Concerns arise as alarming trends surround the use of oral nicotine pouches among young adults
These small, discreet packets filled with nicotine-infused powder are gaining popularity, but awareness and recognition of these products remain low.
Ohio State University conducted a study on behalf of OSUCCC, which revealed that while about half of adults can identify traditional cigarettes and e-cigarettes, only a quarter could correctly identify nicotine pouches without their packaging. This lack of recognition poses significant challenges, especially considering the growing prevalence of these products among Gen Z.
Growing usage of nicotine pouches
Dr. Brittney Keller-Hamilton, an epidemiologist at OSUCCC, James Center for Tobacco Research, expressed concerns over the appeal and accessibility of nicotine pouches, particularly among college students.
“We’re starting to hear from college students that they find it easier to use nicotine pouches at work or in class because they are easier to conceal,” she noted. Unlike traditional oral tobacco products, nicotine pouches do not require users to spit excess saliva, enhancing their appeal.
One of the most pressing worries is that these pouches could serve as a gateway to more harmful tobacco products. Dr. Keller-Hamilton emphasised, “One of my biggest concerns with nicotine pouches is that as youth experiment with these products, they might not find them to be satisfying enough to continue to meet a growing nicotine craving ” This transition could potentially lead to stronger nicotine addiction and other substance dependencies.
How are nicotine pouches regulated?
Regulation of these products is another area of concern highlighted in the study. Currently, regulations are minimal, allowing for easy access and availability to underage users. Dr. Keller-Hamilton suggested several measures to curb youth experimentation, such as removing flavourings, restricting online sales, and increasing prices.
The survey also highlighted a concerning statistic: while 70% of adults believe nicotine pouches are harmful and addictive, awareness among younger adults, aged 18-29, who know users of these products, is notably higher compared to older demographics.
Curbing nicotine exposure
As students across the country return to school, Dr. Keller-Hamilton urges parents to be vigilant. “Many products are cleverly packaged to conceal the real content – vapes as highlighters or pens, oral nicotine pouches as mints,” she warned.
Early exposure to nicotine, especially before the brain is fully developed, can heighten susceptibility to addiction.
The findings of this survey serve as a wake-up call, prompting calls for increased awareness, stricter regulations, and proactive parental involvement. Parents need to initiate conversations with their children about the risks associated with nicotine use and seek guidance from healthcare professionals if concerned about potential addiction.
While nicotine pouches may seem harmless to some, their growing popularity among young adults warrants immediate attention and action.
