Can you please give an overview of your brand
ZYN is the world’s No.1 nicotine pouch brand1, giving retailers a premium option for adult nicotine users. As nicotine pouches are smoke-and-vapour-free, they offer a discreet option that can be used anywhere, anytime. With strong sales2, a wide range of flavours, and real support for retailers, it’s a brand that earns its space on shelf.
The sleek pack design, refreshed last year, gives the range an elevated, premium feel, while our expanded range of strengths and flavours reflects what adult pouch users are seeking. ZYN bridges the gap between a premium experience, broad choice and accessibility that helps drive responsible adoption.
How is your brand currently performing?
Demand for smoke-free alternatives is increasing across the UK among adult nicotine users3. In fact, 74 per cent of retailers are expecting demand for smoke-free alternatives to increase in 20264. Of course, the best option for any adult smoker is to quit nicotine entirely. But those who choose not to quit are turning to smoke-free products. That shift is driving strong growth across the category, which is now worth £1.85 billion in the UK5.
Within that expanding market, ZYN has seen particularly significant momentum. ZYN nicotine pouches recorded a massive 400 per cent increase in sales volume between December 2024 and December 20256, underlining both the brand’s popularity and the pace of change within the smoke-free space.
How is the nicotine pouch market currently performing?
Nicotine pouches are the fastest-growing smoke-free category in the UK7. ZYN nicotine pouches, in particular, are a considerable contributor to this growth, reflecting ZYN’s rapidly rising brand appeal.
Photo: Handout
The number of UK adults who report having tried nicotine pouches has doubled between 2020 and 20248, underlining just how relevant this category has become. As the UK continues its transition towards a smoke-free future, we expect to see a sustained growth, particularly as retailers adopt a broader, multi-category approach to their gantries that reflect the evolving needs of adult nicotine users.
Do you have any new product development?
Variety is a key driver of growth for us. Adult pouch users are continually looking for more choice across both flavour and strength. ZYN has expanded its portfolio to cater to both existing nicotine pouch users and legal-aged nicotine users trying nicotine pouches for the first time.
ZYN X-Low 1.5mg, the lowest-strength variant in the range, provides a suitable entry point into the nicotine pouch category for existing adult nicotine users. The expansion of the ZYN range in-store to include ZYN X-Low allows retailers to reach a broader spectrum of adult user preferences, while complementing the ZYN portfolio.
New variants such as Spearmint and Apple Mint, launched last summer, are also resonating strongly. By stocking a full range of strengths and flavours, retailers can help meet growing shopper demand for choice and flexibility, supporting trial and encouraging repeat purchase from loyal shoppers.
How are you supporting your brand and NPD?
We have invested heavily in the brand, including working with partners that are culturally relevant to our audience, bringing credibility and strong brand recognition that helps drive footfall, trial and loyalty in-store.
ZYN also helps elevate the nicotine pouch category on the gantry through its sleek, modern design, which stands out clearly at fixture and brings a more premium look to the space. That strong visual presence can help retailers draw attention to the category and encourage adult smokers and nicotine users to explore alternatives.
Photo: Handout
At the same time, ZYN remains competitively priced, ensuring it stays accessible to adult nicotine users looking for a smoke-free option. With an RRP of £6.50, ZYN nicotine pouches offer a compelling and attainable choice for legal-aged customers, balancing a high-quality product experience with a price point that works for both shoppers and retailers.
How important are independent retailers to your brand?
Our commitment to the convenience channel is stronger than ever and I cannot overstate its importance to our UK business. Independent retailers have been instrumental in driving success for our IQOS brand, and it’s no different for ZYN.
Retailers play a vital role in educating adult nicotine users on the options available to them. We’re therefore committed to providing our convenience channel partners with the products, tools and information needed to enjoy success with the booming smoke-free alternatives category.
Through our on-the-ground support and our PMI OPEN platform, we also provide retailers with guidance, training and resources to help them drive their smoke-free sales with the right audience. This includes education around responsible merchandising in store and youth-access prevention.
What trends are occurring in the sector?
Right now, one of the clearest trends in nicotine products is dual/poly-use. Adult nicotine users are switching between products depending on where they are, who they are with, or what they are doing. A heat-not-burn device at home. A pouch on the go. Vaping during social settings. Offering both Mini Dry and Slim ZYN options alongside multiple variants also supports further nicotine pouch trial, repeat purchase and a boosted bottom line.
That’s why products like ZYN are so important to stock in conjunction with other smoke-free choices. Together, they cater to different needs. Stocking multiple categories allows retailers to meet customers at different nicotine moments and maximise sales, rather than forcing them into one box.
Describe your brand in three words
Premium, accessible and (unparalleled!) choice.
NOTES:
1 PMI reported global shipment volumes and in-market sales estimates of nicotine pouch units, from January 2025 to July 2025
2 Third Party Sales Data, Dec 2024 – Dec 2025
3 Third Party Sales Data, Jan 205 – Dec 2025
4 Online survey of 200 UK convenience store managers, commissioned by Philip Morris, January 2026
5 Third Party Data, 1st Jan 2025 – 31st Dec 2025
6 Third Party Sales Data
7 Third Party Sales Data, Jan 2025 – Dec 2025
8 Prevalence of Nicotine Pouch Use Among Youth and Adults in Great Britain: Brose, Bunce, Cheeseman, January 2025