Diffusion and confusion surrounding nicotine sachets in France

Misrepresented as "snus" by the media, nicotine pouches (or "pouches") are taking advantage of the uncertainty surrounding nicotine products to gradually develop the French market. Promoted by sports celebrities, these nicotine pouches are appealing to young people and are already sold on websites, social networks and in some tobacco shops.

For several weeks, reports of the presence of nicotine pouches on the French market have been increasing. The media almost systematically present these nicotine pouches as "snus", while there is a major difference: if the two products are used in the same way, by placing the pouch between the gum and the lip, snus is a pouch containing tobacco, while nicotine pouches ("snus") are pouches » in English) contain a nicotine-based powder.

With the exception of Sweden, which has been granted a specific exemption, snus remains banned throughout the European Union (EU). It is, however, marketed in Switzerland and Norway, which are not part of the EU, but is banned in Iceland and in the United Kingdom. Like e-cigarettes and puffs, nicotine pouches, on the other hand, benefit from the legal uncertainty surrounding tobacco-free nicotine products. The nicotine strengths offered are from 2 to 20 mg per pouch. The type of nicotine contained in these pouches can be in the form of either freebase (extracted from tobacco), nicotine salts (treated with an acid), or synthetic nicotine.

A sector that has already become very competitive

Many manufacturers have rushed into the production and marketing of nicotine pouches. Among the tobacco manufacturers, British American Tobacco (BAT), with its Velo brand (formerly Lyft), as well as Japan Tobacco International (JTI), with the Nordic Spirit brand, have already invested in this segment in several countries since 2019. Until now absent from this market, Philip Morris International (PMI) is entering it in a strong position after completing its acquisition of the Swedish company on November 28, 2022 Swedish Match, the world leader in snus and nicotine pouches (Zyn, Longhorn, XR, Wolf, Thunder brands), following a €15 billion takeover bid. Having been sidelined from the US market since its split with Altria in 2008, PMI is regaining a foothold there, while becoming a competitor to the On! pouch brand produced by the same Altria.[1].

Advertisements and commercial sites do not fail to emphasize the " discreet character » nicotine pouches, which could be consumed "anywhere, anytime" (site Bike/BAT). As with other tobacco-free nicotine products, manufacturers also market nicotine pouches as harm reduction products that help reduce the prevalence of smoking.[2]The availability of these products in a wide range of fruity and sweet flavors, however, is reminiscent of the tobacco industry's strategy to target consumers. the youngest, which has contributed to the success of electronic cigarettes, for example.

Products present in the sports sector

The argument of discretion seems to have carried weight in certain high-level sports, where snus seems to be widely consumed and suspected for the past ten years of providing a doping effect. This observation has been particularly made in the world of competitive skiing, but many athletes in other disciplines have also tested positive for nicotine.[3]. Nicotine pouches now appear to be spreading to the world of sport. A recent high-profile incident showed French footballer Marcus Thuram holding a box of Velo nicotine pouches, raising fears that they might influence young people.[4]The spread of nicotine sachets, already reported among young non-smoking athletes, is now more widely affecting young people and students.[5].

The absence of tobacco in nicotine pouches has already allowed manufacturers to bypass anti-smoking laws in many countries, although they do not allow them to sell toxic products without declaration. If the European directive on tobacco products[6] regulates tobacco and vaping products, but is silent on nicotine products that would escape these definitions and would not constitute nicotine replacement therapy (NRT).

A “legal alternative” to snus

In France, for example, the Nico Pouches website presents nicotine pouches as "a legal alternative", while recalling that snus is prohibited for sale. Although he tries to untangle the confusion between snus and nicotine pouches, the site nevertheless maintains it by speaking of the latter as "snus without tobacco", the term “snus” already appearing to be widespread in France[7]. In a rather subtle nuance, the site specifies that if "Nicotine Pouches do not allow you to stop smoking, they represent a serious alternative to traditional cigarettes", while others sites explain that the pouches would help people quit smoking. The Nico Pouches website also includes a range of tobacco- and nicotine-free pouches called "energy pouches", which offers pouches containing caffeine, theine or guarana, as well as vitamins and mineral salts, indicating a desire to diversify this world of products.

Several Parisian tobacconists are selling nicotine pouches from the Polish brand Aroma King, which is already well established in the puff segment. Illegal resales of nicotine pouches from various brands have also been spotted on some social networks such as Instagram or TikTok. The mass distribution of nicotine pouches in France therefore seems to be well underway.

Keywords: pouches, nicotine pouches, snus, BAT, JTI, PMI, Velo.

M.F.

[1] Tobacco, Philip Morris, Swedish Match, Altria: cowboy duel, Les Echos, published on November 28, 2022, consulted on December 26, 2022.

[2] Swedish Match, Improve public health, accessed December 26, 2022.

[3] Oudit P, Smokeless tobacco: doping or doping behavior? Le Monde, published November 23, 2022, consulted December 26, 2022.

[4] Baudier L, What is snus, the illegal tobacco popular with athletes?, Le Télégramme, published on December 2, 2022, consulted on December 26, 2022.

[5] Valognes T, Loisy F, "It makes you addicted quickly": warning about snus, the banned lozenge popular with teenagers, Le Parisien, published December 26, 2022, consulted December 26, 2022.

[6] Directive 2014/40/EU of the European Parliament and of the Council of 3 April 2014, Official Journal of the European Union, arts. 5 and 39.

[7] Tobacco-free snus or nicopods: a solution for French snusers?, Nico Pouches, consulted on December 26, 2022.