Why We’re Concerned About Nicotine Pouches
Over the last few years, nicotine pouches have surged in popularity as an alternative to traditional tobacco products. Initially marketed as a cessation aid, popular brands, such as Zyn, have had significant sales increases among teens and young adults, causing health care professionals, parents and public health advocates to be worried.
Here’s why we’re concerned about Zyn, the tobacco industry’s newest, troubling trend.
The Known & Unknown Health Effects
Nicotine, in any form, is highly addictive and can have a long-lasting impact on the brain. However, the dangers of nicotine impact becomes much more severe to developing brains, leading to behavioral and cognitive learning issues and mental health struggles such as anxiety and depression. Research has shown that frequent nicotine use among youth and young adults is correlated with a lifetime of addiction and dependence — and kids who use nicotine pouches are more likely to try other forms of nicotine.
The Array of Flavored Pouches
Nicotine pouches come in a wide variety of flavors, including fruit, mint and candy. Flavors play a significant role in drawing youth and inexperienced users to tobacco and nicotine products. These products are detrimental to developing brains and often cause youth to turn toward other products. According to the 2023 National Youth Tobacco Survey, 9 out of 10 students who reported using e-cigarettes use flavored products. After pod-based vapes and e-cigarettes faced federal flavor restrictions in 2020, young people turned to menthol cigarettes and disposable vapes to curb their nicotine cravings. As the conversations around flavor restrictions continue, pouches should be included.
The Social Media Presence
Despite regulations prohibiting the marketing of tobacco products to minors, teens are being introduced to Zyn and other brands on social media. Trends like “stuffing face” challenges — where influencers try to stuff as many pouches into their mouths as possible — and keeping tins as collectibles have further contributed to the social pressure teens feel to use nicotine.
Earlier this year, a prominent US Senator urged the Federal Trade Commission and the Food and Drug Administration to investigate how Zyn is being marketed to young people, calling them “a pouch packed with problems” that “uses social media to hook [kids].” While searching “Zyn” or other keywords on TikTok will result in a safety warning, the algorithm does little to block the exposure, misinformation and harm that comes from nicotine addiction.
The Skyrocketing Sales
In recent years, sales of nicotine pouches have surged. In February 2024, Philip Morris International announced that it shipped 350 million cans of Zyn in 2023, a 62% growth comparison year over year. This surge in popularity has outpaced regulatory oversight, allowing these products to flood the market and reach a wider audience. While the company claims its marketing of pouches is directed toward adults 21 and older who already use tobacco products, their easy availability and discreet packaging have made them accessible to all ages, further increasing the public health crisis.
The High Levels of Nicotine
One of the primary concerns surrounding nicotine pouches is the variability in nicotine levels and releases. Unlike traditional tobacco products, pouches slowly release nicotine over the course of one hour. Because of this slow release, many users add two or more pouches to their mouths to feel the effects faster. However, nicotine causes blood pressure and heart rates to rapidly, and dangerously, increase.
Each pouch contains between 1 and 12 milligrams of nicotine, and users typically absorb around half of that amount. In comparison, people usually absorb 1 to 1.5 mg of nicotine per cigarette — meaning a product intended for cessation can strengthen a user’s reliance on nicotine.
Overall, Zyn and other nicotine pouches pose serious health threats to all, but especially to youth. It’s essential to address these concerns now before the problem follows in the shadows vapes and e-cigarettes have left behind. It is only with understanding, awareness and advocacy that we can pave the way for a healthier future. To learn more ways you can have a positive impact in your community, visit our Get Involved page.