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.
Key Takeaways
- ZYN is the biggest nicotine pouch brand in the US by a long way, continuing its lead into 2025.
- VELO is the closest competitor and has made strides following the ZYN shortage and the release of VELO Plus.
- ALP could give ZYN a run for its money in the future, as the brand has demonstrated impressively fast growth.
How Secure is ZYN’s Market Position?
Tobacco company Philip Morris International (PMI) acquired ZYN manufacturer Swedish Match in late 2022, and since then, its popularity has steadily grown.
The clearest example of this is the ZYN shortage of 2024 — demand for the pouches got so high that there simply weren’t enough to go around. PMI shipped 80% more cans in the first quarter of 2024 compared to 2023. In this time, ZYN was estimated to enjoy a market share above 74%.
Now, the shortage is over (as of July 2025), as PMI built new factories to keep up with production — but ZYN continues to be extremely popular. When PMI announced its third-quarter results for 2025, it revealed that shipment value of its cans grew by 37% in the US, reaching 205 million cans.
It’s not just sales, either. The brand also has a hold over popular culture — it has spawned a whole new vocabulary, from “zynfluencers” to “zyndemic,” and ZYN memes have become a genre in their own right.
ZYN also leads when it comes to cooperation with regulatory authorities. All 20 ZYN pouches have received a marketing granting order (MGO) from the FDA, meaning they can legally market their products. They are the only nicotine pouches to receive an MGO so far.
Cracks Below the Surface?
Despite ZYN’s impressive performance, there are some cracks which could open the door to other brands.
As many ZYN lovers were unable to buy their pouches of choice during the shortage, they were forced to try other brands. On Prilla, our bestsellers page has always been dominated by ZYN, but the trend isn’t as strong as it once was.
While ZYNs are currently the only brand to have an MGO, this could soon change. The recent pilot scheme to fast-track other approvals may see other brands (including VELO and ALP) receiving their own MGOs by early 2026.
Some investors are concerned about competition from other brands, especially those with lower prices. Perhaps in response, PMI has invested in marketing and promotions to retain its lead this year.
VELO: Europe’s Leader is Gaining Momentum
VELO pouches have been snapping at ZYN’s heels for a while now. Made by British American Tobacco (BAT), one of the biggest powerhouses in the industry, VELO is already the leading brand in Europe.
The brand enjoyed a rise during the ZYN shortage, as VELO was one of the most popular ZYN alternatives.
VELO Plus launched in December 2024 and proved to be a game-changer. Its moist portions deliver more intensity and flavor, helping the brand regain consumer interest.
BAT announced its half-year summary in June 2025, revealing that VELO Plus was helping drive company growth in the US.
In July 2025, BAT revealed that VELO had achieved a market share above 17%.
ALP: A Newcomer That Shouldn’t Be Underestimated
ALP pouches are a relatively new entrant, launching in late 2024 — making their rapid rise even more impressive.
ZYN’s dominance made it difficult for competitors to gain attention, but ALP managed to break through.
Founder Tucker Carlson used his media profile to generate interest, often taking shots at ZYN — a strategy that helped ALP gain headlines and curiosity.
In Q3 2025, Turning Point Brands saw its oral segment sales grow by 627.6% , likely driven in large part by ALP.
If ALP receives an MGO through the pilot program, it could continue its rapid ascent. While some critics suggest novelty may fade, current data does not support that view.
