Since the launch of ZYN in 2014, its sales have surged significantly, especially due to the promotion by a wave of online creators known as “ZYNfluencers,” and endorsements from well-known podcast hosts like Joe Rogan and the Nelk Boys, leading to an explosive increase in sales.
In April of this year, Philip Morris reported that since its $16 billion acquisition of ZYN manufacturer Swedish Match in 2022, ZYN’s shipments have soared by 80% year-over-year, reaching 131.6 million cans. According to a previous report by Tobacco Reporter, ZYN now accounts for about three-quarters of smokeless oral product purchases.
A PMI spokesperson acknowledged in a statement that ZYN nicotine pouches is experiencing “short-term inventory constraints,” driven by demand.
“More and more adult smokers are choosing ZYN nicotine pouch as a better alternative to continue smoking, with no regulatory or production issues affecting distribution.”
Many ZYN users have expressed frustration over the difficulty in obtaining the product.
James Perkins, CEO of a software startup, stated:
“I can only temporarily switch to other brands to address the shortage, which is not ideal, but it’s the only option for now.”
On TikTok, content creator Hayden Iverson referred to the shortage as a “ZYNdemic,” saying he would ration his use. He mentioned that in late May, he searched for ZYN in four different stores near Boca Raton, Florida, but couldn’t find any.
“They used to be easy to find, but now they’re a bit hard to come by.”
Iverson’s video received thousands of likes and hundreds of comments, with many people saying they encountered the same issue.
Some ZYN fans speculate that a factory fire at Swedish Match in March might have affected supply. At the time, a company representative told Swedish media Aftonbladet that there would be no risk of shortages.
A PMI spokesperson said that Swedish Match, which directly manufactures ZYN, is investing in expanding and diversifying U.S. production, including increasing capacity at its factory in Owensboro, Kentucky. The factory is also undergoing process adjustments to boost production, ensuring a stable supply, and the spokesperson stated that the situation would continue to improve throughout the next year.
Additionally, PMI plans to build a new ZYN production facility in 2025.
Nonetheless, users may still need to wait a while to feel the supply improvement. Earlier this month, Philip Morris CFO Emmanuel Babeau said that supply would “normalize” by the end of this year.
Despite the company’s statement that the vast majority of sales occur in physical stores, they recently announced a pause in shipments from the ZYN.com website in response to a subpoena from Washington, D.C., further raising concerns about potential supply impacts.
Even while waiting for restocks, Perkins said he remains loyal to the brand.
“Other brands are just trying to mimic ZYN nicotine snus and hope for the same results. Many don’t do well. Either the flavor is too strong and unpleasant, or the nicotine pouches themselves are of poor quality.”
