Zyn nicotine pouches exemplify shifting consumer preferences away from traditional tobacco products like smoking and chewing tobacco. The products certainly have their advantages, offering a smoke-free and usually tobacco-free nicotine that’s almost invisible to spot. Zyn is far from the only brand, but it’s captured significant market share since it was acquired by Phillip Morris International in 2022. The popularity may be ahead of the science, and its popularity among Gen Z and Millenials has health officials worried. 

What Is Zyn?

Zyn is a Swedish brand that sells nicotine pouches. Users place the patch between their lower lip and gum, similar to chewing tobacco. Zyn makes several flavors and strengths to attract a wide audience, a key part of its incredible growth. Zyn’s popularity has exploded since 2019, increasing over 641% through 2022, primarily among teens and young adults. According to one study, over a quarter of individuals using nicotine pouches are between 18-20, which is younger than the brand’s statement that its products are “intended for individuals aged 21+”. 

Related: Teen Smoking Hits All-Time Low

Zyn’s Marketing Message Disconnect

Zyn’s marketing positions its products as a way for users to quit using traditional tobacco products. That doesn’t match up with reality; only 35% of adult nicotine pouch users previously smoked, and only 10% of those were able to stop smoking completely. Regardless of the veracity of its claims, Zyn’s messaging is reaching a lot of people. Driven by “Zynfluencers” on Instagram and TikTok, the hashtag #TAG has over 700 million views on TikTok alone. 

Is Zyn Safer Than Chewing Tobacco?

It may be too early to tell, but there are some positives. Tobacco-free nicotine patches have none of the carcinogens inherent in chewing tobacco or smoking. That doesn’t mean they’re safe. Researchers don’t have enough data on the effects of the pouches’ many flavorings, and there just isn’t enough research on the long-term effects of nicotine use in teens. There is some concern that these products may ultimately lead to using traditional tobacco products. The risk of presenting these nicotine pouches as safe is that it may inadvertently create an entire generation of nicotine users who may otherwise never have been exposed to the chemical. 

Does Zyn Cause Gum Cancer?

To be clear, nicotine pouches pose a substantially lower risk of cancer of any kind when compared to smoking or chewing. Chewing tobacco has at least 28 carcinogenic chemicals, none of which are in Zyn or related products. Still, health experts note that flavor additives and other ingredients have not been studied in-depth or for long enough time to rule out a cancer risk definitively. 

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