Is Zyn Safe? The Truth About Oral Nicotine Pouches

In the rapidly evolving landscape of nicotine products, a new category has surged into the mainstream, gaining considerable traction on social media and becoming particularly popular with young men in the U.S.: oral nicotine pouches (ONPs). Leading this boom is Zyn, a brand of small, teabag-like sachets that have become a financial boon for an industry grappling with declining cigarette sales. Tucked discreetly between the lip and gum, these pouches deliver a potent hit of nicotine without smoke, vapor, or spit. Marketed by the tobacco industry as a cornerstone of its “harm reduction” strategy, Zyn and its competitors are promoted as a safer way for adult smokers to consume nicotine. But as their use skyrockets among a demographic far broader than just transitioning smokers, critical questions about their safety, addictiveness, and long-term health effects are coming to the forefront. This guide delves into what we know – and, just as importantly, what we don’t – about this rising form of nicotine consumption.

What Are Oral Nicotine Pouches (ONPs) and How Did They Get Here?

Oral nicotine pouches are small, smokeless sachets containing a white, powdery mix of nicotine salt, fillers (like plant-based fibers), pH adjusters, sweeteners, and flavorings. Crucially, they do not contain tobacco leaf itself, which distinguishes them from traditional smokeless tobacco products like snus. Users place a pouch between their gum and upper lip, and nicotine is gradually released and absorbed into the bloodstream through the lining of the mouth. The experience is discreet, producing no smoke or vapor, and is often marketed as “spitless.”

ONPs first began selling in the U.S. about a decade ago, largely outside the established regulatory framework and without the required marketing authorization from the U.S. Food and Drug Administration (FDA). With surprisingly little initial pushback from regulators, brands like Zyn (introduced by Swedish Match in 2014, now owned by Philip Morris International) built a considerable following. This includes a nearly five-year-long period during which the FDA was actively considering marketing authorization applications from major tobacco companies for Zyn and other ONPs like Velo and on!

To the dismay of many anti-tobacco public health advocates, in January 2025, Zyn became the first ONP officially greenlighted by the FDA to sell in the United States.

In its long-awaited decision to authorize the sale of 20 flavors of Zyn, the FDA pointed to research (in good part industry-funded) suggesting that Philip Morris International’s nicotine-filled sachets offered “greater benefits than risks” to adults who “use cigarettes and/or smokeless tobacco products and completely switch to these products.”

The Soaring Popularity and Shifting Demographics of Zyn Use

The financial success of Zyn has been nothing short of phenomenal. In 2024 alone, Philip Morris International sold 581.4 million cans of the product in the U.S. and generated $1.88 billion in net revenue. Zyn is now the fourth leading nicotine product in the U.S. behind Marlboro, Newport, and Camel, but ahead of all other cigarette brands.

A quick glance at social media reveals the wide appeal. TikTok “Zynfluencers” rave about the “buzz,” “hyperfocus,” and supposed athletic performance boost that “Zynning” provides. The product’s hockey-puck-shaped container has even been pictured in the hands of high-profile figures.

Marketing data reflect the growing popularity of ONPs. Between July 2021 and May 2024, unit sales tripled. Market forecasters expect ONP sales in the U.S. to top $49 billion, a meteoric rise from the already significant $3.95 billion racked up in 2024. With the FDA’s recent announcement that it will fast-track the authorization process for other ONP brands, those numbers may well go higher.

This trend is deeply concerning to public health experts. “We saw the same thing with vaping, which was touted as a way to help adults stop smoking. But we ended up with an epidemic of vaping among high school kids and young adults who weren’t smokers in the first place,” says John Maa, M.D., who sits on the advisory committee of the University of California Office of the President’s Tobacco Related Disease Research Program. “Zyn is worse because of this myth about its performance enhancement.” (A 2023 study published in the International Journal of Environmental and Public Health, in fact, “did not report any improvement in physical performance” in subjects who were orally administered high doses of nicotine.)

Based on findings from a nationally representative survey, a researcher from the University of Southern California Keck School of Medicine estimated that of all people who used Zyn and other ONPs in 2022, 25% were smokers who continued to smoke. A considerable 40% had never been regular smokers. Another USC study showed that ONP and dual ONP/e-cigarette use among high school students nearly doubled between 2023 and 2024. This data suggests that a significant portion of the ONP market is comprised of new nicotine users, not just former smokers, which challenges the harm reduction narrative.

The Reality of Addiction: Personal Stories from “Quitting Zyn”

For some, the journey with Zyn has been a difficult one. Ian P., a 38-year-old father of two, decided to quit smoking and vaping in January 2025. “I tried nicotine gum first but it wasn’t giving me enough nicotine,” he says. “I’d seen Zyn around and thought it might be a better option.” However, he considers this crossover “one of the stupidest decisions” of his life.

“The pouches were so convenient, I ended up with one under my lip from the moment I got up until I went to bed. After a few months, I had to go to a higher strength pouch to satisfy my cravings,” Ian recalls. Like many others in the thousands-strong “QuittingZyn” support group he’s part of on Reddit, Ian began to struggle with digestive issues and insomnia. His attempt to quit led to a “nightmare” of withdrawal symptoms, including anxiety, heart palpitations, and panic attacks severe enough to land him in the emergency room.

Jake Trease, a 33-year-old barber, turned to Zyn after reading online about nicotine’s potential to help with ADHD symptoms. “Zyn seemed harmless, more pure than leaf tobacco or cigarettes,” he says. Initially, he felt some benefits, but soon he was left with chronic headaches, agitation, and a 20-pouch-a-day addiction. “I knew the amount I was using couldn’t be good for me. But I was like, hold on, I can’t stop. I’m not in control,” says Trease, who is now in the process of quitting.

What Are the Health Risks of Oral Nicotine Pouches?

While ONPs avoid the severe lung damage caused by combustible cigarettes, they are far from risk-free. The primary concerns revolve around nicotine’s addictive nature and its systemic effects, as well as the unknown long-term consequences of oral exposure to the pouch’s other ingredients.

Short-Term Risks:

Known side effects of ONP use can include:

High Risk of Addiction: Nicotine is extraordinarily addictive. Biochemist and famed tobacco industry whistleblower Dr. Jeffrey Wigand states, “Nicotine binds with dopamine receptors in the brain and it hijacks them… I deal with addiction patients and have more trouble getting people off nicotine than I do cocaine and heroin.”
Mouth and Gum Irritation: Direct contact with the pouch can cause mouth and gum irritation, sores, and potentially gum recession over time.
Insomnia and Poor-Quality Sleep: As a stimulant, nicotine can cause sleep issues, especially in high doses or when used near bedtime.
Gastrointestinal Issues: Swallowing nicotine-laden saliva can lead to nausea, acid reflux, bloating, and other digestive problems.
Elevated Heart Rate and Blood Pressure: As a stimulant, nicotine can strain the cardiovascular system.
Allergic Reactions: Oral, facial, and body-wide swelling from an allergic response to ONPs requires urgent medical attention.
Nicotine Toxicity: Overdose can lead to altered mental status, tremors, restlessness, and headaches.
Withdrawal Symptoms: These can include cravings, irritability, restlessness, nausea, dizziness, and anxiety.
Pregnancy Risks: Nicotine exposure during pregnancy is linked to stillbirth, premature birth, low birth weight, and can harm infants via breastmilk.

Long-Term Risks: The Great Unknown

“More research is needed,” is a common refrain from experts regarding the long-term risks of ONPs. Because these products are relatively new, independent research is limited. Dr. Daniel G. Aaron, who worked as an assistant chief counsel at the FDA from 2020 to 2022, notes that the regulatory system often puts industry in the role of submitting studies, raising concerns about biased science, especially given the tobacco industry’s history of presenting misleading evidence about product safety.

It took decades for the definitive link between cigarettes and lung cancer to become public knowledge. With ONPs, critical questions remain:

Can constant contact with a nicotine pouch cause gum recession, tooth decay, or oral lesions that could become precancerous?
Does the chronic elevation of heart rate and blood pressure increase the risk of developing cardiovascular disease?
Can swallowing nicotine-laden saliva accelerate the growth of cancerous cells in the digestive tract?
Could ongoing nicotine exposure increase the risk of type II diabetes, as seen with other tobacco products?

Experts believe these are all tangible risks, but it will take years of independent research to confirm them.

The Vulnerability of Youth to Nicotine Addiction

The appeal of ONPs to young people is a major public health concern. According to the U.S. Department of Health and Human Services, 90 percent of adult daily smokers started using before they were 18. The adolescent brain is biologically more vulnerable to addiction. A 2019 study on nicotine’s gateway effects suggests early nicotine exposure can alter the developing brain, leading to long-term issues like increased vulnerability to other addictive substances, a higher risk of psychiatric disorders like anxiety and depression, and impaired cognitive function.

The Threat of Unauthorized and Counterfeit Products

While the FDA has authorized specific Zyn products, the market is flooded with unauthorized ONPs, many sold online. A 2024 analysis of 44 different pouches found that 26 of them – mostly minor online brands – contained trace levels of known carcinogens called tobacco-specific nitrosamines (TSNAs). Many of these unauthorized brands also contain nicotine levels far exceeding what the FDA has authorized for Zyn. Furthermore, counterfeits of mainstream ONP brands are common, making it impossible for consumers to know what they are truly putting in their mouths.

Conclusion: A Harm Reduction Tool with Significant Caveats

Oral nicotine pouches like Zyn occupy a complex and controversial space. For a committed adult smoker unable to quit through other means, switching completely to an authorized ONP is likely a less harmful alternative to continued smoking. The FDA’s marketing authorization was granted on this specific harm reduction premise.

However, “less harmful” is not synonymous with “safe.” These products deliver a highly addictive chemical with known cardiovascular and oral health risks, and their long-term effects are largely unknown. The alarming trend of their use by young people and non-smokers suggests they are creating new pathways to nicotine addiction, a scenario that directly contradicts public health goals. As Dr. Wigand noted, the tobacco industry is in the business of selling addictive nicotine and “will use whatever nicotine delivery system it takes to capture their market.” For consumers, especially those who do not already smoke, the safest choice is to avoid these products altogether.

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Matthew Ma

Marketing at Ecigator

With over a decade of experience in the e-cigarette industry, Matthew Ma is a seasoned expert in both the manufacturing and usage aspects of vaping products. His extensive background has provided him with a deep understanding of the intricacies and evolving dynamics of e-cigarettes.