Do You Know What a Nicotine Pouch Looks Like? Most Parents Don't
Gen Z is gravitating toward nicotine pouches but researchers find 75% of adults can't identify them.Fact checked by Sarah ScottFact checked by Sarah ScottJust when you thought you had vaping all figured out, the tobacco industry comes out with another discreet nicotine product that appeals to younger generations—the nicotine pouch. And, if you're like most parents, you not only didn't know these products existed, but you also wouldn't be able to identify them if you saw them.In fact, a recent survey conducted by The Ohio State University Comprehensive Cancer Center – Arthur G. James Hospital and Richard J. Solove Research Institute (OSUCCC – James) found that only 25% of adults can recognize oral nicotine pouches.
Parents / Anastassiya Bezhekeneva via Getty Images' title='A man's hands opening a container of nicotine pouches'>
Parents / Anastassiya Bezhekeneva via Getty Images
"While nearly 70% of adults agreed that using nicotine pouches could lead to addiction, only 25% were confident that they would be able to recognize a nicotine pouch out of its container," says Brittney Keller-Hamilton, PhD, an epidemiologist who studies nicotine pouch use and regulation at the OSUCCC – James Center for Tobacco Research.This is an alarming statistic considering regulation of these products is minimal and they are easy for minors to purchase online. To purchase the pouches on the internet, young people need only enter a birthdate before buying the product. In April, the Food and Drug Administration issued warning letters to online retailers and sent 119 letters to brick-and-mortar retailers for selling to minors.
What Are Nicotine Pouches?Nicotine pouches are a tobacco product that is held between the user’s lip and gum, allowing nicotine to be absorbed into the body. These products do not contain tobacco leaf. Instead, they are made with nicotine powder or salts and flavorings and do not require spitting.
How Many Young People Use Nicotine Pouches?Keller-Hamilton says there's not a lot of rigorous national data on Gen Z's nicotine pouch use. But, she notes that one survey among college-age students found that 12% reported using nicotine pouches. Meanwhile, about 1.8% of middle and high school students reported using nicotine pouches, according to the Centers for Disease Control and Prevention's National Youth Tobacco Survey. That number is only a small increase from 2023 (1.5%)“While it’s encouraging to see these numbers currently remaining relatively low, the bottom line is that we are concerned about any youth appealing tobacco product,” says Brian King, PhD, MPH, director of the FDA’s Center for Tobacco Products in a news release. “Our guard is up. We are aware of the reported growing sales trends for nicotine pouches and are closely monitoring the evolving tobacco product landscape for threats to public health, particularly when it comes to kids.” The CDC's report though does indicate that more than 22% of those using nicotine pouches say they use them daily.Some other reports show use may be rising. Earlier this year, Phillip Morris, makers of Zyn, a popular nicotine pouch, reported it sold 131.6 million cans of the product. Those sales are up 80% from the same time last year.Other nicotine pouch brands include Rogue, on!, and Velo, but according to Phillip Morris, Zyn accounts for almost three-quarters of nicotine pouch sales. That's a lot of nicotine pouches floating around that parents may not be able to identify.Plus, addiction experts warn that young people, particularly Gen Z, may gravitate toward using them due to how discreet they are. This generation also appreciates that the pouches allow them to use nicotine without the same effects as smoking, vaping, or chewing tobacco. The modern packaging, ease of use, and multiple flavors also make it a socially acceptable way for them to get nicotine."Substance use research proves that as the perception of risk decreases, the likelihood of use increases; and vice versa," says Caroline Sahbah, LPC-S, LCDC, MBA, the associate director of Substance Use and Recovery Services at the TCU Counseling and Mental Health Center. "The perception of risk for nicotine pouches is lower compared to cigarettes or other smokable products. Because there's no lighter or smoke involved, a young person may not view the product as high risk, and therefore more likely to try it for the first time or keep using it."What Are the Risks of Nicotine Pouches?Experts like Keller-Hamilton are concerned with how addictive these pouches are and note they could provide a gateway for future tobacco product addiction for Gen Z. The worry is that as young people experiment with these products, they may find the pouches don't continue to satisfy their growing need for nicotine and lead to smoking and vaping down the road.Young people may be attracted to nicotine pouches because they boost energy and ease feelings of tension or stress, says Anthony Hudson, MD, a pediatrician at Children's Hospital New Orleans. "These pleasurable effects are just one reason people who use [the pouches] get hooked."With regular use, though, nicotine pouches could potentially lead to the use of other substances as well, Dr. Hudson says. "Research shows that nicotine is likely to cause substance abuse disorder."Nicotine pouches also can irritate the mouth and gums and cause sores, gum recession, and oral health issues, says Ryan Marino, MD, a psychiatrist and assistant professor at CWRU School of Medicine at Case Western Reserve University. "Nicotine use in adolescents, particularly chronic or heavy use, can have effects on brain development and lead to long-term disabilities and other health issues."For instance, these pouches can potentially cause increased blood pressure, lung and stomach problems, and harmful impacts on the brain, says Sahbah. "The adolescent brain is still in a critical development period through young adulthood and into adulthood...Use of nicotine or other stimulants can increase impulsiveness and decrease attention [and] focus."How to Spot Nicotine PouchesBecause nicotine pouches do not emit smoke, vapors, or noticeable odors, it can be difficult to tell if someone is using them, says Sahbah. "Additionally, the packaging can include bright colors or photos that may even resemble a candy product."Instead, pay attention to any sudden changes in behavior, such as increased secrecy or withdrawal from family activities suggests Kristie Tse, LMHC, a New York psychotherapist and clinical director of Uncover Mental Health Counseling. Also, take note if your teen becomes easily irritated or anxious. Even regular dentist appointments can uncover mouth sores or gum problems caused by nicotine pouches says Tse. But the best way to find out is to ask them directly."Open conversations about peer pressure and the risks associated with these products can create an environment of trust, making it easier for them to share their experiences," she says.What Can Parents Do?If you find that your tween or teen is experimenting with nicotine pouches, remember that the use of any substance does not immediately equal addiction, or a substance use disorder."The young person using may be able to quit use fairly easily after a conversation with a parent. Others may need more support, such as professional help through counseling or other cessation resources," says Sahbah.She also recommends communicating your concerns and expectations and avoiding minimizing the significance by saying “It's just a pouch” or “At least it's not XYZ.”"Substance use can be concerning no matter what the substance is," Sahbah adds. "And again, as the perception of risk increases, the likelihood of use decreases. Thus, parents play a crucial role in establishing and addressing what those real risks are."
Other Tips for Addressing Teen Nicotine UseHere are some other things you can do if you find out your tween or teen is experimenting with nicotine pouches, according to our experts:Create an environment where they can talk and ask questions without fear of judgment.Be honest about the risks.Communicate your expectations.Help them get the support they need to quit.Hold them accountable and set appropriate boundaries.Work with them to remove any temptations.Strive for patience, especially if your child experiences irritability when quitting.Address your use of nicotine or other substances (if applicable).
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