Pouches give Big Tobacco a shortlived pick-me-up
January 02, 2026 by ft.com
Pouches give Big Tobacco a shortlived pick-me-up
Nicotine pouches such as Zyn are growing in popularity among students and young professionals, who claim they help improve concentration. Interest in these products is also driving strong investor returns, with tobacco companies like British American Tobacco outperforming even major tech stocks over the past year. As global smoking rates have fallen significantly since the early 2000s, major tobacco firms are seeking growth beyond traditional cigarettes. Products like nicotine pouches, which generate billions in revenue, are becoming a key part of that strategy. This shift highlights how Big Tobacco is adapting to changing consumer habits and public health pressures.
