They have sparked lawsuits, a “new nicotine gold rush,” and even support groups for those looking to quit using them.
But are Zyn pouches the latest health hazard promoted by “Zyn-fluencers” — or a promising smoking cessation device?
Northeastern University addiction specialist Robert Leeman says it’s too soon to tell.
“There’s a potential smoking cessation benefit, but more data are needed,” says Leeman, professor and chair of the Department of Health Sciences at Northeastern University. Leeman is also head of the Ethanol, Drug and Gambling Experimental (EDGE) Lab at Northeastern.
“One has to be vigilant because of the tobacco industry’s involvement in the product,” Leeman continues, noting that the industry “hasn’t earned the benefit of the doubt.”
“But there is some reason for the belief that this is a safer alternative to combustible cigarettes,” Leeman says.
Zyn pouches are a smokeless tobacco product in the form of a nicotine pouch that you place between your lip and gum to deliver nicotine to the bloodstream. The pouches are more subtle than traditional combustible cigarettes, e-cigarettes or chewing tobacco — no smoke plumes are produced or spitting is necessary — and since entering the market in 2014, Zyn has “gained TikTok-fueled popularity,” according to the American Lung Association. One study found a 641% increase in sales of the products between 2019 and 2022. In fact there was even a shortage of Zyn pouches last summer.
There are also significant concerns about the growing use of Zyn pouches among adolescents. In 2024, 5.4% of teens said they had used nicotine pouches, compared to 3% in 2023, according to a recent survey.
But the nicotine in Zyn pouches is a nicotine salt not actual tobacco leaf.
“That’s more akin to what you see in nicotine replacement products,” Leeman notes. “So that’s part of the reason why there is — on the positive side — some enthusiasm about the possibility of this as a smoking-cessation tool.”
But Leeman notes the similarity between pouches and another type of smokeless tobacco product — e-cigarettes.
Some studies of e-cigarettes, or vapes, have suggested they provide some benefit as a smoking cessation tool, Vapes are not approved by the Food and Drug Administration for that use, however; and Leeman notes that there is a difference between controlled studies comparing e-cigarettes to placebo or another control condition as opposed to observational studies where a person has access to many types of tobacco products.
“When we get out into the real world, it’s not that clean sort of exchange,” Leeman says. “People may transition some of their combustible smoking to e-cigarette use, but continue to use combustible cigarettes as well.”
Moreover, nicotine — whether in leaf or crystallized form — remains addictive.
Leeman says it’s important to be mindful of how pouches are used and perceived.
“We have to be vigilant about the fact that it’s nicotine and it’s addictive, but we don’t want to be stigmatizing to the folks who this might help,” Leeman says. “Because quitting smoking is a bear. It’s very, very difficult.”