The rapid global rise in nicotine pouches, which are aggressively marketed to teenagers and young adults through attractive flavours, stylish packaging and social media campaigns, threatens to fuel nicotine addiction and serious health harm among young people, the World Health Organization warned on Friday.
The first global report on nicotine pouches – revealing the marketing tactics and strategies driving the growth of nicotine pouches – comes in the lead-up to World No Tobacco Day on 31 May, which this year will focus on tobacco and nicotine addiction and the tactics the industry is using to attract a new generation of users.
Nicotine pouches are small sacs placed between the gum and lip that release nicotine through the lining of the mouth. They typically contain nicotine, flavourings, sweeteners and other additives.
According to the report, retail sales of nicotine pouches will reach more than 23 billion units in 2024, an increase of more than 50% over the previous year.
“The use of nicotine pouches is spreading rapidly, while regulation is struggling to keep up,” said Vinayak Prasad, head of the WHO Tobacco Free Initiative unit. “Governments must act now with strong, evidence-based guarantees.”
The global nicotine pod products market will be worth approximately US$7 billion in 2025.
The World Health Organization stressed in the report that nicotine itself causes addiction and is severely harmful, especially for children, adolescents and young people whose brains are still developing. Exposure to nicotine during adolescence can affect brain development, including effects on attention and learning. Early nicotine use can increase the likelihood of long-term dependence and future use of other nicotine and tobacco products. Nicotine use also increases the risk of cardiovascular disease.
The report said nicotine pouches often fall into regulatory cracks: about 160 countries do not have specific regulations; 16 countries ban its sale. Thirty-two countries regulate it in some way, including five that restrict flavours, 26 that restrict sales to minors, and 21 that prohibit advertising, promotion and sponsorship.
“Governments are witnessing a rapid spread of the use of these products, especially among adolescents and young people, who are being strongly targeted by deceptive methods,” said Etienne Krug, Director of the Department of Health Determinants, Promotion and Prevention at the World Health Organization. “These products are designed to be addictive and there is a strong need to protect our youth from being manipulated by the industry.”
The report highlights industry-wide tactics to attract younger audiences, including sleek and discreet packaging; Flavors such as bubble gum and gummy bears; Influencer marketing and extensive promotion on social media; Sponsorship of concerts, festivals and sporting events, including Formula One; The aspirational lifestyle brand; And messages that encourage discreet use in schools and smoke-free places.
Some packages mimic sweets or popular candy brands, increasing risks to young children.
The report warns that all of these approaches are designed to normalize nicotine use, reduce perceptions of risk and attract a new generation of users into nicotine addiction.
The World Health Organization urged governments to adopt a comprehensive regulation that includes all tobacco and nicotine products, including nicotine pouches. Recommended measures include bans or strict restrictions on flavours; Prohibiting advertising, promotion and sponsorship, including on social media and the use of influencers; Strong age verification and retail controls; Clear health warnings and plain packaging; And limits on the amount of nicotine allowed.
The World Health Organization said in an official statement: “The World Health Organization urges young people to recognize and reject artificial methods that aim to make nicotine use appear normal. Taking urgent and coordinated action today can help protect a new generation from nicotine dependence.”
