Nicotine Pouch Market Booms as US FDA Eases Rules and WHO Flags Youth Risks

The United States is seeing a rapid surge in nicotine pouch use, highlighted by President Trump's public interest in the ZYN brand and the FDA's recent policy easing. The FDA announced that enforcement actions on electronic cigarettes and nicotine pouch products with completed pre‑market applications will be paused pending final scientific review, a move that follows a pilot program for fast‑track reviews launched in September 2025. Market data show ZYN’s share of the oral nicotine market rising from 4% in 2019 to 44% in 2025, with PMI projecting a 36% year‑on‑year growth.

At the same time, the World Health Organization issued a warning that nicotine pouch consumption among youths is soaring. WHO data indicate that use among Americans aged 13‑20 nearly quadrupled between 2022 and 2025, and similar spikes are reported in the UK and parts of Europe. The organization cites aggressive marketing, sweet flavors, and social‑media influencer promotion as tactics targeting adolescents, calling for stronger regulations to prevent a new wave of nicotine addiction.

Together, the policy shift in the US and the WHO’s health alert underscore the growing public‑health and regulatory challenges posed by the fast‑expanding nicotine pouch market.