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Youth

Nicotine Pouches: A New Threat to Teenagers

Strategic Insights

— 2 min read

Teenagers are once again taking up vaping, fueled by the rise of nicotine pouches that are marketed as a less-harmful alternative to traditional tobacco products. These small packets contain nicotine powder or salts and can have as much as 50 milligrams of nicotine per pouch, equivalent to smoking eight cigarettes. The products are designed to be discreet and can be used in places that prohibit vaping, making them particularly attractive to youth.

Key Takeaways:

  • Nicotine pouches are a new form of tobacco product that contains nicotine powder or salts and are marketed as a less-harmful alternative to traditional tobacco products.
  • These products can have as much as 50 milligrams of nicotine per pouch, equivalent to smoking eight cigarettes, making them highly addictive.
  • Nicotine pouches are designed to be discreet and can be used in places that prohibit vaping, making them particularly attractive to youth.
  • A survey of youths confirmed that the biggest advantages of nicotine pouches include concealability, easy use, and a wide variety of available flavors.
  • The Food and Drug Administration authorized the marketing of nicotine pouches called ZYN in January, including in flavors such as citrus, coffee, cinnamon, and peppermint.
  • Nicotine pouch manufacturers are duplicating electronic cigarette marketing tactics, including sponsoring music festivals, car races, and advertising in fashion magazines.
  • A recent JAMA Network Open study found that nicotine pouch use among high school students doubled between 2023 and 2024, from 1.3 percent to 2.6 percent.
  • The Centers for Disease Control and Prevention concluded that nicotine pouches have become the second-most common tobacco product among middle and high school students.
  • Nearly 90 percent of adult smokers begin before they turn 18, making it a critical period for the tobacco industry to hook young people.
  • Big Tobacco companies are pushing nicotine pouches as an alternative to traditional tobacco products, which could lead to lifelong dependence.

Statistics:

  • 8 percent of high school students reported using electronic cigarettes in the past 30 days in 2024, down from 27 percent in 2019.
  • 1.5 to 8 milligrams of nicotine per pouch is the typical amount found in nicotine pouches.
  • 50 milligrams of nicotine per pouch is the equivalent of smoking eight cigarettes.
  • 1.3 percent of high school students used nicotine pouches in the last 30 days in 2023, doubling to 2.6 percent in 2024.
  • Nearly 90 percent of adult smokers begin before they turn 18.
  • 27 percent of high school students reported using electronic cigarettes in the past 30 days in 2019.

Sources:

  • "Nicotine Pouches: A New Threat to Teenagers" by Leana S. Wen (published in the New York Times)
  • JAMA Network Open study: "Nicotine Pouch Use Among High School Students in the United States" (2024)
  • Centers for Disease Control and Prevention: "Tobacco Product Use Among Middle and High School Students - United States, 2022"
  • Campaign for Tobacco-Free Kids: "Nicotine Pouches: A New Threat to Teenagers"
  • Philip Morris International: "ZYN"
  • Altria: "On!"
  • British American Tobacco: "Velo"

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