As Zyn sales soar, experts are warning about the possible risks related to the addictive product.

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Nicotine pouches like Zyn have soared in popularity in recent years. Zyn, a Swedish brand, was acquired by Philip Morris in 2022, and in the first three months of this year, more than 131 million cans were sold, an 80% percent increase from the same time last year. Last month, a shortage of Zyn sparked outcry on social media. Other products include Rogue, Velo and On!. Most are marketed as smoke-free, spit-free and hands-free alternatives to cigarettes and other tobacco products.

“Usually when you say that something is free of something, it makes it seem less harmful,” said Tory Spindle, associate professor of psychiatry and behavioral sciences at Johns Hopkins School of Medicine in Baltimore. “Our concern is that, well, does that make them more appealing to someone that otherwise would have never tried any tobacco product?” 

While Spindle said nicotine pouches — which users tuck between their lip and gums and later discard — could serve as a better alternative for established tobacco users, “the challenge is, how do you make the products accessible to someone like that, while not inadvertently addicting a new wave of individuals who never would have tried nicotine?”