NAIROBI, Kenya, Jun 23 — A rapidly expanding global market for nicotine pouches is raising alarm among public health experts, who warn that the products could be laying the groundwork for a “new generation of addiction” driven by aggressive marketing, weak regulation, and rising youth exposure.

📻 Breaking It Down

A new brief by tobacco industry watchdog STOP says sales of nicotine pouches have surged by an estimated 660 per cent globally since 2020 and could reach USD25 billion by 2028, driven largely by multinational tobacco companies and a fast-growing consumer base in both high-income and emerging markets.

The report, Understanding Nicotine Pouches: Current Evidence and Industry Activity , draws on academic research, market data, and industry documents. It warns that in the absence of strong regulation, nicotine pouches are being aggressively marketed in ways that mirror earlier waves of tobacco and vaping expansion.

The brief says the market is heavily controlled by three major cigarette manufacturers — Philip Morris International, British American Tobacco, and Altria Group — which together account for more than three-quarters of global sales.

📌 What You Need to Know

The report says these firms are leveraging established global distribution systems and marketing strategies to accelerate uptake, while positioning nicotine pouches as discreet products that can be used “whenever, wherever,” including in places where smoking and vaping are restricted.

Another major player, Japan Tobacco International, is also cited for similar marketing approaches.

The brief notes that internal industry documents suggest growing reliance on “poly-use” — consumers using multiple nicotine products at once — which it says is driving a significant share of revenue growth across nicotine product lines.

Public health researchers warn that the industry is increasingly targeting young people through flavored products, social media campaigns, and messaging that links nicotine use to lifestyle themes such as friendship, romance, success, and discreet consumption.

In the United States, the report cites estimates that about 85 per cent of youth users prefer flavored nicotine pouches, particularly mint and fruit varieties, many with high nicotine concentrations.

Concerns have already prompted action in some countries. In Sweden, rising youth uptake has led the Public Health Agency to recommend including nicotine pouches in tobacco prevention strategies.

📰 Source: Capital FM Kenya