Rising Use of Nicotine Pouches Among Teens Sparks Public Health Concerns

Oral nicotine pouches are increasingly popular among teenagers due to their discreet and smokeless design, raising alarm among public health officials. These small pouches are placed between the lip and gum, making them nearly invisible and easy to use unnoticed by adults, including parents and teachers. Dr. Elise Stevens, an assistant professor at UMass Chan Medical School, emphasizes that their discreet nature significantly contributes to their rising popularity among youth.

Since their market introduction in 2016, sales of nicotine pouches have seen explosive growth. From approximately 100,000 units sold in 2016, sales skyrocketed to 46 million units by 2020. Major brands like Zyn, On!, Rogue, and Velo, all owned by large tobacco companies, dominate the market.

Marketing strategies on social media platforms, where influencers sometimes promote these products without disclosing paid sponsorships, have played a pivotal role in attracting teens. Early studies suggest that social media exposure increases teens' trust and interest in nicotine pouches, complicating efforts to regulate and educate about their dangers.

Experts express concerns about early nicotine exposure potentially leading to addiction and riskier behaviors. Using these pouches might increase the likelihood of trying other tobacco or nicotine products, including cigarettes or vaping, which carry more significant health risks. Although nicotine pouches are perceived as less harmful, they still pose risks such as cognitive impacts, cardiovascular problems, and oral health issues, particularly affecting developing brains.

Teenagers cite the ability to conceal usage, stress relief, peer influence, and targeted marketing as reasons for the popularity of nicotine pouches. With the mental health crisis among youth worsening, many teens turn to nicotine as a coping mechanism.

Regulating these products remains challenging, especially online, where unmonitored social media content proliferates. The synthetic nature of nicotine in pouches also makes regulation more complex under current laws.

Parents and educators can help mitigate risks by having honest conversations, staying alert to subtle signs of pouch use, and providing education tailored to teens' online environments. Addressing this issue requires a multifaceted approach to bridge the gap between public health messaging and actual teen behaviors.

Source: https://medicalxpress.com/news/2025-07-nicotine-pouch-teens-health-expert.html