The U.S. FDA approved 20 ZYN nicotine pouch products for sale in January 2025, marking the official entry of smoke-free nicotine products into the standardized development stage. This approval not only sets safety standards for the industry, but also clarifies the legal status of nicotine pouches through the pre-market tobacco product application (PMTA) process, clearing obstacles for subsequent product development and market promotion.
ZYN has achieved outstanding sales performance in recent years, with a record high shipment volume in the U.S. market in 2022, directly driving the sales of its parent company Swedish Match (later acquired by Philip Morris International) by 35%. After FDA approval, its compliant products can expand the user base through advertising, and are expected to accelerate the penetration of the global nicotine substitute market.
Nicotine pouches directly absorb high-purity nicotine through the oral mucosa, with higher blood concentrations and stronger addictiveness, and do not require burning or heating, avoiding the risk of lung damage in traditional tobacco and e-cigarettes. Its concealment and wide application scenarios (such as airplanes, hospitals and other non-smoking places) further strengthen user stickiness.
Among nicotine pouch users, 30% come from traditional cigarettes and 20% come from e-cigarettes. Its strong addictiveness and safety advantages may divert the e-cigarette user group. Studies have shown that the success rate of smoking cessation (60%-75%) of nicotine replacement therapy (such as nicotine pouches) is significantly higher than that of e-cigarettes, which directly competes with e-cigarettes that sell “harm reduction”.
In recent years, e-cigarettes have been questioned for health risks such as “popcorn lung”, and the FDA has clearly emphasized that nicotine pouches “are not safe, but less harmful than traditional tobacco”. As regulators tighten restrictions on e-cigarette flavors (such as only allowing tobacco flavors), the diverse flavors of nicotine pouches (such as mint and fruit flavors) are more likely to attract consumers.
VEEHOO’s response strategy: Strengthen the safety of atomization technology: Learn from the “no combustion” concept of nicotine bags, optimize the propylene glycol/glycerin formula of e-cigarettes, and reduce harmful substances such as formaldehyde produced by high-temperature decomposition. Develop a hybrid product line: Explore the combination of “nicotine bag + atomizer” to meet users’ needs for convenience and diverse tastes.
Highlight instant gratification: Aiming at the shortcomings of delayed absorption of nicotine bags (15-30 minutes to take effect), emphasize the advantages of “instant nicotine intake” of e-cigarettes. Strengthen the image of harm reduction: Compare the long-term health effects of e-cigarettes and nicotine bags through third-party research data to consolidate the positioning of “transitional harm reduction tools”.
Actively participate in the formulation of industry standards: Jointly promote PMTA certification of e-cigarettes with regulatory agencies to reduce the risk of policy uncertainty. Upgrade the youth protection system: Introduce biometric age verification technology to prevent products from flowing into the underage population.
ZYN’s FDA approval has opened up a new track for the nicotine substitute market, and its technical characteristics and regulatory endorsement will have a long-term impact on the e-cigarette industry. VEEHOO needs to consolidate its existing advantages in the increasingly competitive market through technological iteration, precise positioning and compliant operation, while exploring the path of coordinated development with nicotine bags to cope with the profound changes in the industry landscape.
Tags: nicotine bags, diversified flavors, youth protection system, veehoo vape
