Nicotine Pouches
Despite industry claims that they are intended for use by existing smokers, nicotine pouches are one of the tobacco industry’s latest products to attract new users and keep people, especially young people, addicted to tobacco products. Nicotine pouch sales have skyrocketed in recent years in the United States and globally. Nicotine pouches are available in a wide range of nicotine levels and flavors, easy to conceal, and widely promoted in ways that appeal to young people.
Despite industry claims that they are intended for use by existing smokers, nicotine pouches are one of the tobacco industry’s latest products to attract new users and keep people, especially young people, addicted to tobacco products. Nicotine pouch sales have skyrocketed in recent years in the United States and globally. Nicotine pouches are available in a wide range of nicotine levels and flavors, easy to conceal, and widely promoted in ways that appeal to young people.
What are Nicotine Pouches?
Nicotine pouches are packets filled with nicotine, flavorings and other chemicals. They are placed inside the mouth between the lip and gum, where the nicotine is absorbed. They are disposable and do not require spitting. Products are available in a range of nicotine levels and a variety of flavors, including candy flavors that appeal to young people. Nicotine pouches do not contain tobacco leaf and can use nicotine derived from tobacco, synthetically created, or nicotine analogues or alkaloids.
Health Risks
All nicotine pouches contain nicotine. Nicotine is highly addictive and there is no safe level of exposure for youth. It can harm the adolescent brain, which continues to develop until about age 25, impacting learning, memory and attention. It can also prime the brain for addiction to other drugs. The short- and long-term health effects of nicotine pouch use remain unknown. We cannot rely on industry claims given their long history of hiding, distorting, and denying science.
Product Use
In the United States, nicotine pouch use among youth and young adults has been rising, though overall rates remain relatively low. Use of nicotine pouches increased significantly among high school students between 2022 and 2025 and doubled among young adults between 2023 and 2024.
Nicotine Pouch Market
The global value of the nicotine pouch market was USD $11.2 billion in 2024, up from $7.1 billion in 2023. Global sales increased by 50.5% from 2023-2024 and more than tripled in the U.S. in 2023-2025. All major tobacco companies and some smaller companies sell nicotine pouches. Philip Morris International’s ZYN dominates the market worldwide, followed by British American Tobacco’s Velo and Altria’s On!. The U.S. FDA has authorized for sale 20 ZYN and 6 On! PLUS products.
Marketing and Advertising
Tobacco companies aggressively target young people with lifestyle marketing and social media campaigns and generous reward programs. They sponsor music concerts and sporting events like Formula 1 to increase brand exposure among young audiences. Viral social media content has driven the popularity of these products among young people. Products are advertised for use in places where smoking is not allowed, like on airplanes, promoting dual use with cigarettes rather than switching completely.
Policies to Reduce Nicotine Pouch Use Among Youth and Young Adults
It is important to regulate nicotine pouches to prevent use by youth and young adults. Policy solutions include ensuring adequate taxation, prohibiting the sale of flavored nicotine pouches, requiring warning labels, and regulating the advertising, promotion and sponsorship of these products.
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Last updated June 24, 2026