market
ZYN growth crashes to 1.8% as Velo Plus and On! Plus eat market share — PMI fires back with ULTRA and first-ever FDA modified-risk claimPhilip Morris International's ZYN US shipments grew just 1.8% in Q2 2026 — down from 37% annual growth in 2025 — as BAT's Velo Plus and Altria's On! Plus gain share in the $7 billion nicotine pouch market. PMI's response: ZYN ULTRA and a historic FDA modified-risk authorization.