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The battle for America’s biggest nicotine pouch brand is one that ZYN won a long time ago. ZYN pouches have such a hold over the US market that, for many people, “ZYN” and “nicotine pouches” are synonyms. But will the brand continue its hold on the market, or does it need to watch its heels?

ZYN competitors have been enjoying a surge over the last year, with VELO and ALP leading the way. This report will analyze the performance of the three brands and their parent companies to chart the future of ZYN.

The fast growth of the nicotine pouch market has led to a regulation crisis, with brands entering the market and seeking approval faster than the U.S. Food and Drug Administration (FDA) can decide whether to authorize them.

Pouch users might typically care more about getting their hands on their product of choice than understanding the complex regulations behind them. But with recent developments, like the pilot program to fast-track pouch approval, it's natural to have a little curiosity.

This article runs through the basics of nicotine pouch regulation, including the difference between PMTAs and MGOs.

With the regulatory landscape changing so fast in the nicotine pouch world, it’s more important than ever for major players to learn from each other. The Trump Administration and state governments are continuing to make significant changes to nicotine legislation, many of which we outlined in our regulatory roundup 2025. Across the world, other countries are experiencing the same.

The Global Tobacco & Nicotine Forum exists so discussions about these kinds of regulations can take place, and the latest event took place in October 2025. This article summarizes the main themes and takeaways in relation to nicotine pouches, which have relevance for brands, retailers, and consumers alike.

As the “race” to become the next big ZYN competitor surges on, many nicotine pouch companies are turning to a more literal kind of racing to help get their name out there. Many brands now have partnerships in the sports world, including VELO, Grizzly, and Zone. Auto racing remains the most popular option for collaborations, but FRE partnered with Professional Bull Riders this year, reflecting further possibilities.

This report takes a closer look at some recent collaborations and the long history between the worlds of nicotine and tobacco and certain sports.

Nothing strikes fear into the heart of nicotine pouch manufacturers quite like hearing there’s been a change in regulations. When it comes to tax hikes, this news can also be a source of terror for users. But here in the US, these changes have become unescapable. 2025 has been a year with plenty of change, and it can be hard to keep up — but Prilla has everyone covered.

The third quarter runs between July 1st and September 30th, and you could say that it’s been a long, hot summer for the nicotine pouch industry. The ZYN shortage finally came to an end in July (much to the delight of Prilla customers), but at the same time, competitor brands have continued to go from strength to strength.

It can be hard to keep up with so many brands and developments, but we’ve summarized the must-know stories in this report.

In September 2025, the U.S. Food and Drug Administration (FDA) announced a pilot program to streamline the review of nicotine pouches. This move comes after the Trump administration put pressure on the FDA to make the authorization process more efficient; currently, companies have to wait years for an authorization or rejection. In contrast, the pilot program aims to authorize the nicotine pouches participating by December 2025 (according to reporting from Reuters).

The pouches that will be part of the process are ZYN Ultra from Philip Morris International, On! And On! Plus from Altria, VELO Mini from Reynolds American, and FRE and ALP from Turning Point Brands.

People don’t quite use nicotine pouches for the same reasons they reach for a green smoothie or a salad. But that’s not to say there aren’t any benefits of nicotine pouches.

Frequent users often talk about their own positive experiences with pouches, from weight loss to increased focus. Are these persistent myths or convenient stories people tell themselves — or are there actually some advantages to using these teabag-like sachets, besides the delicious flavors and the nicotine rush?

They say the more the merrier, and that’s a principle we believe in when it comes to our product range here at Prilla! We’ve recently welcomed VITO pouches to our family, and we’re confident the brand will soon become a staple for many of our customers.

Why, we hear you ask? Its collection is arguably one of the most varied, balanced offerings we have when it comes to the range of strengths and flavors. Talk about a royal winner. For anyone curious about giving them a go, now is the best time to try out these new arrivals, with special discounts available.

But first, let’s get through some most-asked questions.

2025 is shaping up to be the best year yet to be a nicotine pouch fan. Exciting new brands are popping up here, there, and everywhere — and one of them is ZIMO.

But make no mistake, this brand has more going for it than just being a fresh face. One of the pouches’ standout characteristics is the unique water-free and semi-moist formula, which offers users the best of both worlds when it comes to the dry vs moist debate.

Let’s get to know them a bit better!