Adedokun Waliyu 
The World Health Organization (WHO) has warned about the rapid global rise in nicotine pouch products, accusing the tobacco industry of aggressively targeting young people.
Nicotine pouches are small sachets placed between the gum and lip that release nicotine through the mouth lining. According to WHO, these products are rapidly changing the global tobacco and nicotine market.
“Governments are seeing the use of these products spread quickly, especially among adolescents and young people who are being aggressively targeted by deceptive tactics,” said Etienne Krug, head of WHO’s health determinants, promotion and prevention department.
He warned that the products, which often contain nicotine and sweet flavours, are “engineered for addiction”.
Often promoted as “modern”, “discreet” and “tobacco free”, nicotine pouches are spreading so quickly that regulations are struggling to keep up, WHO said in its first report focused on the products.
$7 Billion Market
WHO said sales of nicotine pouches reached more than 23 billion units in 2024, representing an increase of over 50 percent compared to the previous year.
The global nicotine pouch market was valued at nearly $7 billion last year, with the highest sales recorded in North America.
The report noted that one major nicotine pouch brand expanded from being sold in around 9,000 US retail stores in 2017 to over 150,000 stores by 2024.
Outside the United States, the products are especially popular in countries such as Germany, Poland and Sweden, while growth is also expected in countries including Pakistan.
Vinayak Prasad, head of WHO’s Tobacco Free Initiative, described the development as “a rapidly evolving public health challenge”.
WHO stressed that nicotine itself is highly addictive and particularly harmful to young people whose brains are still developing.
According to the organisation, nicotine exposure during adolescence can affect brain development, including attention and learning, while increasing the likelihood of long-term addiction.
The report also highlighted health risks linked to nicotine use, including cardiovascular and mental health problems.
Candy Flavours And Marketing
WHO criticised tobacco companies for using youth-focused marketing strategies such as colourful packaging and flavours like bubble gum and gummy bears.
The organisation also pointed to influencer marketing, heavy social media promotion, and sponsorship of events such as concerts and Formula 1 races.
It further criticised advertisements promoting “discreet” use and avoiding detection by parents or teachers, using slogans such as “Forget the rules” and “Anytime, anywhere”.
Prasad rejected claims that nicotine pouches are safer alternatives to cigarettes or useful tools for quitting smoking.
“If these products were truly intended primarily as smoking cessation tools for adult smokers, why are they being marketed with candy flavours?” he asked.
“Nicotine pouches are not risk-free products and should not be marketed in ways that create a new generation of addiction.”
Jorge Alday, head of the tobacco industry watchdog STOP, agreed, warning that nicotine pouch marketing resembles early strategies used before the youth vaping epidemic expanded globally.
WHO urged governments to introduce stricter regulations.
According to the report, around 160 countries currently have no specific regulations for nicotine pouches. Only 16 countries ban their sale, while 32 have partial regulations.
The organisation called for bans or strong restrictions on flavours, tighter advertising rules, stronger age-verification measures, clear health warnings, plain packaging, and higher taxes to reduce affordability.
