‘FDA approval of ZYN nicotine pouches signals growth potential for UK market’

The recent decision by the US regulator to authorise nicotine pouch brand ZYN has implications for the UK, a top executive of Philip Morris Limited has said.

In a landmark decision, the US Food and Drug Administration (FDA) has authorised Philip Morris International’s (PMI) nicotine pouch brand, ZYN, earlier this month, for sale in the country, making the brand the first and only authorised nicotine pouch in the US.

Duncan Cunningham, external affairs director at Philip Morris Limited, the UK subsidiary of PMI, said this marks a significant milestone for nicotine pouches, a category that has been rapidly growing among UK adult smokers seeking a discreet, convenient, and reduced-risk alternative to cigarettes.

“This decision is an important step forward in the protection of public health in the US and resonates here in the UK,” Cunningham said.

“It affirms that ZYN nicotine pouches are a better alternative for legal age adults who smoke or use other traditional tobacco products and is a win for the consumer and for public health. Importantly, the decision was based on a comprehensive review of available science.”

The UK market for nicotine pouches has seen a remarkable 91 per cent rise in volume since 2019, with indications that consumer uptake could follow the same trajectory as in Scandinavia and the US. ZYN is a major driver of the category growth, with sales rising 161 per cent in 2024 compared to 2023.

The FDA’s rigorous review of ZYN’s 20 variants concluded that their marketing is appropriate, highlighting their “potential to provide a benefit to adults who smoke cigarettes”, while ensuring risks, including youth access, remain controlled.

Cunningham further underscored the importance of nicotine pouches in the UK’s ongoing efforts to reduce smoking rates.

“The decision demonstrates the very real benefits of driving awareness of nicotine pouches to help switch adult smokers away from cigarettes. Clearly, if we are to succeed in realising the UK’s smoke-free ambition, we need to provide smokers with access to – and information about – the full range of smoke-free products,” he noted.

“In the UK we’re seeing encouraging growth with products like ZYN as a reduced risk alternative, and the government should ensure that the Tobacco and Vapes Bill currently working its way through Parliament does not unintentionally harm the chances of the six million adult smokers in the UK today being able to switch to these and other less harmful alternatives.”