Key Takeaways
- Philip Morris said that after investing USD 5.00 million in ZYN promotion in Ukraine last year, it plans to invest another USD 10.00 million this year to develop the nicotine pouch category and launch a new line.
- Philip Morris Ukraine said the new investment will support portfolio expansion, infrastructure creation, and awareness building among adult consumers.
- The company said the new line contains 1.50 mg to 6.00 mg of nicotine per pouch and includes 9 SKUs and 3 flavors.
- Philip Morris said the new nicotine pouch line will initially be imported from Sweden, with the list of production countries to expand in the future.
- Philip Morris Ukraine said it estimates future annual growth potential for the nicotine pouch category in Ukraine at 20.00%.
2Firsts, April 8, 2026
According to Interfax, Philip Morris said that after investing USD 5.00 million last year to promote its ZYN nicotine pouch brand in Ukraine, it plans to invest another USD 10.00 million this year to develop the nicotine pouch category and launch a new line of the brand.
Philip Morris Ukraine says it will invest another USD 10.00 million this year
Maksym Barabash, CEO of Philip Morris Ukraine, said the company has seen significant growth in the category and strong interest in the product among adult consumers, and that the launch of the new line is the next step in its long-term strategy.
The company said the new investment will be directed in particular toward portfolio expansion, infrastructure creation, and increasing awareness among adult consumers. Philip Morris also said that the launch of a new innovative smoke-free product for adult nicotine consumers is part of its long-term strategy to develop a multi-category portfolio of smoke-free products.
The new line contains 1.50 mg to 6.00 mg of nicotine per pouch
The company said the pouches in the new line differ from traditional pouches because they do not contain water, glycerin, or essential oils, making them “dry” products that provide slower nicotine release and a smoother user experience.
Philip Morris also said the new line is smaller in size than other pouch lines in Ukraine, has less flavor, and contains less nicotine, ranging from 1.50 mg to 6.00 mg per pouch. The line includes 9 SKUs and 3 flavors.
The company said the nicotine pouches will initially be imported from Sweden, where the main production is located, and that the list of production countries will expand in the future.
The company estimates 20.00% annual growth potential in Ukraine
Barabash said the company estimates the future growth potential of the nicotine pouch category in Ukraine at 20.00% per year and therefore continues to invest in the development of these innovative products.
Roman Ivanov, Director of New Products at Philip Morris Ukraine, said nicotine pouches are a category that is actively growing in international markets and is gradually taking shape in Ukraine. He said the company is expanding its portfolio to better meet the diverse needs of adult nicotine consumers and to develop different formats within the category.
He also said the ZYN brand is one of the most well-known nicotine pouch brands in the world and the first nicotine pouch brand in the United States to receive marketing authorization from the U.S. Food and Drug Administration, which he said is an important factor for further investment in ZYN development in Ukraine.
Philip Morris says smoke-free products account for 41.50% of total net revenue
Philip Morris International said it has invested more than USD 16.00 billion since 2008 in the development, research, and commercialization of innovative smoke-free products. In 2022, the company acquired Swedish Match, a leader in oral nicotine products, making PMI a major player in the global smoke-free category led by the IQOS and ZYN brands.
The company said that as of the end of 2025, its smoke-free products were sold in 105 countries, were used by 43.00 million adult consumers, and accounted for about 41.50% of total net revenue.
Philip Morris Ukraine said it has operated in the Ukrainian market since 1994, has invested more than USD 750.00 million in the Ukrainian economy, and paid UAH 58.50 billion in taxes in Ukraine in 2025 (approximately USD 1.35 billion).
Image source: Interfax
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