As nicotine pouches gain global traction, their rising use—especially among youth—raises critical arguments about health, regulation, and harm reduction.
Nicotine pouches (NPs) have gained traction in Europe and the US, and have recently received approval from the US Food and Drug Administration (FDA), which has authorized 20 such products so far. NPs—small oral sachets that deliver nicotine without smoke or vapour—are allowed for sale in at least 37 countries. They are also quickly becoming the nicotine product of choice among teens and are considered to be a cleaner alternative.
As in the case of vapes, this increase in use of NPs among youngsters is raising widespread concerns. A recent study from the University of Southern California has revealed a sharp uptick in the use of NPs among American high school students, with usage nearly doubling from 2023 to 2024. The research, published in JAMA Network Open, surveyed over 10,000 10th and 12th graders nationwide.
From vapes to pouches?
In 2024, 5.4% of students reported using these pouches, up from 3% the previous year. Dual use of nicotine pouches and e-cigarettes also rose significantly. Naturally, social media has helped fuel the trend, with influencers portraying pouches as symbols of mental sharpness and masculinity, with brands like FDA-approved Zyn, surging in popularity.
The study found that male, white, non-Hispanic students in rural areas were more likely to use nicotine pouches—mirroring the demographics of traditional smokeless tobacco users. Researchers caution that while the long-term health effects are still unclear, early exposure to nicotine can lead to addiction and may interfere with brain development.
Nicotine pouches go global
Similarly, in Bermuda, nicotine pouches are emerging as a popular alternative to smoking and vaping, particularly among younger adults seeking smokeless options. Retailers are noticing a clear shift: some users are abandoning vapes in favor of nicotine pouches, with a growing number also showing interest in zero-nicotine variants. Products like Nois pouches are drawing attention for being mess-free and unobtrusive, while also tapping into global health trends.
Although still a niche market, the demand is steadily rising, signalling a broader move toward harm-reduction products. As tobacco sales in Bermuda are grappling with high import taxes and increasing U.S. tariffs, adding cost pressure to the industry, European-sourced products like Nois may escape some of this financial strain. Similar patterns of use are being observed across the globe. Despite persistent smoking rates across the UAE and broader Middle East, the emergence of smoke-free nicotine options like oral pouches could provide a breakthrough in harm reduction strategies.
The UAE has taken a progressive step by legalizing synthetic NPs—under strict safety guidelines—joining a growing list of countries regulating these products. Unlike traditional cigarettes or even vapes, nicotine pouches don’t involve combustion or inhalation, significantly cutting down exposure to toxic substances. However, nicotine itself remains a highly addictive chemical, and its long-term impact still warrants further research.
While exact figures for NP and vape users in the UAE remain elusive, industry analysts project the local market will hit $78 million this year. Youth usage is also rising, with nearly one in four university students reportedly having tried vaping. Pulmonologist Dr. Rachel Kaminski, who practices in Dubai and has a background in the UK’s NHS, advocates for more smoking cessation support. She believes nicotine alternatives, like pouches, can play a crucial role by targeting the addiction while avoiding the risks of combustion and secondhand smoke.
Cleaner, safer—or just different? The debate continues
In line with this, Sweden is often cited as a model for successful tobacco harm reduction. The widespread use of snus and nicotine pouches there has contributed to some of the lowest smoking and smoking-related cancer rates in Europe. In fact, by 2022, more Swedish women were using nicotine pouches than smoking—an unprecedented shift.
Though some long-term users of nicotine pouches report changes in oral health, experts maintain that these alternatives pose far fewer risks than traditional smoking. In fact, studies show a steep drop in lung cancer cases in countries like Sweden where these products are widely used. For example, Sweden reports just 40 lung cancer cases per 100,000 people—far below the EU average of 71.
Some public health experts warn that more education and tailored prevention strategies are needed to counteract rising youth interest in pouches. They also call for tighter regulation, especially of flavored products that may appeal to teens. However, tobacco harm reduction experts argue that if NP use is replacing smoking among this age group, then the uptick in use should be celebrated. Moreover, studies have indicated that nicotine actually has some cognitive benefits, including potential applications in treating early Alzheimer’s symptoms.
As nicotine pouches continue to gain global traction, they sit at the crossroads of public health concern and harm reduction promise. Their rising popularity—especially among youth—underscores the urgent need for balanced regulation and accurate education. However, with countries like Sweden demonstrating their potential in reducing smoking-related harm, public health efforts must weigh both the risks and benefits, ensuring protection for vulnerable groups without dismissing innovation in tobacco control.