On June 30, the US Food and Drug Administration (FDA) gave a green light to ZYN nicotine pouch products, allowing them to claim they pose a lower risk of certain diseases compared to cigarettes. This doesn't mean ZYN or similar products are safe, but it does open up marketing possibilities for Swedish Match.

The boom in nicotine pouches has reshaped the smoking alternatives market. They're now one of the fastest-growing categories globally due to their discreet nature and lack of smoke or vapor. The World Health Organization reported that global retail sales of these pouches reached 23.4 billion units in 2024, up by more than 50% from the previous year.

The FDA's decision comes at a time when nicotine pouches are spreading rapidly, and regulation is struggling to keep pace. Brands are increasingly targeting younger audiences through social media and influencers. Public health officials remain cautious about their appeal among adolescents and young adults due to high addiction potential.

The new MRTP order applies only to 20 specific ZYN products for now, but allows adult smokers who switch completely away from cigarettes a lower-risk alternative. However, the FDA advises non-tobacco users against using nicotine pouches as there is no safe tobacco product. Quitting all forms of tobacco and nicotine remains the best option for better health.