Key Points
- Zyn gains traction in Trump world;
- RFK Jr. reportedly uses pouches;
- FDA adjusts enforcement policy;
- PMI says pouch business grew 36%.
2Firsts
May 19, 2026
According to The Wall Street Journal, nicotine pouch brand Zyn is rapidly gaining popularity across the Trump administration and conservative political circles in the United States, increasingly becoming a cultural symbol within the broader “MAGA” movement.
The report said nicotine pouches became a topic of discussion during a recent lunch between President Donald Trump and tobacco industry executives.
According to people familiar with the meeting, Trump called U.S. Health Secretary Robert F. Kennedy Jr. during the conversation and asked which nicotine pouch products he used, while expressing interest in the category.
Trump later told officials he wanted to see more nicotine pouch products authorized for sale, the report said.
Shortly afterward, the U.S. Food and Drug Administration (FDA) introduced a new policy stating that certain vaping and nicotine pouch products with completed PMTA applications would not face enforcement action before final scientific review is completed.
The FDA also said a pilot program launched in September 2025 to accelerate nicotine pouch product reviews had been progressing well.
White House spokesman Kush Desai said:
“The only guiding factor behind the Trump administration’s health policymaking is Gold Standard Science. FDA’s regulatory treatment of nicotine pouches is rooted in recent evidence that has found that nicotine pouches can help adults quit smoking.”
The Wall Street Journal said nicotine pouches have become one of the fastest-growing next-generation nicotine categories in the United States.
According to a 2025 study published in JAMA Network Open, nicotine pouches expanded from 4% of the U.S. oral tobacco and nicotine market in 2019 to 44% five years later.
Philip Morris International (PMI) told investors that its Zyn nicotine pouch business grew 36% in 2025.
The report said nicotine pouches are increasingly popular because they do not require combustion, produce no smoke, and can be used discreetly.
Within Trump-supporting and conservative political circles, Zyn has also evolved into a cultural and political symbol.
Some supporters jokingly adapted Dunkin’s advertising slogan “America Runs on Dunkin’” into “MAGA runs on Zyn.”
Former Fox News host Tucker Carlson was also credited with helping popularize Zyn among conservative audiences.
Appearing on a podcast in 2023, Carlson displayed a can of Zyn and said:
“You’ve gotta try this product, it’s unbelievable.”
He also described it as a “powerful work-enhancer.”
The report noted that nicotine pouch use has become especially common inside certain parts of the U.S. government.
At offices associated with Elon Musk’s Department of Government Efficiency (DOGE), cans of Zyn and rival brand Sesh were reportedly widespread.
At the General Services Administration (GSA), boxes of Sesh products were allegedly available for employees working extended hours.
One former administration official said:
“People are living on Celsius, Monster and Zyn.”
Besides Zyn, major nicotine pouch brands in the U.S. market include:
- Altria’s on!
- Reynolds American’s VELO
The report also said Kennedy has long supported nicotine pouch products.
In an interview with a Brazilian radio host last year, Kennedy said:
“Nicotine pouches are probably the safest way to consume nicotine.”
According to the report, Kennedy initially began using nicotine gum after being introduced to it by his wife, actress Cheryl Hines, during his presidential campaign to help him stay alert.
He later transitioned to nicotine pouch products.
The Wall Street Journal noted that although nicotine pouches are viewed by some consumers as lower-risk alternatives, public health experts continue raising concerns.
Experts warned that while nicotine pouches may carry lower risks than cigarettes and some vaping products, they may still:
- affect cardiovascular health;
- lead to nicotine dependence;
- and pose risks to adolescent brain development.
Former FDA tobacco regulator Mitch Zeller said:
“These products could be a huge help to addicted smokers who would be interested in switching to them, but the challenge is that some flavors may appeal to children.”
The report concluded that as traditional smoking rates continue declining in the United States, tobacco companies are increasingly shifting toward nicotine pouches, vaping products, and other reduced-risk alternatives in search of future growth.
（Cover Image：U.S. President Donald Trump looks at a container of Zyn nicotine pouches. ｜Image source: Saul Loeb / AFP / Getty Images / WSJ）
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