Zyn nicotine pouches are the hottest-selling product in the country, capping a year of unprecedented change in the $200 billion U.S. tobacco market. PMI manufactures these reusable smoke-free products, and they’re overwhelmingly consumers’ preferred choice. Young people especially are drawn to their ease of use and the false belief that they are safer than other tobacco products.
In order to meet this increasing demand, PMI intends to build a new $600 million manufacturing plant in Aurora, Colorado. This $300 million expansion will support Zyn’s growing production capabilities including continued investment in supply chain development to serve the company’s growing customer base. The concrete evidence is a staggering 177% increase for U.S. shipments of Zyn pouches. This increase will take place between Q1 2023 and Q1 2025.
Like other smokeless tobacco products, Zyn nicotine pouches expose users to nicotine, an extremely addictive ingredient. They don’t fall neatly within existing categories such as food, chewing tobacco, or gum. In their Q1 2025 report, PMI stated that 42% of their revenue was generated from smoke-free products. While this change is notable, it’s an indication of their ongoing strategic retreat from combustible tobacco sales. The firm has even announced plans to eventually stop selling cigarettes altogether.
The FDA has approved Zyn for marketing, citing data that suggest these nicotine products are less harmful than combustible tobacco options. One of the experts who helped build these platforms says therein lies the danger — their irresistible allure to impressionable young audiences.
“While those who smoke heavily and have been unable to quit may potentially benefit from switching completely to nicotine pouches, there is a concern that they may appeal to adolescents and other new users of nicotine,” stated an industry expert.
High-profile endorsements have further fueled Zyn’s popularity. Performing artist Josh Brolin brought awareness to the dangers of Zyn nicotine pouches when he confessed to using them 24/7, including in his sleep. Even if the content isn’t directly aimed at kids, this type of celebrity endorsement can unintentionally normalize the product to impressionable younger consumers.
Despite the positive perception surrounding nicotine pouches, some health experts caution against overestimating their safety. Yolonda C. Richardson noted, “Tobacco companies have a long history of lying to Congress and the public about the addictiveness of nicotine, so they’re not a credible source of information about nicotine.”
Public health officials agree that it is not nicotine that is responsible for the vast majority of tobacco-related disease. Instead, it’s the toxic chemicals found in combustible tobacco that are the true causes of these health problems.
“Nicotine itself, while addictive, is not the primary cause of smoking-related disease and death,” said an HHS spokesperson.
While Zyn takes the market by storm, PMI is still deep in dependence on its old tobacco cash cow. Sales of other smokefree products such as Zyn are skyrocketing. Such a move would radically alter the company’s long-term financial trajectory in favor of these alternatives.
“The data show that these nicotine pouch products are benefiting adults who use cigarettes and/or smokeless tobacco products and completely switch to these products,” explained Matthew Farrelly.
