The Food and Drug Administration authorized the marketing of ZYN nicotine pouch products earlier this year. The agency found that the pouches provide potential health benefits which are “sufficient to outweigh the risks of the products, including to youth.” At the same time, the agency said it would “closely monitor youth use.”
The pouches are small sachets of nicotine and additives that are placed between the gum and lip. The stimulant is then absorbed into the bloodstream. Pouches have been available for over a decade, but the FDA’s marketing authorization of ZYN marks the first time regulators in America have formally endorsed their sale. By providing nicotine to users without the harms from cigarette smoking, the pouches are now formally considered by the FDA to be a harm reduction aid for smokers who wish to quit and reduce exposure to toxic substances. But many who consume these pouches are not smokers and a growing number are not adults. The high nicotine content can lead to addiction, along with potential risks to both cardiovascular and oral health.
Overall, Nielsen Scan Track shows that “monthly Oral Nicotine Pouch unit sales increased significantly, from 327 million in July 2021 to 1046 million in May 2024—more than tripling over this period.” Philip Morris International shipped 202 million cans of ZYN in the first quarter of 2025, up 53% from the same period in 2024.
As smoking rates have fallen in the United States and elsewhere, the tobacco industry is aiming to diversify the set of products it sells and this includes nicotine pouches. The company sponsor of ZYN notes that it is committed to responsible marketing practices focused on limiting access in the U.S. to adults 21 years of age and older. The firm does not use social media influencers in the U.S. or people under the age of 35 in promotional materials.
Nevertheless, recent data show that use of such products has nearly doubled among teenagers from 2023 to 2024. A newly released Journal of the American Medical Association study shows that nicotine pouches are gaining traction among high school students. Out of more than 10,000 10th- and 12th-grade students, 5.4% said in 2024 they had used nicotine pouches at some point in their lives, compared to just 3% saying the same in 2023, and 2.6% said in 2024 they’d used them in the past month, compared to 1.3% in 2023.
Despite not being condoned by the product’s manufacturer, social media influencers appear to be aimed at appealing to younger Americans. There’s an apparent attractiveness to a product that isn’t carcinogenic—at least not proven—and is smokeless. It’s also thought that the release of dopamine caused by nicotine may help with mental acuity.
But the FDA warned that its marketing authorization does not mean that the products are necessarily safe. When the FDA authorized the sale of 20 Zyn products in flavors like coffee, citrus, and cinnamon in January of this year, it noted it could revoke that permission if there was a substantial rise in youth uptake.
As with e-cigarettes before them, researchers are monitoring how young people in particular are adopting what some warn are highly addictive products. ZYN pouches deliver high doses of nicotine, raising concerns among experts about addiction, possible dual use with other tobacco products and possible long-term health consequences.
Among other concerned groups, the American Heart Association put out a statement that evaluates the latest published research on these products, their use patterns among youth and adults and the potential health threats they pose. Nicotine can have negative cardiovascular effects, including heightened blood pressure, heart rate and cholesterol. Furthermore, some pouch users have said they suffer from mouth lesions from long-term use.
Some experts believe that ZYN nicotine pouches could present an emerging public health concern, especially among adolescents and young adults. Senate Minority Leader Chuck Schumer formally asked the FDA in 2024 to investigate ZYN and its potential effect on teens. Pending future research findings, more monitoring may be needed. In turn, this could lead to an expanded set of regulations together with a more visible public health campaign that issues targeted warnings for youth about possible risks associated with nicotine pouch use.
