According to The Wall Street Journal, the nicotine pouch product ZYN is rapidly gaining popularity within the Trump administration and the conservative political circles in the United States, and is gradually becoming an important symbol of the new nicotine consumption culture in the country.
It is reported that during a lunch meeting with tobacco industry executives this month, US President Trump discussed topics related to nicotine pouch products.
According to an informed source, Trump immediately called US Health Secretary Robert F. Kennedy Jr. to inquire about the type of nicotine pouch product being used, and demonstrated interest in this product category during the meeting.
The report states that Trump then informed relevant officials that he hoped to see more nicotine bag products obtain market authorization.
Shortly afterwards, the US Food and Drug Administration (FDA) issued a new policy stating that for electronic cigarettes and nicotine pouch products that have submitted a complete PMTA (pre-market application for tobacco products), no enforcement actions will be taken until the final scientific review is completed.
The FDA also stated that the pilot program for the rapid review of nicotine pouch products, which it launched in September 2025, is progressing smoothly.
White House spokesperson Kush Desai said:
The sole guiding principle of the Trump administration’s health policy is “Gold Standard Science”. The FDA’s regulation of nicotine pouches is based on the growing body of evidence suggesting that these products can help adults quit smoking.
The Wall Street Journal pointed out that nicotine pouches have become one of the fastest-growing new types of nicotine products in the United States in recent years.
According to a study published in JAMA Network Open in 2025, the share of nicotine pouches in the oral tobacco and nicotine market in the United States has increased from 4% in 2019 to 44% five years later.
Philip Morris International (PMI) informed investors that its ZYN nicotine pouch business would see a 36% year-on-year growth in 2025.
It is reported that nicotine pouches are gaining increasing popularity among consumers due to their features such as not requiring ignition, not producing smoke, and being convenient for covert use.
The report specifically noted that within the ranks of Trump supporters and the “MAGA” conservative circle, ZYN has even gradually become a political and cultural symbol.
Some supporters compared it to the advertising slogan of the American coffee chain Dunkin’, saying “MAGA runs on Zyn” in a playful manner.
The former Fox News host Tucker Carlson is also regarded as having contributed to the popularity of ZYN among the conservative community.
He also described the product as a “powerful work-enhancer”.
The report indicates that certain departments within the US government have been particularly widespread in their use of nicotine pouches.
For instance, in the Department of Government Efficiency (DOGE) office led by Elon Musk, products such as ZYN and its competing brand Sesh can be seen everywhere.
In the offices of the General Services Administration (GSA), there are even entire boxes of Sesh products available for employees to use during long working hours.
A former government official said:
“Basically, everyone is surviving on Celsius, Monster and Zyn.”
Apart from ZYN, the major nicotine pouch brands in the US market also include:
Altria’s “on!”
Reynolds American’s “VELO”
The report also mentioned that Kennedy himself had long supported nicotine pouch products.
He once said in an interview with a Brazilian radio station last year:
“The nicotine patch might be the safest way to consume nicotine.”
It is reported that Kennedy initially started using nicotine gum at the recommendation of his wife, actress Cheryl Hines, in order to stay alert during his presidential campaign.
Subsequently, they gradually shifted to using nicotine patch products.
The Wall Street Journal pointed out that although nicotine pouches are regarded by some consumers as a low-risk alternative product, the public health community continues to express concerns.
Experts state that although nicotine pouches pose lower risks compared to cigarettes and some electronic cigarettes, they still may:
It has an impact on cardiovascular health;
It leads to nicotine addiction;
It poses risks to the brain development of teenagers.
Mitch Zeller, the former head of tobacco regulation at the FDA in the United States, said:
“These products may help some smokers switch to less risky alternatives, but the problem is that certain flavors might appeal to children.”
The report concludes that as the traditional smoking rate in the United States continues to decline, the tobacco industry is increasingly turning to nicotine pouches, e-cigarettes and other harm-reducing products in an effort to find new sources of growth.
US President Trump examines a box of ZYNI nicotine patch products. | Image source: Saul Loeb / AFP / Getty Images / WSJ