What is a Zyn? Zyn is a popular nicotine pouch brand. Zyn pouch is a slim product made of a tea bag-like material, contain plant-based fibres, flavouring, and nicotine extract that can be used orally by placing the pouch under your upper lip. Zyn nicotine pouches are a new, modern tobacco-free, smoke-free and device free nicotine product, designed for oral consumption; so, Zyn can be used wherever, whenever desired.
Similar to snus – another spitless, oral tobacco product – nicotine pouches are placed between the lip and gum. However, unlike snus, which contains shredded tobacco leaf, nicotine pouches contain finely ground nicotine powder instead. These products are available in a wide array of flavors and varying nicotine strengths. They have been marketed as a cleaner, more discreet alternative to traditional smokeless tobacco, offering the added benefit of being “spit-free.” Without the need to spit or produce smoke or vapor, users can use the pouches in places where smoking or vaping is prohibited, including in public spaces. Nicotine pouches represent the latest innovation in the evolution of non-combustible tobacco products.
Cigarette, a product of the industrialization, is unfashionable for the new generations. Cigarette smoking is in steady decline, but the nicotine consumption is not. In the age of digitalization, younger generations consume nicotine differently than their parents do: they no longer burn a plant to inhale its smoke. In addition, increasing awareness about the harmful effects of smoking is motivating smokers to switch to supposedly better ways of nicotine intake. The rise of new products like “smokeless and spitless” nicotine pouches has gained significant traction, largely fueled by targeted social media marketing. ZYN was launched in 2014 in Sweden, quickly capturing the attention of smokeless tobacco users. In 2016, ZYN was introduced in the U.S. West and has seen explosive popularity, particularly on platforms like TikTok.
The rise of nicotine pouches, particularly ZYN, has been amplified by savvy marketing strategies, especially through social media. ZYN has successfully capitalized on TikTok’s viral nature, with their branded hashtag, #ZYN, reaching over 700 million views by early 2024. This success is largely attributed to the role of “Zynfluencers” – social media influencers who promote the product as a fun and easy way to experience a buzz while also claiming to improve focus. These influencers often promote nicotine as a socially acceptable, cool alternative to traditional smoking. The growing popularity of these influencers has led to a sharp increase in the number of users. To sum up, ZYN is a fast-growing, flavourful new way to consume nicotine that was designed in the Nordics and is now big in America.
Nevertheless, nicotine pouches are not health risk-free. They do not contain tobacco; but, they contain nicotine, which is addictive. Despite their marketing as a safer alternative to cigarettes, the dangers of nicotine pouches can be significant, especially if quality control measures are not met in terms of ingredients used and the manufacturing process. A 2022 study analyzing 44 different nicotine pouch products found that 26 contained carcinogenic chemicals, including ammonia, chromium, formaldehyde, and nickel. These chemicals are not only harmful on their own but could increase the risk of cancer and other serious health conditions when consumed regularly. Additionally, nicotine pouches can contain nicotine salts, which have the potential to be even more addictive than the nicotine found in cigarettes. The high nicotine content in these pouches poses significant health risks, particularly for adolescents and young adults, whose brains are still developing. ZYN is currently the only brand in the U.S. that has received regulatory authorization by the FDA. Thereby, we can be certain that ZYN meets the quality measures demanded by the U.S. FDA. However, FDA authorization does not mean approval and does not equate to safety (i.e. safe to use for health).
While the marketing messaging behind these products often claims that nicotine pouches are intended for adults aged 21 and older, to help them quit traditional tobacco products, the jury is still out for their effectiveness as a quitting smoking tool. Nicotine pouches are not FDA-approved cessation aids and of U.S. adults who currently use nicotine pouches, ~35% had smoked cigarettes previously, but only 10% of them successfully (fully) transitioned from cigarettes to nicotine pouches. In addition, a recent data from 2023 revealed that over 400,000 youth in the U.S. are currently using nicotine pouches – a figure that has doubled since 2021. 73% of young people who have tried nicotine pouches continue to use them, indicating a strong potential for addiction. The average user consumes roughly half a can or 8 to 12 pouches daily. Depending on the nicotine strength of the product, this could be equivalent to smoking 1 to 1.5 packs of cigarettes or using 1.5 e-cigarette pods each day.
While brands like ZYN are not the only ones in the nicotine pouch market – others such as On! and VELO are also competing for market share – ZYN’s success is undeniable. The power of influencer marketing has significantly contributed to the brand’s rise among consumers. As more people continue to turn to these products, driven by social media trends and peer influence, public health experts are increasingly concerned about the long-term health consequences of this new wave of nicotine use.
