ArticleTobacco control2024
Nicotine pouch marketing strategies in the USA: an analysis of Zyn, On! and Velo.
Article in Tobacco control, 2024. The graph could read no effect estimate from its abstract, so it casts no vote on the map. Cited by 41 papers.
What it found
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Who cites it
41 citing papers in PubMed, 51 citations in OpenAlex.
- Evaluating the effects of nicotine concentration on the appeal and nicotine delivery of oral nicotine pouches among rural and Appalachian adults who smoke cigarettes: A randomized cross-over study.Addiction (Abingdon, England) · 2024Trial
- Exploring the Discourse Around Zyn Nicotine Pouches on Instagram and TikTok: Content Analysis.JMIR infodemiology · 2026Article
- Awareness and use of nicotine pouches among adults in the Kingdom of Saudi Arabia.Scientific reports · 2026Article
- An Investigation of Young Adults' Psychophysiological and Self-Report Responses to Paid Partnership Disclosures in Pro-Oral Nicotine Pouch Videos.American journal of preventive medicine · 2026Article
- Instagram Memes of Oral Nicotine Pouches: Content Analysis Study.Online journal of public health informatics · 2026Article
- Patterns of tobacco product use among US adults who use nicotine pouches and the association between nicotine pouch use and tobacco product use cessation.Tobacco control · 2026Article
- Oral nicotine pouches have arrived at U.S. college campuses.Journal of American college health : J of ACH · 2026Article
- Association of tobacco and other substance use with nicotine pouch awareness and use in US adolescents.Drug and alcohol dependence · 2026Article
- The Promotion of Oral Nicotine Pouches for Non-Smoking Cessation Purposes on TikTok.Nicotine & tobacco research : official journal of the Society for Research on Nicotine and Tobacco · 2026Article
- The Association Between Product Attributes and Oral Nicotine Pouch Preference-Evidence From Online Stores.Nicotine & tobacco research : official journal of the Society for Research on Nicotine and Tobacco · 2026Article
- Marketing strategies in business-to-business advertisements for oral nicotine products.Tobacco control · 2026Article
- Marketing of oral nicotine pouches on Malaysian social media and e-commerce websites.Tobacco induced diseases · 2026Article
- Clear in California: Sesh+ nicotine pouches' advertising under flavor restrictions.Tobacco prevention & cessation · 2026Article
- Nicotine pouches: A wolf in sheep's clothing.Tobacco prevention & cessation · 2026Article
- Assessment of awareness, usage, and attitudes toward nicotine pouches in Saudi Arabia: a cross-sectional study.Frontiers in public health · 2026Article
- Exploring #Zyn-Related Video Content Posted by Zynfluencers on TikTok.Substance use & misuse · 2026Article
- Examining How Oral Nicotine Pouches Are Trending on TikTok: A Qualitative Descriptive Study.JMIR formative research · 2025Article
- Receiving coupons and discounts for nicotine pouches is associated with current use of nicotine pouches among United States adults: Results from the population assessment of tobacco and health (PATH) study wave 7 (2022-2023).Drug and alcohol dependence reports · 2025Article
- Oral nicotine product marketing expenditures in the USA from 2016 to 2023: trends over time by brand and targeted media outlets.Tobacco control · 2025Article
- Advertising the leading US nicotine pouch brand: a content analysis of ZYN advertisements from 2019 to 2023.Tobacco control · 2025Article
Corrections and comments
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Authors and funding
8 authors at 3 institutions in 1 country.
Funding
Abstract
introductionNicotine pouches are gaining popularity, yet their marketing is understudied.
methodsUsing Numerator advertising data from January 2019 to September 2021 regarding three popular brands of nicotine pouch in the USA-Zyn (by Swedish Match, introduced in the USA in July 2016), On! (Altria, August 2016) and Velo (RJ Reynolds, July 2019)-we examined (1) general advertising characteristics (eg, media type, year); (2) ad content (ie, headlines and imagery themes); (3) prominent media channels (ie, specific websites, magazines, etc); and (4) ad expenditures.
resultsThere were 286 unique ads (Zyn: 44.4%; On!: 2.8%; Velo: 52.8%), 119 143 occurrences (Zyn: 3.5%; On!: 0.5%; Velo: 96.0%) and $24 774 650 total expenditures (Zyn: 4.7%; On!: 0.6%; Velo: 94.7%). The greatest proportion of ad occurrences and expenditures were accounted for by radio (75.9% and 28.2%, respectively) and television (16.2% and 56.5%), followed by mobile (0.5% and 7.2%) and online display (6.7% and 3.6%). Across ad occurrences and expenditures, prominent headline themes included 'freedom' (26.0% and 17.1%, respectively), 'brand' (9.6% and 18.6%) and 'flavour' (16.4% and 7.6%); images mainly featured the product alone (61.4% and 56.1%), text (16.2% and 24.6%) or men (8.7% and 8.6%); and prominent channel themes were entertainment (34.7% and 37.3%), news/weather (14.3% and 21.7%), business/finance (12.9% and 9.0%) and sports (9.5% and 1.0%). Zyn and On! prioritised online display and print; Velo prioritised radio and television. Zyn's and Velo's headlines focused on 'freedom', with Zyn also emphasising 'brand' and Velo 'innovation'; On!'s headlines emphasised 'flavour'.
conclusionsRegulatory efforts must be informed by surveillance of nicotine pouch marketing and impacts on consumer subgroups (eg, young people).
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Registered trials
Read under generation 80e0d062 · epoch 390. Bibliography from PubMed, PubMed Central and OpenAlex; grants from NIH RePORTER; trial links from ClinicalTrials.gov; estimates, votes and beliefs from the OpenQuestion graph.