Understanding Nicotine Pouches: Current Evidence and Industry Activities
June 23, 2026
Tobacco companies are selling an addictive new product: nicotine pouches. If left unregulated, the industry’s aggressive promotion could fuel a new wave of nicotine addiction and harms.
Rates of nicotine pouch use are growing quickly, especially among young people. In 2025, an estimated 34 billion pouches were sold, up 660% from 2020.
Nicotine pouches do not contain tobacco and therefore may not be covered by tobacco control regulations. Big Tobacco is taking advantage of this ambiguity to quickly expand markets.
Nicotine pouches are not a proven cessation aid and the long-term health effects are not known.
