacco. ZYN was introduced by Swedish Match North America in 2016, quickly gaining traction among consumers before its acquisition by industry giant PMI in 2022.

ZYN’s journey from conception to acquisition underscores its commitment to meeting the evolving needs of consumers. However, what sets ZYN apart is its meticulous manufacturing processes. While traditional snus is made from finely ground tobacco, ZYN pouches undergo advanced distillation procedures to extract and purify nicotine from the tobacco plant. This careful extraction process allows users to enjoy popular flavors like Cool Mint and Wintergreen without the associated side effects of tobacco-based nicotine and tar, including teeth staining and tobacco odor. 

Role in smoking cessation

With their tobacco-free formulation and satisfying nicotine delivery, ZYN offers an alternative to traditional tobacco products. The convenience and discreetness of ZYN pouches make them accessible for smokers looking to curb their habit without sacrificing nicotine satisfaction. Moreover, research on the safety profile of ZYN products confirms no detectable levels of harmful constituents such as nitrosamines or polycyclic aromatic hydrocarbons. The number of quantified Harmful and Potentially Harmful Constituents (HPHCs) in ZYN is also comparable to NRT products and found at low levels. This reinforces the trust and confidence consumers place in ZYN as a reliable choice for nicotine enjoyment and cigarette substitution.

Marketing strategies

ZYN’s marketing strategies play a pivotal role in its widespread adoption and success in the nicotine pouch market. According to 2024 research, ZYN’s advertisements are strategically crafted to resonate with consumers, leveraging themes of ‘freedom’ and ‘innovation’ to evoke a sense of empowerment and sophistication. By positioning itself as a symbol of liberation from traditional tobacco products, ZYN appeals to individuals seeking a modern and progressive alternative to smoking. In contrast, other leading brands, VELO and On!, may employ different messaging strategies to target specific demographics or emphasize unique product features.

ZYN also makes use of an innovative rewards program to boost customer engagement and retention. Through the ZYN Rewards initiative, users are incentivized to participate in the brand’s ecosystem by earning points through purchases and other activities. This loyalty program not only fosters a sense of community among ZYN users but also encourages continued patronage and brand advocacy.

By understanding and catering to the evolving needs and preferences of its target audience, ZYN continues to solidify its position as a leader in the tobacco-free nicotine market. Readers can expect ZYN’s role in the smoking cessation landscape to grow as it continues to soar in popularity.