The nicotine pouch market turns to women to power growth

Zyn cans at sororities could soon outnumber those at frat houses, if nicotine pouch companies have their way.

The industry is currently working to more widely replicate its success in Sweden, where women nicotine-pouch users outnumber their male counterparts, in an attempt to continue the pace of its up-and-to-the-right trajectory, according to a new Bloomberg report.

• ~15% of women in Sweden ages 16-29 report using nicotine pouches every day in 2024.
• That’s ~5% higher than men in that age range, and a 57% increase from just two years ago.

Across the pond…Though regulations and customs differ, companies are scouring Scandinavia for clues on how to make inroads with XX-chromosome holders in America, where the existing user-base is mostly male. ~70% of Zyn cans sold in the US are purchased by men.

The emerging pathway: Market research indicates women nicotine-pouch users find bright and flavorful products more appealing, such as those manufactured by Kelly White and Lucy, two companies targeted at women. The Phillip Morris-owned Zyn is also well-positioned in this respect—the company earlier this year received FDA approval to market its flavored-nicotine pouches in the US.

Survival of the Zyn-est: As cigarette usage declines globally, the tobacco industry is betting on smokeless. Altria Group and British American Tobacco have pledged to sell fewer cigarettes, while Phillip Morris CEO Jacek Olczak has said cigarettes “belong in a museum.” The nicotine pouch market is worth ~$7 billion and expected to grow ~30% YoY through 2030, according to Grand View Research.

+Note: Nicotine pouch-usage poses health risks, according to experts, including gum damage and cardiovascular problems.