ZYN Shortage in the US Intensifies Amid Surge in Rewards-Driven Demand

NATIONWIDE - SEPTEMBER 2025 - (USAnews.com) — A nationwide shortage of ZYN nicotine pouches has gripped the US market since April 2024, driven by soaring demand and a highly successful marketing strategy. Philip Morris International, which acquired Swedish Match and its ZYN brand in late 2022, has witnessed the product's popularity grow exponentially. This surge in consumer interest has overwhelmed supply chains, with shipment volumes in the US jumping from 132 million cans in the first quarter of 2024 to 202 million in Q1 2025, according to company data. Despite the supply challenges, analysts suggest that ZYN’s market leadership remains solid. Garrett Nelson, an analyst at CFRA, has described ZYN as “a multiyear growth story,” while Gerald Pascarelli from Needham attributes the shortage to growth so rapid that the company “simply couldn’t service the amount of demand.”

The US Food and Drug Administration (FDA) recently authorized Philip Morris to market 20 different ZYN variants, including 10 pouch offerings with 3 mg and 6 mg nicotine strengths. This approval comes with regulations ensuring that marketing is directed exclusively at adults aged 21 and over. ZYN has proven popular among a broad spectrum of consumers, offering a clean, smoke-free, odor-free, and discreet alternative to traditional tobacco products. Each can weighs just 6 grams and contains 15 pouches, making it highly portable. The company expects the supply shortage to ease by the third quarter of 2025, but in the meantime, the demand continues to be driven by more than just the product itself.

The Role of ZYN Rewards in Driving Demand

A central driver of ZYN’s continued momentum is ZYN Rewards, the brand’s innovative program that lets customers accumulate points with every purchase. Consumers can earn points not only by purchasing directly from ZYN’s website but also from retailers like Prilla or physical stores. Each can includes a rewards code beneath the QR code on the bottom label. By scanning the code and entering it into their account, users collect points, with a cap of 60 cans per month.

Once enough points are accumulated, users can redeem them for a variety of prizes, from practical items like T-shirts and mugs to high-end rewards such as iPads, bonfire stoves, and even Samsung Smart TVs for users who gather 10,080 points. For those with a more modest accumulation of points, there are gift cards for retailers like Amazon, Airbnb, and Uber, starting at 825 points (approximately $25 in value).

The rewards program is designed to be simple and user-friendly. After selecting an item in the rewards app, members complete the transaction and receive a confirmation email. With a monthly cap of 60 cans, which translates to around 30 pouches per day, the program caters to the needs of the vast majority of users. This easy-to-navigate structure has fostered strong customer engagement, transforming each purchase into both a product experience and a step toward an additional lifestyle reward.

From Coupons to Concerts: How ZYN is Reinventing Nicotine Rewards

Rewards programs tied to nicotine consumption are not new. Brands like Raleigh Cigarettes in the 1950s included coupons in every pack, which customers could redeem for household goods and jewelry. In the 1990s, Camel Cash, also known as C-notes, offered customers the chance to exchange faux currency for branded merchandise. Even today, Philip Morris USA’s Marlboro rewards program remains active, offering members items like Apple AirTags, Visa gift cards, Yeti tumblers, and Swiss Army knives.

However, ZYN is taking rewards programs to a new level. Instead of just offering merchandise, the brand has started focusing on high-demand, experiential rewards. In recent months, ZYN has hosted exclusive cultural experiences, such as an intimate concert in Denver with Grammy-nominated folk singer Noah Kahan. Access to the event required 3,000 reward points (roughly $2,000 worth of purchases), and tickets sold out within a week. ZYN also hosted a private concert with country star Dierks Bentley at Nashville’s Brooklyn Bowl, reinforcing the trend of brands offering memorable experiences tied directly to customer engagement.

These exclusive events tap into the growing demand for unique, personalized experiences that go beyond traditional rewards. By offering access to live entertainment, ZYN is not only strengthening its connection with loyal users but also attracting new customers interested in access to cultural moments that might otherwise be out of reach.

Scarcity Meets Marketing Power

While the shortage has undoubtedly frustrated some customers—particularly those unable to find their preferred flavors or nicotine strengths—it has also contributed to a sense of exclusivity surrounding the brand. In fact, ZYN temporarily paused online sales earlier this year to manage distribution, which may have unintentionally increased consumer demand. This scarcity, paired with the brand’s strategic rewards program and exclusive experiences, has made ZYN a highly sought-after product that stands out beyond traditional tobacco circles.

In addition to its rewards program, ZYN has leveraged creative marketing strategies to stay at the forefront of the market. The brand’s blend of scarcity, rewards, and cultural relevance has not only captured consumer attention but also fueled Philip Morris’s record-setting stock performance. Analysts predict that ZYN’s momentum is unlikely to wane anytime soon, citing the product’s widespread appeal and the company’s ongoing investment in innovative marketing techniques.

Looking Ahead

The shortage of ZYN is expected to ease by the third quarter of 2025, but the real challenge for the brand will be maintaining its rapid growth once supply fully meets demand. With its unique blend of loyalty incentives, experiential marketing, and an expanding product lineup, ZYN is positioned to maintain its leadership in the nicotine pouch market for years to come. As the market for smoke-free alternatives continues to evolve, ZYN’s ability to innovate and adapt will likely be key to sustaining its success.