Pushing the US nicotine pouch market: insights from Zyns free can campaign in September 2025

Philip Morris International (PMI) has led nicotine pouch sales in the USA since 2022 when it acquired Swedish Match, the maker of Zyn nicotine pouches.1 In 2024, Zyn dominated the nicotine pouch market with 63.4% market share, and the product category overall has grown since its introduction in 2017,1 2 with ongoing competition among major brands. Zyn is the only nicotine pouch brand with a marketing authorisation from the US Food and Drug Administration3 and is currently seeking a modified risk tobacco product authorisation.4

In September 2025, investor reports suggested that PMI had intensified Zyn promotional activity by including a free can of Zyn with any tobacco or nicotine product purchased at specific retail partners.5 The Rutgers Center for Rapid Surveillance of Tobacco (CRST) identified that the promotion was active in a Circle K convenience store in Denver, Colorado….

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