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A nicotine pouch is a white, pre-portioned pouch of powder[5] that primarily contains nicotine, flavorings, sweeteners, plant-based fiber, and water.[6] that do not contain tobacco leaf.[5] The pouches are sold in a variety flavors[5] and nicotine strengths.[7] They use nicotine salts, while some contain synthetic nicotine.[8] The level of nicotine content is greater than nicotine replacement products.[8] A nicotine pouch is typically packaged in a small pouch that is placed in the mouth like snus but, unlike snus, does not contain moistened, finely ground tobacco.[6] The user puts a pouch between the lip and gum and typically left there for around 30 minutes and then removed as an intact item.[9] No combustion is involved[5] and it is not swallowed.[6] The user does not need to spit.[5] The pouches do not need refrigeration.[5]
In contrast to US Food and Drug Administration (FDA)-approved nicotine replacement products, nicotine gum, and lozenges,[6] nicotine pouches are not approved as a quitting smoking tool in the US.[8] The least harmful nicotine products tend to be US FDA-approved nicotine replacement products.[10] Nicotine pouches have the possibility of being a reduced risk nicotine product.[5] Independent studies suggest that the cytotoxicity of nicotine pouches may be similar to, or even greater than, that observed in smokeless tobacco in certain samples.[11] There are no safe tobacco products, including nicotine pouches.[12] This is especially true for youth, young adults, and women who are pregnant.[12] Nicotine can harm brain development, which continues until about age 25.[12] There are ongoing concerns about youth initiation, dual-use, misleading marketing practices, and potential long-term oral and cardiovascular health effects.[13]
Side effects can involve hiccups, mouth sore, and upset stomach.[6] The long-term effects of nicotine pouch use are unknown.[14] Studies have also indicated an association between nicotine pouches usage and risks for various diseases, including Parkinson’s disease, cancer, birth defects, type II diabetes, oral submucosal fibrosis, periodontal diseases, and cardiovascular diseases.[15] Nicotine pouches provide nicotine to the user for approximately an hour.[16] The pouches contain the addictive chemical nicotine.[6] The International Agency for Research on Cancer does not consider nicotine to be a carcinogen, though several studies demonstrate it is carcinogenic.[17] Because it can form nitrosamine compounds (particularly N-Nitrosonornicotine and nicotine-derived nitrosamine ketone through a conversion process, nicotine itself exhibits a strong potential for causing cancer.[18] Nitrosamine carcinogenicity is thought to be a result of enhanced DNA methylation and may lead to an agonist response on the nicotinic acetylcholine receptors, which acts to encourage tumors to grow, stay alive, and penetrate into neighboring tissues.[18]
The first snus product that contained no tobacco was sold in 2014.[19] In 2019, five major tobacco companies offered nicotine pouch products.[5] Various major tobacco companies, including Altria, Swedish Match, and RJ Reynolds, are presently marketing nicotine pouches.[15] Since there entrance into the market, sales have grown exponentially, as of 2022.[8] The degree to which nicotine pouches are being used among minors and adults in the US is uncertain.[20] As seen with vaping products such as Juul in the US, novel nicotine products have the possibility for increased use by young adults and underage minors.[5] Nicotine pouches can be used recreationally.[21] Nicotine pouches may entice youth as well as young adult never-smokers because they are available in an array of fruit flavors and may be used unobtrusively.[5] These products are promoted as being free of tobacco or entirely devoid of tobacco leaf.[5] Online marketing emphasizes that they can be enjoyed anywhere and discusses that they do not rely on batteries or devices.[5]
Usage
Prevalence
As seen with vaping products such as Juul in the US, novel nicotine products have the possibility for increased use by young adults and underage minors.[5] Nicotine pouches may be used for other reasons apart from quitting smoking[8] such as for recreational use.[21]
Nicotine pouches may possibly be utilized as an alternative to smokeless tobacco products.[10] No studies are available to determine if smokers would switch to nicotine pouches or if they would continue to smoke and use nicotine pouches, resulting in dual use.[5] Nicotine pouches gives rise to the possibility for a nicotine fix in public areas where smoking is unacceptable.[23]
Canada
In Canada, 4 mg nicotine pouches became available for sale in gas stations and convenience stores in 2023 as a form of nicotine replacement therapy for adults under the brand Zonnic.[24] Although, children and teens were able to buy these products in Canada in 2023, as there were no laws preventing who could buy them.[24] Nicola Mercer, the CEO of Wellington-Dufferin-Guelph, stated in 2023 that Zonnic nicotine pouches have been seen at local high schools in Canada.[25]
Canada youth
In 2023, 17-year-old Ottawa student states that flavored nicotine pouches are being used at his high school.[26]
United States
The magnitude of using nicotine pouches among adults in the US is uncertain.[20] Nicotine pouches are available in a multitude of flavors such as fruit, dessert, citrus, mint, coffee, berry, and wintergreen, which contributes to the prevalence of nicotine pouch utilization in the US.[15]
United States youth
The magnitude their use among minors in the US is uncertain.[20] In 2024, one of every 100 middle school students (1.0%) and one of every 42 high school students (2.4%) reported using nicotine pouches in the past 30 days in the US.[27] In 2023, a mere 1.5% of US middle and high school students were regular users of nicotine pouches.[28]
In the US in 2021 the National Youth Tobacco Survey conducted online found that among high school students, e-cigarettes were the most commonly used tobacco product (11.3%; 1.72 million), followed by cigars (2.1%), cigarettes (1.9%), hookahs and smokeless tobacco (both 1.2%), nicotine pouches (1.1%), heated tobacco products (0.8%), and pipe tobacco (0.4%).[29] In the US in 2021 the National Youth Tobacco Survey conducted online found that among middle school students, e-cigarettes were the most commonly used tobacco product (2.8%; 320,000), followed by cigarettes (1.0%), cigars and smokeless tobacco (both 0.6%), hookahs and HTPs (both 0.4%), nicotine pouches (0.3%), and pipe tobacco (0.2%).[29] In the US in 2021 the National Youth Tobacco Survey conducted online found that among students who currently used each respective tobacco product, frequent use (on ≥20 days of the past 30 days) ranged from 17.2% for nicotine pouches to 39.4% for e-cigarettes.[29]
United Kingdom
In the UK in 2021, among past and present smokers or e-cigarette users, 15.9% of participants were aware of nicotine pouches, among which 2.7% were present users and 4.4% were ever consumers.[15] In the UK, the use of nicotine pouches among adults more than doubled from 0.14% in November 2020 to 0.32% in October 2021.[30] In the UK in 2024, 5.4% have tried nicotine pouches at least once and 1.0% are current nicotine pouch users.[31] A 2019 representative UK survey found that 16% of adults who had ever smoked or vaped were aware of nicotine pouches.[11]
United Kingdom youth and young adults
1% of 16-19-year-olds reported using nicotine pouches in 2019.[30] Survey data reported to the UK Parliament in 2025 indicated that approximately 1.2% of 11- to 18-year-olds were current users of nicotine pouches.[32] Awareness of nicotine pouches among 11- to 17-year-olds in the UK increased from 38% in 2024 to 43% in 2025.[33]
Czech Republic youth
The use of nicotine pouches in the Czech Republic is popular among minors.[34] Minors about 16 years of age have used nicotine pouches with hard alcohol in the Czech Republic.[34]
International
According to the International Tobacco Control Youth 2021 survey, 4% of 16-19-year-olds reported ever using nicotine pouches.[30] This considers data across the USA, Canada and England.[30] Among adolescents and Dutch adults in 2021 about 0.06% were present customers, and 0.56% were identified as ever having been customers of nicotine pouches.[15]
Youth and young adults
Nicotine pouches have become popular tobacco products among adolescents and young adults, and over 50% of young adult users of nicotine pouches use flavored nicotine pouches, such as menthol/mint, tobacco, dessert/candy, and fruity, which are the most popular flavors.[15] Using nicotine pouches is more prevalent among students who had vaped and smoked cigarettes.[14]
Among young adults, their awareness of synthetic nicotine pouches and willingness to use them were tied to viewing these products as less harmful than those made with tobacco-derived nicotine.[11]
Motivation
Tobacco, menthol, and fruit-flavored nicotine pouches could motivate cigarette smokers to switch to using to nicotine pouches.[15] Nicotine pouches may entice youth as well as young adult never-smokers because they are available in an array of fruit flavors and may be used unobtrusively.[5] Adolescents display high interest in the latest newer smokeless non-tobacco nicotine pouches due to their resemblance with the preferred food products, such as chewing gums, and their accessibility in appealing flavors.[15]
With the vaping bans in the US in 2019, teenagers are starting to use other addictive products such as nicotine pouches.[16] Concern exists that flavored nicotine pouches might entice youth.[35] "These products are attractive to youth. They come in appealing flavours. They come in containers that could well hold candy. Of course youth are going to be interested in them," Rob Cunningham stated in November 2023, who is a policy analyst with the Canadian Cancer Society.[36]
Gateway drug theory
Czech lieutenant Colonel Cross cautions that nicotine pouches can act as a bridge to other drugs, such as cannabis.[34] Czech military psychologist Michal Kříž states that the use of nicotine pouches among children can result in them becoming addicted to other substances.[34] They could potentially serve as a gateway to conventional smoking.[13] Adolescents who use nicotine may be at increased risk for future addiction to other drugs.[12]
Contents
A nicotine pouch is a white powder pre-portioned pouch containing nicotine.[5] They use nicotine salts, while some contain synthetic nicotine.[8] The level of nicotine content is greater than nicotine replacement products.[8] Some flavored nicotine pouches may be slightly off-white.[37] Because it does not contain tobacco leaf they differ from other nicotine-containing smokeless tobacco products, such as chewing tobacco, snuff, and snus.[6] Prime components of snus pouches noted are air or sun-cured tobacco, salt, water, and food-grade flavorings, whereas the nicotine pouches are plant-based fibers boosted by flavorings, nicotine, and other ingredients.[15] A nicotine pouch is typically packaged in a small pouch that is placed in the mouth like snus but, unlike snus, does not contain moistened, finely ground tobacco.[6] The user puts a pouch between the lip and gum and typically left there for around 30 minutes and then removed as an intact item.[9] The user does not need to spit.[5] No combustion[5] or swallowing is involved.[6]
Nicotine pouches primarily contain nicotine, flavorings, sweeteners, plant-based fibers, and water.[6] Nicotine pouches can also contain preservatives.[38] The nicotine content among nicotine pouch brands differ per pouch.[5] The nicotine content among 37 nicotine pouch brands tested from six producers varies from 1.29 mg per pouch to 6.11 mg per pouch, while free nicotine varies from 0.166 to 6.07 mg per pouch.[20] These results show that nicotine and pH levels contained in more than a few of these nicotine pouches are like that of traditional tobacco products, as for example moist snuff and snus.[20] The majority of nicotine pouches are flavored.[20] Nicotine pouches are sold in an array of fruit flavors such as citrus,[5] berry,[37] and black cherry.[5] Other flavors include honey,[8] mint,[10] peppermint,[5] coffee,[10] and cinnamon.[10]
The pouches come in tin[39] or plastic containers[37] and do not need refrigeration.[5] The small pouches kind of resemble chewing gum.[16]
In the US in 2019, nicotine pouches typically cost about as much as a pack of regular cigarettes.[5] In the US in the summer of 2019, Velo were purchased for US$3.76, Zyn were purchased for US$5.11, Dryft were purchased for US$5.54, and On! were purchased for US$6.50 in 2019.[5] In the US, convenience store data from 2018 to 2022 indicate that inflation-adjusted prices for nicotine pouches ranged from approximately US$4.22 to $4.57, compared to about $5.73 to $8.55 per pack of cigarettes over the same period.[40] An analyses of the US retail market in 2025 indicate that, in contrast to regular cigarettes and other tobacco products, nicotine pouches are not subject to consistent taxation across different states, which may make them comparatively more affordable.[41] Their lower prices, in conjunction with appealing flavors and high nicotine levels, are considered factors that may contribute to wider adoption, especially among cost-conscious groups including youth and young adults.[41]
Health effects
Positions of organizations and anti-smoking advocates
Kenya
Advocacy groups opposed to the introduction of nicotine pouches in Kenya have protested that they may raise the risk of cancer, heart disease, and reproductive or developmental harms.[42] Kenya Tobacco Control Alliance objected to the entrance of nicotine pouches in Kenya, stating that there is no reliable research that demonstrates nicotine pouches are safer than regular cigarettes.[42] Kenya Tobacco Control Alliance Chairman Joel Gitali said that given the higher levels of some possibly toxic chemicals, and what the US Food and Drug Administration said was a lack of medical data showing the nicotine pouches are safer than cigarettes (as claimed by British American Tobacco's managing director Beverly Spencer-Obatoyinbo), the government should not license the products.[42]
Several advocacy groups in Kenya have formally requested to the national cabinet secretary of health, Mutahi Kagwe, to prohibit the sale of the Lyft nicotine pouch.[43] The advocacy groups state that Lyft is not a pharmaceutical drug and it leads to severe addiction in young people along with giving rise to non-communicable diseases in Kenya.[44] In 2020, sales in Kenya were halted as a result of Kagwe intervening in 2020, who contested the reasoning stemming from the Pharmacy and Poisons Board's decision.[43] Kagwe later told British American Tobacco that Lyft would have to comply with the regulations that Kenya has implemented for tobacco products.[43]
Canada
In 2020, Health Canada recommended that nicotine pouches should be avoided by everyone and by people who are ultrasensitive to nicotine, have not smoked or are sporadic smokers, are minors, pregnant or breastfeeding, and have had recent heart issues (such as heart attack and arrhythmia) or a stroke.[45] Although Health Canada permitted Zonnic nicotine pouches for sale in July 2023 in Canada under the Natural Health Product Regulations, medical organizations, including the Canadian Cancer Society, have recommended that Zonnic nicotine pouches to be recategorized as a prescription-only medication or to halt the sale until the loophole fixed.[25] Smoking-control proponents had recommended to the Canadian federal government to prohibit the sale of Zonnic flavored nicotine pouches that were being marketed and sold to underage minors which were authorized for sale in 2023 by Health Canada without imposing any legal restrictions.[24]
United States
The Centers for Disease Control and Prevention states that nicotine is a highly addictive chemical that is especially dangerous for youth, young adults, and pregnant women. They also stated that youth, young adults, and women who are pregnant should not use nicotine pouches.[12] They went on to state that people who do not currently use tobacco products, including nicotine pouches, should not start.[12] The US Food and Drug Administration (FDA) states that nicotine pouches contain nicotine, which is highly addictive, and can deliver harmful chemicals.[38] They also stated that using any tobacco product, including nicotine pouches, can harm your health.[38]
Smoking cessation
In Norwegian pharmacies, nicotine pouches are sold as a delivery mechanism for nicotine replacement products, approved by the Norwegian Medicines Agency for smoking cessation, and sold under the brand Zonnic.[21] On July 18, 2023, Health Canada authorized the selling of Zonnic nicotine pouches in Canada as a type of nicotine replacement product for quitting smoking.[46] Health Canada noted that there are risks involved with using Zonnic nicotine pouches.[47]
In contrast to US FDA-approved nicotine replacement products, nicotine gum, and lozenges,[6] nicotine pouches are not approved as a quitting smoking tool in the US.[8] 6 mg for ZYN and 8 mg for On! surpass the maximum allowable concentration of nicotine at 4 mg permitted by the US FDA for nicotine gum and lozenges.[10] WebMD recommends to discuss it with a doctor first prior to using a nicotine pouch if one is trying to quit using tobacco.[6]
Harm reduction
Although these products might offer a less harmful alternative to combustible tobacco, their long-term safety remains uncertain.[13] The number and variety of alternative tobacco and nicotine products that can potentially provide reduced-risk choices for cigarette smokers who switch completely to such products instead of continued smoking have grown substantially in the prior decade to 2020.[9] Innovation and choice are likely to improve the prospects of smokers making the switch, but this provides challenges to regulators and manufacturers to ensure that changes to regulations and products promote rather than hinder contributions to tobacco harm reduction.[9]
The least harmful nicotine products tend to be US FDA-approved nicotine replacement products.[10] No research is available to determine whether nicotine pouches could assist smokers to switch from regular cigarettes to a possible reduced harm nicotine product, or if they would be result in dual-use.[5]
Limited research
The long-term effects of nicotine pouch use are unknown.[14] Independent studies on the toxicity of nicotine pouches are limited.[11]
Safety
Nicotine pouches seem to present a reduced level of toxicity compared to traditional cigarettes.[11] Independent studies suggest that the cytotoxicity of nicotine pouches may be similar to, or even greater than, that observed in smokeless tobacco in certain samples.[11]
Adverse effects
Side effects can involve hiccups, mouth sore, and upset stomach.[6] WebMD recommends contacting a doctor urgently if a nicotine pouch is swallowed.[6]
Potential immediate physiological responses to nicotine pouches include an increase in heart rate, blood pressure, feelings of dizziness, nausea, irritation, headaches, difficulty sleeping, dry mouth, soreness, and a burning sensation in the mouth.[13] Prolonged use of nicotine carries potential long-term risks, especially concerning the cardiovascular system.[13]
Unauthorized nicotine pouches in Canada may result in serious threats to health.[45] For instance, unauthorized nicotine pouches in Canada could contain nicotine at levels above what is deemed safe, or contain other ingredients not disclosed on the ingredient panel.[45] The use of a product that contains unidentified ingredients increases the odds of serious health consequences.[45]
Oral health
Concerns about their potential harms to periodontal health have been raised.[4] Nicotine pouches are likely to have a relatively low-risk profile, similar to other forms of orally administered nicotine; however, the prolonged and regular use may give increased risk of local oral problems.[30] Although they are shown to have their toxic effects, the number of pouches used per day for a number of months/years (as with smokers with cigarettes pack/year or puffs/day for vapers) required to have potential periodontal effects are not yet clinically standardized.[15]
Exposure to N-Nitrosonornicotine (NNN) is reported to be associated with promoting esophageal tumors.[4] This raises a special concern for nicotine pouches that are used in the oral cavity.[4] Studies show that appealing flavorings contained in nicotine pouches pose harm to periodontal innate immune responses and increase penetration of nitrosamines.[4]
The most plausible hypothesis that explains the relationship between nicotine pouches and periodontal disease is that the primary toxic component of nicotine pouches, namely, nicotine, interacts with host cells and affects inflammatory responses to microbial challenges.[4] It may directly or indirectly deteriorate periodontal tissue.[4] In vitro studies show that nicotine exposure significantly activated nicotinic acetylcholine receptor (nAChR) expression, repressed periodontal ligament (PDL) fibroblasts cells, and stem cell viability, and increased the generation of cellular reactive oxygen species (ROS).[4] Increased ROS level subsequently leads to sequential activation of signals, e.g., ERK, JNK, and caspase-3, 9, followed by DNA fragmentation and cell death.[4]
Other effects
Studies demonstrated that the regular utilization of smokeless nicotine products is related to a higher risk for diseases such as cancers, Parkinson’s disease, birth defects, oral submucosal fibrosis, periodontal diseases, cardiovascular disease, and type 2 diabetes.[15]
As nicotine pouches are not directly inhaled through the lungs, the flavoring chemicals, nicotine, and the by-products within this product might be secreted across the membrane of the buccal cavity into the systemic circulation; these by-products can then act locally on various tissues within the human body; responses of these are associated with the cardiopulmonary system via kidneys, liver, microvasculature, esophagus, and the pancreas.[15]
Although thought to have lower cytotoxicity, nicotine pouches can still cause injuries in cells and trigger inflammatory responses.[15] A 2022 study found higher levels of lactate dehydrogenase (LDH), reactive oxygen species (ROS), and inflammatory cytokines (TNF-α, IL-6, and IL-8) in human gingival epithelial cells (HGEPp), human lung epithelial cells (BEAS-2B), and human bronchial epithelial cells (16-HBE) after treatment with nicotine pouches.[15]
Flavoring
A 2022 in vitro investigation focused on oral–pulmonary health effects of snus and nicotine pouches, indicating that the flavored nicotine pouches are risky and likely to cause local and systematic toxicological responses during chronic consumption.[15]
Flavored nicotine products could induce microbial dysbiosis in the oral cavity and periodontium, inhibit local innate immune responses, and cause the pathogenesis of periodontitis resulting from the interplay between respiratory microbiota and innate immunity.[4] Furthermore, the flavor of menthol facilitates penetration of toxic chemicals, e.g., N-Nitrosonornicotine (NNN) and nicotine, across buccal and floor-of-mouth mucosa, posing the risk to oral soft tissue lesion.[4]
Established tobacco smoker effects
In established tobacco smokers, their use may be potentially useful.[14]
Dual use effects
Flavored nicotine pouches increase the risk of dual or poly-tobacco products among young adults, stacking up detrimental effects on the periodontium.[4]
Youth and young adult effects
The use of nicotine pouches provides no benefits to students who do not smoke.[14] Their use poses significant health risks, especially for adolescents and young adults.[4] The appeal to youth, enhanced by the availability of flavored options, increases the risk of addiction.[13] Their recreational use among miners is dangerous because they do not understand their unwanted effects and risks of addiction.[14] Nicotine can harm brain development, which continues until about age 25.[12] Using nicotine during adolescence can harm the parts of the brain that control attention, learning, mood, and impulse control.[12]
Chemical composition
While the presence of harmful substances like carcinogenic nitrosamines complicates the risk assessment of these products, studies have found that the levels of these toxicants are often significantly lower than in combustible cigarettes and can be comparable to or lower than those found in nicotine replacement therapies.[13] Nicotine pouches generally seem to contain fewer harmful constituents than cigarettes and certain smokeless tobacco products.[13] However, formaldehyde, chromium, ammonia, nickel, and tobacco-specific nitrosamines have been detected in some formulations at levels comparable to or exceeding those in snus, nicotine replacement therapies, in contrast, are pharmaceutical grade and subject to stricter purity standards.[13] The levels of cadmium, arsenic, acetaldehyde, lead, and nitrosamines NDMA, NNK, and NNN have been detected at lower levels than in snus.[13]
A 2023 analysis of 48 nicotine pouches from 22 manufacturers identified 186 distinct chemical compounds apart from nicotine, with approximately 17 substances in every pouch.[11] Of these, eight chemicals were deemed harmful under the European Classification, Labeling, and Packaging regulation.[11] Furthermore, methyl eugenol, benzophenone, and β-myrcene were acknowledged as substances that may carry carcinogenic risks to humans by the International Agency for Research on Cancer.[11]
In a 2024 study, tobacco-specific nitrosamines, recognized as known carcinogens, were identified in 26 out of 44 samples across 20 manufacturers.[11] The highest measured concentrations of N-Nitrosonornicotine and nicotine-derived nitrosamine ketone were 13 ng and 5.4 ng/pouch.[4] In addition to nicotine and tobacco-specific nitrosamines, toxic chromium and formaldehyde were detected in some of the nicotine pouch products.[4] Nicotine pouches may expose users to a marginal reduction in carcinogens than inhaled tobacco smoke.[7]
Early studies revealed that the pH of nicotine pouches ranged from 6.94 to 10.4, these values generate a nicotine proportion within the free nicotine range from 7.7% to 99.2%.[13] Later research reported a median pH (IQR) value of 8.8 (8.2–9.8), calculating the proportion of free nicotine to show a median of 86%.[13] Manufacturers of nicotine pouches commonly aim to increase product alkalinity by adding alkaline agents such as carbonates and bicarbonates.[13]
Addiction and dependence
The data available to assess how various factors, including the contents of pouches and usage patterns, impact the delivery of nicotine into saliva is limited.[48] Nicotine pouches provide nicotine to the user for approximately an hour.[16] The rate of absorption from nicotine pouches seems to be more similar to nicotine chewing gum than inhalable nicotine products.[49] The nicotine pouches, such as Zyn, that contain pH adjusters likely have a higher additive potential.[49] This is due to the free nicotine being more readily absorbed in the mouth than other kinds of nicotine.[49] Nicotine pouches can contain high levels of nicotine—a highly addictive chemical.[12]
The nicotine pouches contain the addictive chemical nicotine.[6] Nicotine pouches have lower pharmacokinetics and addictive potential compared to traditional tobacco products.[15] Recent evidence investigated the pharmacokinetic parameters of nicotine pouches and reported that oral nicotine pouches carry the potential to be an acceptable substitute for adult smokers, as the users can achieve adequate nicotine levels to deliver into the body.[15] Using nicotine pouches results in blood nicotine levels similar to those produced by smoking cigarettes.[50] Youth can start showing signs of nicotine addiction quickly, even if they are not using tobacco products regularly or daily.[12]
Tobacco extracted versus synthetic nicotine effects
The source of nicotine in nicotine pouches, whether natural or synthesized is not always disclosed by manufacturers, though regulatory bodies like the US FDA now require this information in premarket applications. Natural nicotine is extracted from the tobacco plant through a specific process.[13] This method often introduces minor impurities and the presence of tobacco-specific nitrosamines.[13] Conversely, synthesized nicotine is pure nicotine produced in a laboratory through chemical reactions, while typically free from tobacco-specific nitrosamines, its purity depends on manufacturing controls, and contamination is possible if production is not tightly controlled.[13]
The nicotine used in the manufacturing of nicotine pouches is usually extracted from the tobacco plant; thus, related alkaloids (e.g., nornicotine, anatabine, and anabasine) may be found as impurities in small quantities.[52] Moreover, due to environmental factors such as temperature, humidity, light and storage containers, the degradation of nicotine may occur, giving rise to the formation of nicotine degradation products (e.g., cotinine, nicotine-N’-oxide, myosmine. and β-nicotyrine).[52]
The production of synthetic nicotine may create a blend of equal proportions of nicotine enantiomers.[53] Nicotine in nature occurs solely as the S-nicotine enantiomer (99.3%[4]).[53] Nicotine enantiomers have similar physical and chemical properties, yet in vitro and in vivo studies have shown that they have different pharmacological and toxicological properties.[51] For instance, studies have reported that S-nicotine is more toxic than R-nicotine in multiple species.[51] Consequently, the racemic mixture of nicotine is more toxic than R-nicotine.[51] The health implications of the widespread presence of R-nicotine in synthetic nicotine products is unknown.[8] Tobacco- and nicotine-free pouches using the synthetic nicotine homolog 6-Methylnicotine were introduced to the European market in early 2024.[54] Products containing synthetic nicotine are a growing concern.[55]
Nicotine effects
 - The Truth About Nicotine Pouches | UNTOLD | Channel 4 Documentaries |
Nicotine poses an array of health risks[17] such as the stimulation of cancer development and growth.[57] The International Agency for Research on Cancer does not consider nicotine to be a carcinogen, though several studies demonstrate it is carcinogenic.[17] Due to its small molecular size, nicotine can easily pass through epithelial cells, where it induces its carcinogenic effects by suppressing DNA repair mechanisms and causing DNA damage.[58]
Because it can form nitrosamine compounds (particularly N-Nitrosonornicotine (NNN) and nicotine-derived nitrosamine ketone (NNK)) through a conversion process, nicotine itself exhibits a strong potential for causing cancer.[18] About 10% of breathed in nicotine is estimated to convert to these nitrosamine compounds.[18] Nitrosamine carcinogenicity is thought to be a result of enhanced DNA methylation and may lead to an agonist response on the nicotinic acetylcholine receptors, which acts to encourage tumors to grow, stay alive, and penetrate into neighboring tissues.[18]
Various research studies disclosed the involvement of nicotine in activating several signaling cascades.[15] A 2015 study demonstrated that nicotine exposure decreased the reduction in T24 cells via elevating pAkt and pS6 expressions in vitro and in vivo via stimulating the PI3K/Akt/mTOR signaling in bladder cancer.[15] Another study showed that the involvement of nicotine in the progression and development of colon cancer is responsible for cell proliferation regulation and the suppression of apoptosis.[15] A 2012 study found that nicotine stimulates the levels of apoptotic markers, such as cleaved caspase-3, via increasing oxidative stress and enhancing the number of apoptotic cells upon podocyte injury.[15]
Nicotine in nicotine pouches could possibly engage the class-Ia PI3K, which stands for heterodimer constructed of the p110 catalytic and p85 regulatory subunits.[15] This further leads to the recruitment AKT and NF-kB, further activating the apoptotic proteins Bcl, Bax, and Caspase-3, triggering the apoptosis process.[15] Additionally, nicotine pouches elevate the reactive oxygen species, which can stimulate the levels of TGF-β1, triggering the activation of SMAD pathway via modulating the procollagen CTGF, augmenting inflammation, and ultimately activating the process of epithelial mesenchymal transition.[15]
Nicotine causes changes in vasoreactivity through both endothelium-dependent and endothelium-independent mechanisms.[59] Moreover, nicotine induces vascular remodeling by influencing the proliferation, migration, and matrix production of both vascular endothelial and smooth muscle cells.[59] Although the early signs of nicotine-induced vascular dysfunction can be subtle, including changes in vasoreactivity and vascular remodeling, these alterations play a role in the development of major medical issues such as atherosclerosis, coronary artery disease, and heart attacks.[59] Sustained exposure to nicotine can strain the heart and blood vessels, potentially increasing the likelihood of developing hypertension and stroke.[13]
Ingestion in children
The candy‑ or snack‑like appearance of nicotine pouches can lead young children to ingest them by mistake.[60] A 2025 analysis of US poison control center data found that reported nicotine pouch ingestions among children under six rose by 763.1% between 2020 and 2023, with most cases involving toddlers under the age of three.[60] These findings underscore the importance of continuous monitoring and strengthened preventive strategies to reduce nicotine ingestions among children under six.[60] Nicotine pouches contain concentrated nicotine that can be harmful or potentially fatal to young children, even in small amounts.[61] Toxic effects in young children have been reported with nicotine doses as low as 1 to 4 milligrams.[61] Symptoms of nicotine poisoning may include confusion, vomiting, and loss of consciousness.[61] On September 2, 2025, with accidental ingestions steadily on the rise, the US FDA issued a press release urging nicotine pouch manufacturers to use child-resistant packaging.[61]
Public health
Although existing research has expanded the scientific understanding of nicotine pouches, studies often lack comprehensive long-term assessments.[13] This limited availability of non-industry-funded research creates an urgent need for independent research to assess their safety, usage patterns, and public health implications.[13]
Brands
Overview
Nicotine pouches are mainly produced by the same businesses that produce snus.[62] In 2019, five major tobacco companies offered nicotine pouch products.[5] Large tobacco companies are selling them in the US.[8] Some tobacco businesses are selling them without stating they are nicotine replacement products.[8] No less than seven tobacco-free nicotine pouches (containing synthetic nicotine) had entered the US market in 2021.[8] These were Bidi, Fre, FR3SH, Lucy, NIIN, Rush, and 2one.[8] As of 2024, the US nicotine pouch market is primarily led by four major brands: ZYN, On!, Rogue, and VELO.[41]
ALP Nicotine Pouches
In January 2025, Tucker Carlson, a former Fox News anchor, introduced his new tobacco brand, ALP Nicotine Pouches, during a launch event hosted at the residence of conservative commentator and fellow Fox News personality Dave Ramsey.[63] ALP Nicotine Pouches is distributed, marketed, and sold by ALP Supply Co. LLC, a newly established joint venture equally owned by the Tucker Carlson Network and Turning Point Brands.[64] ALP Nicotine Pouches debuted with three nicotine levels (3 mg, 6 mg, and 9 mg) and four flavor profiles: Chilled Mint, Mountain Wintergreen, Refreshing Chill, and Tropical Fruit.[64]
According to the company, a portion of ALP Nicotine Pouches' profits will be donated to charitable organizations that reflect the values of its consumers, including forest restoration, support for retired K9 servicemembers, and scholarships for American trade school students.[64]
Conservative commentator Tucker Carlson, co-owner of ALP Nicotine Pouches, launched a fundraising campaign on GiveSendGo on September 11, 2025, in collaboration with his associate, Neil Patel, in response to the assassination of podcaster Charlie Kirk, who was fatally shot during a debate at Utah Valley University.[65] According to CBS Austin, the campaign's initial goal of $1 million has since been raised to $5 million.[65] The company co-owned by Carlson, ALP Nicotine Pouches, contributed the first $1 million.[65]
Epok
Epok is owned by British American Tobacco and was for sale in Norway from 2014 to 2018.[19] It was described as being a tobacco-free snus.[19] In June 2018 the Norwegian Directorate of Health warned the company to remove Epok from sale or face fines of 4% of its revenue.[66] The Norwegian Directorate of Health stated that since Epok did not contain any tobacco it was a new form of nicotine product, distinct from the other forms of snus approved in Norway.[66] The company removed the tobacco-free product from Norwegian stores.[66] Epok was re-introduced to the Norwegian market after it was banned with tobacco added in order for it to be permitted to be sold again.[67] It is sold in Norwegian grocery stores.[67]
Lucy
Lucy nicotine pouches are sold in the US with more enticing flavors, such as mango and cool cider, than nicotine replacement products.[8] The nicotine content of 8 mg Lucy kapsel pouches, twice the amount of other Lucy nicotine products, and stated their nicotine pouches use tobacco-free nicotine, which differs from that of Lucy gum and lozenges.[8]
Lyft
Lyft is owned by British American Tobacco and it is sold in the UK and Sweden.[5] The nicotine content for Lyft is 4 and 6 mg.[5] In 2019, British American Tobacco started selling nicotine pouches in Kenya.[42] Dryft was owned by Kretek International and it was sold in the US.[5] The nicotine content for Dryft was 2 and 7 mg.[5]
ritish American Tobacco which is a subsidiary of Reynolds American bought the brand Dryft in 2020 and announced at that time it will be rebranded under their US brand, Velo.[68] Velo is owned by Reynolds American and it is sold in the US.[68] The nicotine content for Velo is 2 and 4 mg.[5] Velo states that the contents in their products consist of nicotine obtained from the tobacco plant, microcrystalline cellulose, water, salt, sucralose, citric acid, and artificial flavor.[5] Zone X is part of Imperial Tobacco Canada, a subsidiary of British American Tobacco.[69]
Nordic Spirit
Nordic Spirit is owned by Japan Tobacco International and it is sold in Switzerland[70] and Sweden.[5] The Nordic Spirit pouches contain plant-based fibers, nicotine, additives, and flavorings and are intended to be put beneath the upper or lower lip and are absorbed through the gums.[71]
Altria purchased 80% of the On! nicotine pouch company in 2019.[5] In December 2020 and April 2021, its subsidiaries completed agreements to buy the remaining 20% of the company for about $250 million.[72] It is sold in Sweden, Japan, and the US.[5]
Rogue
Rogue nicotine pouches hit the market in November 2019 in the US[73] and is owned by the Floridian company, Swisher.[74]
Zonnic
Zonnic is owned by NicoNovum.[75] In Norway Zonnic is sold as a smoking cessation product.[76] Zonnic comes in a flavored nicotine small pouch in microcrystalline cellulose beads.[77] It is available in 4 mg of nicotine.[77] A user puts it between the upper lip and gum.[77] It releases approximately 3 mg of nicotine in 30 minutes.[75] Mouth irritation and throat irritation were frequently reported adverse effects.[75] Less commonly reported effects were nausea.[75] Zonnic should not be used during breastfeeding as nicotine may harm children.[76]
ZYN
History
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It was first introduced to the US market in 2014.[78] In 2016, Swedish Match launched ZYN in a handful of retail outlets in Colorado.[79] Distribution later expanded to an estimated 14,000 retail locations across 11 states in the Western US.[79] In 2019, following five years of limited sales in shops across the Southwest and Pacific Northwest, Swedish Match expanded Zyn to a nationwide market.[80] Swedish Match built a new production facility at one of its Owensboro, Kentucky factories.[79] This investment financed the construction of a 16,000-square-foot production area for ZYN.[81] The construction required a $115 million investment, with the new facility opened in May 2019.[82] ZYN was sold in over 4,000 retailers in the US in 2019.[83] By late 2020, ZYN had expanded its availability to approximately 100,000 retail locations.[84]
In early 2020, Zyn expanded its sales to 13 countries beyond the US and Scandinavia, with several of these being EU member states, including Austria, Croatia, Denmark, Germany, the U.K., and the Czech Republic.[85] It is also distributed in Switzerland.[86] 49.9 million cans were sold in the first quarter of 2022, whereas 73.2 million cans were sold in the first quarter of 2023.[87] In the first quarter of 2024, sales of Zyn nicotine pouches in the US were up close to 80% compared to the same period in 2023..[88]
In 2022, Philip Morris International paid $16 billion to purchase the company Swedish Match.[89] Philip Morris International also owns the nicotine pouch brand Shiro.[90] This brand has a more limited presence.[90] G.4 All White was owned by Swedish Match in 2019.[67] It contains the same formula as ZYN but with a few grams of tobacco added.[67] It is permitted to be sold in Norway.[67]
Zyn became so popular in the US that it led to a shortage that first occurred in April 2024.[91] To expand its US production footprint, the company revealed plans for a new $600 million Aurora, Colorado facility, which is scheduled to begin production in 2026.[92]
Design
In the US, a can contains 15 pouches.[79] Zyn states that the contents in their products consist of pharmaceutical-grade nicotine salt, hydroxypropyl cellulose, microcrystalline cellulose, maltitol, gum arabic, sodium carbonate, sodium bicarbonate, acesulfame K, and food-grade flavorings.[5] It is packaged in a child resistant container, according to the company.[93] The nicotine content for ZYN is 3, 6, and 8 mg.[94] ZYN is available in six different flavors and two nicotine strengths in the US.[79] It contains nicotine salts extracted from tobacco and utilizes other ingredients as filler and flavor enhancers.[95] Flavors include citrus, coffee, and peppermint.[96]
According to Swedish Match, sales growth in 2020 was largely due to its Smokefree product segment.[97] In Scandinavia in 2020, ZYN captured a 16% market share.[98] In 2021, nearly 198 million cans were sold globally, according to Swedish Match's annual report.[99] It had robust sales in 2022 of its smoke-free products, which included nicotine pouches.[100] As a result of the purchase, Philip Morris International secured a 76% share of the nicotine pouch market.[101] According to an earnings report from Philip Morris International, Zyn's US business saw a 62% growth from 2022 to 2023.[28] In the US, 384.8 million cans of ZYN nicotine pouches were sold in 2023.[102] It is estimated they will ship 520 million Zyn cans in 2024.[103]
United States Food and Drug Administration warning letters
On April 4, 2024 the US FDA announced the issuance of 119 warning letters to, and the filing of 41 civil money penalty complaints against, brick and mortar retailers that engaged in the underage sale of various flavors of ZYN nicotine pouches between October 2023 and February 2024.[104] The US FDA has also issued warning letters to three online retailers for the sale of unauthorized, flavored ZYN nicotine pouches, including Espressino, Black Cherry, Lemon Spritz, and Cucumber Lime.[104]
United States Food and Drug Administration authorizes marketing
On January 16, 2025, the US FDA authorized the marketing of 20 ZYN nicotine pouch products through the premarket tobacco product application pathway following an extensive scientific review.[105] This is the first time the agency has authorized nicotine pouches.[105] The US FDA determined that the specific products receiving marketing authorization met the public health standard legally required by the 2009 Family Smoking Prevention and Tobacco Control Act.[105] This standard considers the risks and benefits of products to the population as a whole.[105]
"To receive marketing authorizations, the FDA must have sufficient evidence that the new products offer greater benefits to population health than risks," said Matthew Farrelly, director of the Office of Science in the US FDA's Center for Tobacco Products.[105] "In this case, the data show that these nicotine pouch products meet that bar by benefiting adults who use cigarettes and/or smokeless tobacco products and completely switch to these products."[105] While US FDA's actions permit these specific tobacco products to be legally marketed in the US to adults 21 and older, it does not mean these tobacco products are safe, nor are they "FDA approved."[105]
The US FDA stated they will closely monitor the marketing and use of these products.[105] To reduce the potential for youth exposure to advertising of these products, the authorizations impose stringent marketing restrictions for digital, TV and radio, including measures to ensure ads are carefully targeted to adults ages 21 and older and the demographics of the audiences reached by the ads are tracked and measured by the manufacturer.[105] The agency may suspend or withdraw a marketing granted order issued under the premarket tobacco product application pathway for a variety of reasons if the agency determines the continued marketing of a product no longer meets the necessary public health standard, such as if there is a notable increase in youth initiation.[105]
The products for which the US FDA issued marketing granted orders are the following, each with two nicotine strengths (3 mg and 6 mg): ZYN Chill, ZYN Cinnamon, ZYN Citrus, ZYN Coffee, ZYN Cool Mint, ZYN Menthol, ZYN Peppermint, ZYN Smooth, ZYN Spearmint and ZYN Wintergreen. Importantly, the US FDA's actions are specific to these products only; the authorizations do not apply to any other nicotine pouch or other ZYN products.[105] Additionally, the authorization does not allow the company to make reduced risk claims about the authorized products, which would require a modified risk tobacco product application.[105]
United States politics
In January 2024, Congressional Republicans showed strong support for Zyn, after Democratic Senate Majority Leader Chuck Schumer pushed for US federal regulation of the tobacco and vaping alternative.[106] On X, formerly Twitter, Republican Marjorie Taylor Greene declared, "This calls for a Zynsurrection!"[106] The Senate GOP's campaign arm, the National Republican Senatorial Committee, also reacted to Schumer, stating, "The nanny state is alive and well with today's Democrat Party."[106]
Several House Republicans subsequently alerted their supporters that those in power want to outlaw nicotine.[107] A spokesperson, in response to Schumer for the tobacco company that owns ZYN, stated to the Washington Examiner, "Philip Morris International and its affiliates — including Swedish Match, the manufacturer of ZYN — fully meet and exceed the regulations governing the industry."[108]
Society and culture
Social media
A large number of teens are finding out about Zyn nicotine pouches for the first time on social media.[109] Proponents on TikTok, typically young men, speak about their favorite Zyn flavors, or attempt to put as many pouches as they can into their mouths.[109] As of 2024, there are 29,700 TikTok's using the hashtag #Zyn, and one of the TikTok's is from conservative political commentator Tucker Carlson who says they are "a powerful work enhancer."[109]
On his show, Joe Rogan has spoken about the Zyn brand.[109] Prominent YouTube pranksters have supported the use of Zyn nicotine pouches.[109] Children are seeing social media influencers use Zyn nicotine pouches.[109] Compared to other nicotine pouch brands in the US, Zyn has attracted the most attention.[109] This is because it comprises nearly 60% of the sales of nicotine pouches in the US.[109]
Concerns about ZYN nicotine pouches becoming popular on social media has led to debate among medical experts, parents, and legislators.[110] Tobacco control advocates have observed a troubling trend on social media over videos showing young individuals using nicotine pouches, which have attracted views in the millions in a short span of time, in 2024.[110]
Marketing
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Over time, marketing of nicotine pouches has increased substantially in the US.[15] There is no warning label on their packaging.[39] Zyn advertisements do not have a warnings concerning oral cancer and gum disease that is mandatory for other smoke-free tobacco products.[62]
Nicotine pouches are marketed as smokeless products, similar to moist snuff and snus.[12] They are extensively advertised as 'harmless tobacco-free alternatives' on the Internet, on billboards, and on buses.[39] Companies use marketing terms such as 'tobacco-free' or 'tobacco leaf-free'.[5] The term tobacco-free could be misleading, as several of the nicotine pouches contain nicotine derived from tobacco and therefore may contain residues from tobacco.[49] Nicotine pouches made with synthetic nicotine may be marketed as "tobacco-free."[12] Advertisements by brands have marketed nicotine pouches as performance boosters for both gaming activities and sports.[111]
Online marketing emphasizes that they can be enjoyed anywhere and discusses that they do not rely on batteries or devices.[5] Nicotine pouches are being marketed as a safe means to obtain a 'nicotine hit' without the dangers involved with the use of tobacco or snus products.[39] Some brands that manufacture nicotine pouches are marketing these products as a safer substitute to smoking and dipping.[6] British American Tobacco Kenya had marketed Lyft as substitute to cigarettes for smokers.[44] Lyft is being pushed in certain regions in Africa as a 'modern oral nicotine pouch without tobacco'.[8] Nordic Spirit handed out free samples of its nicotine pouches at top festivals in the UK in the summer of 2022.[112]
Allegations in 2021 have surfaced that Swedish Match employed social media influencers to attract young people into trying nicotine products.[113] Their sleek Facebook page clearly states that the pouches are intended exclusively for "existing smokers and vapers in the UK," while also mentioning that they are "not a smoking cessation product."[113] According to a Zyn spokesperson, "We regularly review consumer engagement across social channels to ensure we are reaching the appropriate audience. Facebook does not receive any payment for click-throughs to ZYN.com."[113] The Facebook campaign seems to endorse the idea that nicotine pouches can be used in conjunction with tobacco, featuring the slogan: "Can't smoke? Can't vape? Can Zyn."[113]
By 2024, the popularity of Zyn has led to the emergence of "Zynfluencers" who promote the product online.[114] In a statement to the The New York Times in 2024, Phillip Morris International wrote, "Our marketing practices—which prohibit social media influencers—are focused on preventing underage access and setting industry standards."[114] According to Philip Morris International's statement to Fortune, Zyn's online promotions and reward systems were exclusively aimed at legal nicotine users who are 21 years old or older.[115] Philip Morris International announced in 2024 that they have ceased the sale of Zyn-branded merchandise, although they were still available for sale in 2024 on resale platforms such as eBay.[115] Cigarette loyalty programs have existed since at least the 1950s, when Raleigh Cigarettes included coupons in every pack that customers could use to shop for home goods and jewelry from their catalog.[115]
According to Lauren Czaplicki, an associate scientist at the Institute for Global Tobacco Control at Johns Hopkins Bloomberg School of Public Health, the Zyn rewards program is reminiscent of Camel Cash, which was launched in 1991.[115] Czaplicki said, "The viral buzz and high value prizes really drive purchasing and consumption, which is worrying. Then you have the potential for people to get addicted to the product and to playing the rewards program game, and the two mutually reinforce each other."[115]
Youth
Companies that sell nicotine pouches are involved in advertising and marketing strategies, digital marketing campaigns, and marketing themes that project minimal harm, especially to attract the youth population.[39] Marketing strategies for nicotine pouches could encourage their uptake among youth.[11]
Canadian Cancer Society's Rob Cunningham stated in 2023 that Imperial Tobacco Canada's advertising approach and various flavors for its nicotine pouch brand, Zonnic, are aimed at youth and need to be dealt with.[24] Imperial Tobacco Canada's web posts show images of young people and emphasize the Zonnic's flavors like berry frost and tropic breeze.[24] The Zonnic website promotes the pouches as a nicotine replacement product, but health proponents state it is merely the efforts of the tobacco industry to create a new generation of addicted young people that evade the laws on the marketing and the selling of tobacco.[24]
Dual use
Marketing strategies for nicotine pouches could encourage dual use in adults.[11]
Corporate sponsorship
Zyn was a sponsor at the IndyCar's Music City Grand Prix in Nashville, Tennessee in August 2023.[103]
Economics
Originating from Scandinavia, the selling of nicotine pouches quickly spread to many other countries, including the European Union, the UK, the US, and Japan.[15] Since 2016, the US market has consisted of nicotine pouches that do not contain tobacco leaves in the final product, and since 2018, they have been in Europe.[15] During the January 29, 2020 discussion at the Las Vegas Convention Center, Thomas Ericsson, a scientist who helped develop a handful of the nicotine pouches in the marketplace, stated that any product must meet the user's tastes.[116] Nicotine pouches are probably snatching away sales from dipping tobacco.[74]
Since there entrance into the market, sales have grown exponentially, as of 2022.[8] During the last five years leading up to 2023, their sales have grown considerably.[14] In the US, sales of nicotine pouches reached $642,000 in 2016, $13.9 million in 2017, and $52 million in 2018.[20] The commercial market share of nicotine pouches in the US jumped from 0.9% in 2018 to 4.0% in 2019.[15] Sales of nicotine pouches in convenience stores in the US increased 470% from January 2020 to July 2020.[23] From 2021 to 2022, the nicotine pouch share of the market increased to 21.9% of the US oral tobacco segment, a rise of 6.5% compare with the previous year.[117] As of 2022, tobacco-free nicotine products are offered on Amazon, which does not allow the sale of either tobacco or vaping products in the US.[8]
Global sales of nicotine pouches expanded between 2018 and 2023, increasing from an estimated 292 million units to 20.1 billion units, with approximately 85% of purchases occurring in the US, and on brand, Zyn, accounting for more than 70% of the global market share.[118] Nevertheless, a growing number of brands are now accessible across international markets.[118]
The majority of supermarkets in the UK are selling the pouches.[119]
Public perception
Most people who use them are young adults who used combustible, or combustible-free tobacco products, normally with the underlying belief that these products are safer than other tobacco products.[14]
Consumer understanding of nicotine pouches varies significantly, as many people are uncertain about their potential risks and benefits.[13] Some individuals perceive nicotine pouches as less hazardous than cigarettes but remain unclear on how they compare to other smokeless tobacco products.[13] In contrast, others believe that nicotine pouches could potentially be equally or even more harmful than combustible cigarettes.[13]
Regulations
Overview
As they are neither tobacco products nor medicinal products, regulatory approaches have varied.[9] Globally, nicotine pouch classification varies across countries, reflecting diverse regulatory frameworks and public health priorities.[13] It is not clear how they are classified in most countries.[5] Nicotine pouches remain unregulated in several countries.[49] Nicotine pouches may undercut tobacco control regulations like ban on using flavors in traditional cigarettes.[49] In 2023, of the 33 countries that indicated nicotine pouches were available in their markets, 20 had regulatory measures in place.[49] Additionally, 14 countries where nicotine pouches were not being sold still reported having regulations.[49] In 2023, officials from 38 countries without regulations on synthetic nicotine pouches reported that the wording of their existing legislation is the primary obstacle to regulating synthetic nicotine.[49] These products can be found in markets around the world.[120]
Africa
The majority of tobacco regulations in Africa do not address nicotine products.[8]
Arab countries
United Arab Emirates
Beginning on July 29, 2025, tobacco-free nicotine pouches became legally available for sale in the United Arab Emirates following the adoption of a new cabinet resolution establishing technical standards for these products.[121] The regulation requires all nicotine products to be labelled with health warnings,[122] mandates that labelling and packaging adhere to UAE‑specific requirements, including mandatory Arabic labelling, sets a minimum purchase age of 18 years, and aims to give smokers with additional resources to help them stop cigarettes.[121]
Asia
The Ministry of Health, Labour and Welfare in Japan has decided to regulate tobacco-free nicotine pouches as pharmaceutical drugs.[8]
Canada
A nicotine pouch may be considered a prescription drug in Canada.[45] This depends on the amount of nicotine delivered.[45] In Canada, tobacco-free oral use nicotine pouches with a dosage exceeding 4 milligrams are considered a prescription drug, therefore personal imports of nicotine pouches containing over 4 milligrams of nicotine per pouch are prohibited.[123] Exceptions for up to a 90-day supply do exist for tobacco-free oral use nicotine pouches containing over 4 milligrams of nicotine per pouch for those being of these criteria: a health practitioner or medical practitioner, a pharmacist, or while visiting Canada.[123] In Canada, tobacco-free oral use nicotine pouches with a dosage of 4 milligrams or less is only permitted for personal use, therefore personal imports of nicotine pouches containing 4 milligrams or less of nicotine per pouch is allowed for up to a 90-day supply.[123]
All nicotine pouches must receive approval from Health Canada to be lawfully sold in Canada.[45] On July 18, 2023, a sister company of Imperial Tobacco was granted market permission to sell flavored nicotine pouches in pursuant of the Natural Health Product Regulations,[124] laws which are classified under the Food and Drugs Act.[46] These nicotine products do not contain tobacco.[124] Health Canada previously authorized the sale of Zonnic flavored nicotine pouches from Imperial Tobacco Canada with no advertising or sales restrictions.[125] Since July 18, 2023, it was totally lawful for retailers to sell them to anyone of any age including children.[124] On October 12, 2023, Imperial Tobacco Canada reported that it had started offering for sale the Zonnic nicotine pouches.[46] Mark Holland, the minister of health in Canada states that he will swiftly take action to close the loophole following Health Canada authorizing the selling of these nicotine flavored nicotine pouches without any advertising or sales restrictions.[26]
In February 2025, Health Canada also opened a public consultation on revising the Prescription Drug List entry for 'nicotine or its salts' to clarify the conditions under which nicotine buccal pouches may be sold without a prescription.[126]
United States
In 2021, the American College of Chest Physicians and other health organizations urged the US FDA to address regulatory gaps related to synthetic nicotine products, including nicotine pouches, citing concerns about youth usage and public health impact.[127] The US FDA amended the official definition of tobacco products in 2022 into "any product made or derived from tobacco or containing nicotine from any source, that is intended for human consumption" which includes tobacco-free nicotine products.[15] As a result, nicotine pouches are completely under the regulation of the US FDA, whether the nicotine content is tobacco-derived nicotine or tobacco-free (synthetic) nicotine.[15]
In January 2025, the US FDA granted the first US marketing authorizations for 20 ZYN nicotine pouch products through the premarket tobacco product application pathway, concluding that the products exposed users to substantially lower levels of certain harmful chemicals than cigarettes and most smokeless tobacco products, while emphasizing that they still carry health risks and are intended for use only by adults.[105]
The US FDA has approved similar products in the past, including various e‑cigarette brands, a heated tobacco device, and snus.[128] The US FDA's decision has created a "dangerous precedent", according to Yolonda Richardson, president and CEO of the Campaign for Tobacco-Free Kids.[129] "Rather than taking action to head off further increases and prevent Zyn from becoming the next Juul, the FDA has ignored the warning signs and created serious risk that youth use of nicotine pouch products will continue to increase," Richardson stated.[129]
The 2009 Family Smoking Prevention and Tobacco Control Act mandates that newly developed tobacco and nicotine products, including nicotine pouches, obtain pre-market authorization from the US FDA before they can be marketed.[130] Among nicotine pouches sold in the US, ZYN and On! Plus are the only brands that have received US FDA authorization for certain products they sell.[131] Additionally, some US states and local jurisdictions have enacted laws that limit or ban the sale of flavored tobacco products.[130] In some places, the restrictions include flavored ZYN products as well as other nicotine pouches.[130]
European Union
In 2021, they were not regulated in the European Union.[39]
Austria
In January 2025, Austria's health ministry introduced a proposal to regulate nicotine pouches more like cigarettes, including mandatory health warnings and tighter advertising restrictions.[132] While some regions already restrict sales to minors, the plan would extend the ban across the entire country.[132]
Belgium
Belgium banned the sale of nicotine pouches in 2023 as part of its initiative for a smoke-free generation.[132] Then-health minister Frank Vandenbroucke reportedly referred to them as a "stepping stone" to smoking.[132] Yet, a 2024 investigation by The Brussels Times discovered that these products remain widely accessible in local stores and online.[132]
Czech Republic
Because nicotine pouches contain nicotine instead of tobacco, they do not fall under tobacco regulations which makes them unregulated in the Czech Republic.[34] Anyone under 18 years of age can purchase them in the Czech Republic.[34]
Denmark
Denmark's parliament has approved a multi-year strategy to reduce nicotine and alcohol use among youth, introducing new regulations for nicotine pouches.[132] Starting April 2026, only tobacco or menthol flavors will be permitted, and the health ministry will have the authority to cap nicotine levels.[132] The plan also includes stricter enforcement against illegal sales to minors and increased taxes aimed at aligning pouch prices with those of cigarettes.[132]
Finland
In Finland, nicotine pouches are regulated under the Medicines Act and Medicines Decree.[133] Imports for personal use and selling them in Finland are permitted.[133] In Finland, until April 2023, nicotine pouches were categorized for medicinal use.[134] The Finnish Medicines Agency stated that nicotine pouches cannot be categorized as medicinal products unless they are explicitly marketed for a medicinal purpose or it can be shown in another way that they are commonly used in a way that is similar to medicinal products.[134]
France
Nicotine pouches are due to be banned in France from April 1, 2026.[135] In November 2023, the French Agency for Food, Environmental and Occupational Health & Safety reported that national poison centers were receiving a rising number of calls concerning adverse effects, including vomiting, convulsions, hypotension, and consciousness disorders, which were linked to the use of pouches or other cigarette alternatives.[135] The majority of cases, some classified as severe, involved adolescents aged 12 to 17, and were occasionally identified by school staff.[135] The French Agency for Food, Environmental and Occupational Health & Safety stated that there was an increase in calls to French poison control centers related to nicotine pouch and other cigarette alternatives exposures, rising from three cases in 2020 to 86 cases in 2022.[136]
Germany
In Germany, nicotine pouches are not yet governed by any specific legal framework.[137] Because they contain no tobacco, they are not covered by the German Tobacco Products Act.[137] State authorities at this time treat them as "novel food", a category for new types of food products.[137] Several court decisions across various federal states have upheld this classification, confirming that nicotine pouches are governed by European food law as defined in Article 2 of Regulation (EC) No. 178/2002.[137]
Under this regulation, food is defined as any substance intended, or realistically expected, for ingestion by humans.[137] In 2023, the Administrative Court of Munich affirmed that nicotine pouches meet this definition because their intended use results in the absorption of substances by the body.[137] Nicotine uptake through the oral mucosa, as well as through swallowed saliva, qualifies as human ingestion.[137] The regulation's use of the broader term "ingestion," rather than "consumption," indicates that absorption pathways beyond the stomach are included in the regulatory understanding of food.[137]
Nicotine is not authorized in the EU as a food, food ingredient, additive, or flavoring, and EU food law prohibits products that may harm consumer health.[137] Toxicological studies indicate that even regular use of nicotine pouches can result in nicotine exposure at levels linked to negative health outcomes.[137] Consequently, authorizing nicotine pouches as a food product in the EU appears unlikely, and their sale is currently banned in Germany.[137] They can nevertheless be purchased online.[132]
In its reply to a written inquiry dated November 29, 2022, the Federal Government indicated that it did not intend to introduce specific regulations for nicotine pouches.[137] In December 2023, the Government clarified in a written parliamentary reply that the Federal Ministry of Agriculture, Food and Regional Identity (BMLEH) favors a harmonized EU-wide approach.[137] To this end, on August 7, 2023, the BMLEH supported an EU-level regulatory initiative in a joint letter to the European Commission.[137] A unified EU regulation has not yet been established.[137]
Hungary
In 2024, Hungary introduced regulations requiring health warnings and capping nicotine content at 17 mg for every "nicotine-containing smoking substitutes," although nicotine pouches were not explicitly mentioned.[132]
Norway
Nicotine pouches without containing tobacco are not permitted to be sold in Norway.[67]
Latvia
As of January 2025, Latvia prohibits the sale of nicotine pouches to individuals under 20, as part of a wider tobacco control initiative.[132]
Luxembourg
In 2024, Luxembourg implemented a ban on selling nicotine pouches to minors, prohibited promotional advertising, and introduced new taxation measures. Lawmakers have also explored limits on flavors and nicotine strength.[132]
Netherlands
As of January 2025, Netherlands outlawed the sale of nicotine pouches.[132]
Poland
Nicotine pouches remain legal in Poland, but in 2024, then-Health Minister Izabela Leszczyna announced plans to ban those containing synthetic nicotine, which is produced in a lab rather than derived from tobacco.[132] The move is part of a broader tobacco policy overhaul aimed at restricting youth access.[132]
Sweden
Sweden regulates tobacco-free nicotine products, including nicotine pouches, under the Act on Tobacco Free Nicotine Products,[138] which went into effect on August 1, 2022.[139] It establishes standards for product notifications, sales, marketing,[138] for product composition, health warnings, and packaging and labelling.[140] The law bans sales to persons under 18 years of age and marketing may not be directed at or portray children or individuals under 25 years of age.[140] Manufacturers and importers are required to register tobacco‑free nicotine products with the authorities and pay a fee for each item placed on the market.[141] They must also submit yearly reports on these products, which involve an additional fee.[141] Manufacturers and importers must notify the authorities before these products are made available to consumers.[141] Only tobacco-free nicotine products that comply with the Act on Tobacco Free Nicotine Products may be sold on the Swedish market.[138] Regulatory authorities may issue injunctions or prohibitions, with or without fines, against products or sales that do not meet the requirements.[138]
Switzerland
By the late 2010s, nicotine pouches had entered the Swiss market.[142] On October 1, 2024, Switzerland's Federal Act on Tobacco Products and Electronic Cigarettes took effect.[143] The law covers all tobacco products, nicotine pouch products, and related goods, while prohibiting their sale to individuals under 18.[143] The legislation establishes national minimum-age requirements for purchase, introduces advertising and sponsorship restrictions, and allows similar products to be classified into subcategories, so that new products introduced in the future are automatically covered by the law.[144]
United Kingdom
As nicotine pouches are only currently marketed as consumer products in the UK, they do not fall under the Jurisdiction of the Medicines and Healthcare Regulatory Agency.[30] The pouches are not part of tobacco or medical laws in the UK.[119] In 2022, the Action on Smoking and Health group called for a regulatory framework covering all nicotine products.[119]
In 2023, nicotine pouches are regulated in the UK by default under the General Product Safety Regulations.[30] The Tobacco and Related Product Regulations currently regulates all categories of tobacco products, with parts 6-8 of the Tobacco and Related Product Regulations regulating e-cigarettes.[30] However, the Tobacco and Related Product Regulations does not cover nicotine pouches.[30]
In 2024, the UK Government introduced the Tobacco and Vapes Bill, which proposed prohibiting the sale of nicotine pouches to people under 18 years of age and would also grant ministers powers to regulate flavors, packaging, product display for nicotine products, and the registration of nicotine products.[145][146] The Bill also proposes restrictions on advertising, promotion, and sponsorship,[145] and prohibits nicotine products from being intentionally branded, marketed, or advertised to children, which aim to prevent young people from becoming dependent on nicotine.[147]
Environmental impact
Nicotine pouches often utilize single-use plastic and metal packaging, which contributes to solid waste accumulation.[149] This not only burdens landfills but also leads to the release of toxic chemicals into the environment.[149]
Other names
A nicotine pouch[150] is variously known as nicotine buccal pouch,[45] non-medicinal nicotine pouch,[39] tobacco-free snus,[39] tobacco-less nicotine pouch,[45] nicotine-containing tobacco-free oral pouch,[52] tobacco-free nicotine product,[8] tobacco-free ‘modern’ oral nicotine product,[151] oral smokeless product,[20] modern oral nicotine pouch,[152] oral nicotine pouch,[45] "snus" nicotine pouches,[153] nicotine bag,[34] white pouches,[49] or all white tobacco.[152]
Other products
A nicotine-free snus called Choice was launched in Swedish in 2003 and another nicotine-free snus brand called Onico was launched in 2016.[154] Boldt Runners sells cannabidiol dipping pouches called Cannadips CBD that do not contain nicotine or tobacco.[155]
References
- ↑ 1.0 1.1 1.2 1.3 1.4 1.5 1.6 Shaikh, Sadiya Bi; Tung, Wai Cheung; Pang, Cortney; Lucas, Joseph; Li, Dongmei; Rahman, Irfan (November 2022). "Flavor Classification/Categorization and Differential Toxicity of Oral Nicotine Pouches (ONPs) in Oral Gingival Epithelial Cells and Bronchial Epithelial Cells". Toxics. 10 (11): 660. doi:10.3390/toxics10110660. PMC 9696007. PMID 36355951.
{{cite journal}}: CS1 maint: unflagged free DOI (link)
This article incorporates text by Sadiya Bi Shaikh, Wai Cheung Tung, Cortney Pang, Joseph Lucas, Dongmei Li, Irfan Rahman available under the CC BY 4.0 license.
- ↑ Effah, Felix; Taiwo, Benjamin; Baines, Deborah; Bailey, Alexis; Marczylo, Tim (3 October 2022). "Pulmonary effects of e-liquid flavors: a systematic review". Journal of Toxicology and Environmental Health, Part B. 25 (7): 343–371. doi:10.1080/10937404.2022.2124563. PMC 9590402. PMID 36154615. This article incorporates text by Felix Effah, Benjamin Taiwo, Deborah Baines, Alexis Bailey, and Tim Marczylo available under the CC BY 4.0 license.
- ↑ Rao, Zihan; Xu, Yuqin; He, Zihan; Wang, Juan; Ji, Huanhong; Zhang, Zhongwei; Zhou, Jianming; Zhou, Tong; Wang, Huai (November 2023). "Carcinogenicity of nicotine and signal pathways in cancer progression: a review". Environmental Chemistry Letters. 22 (1): 239–272. doi:10.1007/s10311-023-01668-1.
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- ↑ 5.00 5.01 5.02 5.03 5.04 5.05 5.06 5.07 5.08 5.09 5.10 5.11 5.12 5.13 5.14 5.15 5.16 5.17 5.18 5.19 5.20 5.21 5.22 5.23 5.24 5.25 5.26 5.27 5.28 5.29 5.30 5.31 5.32 5.33 5.34 5.35 5.36 5.37 5.38 5.39 Robichaud, Meagan O.; Seidenberg, Andrew B.; Byron, M. Justin (2019). "Tobacco companies introduce 'tobacco-free' nicotine pouches". Tobacco Control: tobaccocontrol-2019-055321. doi:10.1136/tobaccocontrol-2019-055321. ISSN 0964-4563. PMC 7239723. PMID 31753961.
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- ↑ McShane, Bella (30 October 2022). "Call to ban nicotine pouch sale to under-18s". BBC News.
- ↑ 113.0 113.1 113.2 113.3 Davies, Rob; Quach, Georgina (8 November 2021). "Firms under fire for using UK influencers to push nicotine products". The Guardian.
- ↑ 114.0 114.1 Blum, Dani (25 January 2024). "Can Nicotine Pouches Like Zyn Harm Your Health?". The New York Times.
- ↑ 115.0 115.1 115.2 115.3 115.4 Demopoulos, Alaina (20 May 2024). "Use nicotine, win an iPad! Zyn's viral rewards program fuels addiction fears". The Guardian.
- ↑ Angel Abcede (3 February 2020). "Retailers Reveal Insights on Nicotine Pouches". CSP Daily News.
- ↑ "Altria Reports 2022 Fourth-Quarter and Full-Year Results; Provides 2023 Full-Year Earnings Guidance; Announces New $1 Billion Share Repurchase Program". wallstreet-online.de. 1 February 2023.
- ↑ 118.0 118.1 Alexandrou, Georgia; Moodie, Crawford (2 December 2024). "Keeping pace with nicotine pouch market developments". Tobacco Control: tc–2024–059017. doi:10.1136/tc-2024-059017. PMID 39622640.
- ↑ 119.0 119.1 119.2 McShane, Bella (31 October 2022). "Call to ban nicotine pouch sale to under-18s". BBC News.
- ↑ Duren, Michelle; Atella, Lara; Welding, Kevin; Kennedy, Ryan David (April 2024). "Nicotine pouches: a summary of regulatory approaches across 67 countries". Tobacco Control. 33 (e1): e32 – e40. doi:10.1136/tc-2022-057734. PMID 36750358.
- ↑ 121.0 121.1 "UAE legalizes tobacco-free nicotine pouches to help smokers quit cigarettes". The Times of India. 17 June 2025.
- ↑ Mayer, Marie (17 June 2025). "UAE approves nicotine pouches". Tobacco Journal International.
- ↑ 123.0 123.1 123.2 Government of Canada (11 July 2023). "Memorandum D19-9-1". Health Canada.
- ↑ 124.0 124.1 124.2 "Health Canada makes it legal for flavoured nicotine products from Imperial Tobacco to be sold to children". Canadian Cancer Society. 14 November 2023.
- ↑ "Canada Targets Zonnic Marketing 'Loopholes'". Tobacco Reporter. 1 December 2023.
- ↑ "Notice of Consultation on the Prescription Drug List (PDL): Nicotine Buccal Pouches". Public Health Agency of Canada. 13 February 2025.
- ↑ "CHEST signs letter to FDA urging swift action to close the synthetic nicotine loophole". American College of Chest Physicians. 7 December 2021.
- ↑ Perrone, Matthew (16 January 2025). "FDA OKs sales of Zyn nicotine pouches, citing health benefits for adult smokers". AP News.
- ↑ 129.0 129.1 "US FDA grants first market authorization of nicotine pouches to Zyn". Reuters. 16 January 2025.
- ↑ 130.0 130.1 130.2 "Emerging Commercial Tobacco and Nicotine Products". American Lung Association. 16 July 2025.
- ↑ "Nicotine Pouch Products Authorized by the FDA". United States Food and Drug Administration. 19 December 2025.
- ↑ 132.00 132.01 132.02 132.03 132.04 132.05 132.06 132.07 132.08 132.09 132.10 132.11 132.12 132.13 132.14 Galvin, Gabriela (28 February 2025). "France bans nicotine pouch sales. Where does the rest of Europe stand?". Euronews.
- ↑ 133.0 133.1 "Finland HNB, Oral Tobacco and Nicotine Pouches Regulatory Report 2021 - ResearchAndMarkets.com". Yahoo! Finance. 9 June 2021.
- ↑ 134.0 134.1 "Fimea supports legislative reform concerning nicotine pouches". Finnish Medicines Agency. 4 April 2023.
- ↑ 135.0 135.1 135.2 Casassus, Barbara (9 September 2025). "Nicotine pouches banned in France". BMJ. 390: r1895. doi:10.1136/bmj.r1895. PMID 40925658.
- ↑ "Anti-tobacco groups hail France's decision to ban nicotine pouches in 2026". RFI. 6 September 2025.
- ↑ 137.00 137.01 137.02 137.03 137.04 137.05 137.06 137.07 137.08 137.09 137.10 137.11 137.12 137.13 137.14 "Dokumententyp: Kurzinformation Zur Legalität von tabakfreien Nikotinbeuteln in Deutschland" [Document type: Brief information On the legality of tobacco-free nicotine pouches in Germany] (PDF) (in Deutsch). Deutscher Bundestag. 10 September 2024.
- ↑ 138.0 138.1 138.2 138.3 "Tobacco free nicotine products". Public Health Agency of Sweden. 7 June 2023.
- ↑ "Tobacco-free nicotine products". Sandvikens kommun. 9 January 2025.
- ↑ 140.0 140.1 "Act (2022:1257) on tobacco-free nicotine products". Riksdag. 2022.
- ↑ 141.0 141.1 141.2 "Notification of Tobacco Free Nicotine Products". Public Health Agency of Swede]. 12 February 2024.
- ↑ Lebon, Luc; Diethelm, Pascal; Cros, Jérémy; Zürcher, Karin (July 2025). "Prévention du tabagisme en Suisse : 60 ans de progrès graduels (1964-2024)" [Tobacco control in Switzerland : 60 years of gradual progress (1964-2024)]. Revue Médicale Suisse. 21 (925): 1368–1373. doi:10.53738/REVMED.2025.21.925.47397. PMID 40605481.
- ↑ 143.0 143.1 Canty, Ruth (March 2025). "Worldwide news and comment". Tobacco Control. 34 (2): 143–146. doi:10.1136/tc-2025-059301.
- ↑ Thomi, Roger; Bretscher, Fabienne (10 October 2024). "Switzerland: Revision of tobacco products legislation". Global Compliance News.
- ↑ 145.0 145.1 "Tobacco and Vapes Bill: creating a smoke-free UK and tackling youth vaping factsheet". Gov.uk. 13 November 2024.
- ↑ "The Tobacco and Vapes Bill: What you need to know". Department of Health and Social Care. 5 November 2024.
- ↑ "The Tobacco and Vapes Bill 2024". Gov.uk. 13 November 2024.
- ↑ "Tobacco and Vapes Bill". House of Commons of England. Parliament of the United Kingdom. 18 December 2025.
- ↑ 149.0 149.1 "Tobacco: poisoning our planet" (PDF). World Health Organization. 29 May 2022. p. 4.
- ↑ Anne Baye Ericksen (29 March 2021). "What Is the Difference Between Nicotine Pouches and Lozenges?". Convenience Store Decisions. WTWH Media.
- ↑ E, Bishop; N, East; S, Bozhilova; S, Santopietro; D, Smart; M, Taylor; S, Meredith; A, Baxter; D, Breheny; D, Thorne; M, Gaca (2020). "An approach for the extract generation and toxicological assessment of tobacco-free 'modern' oral nicotine pouches". Food and Chemical Toxicology. 145: 111713. doi:10.1016/j.fct.2020.111713. ISSN 0278-6915. PMID 32998027.
- ↑ 152.0 152.1 Anne Baye Ericksen (4 February 2021). "What Are Modern Oral Nicotine Pouches?". Convenience Store Decisions. WTWH Media.
- ↑ Griffiths, Sian; Mitchell, Angus (25 January 2024). "First vapes, now 'snus': the nicotine pouches taking over schools". The Times.
- ↑ "Anneli Hellström – Choice, the nicotine-free snus". 31 May 2016.
- ↑ Edward, Thomas (1 September 2020). "CBD Company Boldt Runners Corp. Brings Former Tobacco Executive To Their Team". High Times.
Further reading
- "Nicotine Pouches". TobaccoTactics. University of Bath. 13 November 2024.
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