Oral nicotine pouches are gaining in popularity as youth ecigarette use continues to be a health concern, with 10% of high-school students reporting use by 2024.
As cigarette smoking is on the decline tobacco companies are focusing more attention on “smokeless tobacco products”, including oral nicotine pouches. These pouches can be referred to as “lip pillows” or “upperdecky” due to their placement between the gum and the lip, usually under the upper lips. Oral nicotine pouches work similarly to snus (an oral pouch that contains shredded tobacco leaves), but they are made with nicotine powder rather than tobacco leaves. Nicotine pouches are harmful for young people, regardless of the form they take. The Food and Drug Administration classifies oral nicotine pouches, which are free of tobacco leaves, as smokeless tobacco products.
Brands such as ZYN and VELO, these products have gained popularity in recent years: overall sales of nicotine pouches increased from 126.06 million units between August and December 2019 to 808.14 million units between January and March 2023. In recent years, these products have become more popular: the overall sales of nicotine products pouches increased from 126.06 millions units between August and December 2022 to 808,14 million units between January and March 2023. Sales of nicotine pouches with a higher nicotine concentration (8 mg) increased faster than those of products with lower nicotine levels (e.g. 4 mg or 6 mg). Altria also announced to investors that it would be introducing a brand new version of On! Altria has also announced to its investors that it will be introducing a new version of its On! products.
According to a new study co-authored with Truth Initiative, advertisements for oral nicotine pouches emphasize flavours and the “freedom” to use nicotine pouches wherever you want. Between January 2019 and September 2021, leading nicotine pouch brands invested nearly $25 million in advertising.
Truth Initiative has in the past recommended that federal agencies that monitor tobacco use include oral nicotine pouches as a measure in national surveys. The CDC’s National Youth Tobacco Survey in 2022 included oral nicotine pouches. They estimated that 1.1% of students from middle and high schools had used this product. In 2023, the current use of nicotine packets by middle and high schoolers rose to 1.5%. Here are some things you should know as more information becomes available about these products.
What is the nicotine content of oral nicotine pouches?
Nicotine concentrations differ across oral nicotine pouch brands. In the United States, Zyn comes in three different strengths: 3, 6, and 8 mg. Velo comes in two strengths: 2, 4, and seven mg. And On! is available in 1,5, 2, 3.5,4, and 8 mg. Altria’s new On! nicotine pouch product, called On! Plus will be available in nicotine strengths of 6, 9 and 12mg.
What flavours are available in nicotine pouches?
Oral nicotine is available in a variety of flavours that are suitable for young people, such as fruit, mint and others.
It is concerning that young people are able to choose other nicotine products with flavours, despite the fact that JUUL pods, which have been subject to federal restrictions on flavour due to their high vaping rates among youth, still come in sweet, fruity and candy-like flavours. Disposable e-cigarettes have soared in popularity since they were exempted by the FDA from partial flavour restrictions enacted in Jan 2021. The sales of menthol-flavoured electronic cigarettes, which were exempted as well, saw a dramatic, immediate increase in sales. Their market share increased by more than twofold and their sales grew by almost $60 million.