With cigarette smoking on the decline as the result of successful public health efforts, the tobacco industry has been looking for new ways to hook young people. Though smokeless tobacco products have been on the market for years, new “smokeless and spitless” nicotine pouches are beginning to gain popularity because of social media promotion. Specifically, Zyn, which entered the market in 2014, has gained TikTok-fueled popularity and the public has begun to take notice. In fact, one study found there has been a 641% increase in sales of the products between 2019 and 2022, but just 2.9% of U.S. adults had ever used a nicotine pouch. This shows an increasing and alarming rate of youth use. Here is what you need to know about these products and how harmful they are.
The Evolution of Non-Combustible Tobacco Products
Nicotine pouches are the latest evolution of non-combustible products. Used like snus, a spitless oral pouch containing shredded tobacco leaf, by placing between the lip and gum, these pouches contain nicotine powder instead of tobacco leaf. They come in several flavors and are available in a variety of different nicotine strengths. They have been marketed as an appealing alternative to spit tobacco because there is no need to spit (like with chewing tobacco), and the pouches do not produce odor, smoke or vapor. This makes the pouches easy to conceal and use in places where tobacco products cannot be used such as at school.
Because of their smokeless, odorless features, many people believe that these nicotine pouches are a safer alternative to cigarettes. But don’t be fooled. A 2022 study of 44 nicotine pouch products found that 26 of the samples contained cancer-causing chemicals and several other chemicals such as: ammonia, chromium, formaldehyde, nickel, pH adjusters, and nicotine salt. Most concerning, nicotine pouches contain high levels of nicotine which is incredibly addictive and harmful to young people in any form.
Nicotine Pouches Gaining Youth Popularity
Marketing messaging claims that these nicotine pouches are “intended for individuals aged 21+ to help them quit using traditional tobacco products.” However, they are not an FDA-approved quit medication, and currently research shows that the biggest increase in users is among young people. In fact, of the U.S. adults who currently use nicotine pouches, only about 35% had previously smoked cigarettes and of those, only 10% were able to stop smoking and switch to pouches completely. This is not quitting, this is merely switching to another tobacco/nicotine product sold by the tobacco industry to sustain lifelong customers.
Additionally, most adults who used nicotine pouches were aged 21-24, but over a quarter of individuals who currently use this product are underage - ages 18-20. Recent studies released in 2023 showed 400,000 youth in the U.S. reported currently using nicotine pouches, which is double from 2021. A concerning trend is that nicotine pouches are so addicting, 73% of young people who have tried nicotine pouches are currently still using them. This could be attributed to the fact that the average user consumes ½ can per day or 8-12 nicotine pouches. Depending on the nicotine content of the pouch being consumed, let’s say a 6 mg Zyn pouch, the nicotine ingested would be equal to smoking approximately 3 packs of cigarettes or 1 ½ e-cigarette pods of 2% vape juice per day.
Though there are several brands on the market, including On! and Velo, ZYN has gained the biggest following. This could be a result of “Zynfluencers” who promote the product as an easy way to get buzzed that also promotes focus. For example, Phillip Morris’s #ZYN reached 700 million views on TikTok alone as of early 2024 with the help of ZYNfluencers – a term coined for social media influencers who promote ZYN.
Learn more about nicotine pouches and FDA-approved quit smoking medications online.
Blog last updated: July 30, 2024
