United States: Concern over consumption of nicotine pouches

The body Truth Initiative is concerned about the popularity of flavoured tobacco-free nicotine pouches among young people[1]. Available in many flavors, the product is considered highly addictive and may represent a gateway to tobacco products.

Oral nicotine pouches are a new product in the tobacco industry's portfolio that includes brands such as ZYN, ON! and VELO that are typically offered in many different flavors. These products are sold in pouches similar to snus[2] and are consumed in the same way. The difference lies in the presentation of the product: instead of containing tobacco leaves, they are filled with white powder containing nicotine. According to recent data, dollar sales of ZYN nicotine pouches in U.S. convenience stores increased by $4,70% in the first half of 2020[3].

Truth Initiative has observed a concerning number of young people reporting use of these new oral nicotine products. A survey conducted in the fall of 2020 showed that 13% of the 15-24 year olds surveyed were regular users of these products. Those enrolled in the program This is Quitting, a text-based vaping cessation program for youth run by the Truth Initiative, are also more likely to report using nicotine pouches when they sign up.

Targeted marketing of these products to young people

These nicotine pouches often come in a range of youth-friendly flavors like cinnamon, honey, lemon, and other fruity flavors. In addition, there are a variety of mint and menthol flavors. The availability of these flavors speaks to the issue of flavor restrictions for vaping products in the United States passed in 2020. Following the bans, youth have turned to other flavored products. For example, disposable e-cigarettes, which are not covered by the flavor bans, are seeing increased consumption. Sales of menthol e-cigarettes, which were also exempt, saw an immediate surge in sales, increasing by nearly $60 million and more than doubling their market share.[4].

Flavors play a significant role in attracting youth to tobacco products—more than 80% of youth who have used tobacco and nicotine products report starting with a flavored product in the United States. In a study[5] conducted among young non-smokers who had used a product in the past 30 days, a large majority cited flavor as the main reason they used the products.

In early January 2021, VELO, a leading nicotine pouch brand owned by British American Tobacco, sponsored a Formula 1 e-sports racing series in partnership with McLaren Racing[6]. A new opportunity for the tobacco manufacturer to directly promote its new product line and use its partnership to attract new young consumers.

A new way for the tobacco industry to convert into the nicotine industry

By expanding its product portfolio, the tobacco industry is continuing its transformation into a nicotine industry with the deployment of marketing campaigns targeting adolescents and young adults. The new products are officially presented as replacements for traditional cigarettes, which have been facing a slow and steady decline in users for decades. Tobacco companies want to use these new products in an effort to restore their image, which has been seriously damaged over the past decades. They present them as "safer" to the media, social networks and at events, ignoring their health risks and environmental damage. These products are part of tobacco manufacturers' efforts to reintegrate the decision-making process and influence regulations on both new tobacco and nicotine products and traditional cigarettes and other classic products in their portfolio.[7].

Keywords: United States, nicotine pouches, new products ©Generation Without Tobacco

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[1] Truth Initiative, What is Zyn and what are oral nicotine pouches?, February 9, 2021, accessed February 11, 2021 [2] Snus is a moist tobacco powder that is consumed orally. It is placed between the gum and the upper lip and can last for several hours. [3] Hannah Prokop, Nicotine Pouches: Tobacco's Fast-Growing Subcategory, CSP Daily News, October 16, 2020, accessed February 11, 2021 [4] Truth Initiative, Weak restrictions on flavored e-cigarettes lead to explosive menthol sales, September 30, 2020, accessed February 11, 2021 [5] Ambrose BK, Day HR, Rostron B, et al. Flavored Tobacco Product Use Among US Youth Aged 12-17 Years, 2013-2014. JAMA. 2015;314(17):1871–1873. doi:10.1001/jama.2015.13802 [6] Tobacco Free Generation, McLaren F1 team promotes new British American Tobacco products in virtual races, January 11, 2021, accessed February 11, 2021 [7] Tobacco Free Generation, BAT uses new products to weaken tobacco control in Kenya, October 8, 2020, accessed February 11, 2021 National Committee Against Smoking |