Commerce meets the “zynternet”: Big Tobacco’s latest asset

Zyn nicotine pouches

On June 18th, Max Read published a set of observations he had found on the collective markers and cues of a subculture emerging in a post-COVID era. Read’s original writings had pointed to an ecosystem of frat parties, college sports, and sports betting centred around a singular cultural artefact: ZYN nicotine pouches— and this would make up the subculture, which he coined the “zynternet”. Since the release of Read’s thoughts on the topic, we have seen ZYN plunge itself into mainstream internet culture. The product has managed to permeate several consumer markets in Europe and North America. \This new era marks the beginning of Big Tobacco's big revival.

The Western world’s relationship with nicotine is historically noted to be of a shaky one, to say the least. Various campaigns and anti-smoking laws that flooded the UK in the late 2000s saw a catalysed decline in cigarette consumption, with tobacco demand down a quarter since 2010. With a generation that has grown up knowing the dangers of cigarettes and seeing vaping as enough to deem nicotine uncool, it would appear that ZYN could be the perfect remedy. Being a part of this generation myself, I can honestly say– the hype is real and well-deserved.

A few weeks ago, I made a brief trip to Leeds for a live DJ set. When a few friends made our way outside for a quick smoke break, I saw a number of them pull out the same ZYN packs without hesitation. I popped one in before we went in to finish the set and still managed to get the same rush from cigarettes for the next 10 minutes. 

I think what makes ZYN so fascinating is its appeal to mass culture; there is no “target demographic”. The consumer base it appeals to has managed to transcend typical archetypes and social distinctions. From PwC’s latest cohort of summer interns littered around Liverpool Street to the “creative directors” clustered within Hackney, it seems that ZYN has become a product that everyone wants to get their hands on. Location doesn’t seem to be an issue either— the student ravers at the University of Leeds seem to share the same attraction to them as the pub owners down in Bournemouth. 

This appeal hasn’t gone unrecognised by its manufacturers. Philip Morris International saw their ZYN nicotine pouches reach 92 million in sales in the UK, an increase of 54.6 per cent from the year prior. They’ve also seen favour in the US market as well. PMI shipped over 350 million pouches in 2023, representing a 62% increase from its previous year, which may have been the justification for a pledged $600 million injection into the manufacturing plant development in Colorado. With such a greater focus on these products that are providing fatter margins than cigarettes, it is no wonder that PMI’s stock price has shot up, showing off a glowing earnings report this February. 

This hasn't all been said to push the idea that nicotine pouches are a healthier alternative than your standard forms of nicotine. Nicotine remains a highly addictive chemical that can bear some cognitive cost. Some who have developed a dependency on nicotine are a testament to the notion that whatever variant of nicotine product you have, it is not risk-free. 

That being said, many of the users I know, myself included, seem to find enjoyment in it. The perfect balance is struck. Leaving the houseparty to step out for a quick smoke is a thing of the past. Fear of older siblings shaming you for vaping in your 20s is yesterday's story. The tobacco industry has kept its finger on the pulse, and it has seemingly paid off. With such changes, a more competitive market is developing, and nicotine pouch producers like On!, Velo, Rogue, and Pablo appear on corner shop shelves. Alongside this, Nicotine pouches becoming more entrenched in internet culture will make any efforts to take it out of the culture a challenge, which is why more participants are seemingly more bullish on the success of these cigarette-free products.