Philip Morris South Africa (PMSA) has introduced ZYN nicotine pouches, America’s top-selling nicotine pouch brand, to the South African market. This launch signals a new chapter in the country’s tobacco and nicotine landscape, as major players increasingly turn their focus towards smoke-free alternatives.
ZYN, a tobacco-free nicotine product, arrives in South Africa as part of Philip Morris International’s (PMI) ambitious strategy to generate two-thirds of its net revenue from smoke-free products by 2030. The pouches, designed to fit unobtrusively under the upper lip, contain pharmaceutical-grade nicotine derived from plants, along with food-grade ingredients.
Jonathan Kwak, Director of Smoke-Free Products at PMSA, highlights the product’s convenience: “Whether you’re at work, travelling, or out with friends, you can enjoy ZYN without bothering those around you.” This appeal to adult smokers seeking a less intrusive nicotine fix could potentially reshape social norms around nicotine use.
The science behind ZYN presents an interesting case. Unlike traditional cigarettes, which can reach temperatures of 900°C and release over 6,000 harmful chemicals, ZYN eliminates combustion entirely. This substantial reduction in harmful chemical exposure forms the core of PMI’s harm reduction argument.
However, it’s crucial to note that ZYN is not risk-free. The product contains nicotine, which is addictive, and is intended only for adult nicotine users who would otherwise continue to smoke or use other nicotine products. Kwak repeatedly emphasises this point, stating, “If you don’t smoke, don’t start. If you smoke, quit. And if you don’t quit, change.”
The introduction of ZYN to South Africa follows PMI’s 2022 acquisition of Swedish Match, a company with a long history of replacing cigarette consumption with snus (a type of moist powder tobacco) and ZYN in Sweden. Notably, Sweden now boasts the lowest smoking rate in Europe, a statistic that PMI hopes to replicate in other markets.
ZYN’s launch in South Africa aligns with a broader trend in the tobacco industry. As smoking rates decline in many countries, major tobacco companies are investing heavily in alternative nicotine delivery systems. PMI alone has invested $12.5 billion since 2008 to develop and commercialise smoke-free products.
The product’s reception in South Africa remains to be seen. While ZYN has gained popularity in markets like the United States and Sweden, its success in South Africa will depend on various factors, including cultural acceptance, pricing, and regulatory environment.
Public health experts are cautiously optimistic about the potential of products like ZYN to reduce smoking rates. Raymond Niaura, Chair of the Department of Epidemiology at NYU said: “People who use clean nicotine products are much less likely to develop serious diseases that we know are related to smoking.”
However, concerns persist about the long-term effects of nicotine use and the potential for these products to attract non-smokers, particularly young adults. The challenge of balancing harm reduction for current smokers while preventing new nicotine addictions will likely be a key issue for both regulators and tobacco companies in the coming years.
As ZYN becomes available on South African shelves in five flavours and two nicotine strengths, it enters a market at a crossroads. The product’s performance could provide valuable insights into the future of nicotine consumption not just in South Africa, but globally.
