$5.64. That is how much the Manufacturer’s Suggested Retail Price (MSRP) is for a can of ZYN in the USA. $5.64. That is how much the Manufacturer’s Suggested Retail Price (MSRP) is for a can of ZYN in the USA. In simple terms, it is the price that ZYN-owner, Philip Morris International (PMI) recommends a can of ZYN to be sold for at the retailer. The effective price could be different due to several reasons: PMI may run promotions or offer discount coupons to lower the price below MSRP. Also, retailers may let go a part of its margin to stay competitive with other stores or online sellers.
$3.49. That is the lowest effective price for a can of ZYN in the USA. In other words, it is cheapest price to be paid by the consumers when purchasing a single can online or from a retailer. The difference between the suggested and effective price is the “temporary” discount offered by PMI and/or retailers. When there is supply shortage, the difference would be small: actually, consumers may even come across prices higher than the MSRP ($5.64) as some retailers could do price gouging (i.e. charging extra) for the variants in high demand and short supply (e.g. mint-flavored ZYNs). When there is demand shortage (- as it is the case today), the difference would be large: more promotions would be offered to move the stock off the shelves.
Keep in mind that unlike the price for a pack of Marlboro, ZYN prices [before sales taxes] should be pretty similar across the US as there are only a few states imposing state excise tax on nicotine pouches. However, in states with excise tax, such as Illinois, ZYN and other nicotine pouch brands cost significantly higher than the rest of the nation.
How much are the other Zyns?
As the builder of the category, ZYN has become so well-known that many consumers use it interchangeably with the generic term “nicotine pouch”. This genericization is similar to the use of Kleenex term for “facial tissue”. Understandably so, as neither “facial tissue” nor “nicotine pouch” sound appealing in consumer language. Other Zyns mainly include brands like on!, VELO, Zone, Rogue and Fre.
Keep in mind that ZYN alternatives have 5 more pouches in a can:
| ZYN | on! | VELO | Zone | Rogue | Fre | |
| MRSP | $5.64 | $4.39 | $5.59 | $4.99 | $5.64 | $4.39 |
| Effective | $3.49 | $3.49 | $2.99 | $2.99 | $4.19 | $3.99 |
| Pouch per can | 15 | 20 | 20 | 20 | 20 | 20 |
Recent developments:
– September 2025: Under sales volume pressure, ZYN-owner, Philip Morris International is running massive promotional campaigns in the U.S. ZYN is now available online at $2.79 per can for bulk purchases (50 cans) and $3.49 for a single can purchase – although the Manufacturer’s Suggested Retail Price (MSRP) remains at $5.69. In the second quarter of 2025, PMI disappointed the market with ZYN U.S. sales coming below the estimates and the PMI share price collapsed more than 8% on the day of the announcement. In the second half of 2025, PMI is significantly discounting ZYN in the U.S. to be able to sell more than 400 million cans under intensified competition.
– August 2025: Illinois increased the tax on other tobacco products from 36% to 45% of the wholesale price, and for the first time, included ZYN and other nicotine products on the list of products to be taxed. The new tax scheme went into effect on July 1, 2025 and is projected to raise about $53 million in new revenue1. After the new state tax was imposed, ZYN is now sold at $9.92 per can – a far cry from the $5.50s.
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