A new national survey by The Ohio State University Comprehensive Cancer Center —Arthur G. James Cancer Hospital and Richard J. Solove Research Institute finds just one in four Americans could identify a nicotine pouch outside of its packaging. As these products skyrocket in popularity, experts worry they’re a gateway to nicotine addiction for teens and young adults. (Credit: The Ohio State University Comprehensive Cancer Center)
COLUMBUS, Ohio – Most young adults know about the dangers of smoking and vaping, but a new survey finds many may be completely oblivious to a new way of addicting people to the nicotine in these products. Researchers from The Ohio State University say nicotine pouches are skyrocketing in popularity — mainly because teens and young adults don’t know what they are!
According to a recent study from The Ohio State University Comprehensive Cancer Center – Arthur G. James Hospital and Richard J. Solove Research Institute (OSUCCC – James), oral nicotine pouches could pose a serious risk of nicotine addiction in younger generations. This could eventually lead users to try cigarettes or e-cigarettes as their habit grows.
The survey of more than 1,000 adults over the age of 18 revealed that while about half of respondents can easily identify what cigarettes and e-cigarettes look like, only one in four can recognize oral nicotine pouches. The OSUCCC – James Center for Tobacco Research warns that these discreet, flavored products are becoming increasingly popular, particularly among Gen Z, and could act as a gateway to more harmful nicotine habits.
So, what exactly are nicotine pouches? How do they work? And why are experts so concerned?
What Are Nicotine Pouches?
Nicotine pouches are small, flavored packets filled with a nicotine-containing powder. They’re designed to be placed between the lip and gum, where the nicotine is absorbed through the mouth’s lining. Unlike traditional smokeless tobacco products like snuff or dip, nicotine pouches don’t require spitting, which makes them far more discreet and user-friendly.
“We’re starting to hear from college students that they find it easier to use nicotine pouches at work or in class because they are easier to conceal,” explains Brittney Keller-Hamilton, PhD, an epidemiologist at the Center for Tobacco Research, in a media release. “They also do not require you to spit excess saliva like older tobacco oral products.”
This discretion makes them especially attractive to young adults who may want to use nicotine in places where smoking or vaping is not allowed.
The Hidden Danger for Youth
Nicotine pouches come in various nicotine strengths, which makes them appealing to both new users and those who are already nicotine-dependent. However, Keller-Hamilton warns that the growing popularity of these products among young people could be a serious problem.
“One of my biggest concerns with nicotine pouches is that as youth experiment with these products, they might not find them to be satisfying enough to continue to meet a growing nicotine craving,” the researcher explains.
In this case, teens might then turn to stronger or more harmful products like cigarettes or vaping devices. Nicotine, in any form, is highly addictive, and using it during adolescence is particularly harmful.
Research shows that the teenage brain is still developing, and nicotine use at this stage can alter brain chemistry, making young people more susceptible to addiction. Keller-Hamilton notes that using nicotine early on “primes their brain for a stronger nicotine addiction and also primes their brain for addiction to other substances.”
Packaging Tricks and Accessibility
Another troubling aspect of the nicotine pouch trend is how easily young people can access these products. Since nicotine pouches don’t produce smoke or vapor, they are often packaged in ways that conceal their true nature. Some products are designed to look like mints or candy, and even vaping devices have been disguised as everyday items like pens or highlighters.
“Many products are cleverly packaged to conceal the real content — vapes as highlighters or pens, oral nicotine pouches as mints,” Keller-Hamilton says.
She also points out that due to the lack of strict regulations, these products are often easily available online and in stores, even to underage youth.
“Unfortunately, due to loose industry regulation, they are very easy to obtain for underage youth, and they are far from harmless.”
Minimal Regulation and the Need for Change
At present, nicotine pouch regulation is minimal. Unlike cigarettes, which are subject to various restrictions such as age verification and advertising bans, nicotine pouches have flown under the radar. Keller-Hamilton believes this needs to change, and fast. She suggests that removing flavorings, prohibiting online sales, and increasing the price could all be effective measures to curb the use of nicotine pouches among teens.
“We know that when people start using any nicotine product, including nicotine pouches, before their brain is finished developing, it primes their brain for a stronger nicotine addiction,” Keller-Hamilton continues.
For parents, this means keeping an eye on what’s in their teenagers’ backpacks and having open conversations about the risks of nicotine addiction. Keller-Hamilton encourages concerned parents to consult with their pediatricians for help in addressing these issues.
Study Insights: What Adults Know (and Don’t Know)
The study commissioned by OSUCCC – James offers a glimpse into just how much the general public knows — or doesn’t know—about nicotine pouches. The survey, conducted among 1,008 U.S. adults, found that while 70% of respondents believe nicotine pouches are harmful and can lead to addiction, only 25% could actually identify one without its packaging.
Additionally, the study highlighted that younger adults between 18 and 29 are more likely to know someone who uses nicotine pouches than older adults, further confirming that these products are trending among young people.
This lack of recognition is concerning, as it suggests that nicotine pouches could easily slip under the radar for many people, particularly parents and educators who may not be familiar with them.
A Call for Awareness
As nicotine pouches continue to grow in popularity, particularly among teens and young adults, public awareness is key to addressing the risks. The study’s findings emphasize the need for better education about these products and more robust regulation to prevent a new generation from becoming addicted to nicotine.
For now, experts like Keller-Hamilton urge parents, teachers, and health professionals to remain vigilant.
“It’s really important for parents to talk with their kids about the dangers of these products and seek help from their pediatrician if they’re concerned about nicotine addiction,” Keller-Hamilton concludes.
