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A recent study has raised concerns about the growing popularity of oral nicotine pouches among teenagers and young adults, with experts warning that these discreet products could fuel a new wave of nicotine addiction among Generation Z.
The research, conducted by Ohio State University’s Center for Tobacco Research, highlighted a worrying trend: while nearly half of the population can identify cigarettes and e-cigarettes, only one in four can recognize oral nicotine pouches. These small, easy-to-conceal products contain nicotine and other substances, designed to be tucked between the gums and lips without the need for spitting, unlike traditional smokeless tobacco products.
Britney Keller-Hamilton, a researcher studying nicotine pouch use at Ohio State, expressed concern about their appeal to young users. “We’re starting to hear from college students that they find it easier to use nicotine pouches at work or in class because they are easier to conceal,” she explained. “One of my biggest concerns with nicotine pouches is that as youth experiment with these products, they might not find them satisfying enough to meet a growing nicotine craving, which could lead to them using more harmful products.”
The study surveyed 1,000 individuals aged 18 and older, asking about their views on the health risks of nicotine products and their ability to recognize various nicotine items, both with and without packaging. A mere 25% could identify nicotine pouches without packaging, even as 70% of adults recognized the potential health risks and addictive nature of these products.
Particularly alarming is the study’s finding that young adults, aged 18 to 29, are more likely to know someone who uses nicotine pouches. This trend is linked to the ease with which vapes and oral nicotine pouches can be accessed, as their discreet packaging and appearance make them difficult for parents, teachers, and other adults to identify.
Adding to the concern is the lack of stringent regulation in the nicotine pouch industry. With minors gaining access to these products, the study warns that they may serve as a gateway to stronger nicotine addiction and potential substance abuse. Researchers emphasized the need for open conversations between parents and children about the risks associated with these products.
As oral nicotine pouches continue to gain popularity, experts are calling for stricter regulations and greater awareness of their dangers, particularly among younger populations who may not fully understand the risks of addiction and long-term health consequences.
