Understanding the Increased Popularity of Nicotine Pouches
June 23 2025, Published 2:30 a.m. ET
In 2023, a study published in Int J Public Health proposed that Gen Z could be the first generation to end smoking. While smoking remains a risk for everyone, modern alternatives like nicotine pouches are contributing to a decrease in tobacco consumption and even vaping. As smoking alternatives gain popularity, it’s important to understand what makes them different and how to use them responsibly.
What Are Nicotine Pouches?
Nicotine pouches are a smoke-free oral nicotine delivery system containing pharmaceutical-grade nicotine, food-grade additives, and flavorings. Designed to be placed between the lip and gum, the nicotine contained in these pouches is absorbed into the bloodstream to produce similar effects to smoking over 20-60 minutes.
Unlike snuff or snus, however, nicotine pouches do not contain tobacco leaf—and unlike e-cigarettes and vapes, they produce no aerosol or secondhand emissions. The contents of a pouch typically include about two to 16 milligrams of nicotine, pH adjusters such as sodium carbonate to optimize absorption, as well as natural and artificial flavorings. Ultimately, ingredients may vary from product to product.
The Increased Popularity of Nicotine Pouches
Since the development of nicotine pouches, the industry has grown significantly. The global nicotine pouches market size was estimated at $5.39 billion in 2024, with some projections suggesting that the market is looking to grow to $25.4 billion by 2030. While much of the appeal of these pouches comes from the properties of nicotine itself, they have also attracted smokers looking to quit their habit.
Nicotine pouches are comparatively lower risk than traditional cigarettes since they lack tar and many of the carcinogens associated with tobacco products. At the same time, these pouches still satisfy nicotine addiction in former smokers. For many, nicotine pouches offer a step along the way to kicking a smoking habit, but they won’t help users combat a nicotine addiction.
Addressing Adverse Effects of Nicotine Pouches
While nicotine pouches may lack many of the harmful qualities of cigarettes, vapes, or other products, they aren’t a perfect alternative. Nicotine is addictive and can raise heart rate and blood pressure in users. Additionally, nicotine pouches have been associated with oral irritation and soreness, increased salivation or dry mouth, and gastrointestinal discomfort when swallowed.
Since nicotine pouches are a relatively recent entrant to the industry, there is limited data available on the product. More research is needed to determine the potential benefits and risks of these products. While some public health experts point to nicotine pouches as a part of smoking-reduction initiatives, others feel that it’s important to wait for more accurate data.
Using Nicotine Pouches
When using a nicotine pouch, beginners and even experienced users need to consider the following steps. First, identify the strength of the nicotine. Pouches typically range from two to 16 milligrams of nicotine, increasing the effectiveness as the dosage rises. Next, place the pouch under the upper lip for optimal absorption—it is recommended that users limit themselves to one pouch at a time, and avoid exceeding four to six pouches a day. Once the pouch has been used, dispose of it safely.
Generally, it is also important for nicotine pouch users to consider their regulatory environment. Specific laws surrounding these products may vary across jurisdictions, so it is important to research and confirm whether pouches are safe and legal to use depending on one’s location.
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The Future of Nicotine Pouches
While nicotine pouches are a promising way for smokers to break their habit and lead toward a smoke-free generation, these products aren’t without their risks. Users need to understand the risks, choose trusted brands, and use pouches responsibly. The growing popularity of nicotine pouches is clear, but it’s up to the user to navigate the market.
This article is for informational purposes only and does not substitute for professional medical advice. If you are seeking medical advice, diagnosis, or treatment, please consult a medical professional or healthcare provider.
