Zyn confirms that business is booming in the US

• Zyn has been making the rounds on social media, and it shows — business was booming in 2023.
• Shipments of the nicotine pouches were up 62% year-over-year in the US.

Zyn saw massive growth in the US last year.

Nearly 385 million cans of the flavored nicotine pouches shipped in the US in 2023, up 62% year-over-year, according to an earnings report released Thursday by Philip Morris International, which owns Zyn's manufacturer, Swedish Match.

The company expects to do even better business this year, forecasting US shipment of roughly 520 million cans of the pouches, the report said.

While shipments to retailers and distributors can outpace actual consumer sales of the pouches, those year-over-year growth numbers indicate that Zyn sales are booming in the US.

Zyn has found favor with political conservatives, including GOP lawmakers, as well as Wall Street traders who say they use it for focus and energy. It's also been having a moment on social media, with so-called "Zynfluencers" lauding it on platforms like TikTok and Instagram.

Medical experts and research studies warn nicotine can be addictive and can have harmful effects on the body, including its cardiovascular and respiratory systems.

A spokesperson for Philip Morris International told Business Insider that "the best thing anyone worried about their health can do is to quit, or never start, using nicotine. For those that don't quit, what matters most is helping them switch to better alternatives.This is the comparator that matters most."

"ZYN is marketed exclusively to current adult nicotine consumers as an alternative — with cigarettes being the most harmful nicotine product," the spokesperson added.

Last month, Senate Majority Leader Chuck Schumer called on federal agencies to crack down on Zyn and investigate its marketing practices, particularly as they relate to young users.

The PMI spokesperson told BI, "We limit marketing to those who are of legal age of purchase (aged 21 and above) who would otherwise continue to smoke or use nicotine products. We follow the law and voluntarily do more than regulations require. For example, we age-gate our digital channels to 21-plus and we do not use social media influencers."

A law that took effect in 2022 forbids sellers and manufacturers of non-tobacco nicotine from selling to people under 21; marketing the items as modified risk tobacco products without FDA authorization; and distributing free samples.

Do you use Zyn while working? We'd like to hear from you. Contact this reporter at sjackson@insider.com.