Nicotine pouch usage rose over 600% between 2019 and 2022, according to a 2022 study by JAMA Network. Brands like Zyn offer an assortment of flavors and products to choose from and have established their place in the market of tobacco-free nicotine products.
A study published by Preventive Medicine Reports also found that 62% of the participants using nicotine pouches from 2021-2022 reported their ages as over 21, and 59% identified as male. The pouches' popularity in such demographics and their purported ability to enhance attention and memory make college students a prime cohort for nicotine pouch companies.
What are nicotine pouches?
Nicotine pouches are small, oral products that discreetly deliver nicotine to the body. They typically come in circular containers in sets of 15 to 20. They are often branded with company names, eye-catching logos and a prominent warning label with the risks of use for the product.
The most popular brand of these pouches is Zyn, with a popular option being the 6 milligram strength pouches.
Scott Leischow, a research professor in the College of Health Solutions and a past president of the Society for Research on Nicotine & Tobacco, said the main ingredient in these pouches is nicotine, and they also include cellulose and flavoring.
How do they work?
The mechanism of nicotine absorption into the body is different from that of combustible cigarettes and e-cigarettes. Nicotine is absorbed through buccal membranes in the mouth as opposed to the lungs, Leischow said.
Users place the nicotine pouch between their lips and gums. This allows nicotine to be delivered to their bodies in a difficult-to-detect manner.
Leischow said once the nicotine is absorbed, it enters the bloodstream and moves to the brain. The nicotine then binds to certain receptors in the brain and causes an increase in dopamine levels.
Why are they so popular?
While not the only factor, data collected by the American Association of Physicians of Indian Origin suggests that social media use may be connected to nicotine usage among young adults.
"The general consensus from the (current) science is that social media can, and does, impact use of tobacco and nicotine products," Leischow said.
There has been a rise in social media influencers, now known as "Zynfluencers," who create content and promote their Zyn usage and lifestyle. As many college students have an active social media presence, this trend could potentially be affecting nicotine consumption habits.
"There's been a lot of social media (posts) regarding the use of these products," Leischow said. "People on TikTok and other social media venues (are) talking about how they're using it, the context that they're using it and the effects."
"Swedish Match, the manufacturer of ZYN, does not pay social media influencers in the U.S. to endorse its products, or use people under the age of 35 in marketing materials," a spokesperson for Philip Morris International, the company that owns Swedish Match, said in a written statement. "The company also employs independent age-verification systems like DoubleVerify to help prevent access to direct digital advertising to those under 21."
Why do students use them?
Some students report using nicotine pouches whenever they are going to use a lot of brain power and require a boost in focus.
Andy Nguyen, a sophomore studying finance, uses 6 milligram Zyn pouches three to five times a day to increase focus.
"(I use them) before studying and before I have to do some tasks that require the usage of my brain," Nguyen said.
Derek Crusenberry, a senior studying mechanical engineering, uses the brand Zimo. His preferred pouches are the 8 milligram ones, which he said help him focus more on difficult tasks.
"(I use them when I'm) studying, or in class or playing video games," Crusenberry said.
Ongoing research suggests that nicotine enhances performance on a number of attention and memory tasks. Nguyen and Crusenberry said they can then leverage the enhanced focus they claim to experience from these nicotine pouches.
How safe are they?
Nicotine pouches provide a safer alternative to smoking, but they are not without their own risks.
"The data suggests that use of nicotine pouches is safer than use of combustible cigarettes," Leischow said.
A 2023 study from BMC Chemistry names nicotine pouches as a "low-risk alternative" to cigarettes and conventional tobacco products.
However, nicotine is known to be a highly addictive substance. Receptors in the brain can adapt to nicotine levels, and nicotine can change the brain, so in order to sustain a "good" feeling from nicotine, one must increase the nicotine levels they are receiving, Leischow said.
"The only downside is it gives me an addiction, but most of the time it's upsides," Nguyen said. "With dental hygiene, I would say that, according to my dentist, they have not seen any changes with my gums at all."
The long-term effects of nicotine pouch usage on oral health are still under study. However, there may also be a cardiovascular risk associated with using nicotine, Leischow said.
Research on the holistic safety of nicotine pouches is actively developing, but it indicates distinct effects on cardiovascular health and a strong potential for addiction.
"That doesn't mean (nicotine pouches are) safe, but it means they're less harmful," Leischow said. "An important distinction."
Correction: The story was updated on Sept. 17 at 10:26 a.m. to include a statement from the Philip Morris International spokesperson.
Update: The photo of this story was updated on Sept. 16 at 11:20 p.m.
Edited by Kate Gore, Senna James and Pippa Fung.
Reach the reporter at jdtamay1@asu.edu follow @JTamayo46036 on X.
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John Tamayo is a science and technology reporter in his first semester with The State Press. He is a senior majoring in Physics and Philosophy.
