Nicotine pouches are being aggressively marketed to young people, increasing the risk of early addiction, according to a new report by the World Health Organization (WHO).
The global market for these products is expanding rapidly, with WHO warning that current regulation is not keeping pace with their growing popularity.
Nicotine pouches are small, pre‑portioned products placed in the mouth to deliver nicotine. They typically contain nicotine, either synthetic or tobacco‑derived, alongside flavourings, sweeteners and other additives.
Rapid market growth
According to the report, global retail sales reached 23.462 billion units in 2024, a rise of more than 50% compared to the previous year. The market was valued at nearly $7bn (€6bn) in 2025, with the United States accounting for the majority of sales.
Use is also spreading across Europe, particularly in countries such as Germany, Poland and Sweden.
Rising use among young people
The WHO highlights a significant increase in use among young people. In the United States, consumption among those aged 13–20 and 21–27 has risen sharply in recent years, while in the United Kingdom use among 16–24‑year‑olds increased from 0.7% in early 2022 to 4% by 2025.
The report links this trend to targeted marketing strategies aimed at younger audiences.
Marketing tactics and flavours
According to the WHO, nicotine pouches are promoted through social media and digital platforms, often using influencers and messaging that emphasises discreet use. This makes them difficult for parents and teachers to detect.
Manufacturers also offer a wide range of flavours, including fruit, mint, candy and even alcohol‑inspired options such as mojito and bourbon, which the organisation says are particularly appealing to children and adolescents.
“Flavours in tobacco and related products enhance their attractiveness, especially to young people, contributing to experimentation and sustained use,” the report states.
Call for tighter regulation
The WHO is urging governments to introduce stronger, evidence‑based regulation covering all nicotine products, including pouches.
It warns that regulatory gaps allow these products to remain either unregulated or only lightly controlled in many countries.
Proposed measures include banning flavours, restricting advertising, enforcing minimum age limits and introducing stricter controls on online sales.
“Urgent, coordinated action is needed to protect current and future generations from nicotine addiction,” the report concludes.
Source: euronews
