Researchers at the University of Southern California have found the popularity of nicotine pouches is soaring, especially amongst teenagers. The tiny pouches that sit between the lip and gums are far different from smoking or vaping, but experts question whether they carry their own health risks.

Doubling Usage Amongst Teens

Dr Adam Leventhal, executive director of the USC Institute for Addiction Science, and his team at Keck School of Medicine surveyed more than 10,000 high school students. Their findings revealed concerning trends in nicotine pouches addiction.

“We found a doubling of nicotine pouch use amongst teens, and so about one out of every 20 teens in the year 2024 in America had used these nicotine pouches,” said Dr Leventhal.

The case of 33-year-old musician Haleigh Trickett illustrates how nicotine dependency can evolve. Her addiction began at 14 with cigarettes, progressed to vaping for five years, and eventually led to nicotine pouches.

“I probably go through about a tin a day, which is like 15 pouches,” she said, describing her current nicotine pouches addiction.

Social Media Influence

Content creators often call themselves “Zynfluencers,” taking the name from Zyn (the most popular brand), and promote different flavours on social media. They often connect pouch use to better workouts, confidence and focus, contributing to a culture around these products.

“There’s a little bit of a culture happening that’s causing certain groups to use these products more than others,” said Dr Leventhal.

A Zyn spokesperson states the product targets adults aged 21 and older as a better alternative than continued smoking or use of other tobacco products. The company avoids using paid social media influencers in the US or people under 35 in marketing materials, employs independent age-verification systems for digital advertising, and uses age-gates for its platforms.

Health Concerns and Nicotine Dependency

Dr Leventhal warns that nicotine dependency carries dangers. Cardiovascular experts recognise increased heart rate and blood pressure as known risk factors for cardiovascular issues.

Preliminary research also suggests potential damage to young brains from nicotine pouches addiction.

“It may interfere with the development of the brain pathways that are associated with mood, regulation and attention and control,” said Dr Leventhal.

FDA Authorisation Despite Youth Appeal

Earlier this year, the Food and Drug Administration authorised Zyn pouches for sale in various flavours. Experts found this move surprising given the limits on flavoured vaping products due to their appeal to teens.

“To receive marketing authorisations, the FDA must have sufficient evidence that the new products offer greater benefits to population health than risks,” said Matthew Farrelly, director of the Office of Science, FDA’s Center for Tobacco Products.

“In this case, the data show that these nicotine pouch products meet that bar by benefiting adults who use cigarettes and/or smokeless tobacco products and completely switch to these products,” Farrelly said.

Availability and Regulatory Response

Online retailers and most convenience stores stock the pouches. Dr Leventhal hopes research will influence regulators regarding nicotine dependency concerns.

“They’re going to keep a close eye to see whether youth use increases, and if it does, they’ll reconsider allowing these products to be sold, and that’s exactly what we found in our study,” he said.

The Challenge of Quitting

Trickett describes the difficulty of overcoming nicotine pouches addiction: “I think nicotine is probably one of the most addictive things that I’ve ever had in my life. One of the hardest to kick, for sure.”

While the pouches helped her quit smoking and vaping, Dr Leventhal warns that unlike nicotine patches, these haven’t been tested for cessation purposes. A Zyn spokesperson notes it isn’t intended or marketed as a cessation product, but is meant for legal-age consumers who wish to continue using nicotine products.

Parental Awareness Needed

Dr Leventhal emphasises that parents need to be aware of pouches and discuss them with their children. The discreet nature of these products means nicotine dependency can develop without obvious warning signs.

One positive trend from the study shows that vaping amongst high school teens has decreased, though this may coincide with the rise in nicotine pouches addiction.

The research highlights the need for continued monitoring of youth nicotine dependency patterns as these products become more widely available and culturally accepted.

Source: abc7