Understanding the Rise of Oral Nicotine Pouches Among Young People: Insights from a Recent International Study
In recent years, new products containing nicotine have entered the market, capturing the attention of youth and young adults worldwide. One such product is the oral nicotine pouch—a small, discreet pouch placed between the gum and lip that delivers nicotine without the need to smoke or vape. A recent study by Reid and colleagues, published in BMJ Public Health in 2025, sheds light on how aware young people are of these products and how many are using them across four countries: Canada, England, the USA, and New Zealand. This article will explain the study's findings in simple terms and explore what they mean for public health.
What Are Oral Nicotine Pouches?
Oral nicotine pouches are similar to snus, a smokeless tobacco product popular in some countries, but importantly, many nicotine pouches do not contain tobacco leaf. Instead, they contain nicotine extracted from tobacco along with other ingredients designed to release nicotine when placed in the mouth. Because they don’t involve burning tobacco, these pouches do not produce smoke or vapor, which some users may perceive as less harmful.
Why Study Awareness and Use of Nicotine Pouches?
With the rise of various nicotine delivery products, it is important for researchers and policymakers to understand how these products are spreading, especially among young people. Young adults and teenagers are more vulnerable to developing long-term nicotine addiction. Monitoring trends in awareness (how many people know about the product) and use (how many people actually use it) helps public health officials design effective prevention and control strategies.
The Study: What Did the Researchers Do?
The study by Reid et al. used a method called repeat cross-sectional surveys. Essentially, they conducted surveys at different points in time, from 2022 to 2024, to gather information from youth and young adults in Canada, England, the USA, and New Zealand. The participants were asked whether they had heard of oral nicotine pouches and whether they had ever used them.
Key Findings: What Did the Study Reveal?
Growing Awareness Across All Countries
One of the main findings was that awareness of oral nicotine pouches increased significantly among young people in all four countries over the study period. This means more youth and young adults were becoming familiar with these products, even if they had never tried them.
Variation in Use Between Countries
While awareness was growing everywhere, the actual use of oral nicotine pouches varied by country. The USA and Canada showed higher rates of use compared to England and New Zealand. This difference could be influenced by factors such as marketing practices, regulatory environments, and cultural attitudes toward nicotine products.
Youth and Young Adults Are Trying These Products
The study found that a notable proportion of young people had tried oral nicotine pouches at least once. Although the percentage was smaller than those who used traditional tobacco products or e-cigarettes, the presence of any use among youth is important because it signals the potential for future nicotine dependence.
Dual Use With Other Nicotine Products
Many young users of oral nicotine pouches were also using other nicotine products like cigarettes or vaping devices. This pattern of dual use can increase health risks and complicate efforts to quit nicotine altogether.
What Do These Findings Mean for Public Health?
The increasing awareness and use of oral nicotine pouches among youth and young adults highlight a growing trend that public health authorities need to monitor closely. Some important implications include:
Potential for Nicotine Addiction: Even though these pouches may appear less harmful than smoking, nicotine itself is addictive. Early use can lead to long-term dependence.
Regulation and Policy: Countries may need to consider regulations around advertising, packaging, and sales of oral nicotine pouches, especially to prevent youth access.
Education and Prevention: Awareness campaigns can help young people understand the risks associated with all nicotine products, including oral pouches.
Research Needs: Continued research is essential to understand the long-term health effects of oral nicotine pouches and how they influence patterns of nicotine use.
Conclusion
The study by Reid et al. (2025) provides valuable insight into how oral nicotine pouches are becoming more known and used among young people in several countries. While these products might be marketed as a safer alternative to smoking, the fact that many youth are experimenting with them raises concerns about nicotine addiction and public health. Policymakers, educators, parents, and young people themselves should be aware of these trends and work together to reduce the risks associated with nicotine use.
For anyone interested in more detailed information, the full study is available in BMJ Public Health: Reid JL, Burkhalter R, Ball J, Cummings KM, East K, Edwards R, et al. Awareness and use of oral nicotine pouches among youth and young adults, 2022–2024: repeat cross-sectional surveys in Canada, England, the USA and New Zealand. BMJ Public Health. 2025;3:e003457. https://doi.org/10.1136/bmjph-2025-003457
Understanding the Rise of Oral Nicotine Pouches Among Young People: Insights from a Recent International Study
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