Nicotine pouch sales surge among young people, watchdog warns

Nicotine Pouch Sales Surge Among Young People, Watchdog Warns

Market Growth and Regulatory Challenges

Nicotine pouch sales surge among young - The global nicotine pouch market has experienced a sharp rise, particularly among younger demographics, prompting concerns from public health advocates. A new report released Tuesday by the Smoke-Free Tobacco Alternatives (STOP) organization highlights how these small, discreet products—placed between the gum and lip—have become a growing trend. The study reveals that sales of nicotine pouches surged by 660% between 2020 and 2025, with an estimated 34 billion units sold in 2025 alone. This dramatic increase is attributed to strategic marketing efforts and regulatory gaps that have allowed the industry to flourish.

Experts warn that the market's rapid expansion is not accidental. According to the report, tobacco companies have exploited weaknesses in regulations, leveraging social media campaigns, innovative flavorings, and sports sponsorships to attract consumers. The focus on youth, who are more susceptible to advertising, has made the product particularly appealing. Despite the health risks associated with nicotine, the report points to widespread online promotions, school zone placements, and free sample distributions as key factors driving sales.

Industry Dominance and Profitability

The nicotine pouch market is largely controlled by major cigarette manufacturers, with Philip Morris International (PMI) and British American Tobacco (BAT) each holding around one-third of the global share in 2025. These companies, which have long dominated traditional tobacco markets, are now extending their reach into alternative nicotine products. Sophie Braznel, a research associate at the University of Bath and co-author of the report, emphasized that the market's growth is highly profitable. "The nicotine pouch market is extremely profitable," she stated during a press briefing, adding that the surge in demand is being driven by both existing users and new consumers, including teenagers.

Jorge Alday, director of STOP and another co-author, pointed to the deliberate tactics used by tobacco firms to capitalize on the trend. He argued that the industry has strategically positioned itself to target younger audiences, using flavors such as mint, fruit, coffee, and spice to make the product more appealing. Even in regions where flavored pouches are restricted, companies have adopted alternative names like "Rush," "Blast," "Frost," "Exotic Black," and "Urban Vibe" to bypass regulations.

Marketing and Youth Appeal

The marketing of nicotine pouches extends beyond flavor choices, incorporating lifestyle associations to build brand loyalty. Campaigns frequently link the product to concepts like friendship, success, and an active lifestyle, reaching millions of young people through targeted advertisements. Alday noted that these strategies are particularly effective in schools and communities, where exposure to such messaging can lead to long-term nicotine dependency. "The industry is not just selling a product; they're shaping perceptions and habits," he explained.

Sports sponsorships have also played a significant role in the product's popularity. Formula 1, for instance, features partnerships with PMI and BAT, exposing the brand to a global audience of hundreds of millions. Alday highlighted how these sponsorships allow companies to reach younger viewers who follow race broadcasts and engage with social media content. "Marketing through high-profile events like Formula 1 ensures the product is seen as modern and aspirational," he said, underscoring the challenge for regulators.

Social media influencers have further amplified the appeal of nicotine pouches, especially among teenagers. The report revealed that BAT's Velo brand alone reached over 10 million teens under 18 between 2018 and 2023 through digital campaigns. "Social media is an incredibly useful tool for reaching young people," Alday remarked. "Companies like BAT, PMI, and Japan Tobacco use influencers with followings ranging from 24,000 to 12 million to promote these products, often without clear warnings about their addictive nature."

Regulatory Ambiguity and Discretionary Use

The ease with which nicotine pouches have gained traction is partly due to the lack of clear regulations in many countries. In some regions, the product exists in a legal grey area, where it is neither explicitly approved nor banned. This ambiguity allows tobacco companies to enter markets quickly and establish a foothold before regulatory frameworks are fully developed. Alday warned that such gaps create opportunities for the industry to "sow the seeds of addiction" before laws can catch up.

One of the key advantages of nicotine pouches is their discretion. Unlike cigarettes or e-cigarettes, they can be used in public spaces where smoking is restricted, making them an attractive option for youth. "The marketing strategy works because it's about making people consume more nicotine through a variety of products," Alday said. This ease of use, combined with the perception of being less harmful, has led to a steady increase in youth adoption. The report also points to the distribution of free samples as a critical tactic, with brands like Velo offering them in city centers and through online platforms to entice trial users.

Call for Stricter Regulations

In response to the growing trend, STOP is urging governments to implement stricter controls on nicotine pouches. The organization recommends measures such as age restrictions, advertising bans, plain packaging requirements, flavor prohibitions, and limits on nicotine concentration. These proposals align with guidance from the World Health Organisation (WHO), which has also raised concerns about the long-term health impacts of nicotine exposure, particularly among young people.

Alday stressed that regulatory action is essential to prevent the industry from expanding unchecked. "The industry can use these ambiguities to slip into countries and create a new generation of nicotine users," he said. With the market projected to reach nearly $16 billion by 2027 and $25 billion by 2028, the need for oversight has become more urgent. The report argues that without intervention, the popularity of nicotine pouches will continue to outpace legislative efforts, leading to increased health risks and addiction rates among adolescents.

As the EU finalizes its approach to regulating emerging nicotine products, the findings of STOP's brief serve as a timely reminder of the challenges posed by these innovations. The organization calls for a comprehensive strategy that addresses both the marketing and the accessibility of nicotine pouches, ensuring that public health remains a priority in the face of industry expansion. "The message is clear: without stricter rules, the tobacco industry will continue to target the most vulnerable populations," Alday concluded.