#19: Rise of the Pouch

How Zyn has captured the market and minds of Gen Z.

Mar 05, 2024

Smoking is Out. Zynning is In.

From FDA-approved nicotine gums to popular e-cigarettes, no wonder smoking is on the decline. In 1965—the end of the “boom period” of tobacco consumption—42% of Americans smoked cigarettes. In 2019, that number fell to just 14.2%.

Today, there’s no shortage of smoking cessation products, most of which are completely tobacco-free. And while these nicotine solutions are serving their purpose, they have consequently attracted a new generation of users: Gen Z.

Currently, over 2.1 million youths use e-cigarettes, drawn repeatedly to the nicotine-induced “head rushes” and appealing flavors such as spearmint, mango, and coffee.

But just as the government cracked down on flavored cigarettes under the Obama Administration, the FDA was granted the same level of authority to regulate e-cigarettes in 2016. The enhanced oversight was meant to prohibit the marketing of flavored nicotine and tobacco products to discourage young people from smoking.

The era of e-cigarette-loving “Juulers” hasn’t passed. But online, it’s nicotine pouches that have seemingly taken over. One viral brand, Zyn, has proved a step above the competition, making up over 67% of the entire nicotine pouch market share and enjoying a 65.7% YoY increase in shipment volume from 2022 to 2023.

Zynfluencers

Zyn’s rise to the top hasn’t been their own doing. They’ve benefited from organic marketing from some of the most popular faces on social media. These so-called “Zynfluencers”—from MLB superstars to YouTube celebrities to Tucker Carlson—have integrated Zyn into their online personas. Children can’t go one scrolling session without seeing the viral pouches appearing on their TikTok, Instagram, and YouTube feeds.

Selling nicotine products to individuals under 21 is illegal, yet unsponsored videos showcasing these products often bypass regulations and reach children. Congress has spent years proposing stricter accountability for social media platforms and greater oversight for young users. Still, the digital age is proving too out of their reach.

“The whole issue of influencer marketing to youth, even for addictive products regulated by the government, falls into a legal and technical canyon so vast that the next generation is being lost in it.”
~ Emily Dreyfuss, Director of the News Lab at Harvard University’s Shorenstein Center on Media, Politics, and Public Policy

Nicotine companies assert they don’t explicitly target children, and there’s reason to believe them. After all, they don’t pay influencers to promote their product. Nonetheless, social media remains a threat to adolescent well-being, this time exposing kids to potentially dangerous nicotine products.

Marketing tactics pushing addictive products to children are nothing new. The food industry still leverages targeted advertisements and online dietitian influencers to shape the eating habits of children.

Big tobacco companies were the first to deploy this strategy. So it should come as no surprise that Philip Morris International—the world’s leading tobacco company—once owned Kraft, General Foods, and Kool-Aid, bought a 35% stake in Juul in 2018, invested in Njoy, and acquired Zyn’s parent company, Swedish Match, for $16b in 2022.

Splitting the Aisle

Nicotine pouches have even made their way into Capitol Hill. Senate Majority Leader Chuck Schumer (D-NY) recently called for a federal investigation on Zyn pouches by the FDA and FTC, sparking an unlikely culture war.

Marjorie Taylor Greene (R-GA) immediately responded to Schumer, calling for a “Zynsurrection”. Richard Hudson (R-NC) took to X, posting a picture of himself holding a Zyn pouch container and writing:

Republicans accuse Democrats of hypocrisy, advocating for widespread drug legalization, yet pushing for stricter regulations on Zyn.

It’s Zyn the Science

So why the debate over Zyn in the first place?

Zyn is touted as a healthier alternative to tobacco products, which it is—concerns over tobacco center around the inherent chemicals ingested in the body when smoking.

Designed for placement beneath the upper or lower lip rather than for smoking, these pouches contain no tobacco. Each pouch contains anywhere from 1 to 12 mg of nicotine, which is released over the course of an hour. Nicotine from a cigarette or vape enters the bloodstream far quicker, making them more addictive than the pouches.

However, though there is no tobacco in most nicotine pouch brands, nitrosamines—a toxic chemical present in cigarette smoke—have been found in some newer nicotine pouch products.

To be clear, tobacco is carcinogenic, nicotine is not. Nicotine actually triggers the release of dopamine, increasing motivation and feelings of well-being and alertness. This surge in dopamine, along with increasing metabolism and curbing hunger, is what makes Zyn so popular among users.

But even without tobacco, nicotine products are dangerous to kids. There is evidence showing nicotine inhibits adolescent brain development and can cause epigenetic changes that are passed on to future generations.

After Taste

We are at a crossroads. If nicotine pouches are used as intended—only by those looking to quit smoking—then some Zyn publicity could be beneficial. Increasing awareness of healthier alternatives to cigarettes will always improve health outcomes.

But there is a difference between targeting messaging to a population in need of solutions and glorifying nicotine products to Gen Z through social media. As long as children witness their favorite online personalities endorsing Zyn, the trend of them becoming users will persist.

Unfortunately, the earlier an individual tries nicotine, the more likely they will become hooked and the long-term health effects are largely unknown.

Nicotine products have fallen under a grey area. Producers are abiding by marketing rules set by the FDA but still benefit from a flourishing nicotine subculture. When it comes to social media, stronger oversight always seems to be the answer, unifying both political parties. But in the case of nicotine products, the science must catch up for us to see any alignment between Democrats and Republicans.

This week in healthcare:

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Lyra Health launches complex care program for severe mental health conditions, HR Brew
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Deaths from drinking surged during pandemic: CDC, Axios
Medicare is a tricky market for telehealth companies. Why is Talkspace betting on it?, Stat