Consumption of white tobacco pouches (Snus) is exploding in the US after Philip Morris bought Swedish snus manufacturer Swedish Match.

Using the Share of Search methodology, we can spot that the Snus brand, Zyn has grown by over 1160% since 2019 after having been seen used by the likes of high-ranking athletes and Joe Rogan. All after having been bought by American tobacco company Philip Morris as part of their pivot towards smoke-free nicotine alternatives.

The tobacco product is now highly debated, whether this will result in less smoking or if it is in fact just introducing a broader public to nicotine. Regardless of who is right, the data shows that snus is the next big thing in tobacco.