2025 Review: Nicotine Pouches (Finally) in the Spotlight

It’s been a big year for nicotine pouches in the US. Since the first nicotine pouch was introduced in 2014, the market has been slowly building momentum. Now with approximately 8.5 million users across the country, it felt like 2025 was the year these smokeless products got some real traction and hit the mainstream.

Connected to that growth journey, 2025 was also the year the category finally got some long-awaited regulatory clarity. (Sure, there’s still a way to go, but at least we took some steps in the right direction).

Here’s a quick recap of some of the major milestones over the last 12 months that we believe have set the smokeless category up for an even stronger 2026.

The year kicked off with news everyone had been waiting for—the FDA authorized 20 nicotine pouch products from ZYN through the PMTA process.

What this means in plain English:

• ZYN was the first brand in the US to receive a Marketing Granted Order (MGO);
• Their products met the requirements to be sold legally nationwide;
• The review involved extensive product testing and packaging requirements;
• Safeguards were written into the authorizations, including youth-access limits.

Since ZYN is the #1 nicotine pouch brand in the US, this set the tone for what regulated pouch sales could look like moving forward, especially as other manufacturers (who have submitted brands for review) await their PMTA approvals.

Federal rules on pouch flavors didn’t land in 2025—but states weren’t waiting, and took matters into their own hands. California led the way, enforcing its own flavored tobacco restrictions to include:

• Mint, fruit, and similar non-tobacco flavors;
• Cooling sensations considered “characterizing flavors;”
• Limits on shipping flavored products into the state.

For adult nicotine consumers buying their pouches online or in-stores, product availability and ease of access now depends heavily on where they live.

Local decision-makers got involved in the flavor debate too, under the guise of preventing underage access. Here at Nicokick, we believe there are much more effective ways to ensure nicotine doesn't get in hands of youngsters than depriving adults of flavor choice. 

Colorado became the state to watch:

• The town of Eagle passed a ban on flavored nicotine pouches, taking effect January 1, 2026;
• Other cities with similar mandates include Aspen, Boulder, and Denver.

The takeaway? Legal access to nicotine pouches is becoming more about your ZIP code than an individual's needs or preferences. Additionally, in a recent study published in JAMA Health forum, it's been shown that these types of bans have actually resulted in an increase in cigarette smoking.     

The FDA introduced a new pilot program designed specifically to streamline Pre-Market Tobacco Application (PMTA) reviews, and we were pleased to see nicotine pouches got priority placement.

Goals included:

• Defining expectations for the data included in manufacturer submissions (e.g. long-term clinical studies and consumer research);
• More consistent submissions based on standardized guidelines that would reduce errors or instances of missing data;
• Faster decisions by working through what looks to be a 5-year backlog, bringing more products to market without lowering scientific standards. 

The nicotine pouch category now has clearer guidance than ever from a federal agency and it's a promising sign of what’s to come—making the process easier to navigate and signaling that old ways of working just won’t hold up in 2026.

Just before 2025 wrapped, 6 additional products received PMTA authorization. That brought the total number of marketable products to 26 across 2 brands by year-end.

Retail data from last year shows a steady rise in nicotine pouch sales across the country, paired with declines in some traditional oral formats like snus. On the whole, it seems more adult smokers are making the switch.

What stood out to us:

• Adult consumers leaned into tobacco leaf-free formats (where they were allowed);
• Growth continued despite a tightening regulatory framework (illustrating very real demand).

As the rules become clearer, keeping nicotine pouches out of the hands of minors and safeguarding an adult-only shopping experience continues to be one of the main talking points. For Nicokick, that’s just business as usual. Our way of working has been by-the-book from the very beginning and always in line with FDA standards.

From requiring all brands to prove they’ve ticked the right regulatory boxes and conducting our own third-party testing before stocking new products on-site, to the digital age/identity verification we have on every transaction through our partner, Veratad, we’re committed to selling nicotine products to the right customers in the right way. 

• ZYN submitted a first-of-its-kind MRTP filing, positioning Swedish Match to be the first manufacturer to market nicotine pouches as a lower-risk alternative than cigarettes (this will be decided at a public hearing on January 22).
• Even more PMTA decisions;
• State and city legislation changes (especially regarding flavors);
• Adult purchasing trends as different brands, formats, and strengths become available;
• A tightening of age-restriction systems, as some online and in-store retailers play catch up to our already established standards.

The good news for nicotine pouch consumers is that these products are now an important part of the discussion around tobacco harm reduction with an increasing number of brands enjoying a seat at the regulatory table.

With all the positive developments made in 2025, we’re optimistic that 2026 will bring even more clarity and consumer-focused progress to the category.