Study shows flavors in nicotine pouches facilitate initiation and reinforce addiction

Recent scientific studies have raised concerns about the role of flavored nicotine pouches in promoting nicotine addiction, particularly among young people. One study[1] A study conducted by the Yale School of Medicine showed that increasing the sweetener content of nicotine pouches led to higher consumption rates, particularly when paired with cinnamon flavoring.

Nicotine pouches, which do not contain tobacco, are placed between the gum and lip, allowing nicotine to be absorbed through the oral mucosa. Available in a variety of sweet and fruity flavors and with nicotine levels of up to 50 mg per pouch, these products have grown in popularity. Presented by manufacturers as an "alternative" to tobacco and vaping, they are often promoted as reduced-risk products.

Flavors promote addiction

Research from the Yale School of Medicine indicates that nicotine pouches containing high levels of sweeteners increase consumption, particularly when flavored with cinnamon. The study also found that sweeter products led to higher consumption and longer use sessions.

Research suggests that the presence of sweeteners, similar to those found in confectionery products, can mask the harshness of nicotine, making it more palatable and easier to consume in larger quantities. These findings are consistent with existing data showing that flavored nicotine products—including menthol cigarettes and fruit-flavored e-cigarettes—are particularly appealing to young users. This raises concerns about their role in initiating and maintaining nicotine addiction.

Public health experts are warning about the role of flavors as a gateway to nicotine use, particularly among adolescents and young adults. A report from King's College London highlights a sharp increase in experimentation with nicotine pouches in the UK, where their use has doubled among adults since 2020.

Contaminants and additives: toxic products of concern

Studies on the composition of nicotine pouches are still limited, but a joint analysis[2] A study by the National Committee Against Tobacco (CNCT) and the National Institute for Consumer Affairs (INC) has highlighted potential dangers. This study revealed the presence of toxic heavy metals, such as lead and arsenic, as well as massive amounts of artificial sweeteners.

The analysis, which focused on products available in France, showed that some pouches, particularly those with fruit and mint flavors, contained measurable concentrations of lead and arsenic. These substances are known to have harmful effects upon prolonged exposure. Furthermore, the high sweetener content found in the products could increase their appeal by reducing the bitterness of nicotine, thus encouraging more frequent and prolonged consumption.

The CNCT and the INC are warning about these contaminants and additives, which increase the health risks associated with nicotine pouches and exacerbate concerns about their addictive potential.

Call for control by health authorities

Faced with the growing popularity of nicotine pouches, many public health organizations and policymakers are calling for their ban, given their addictive nature and their appeal, particularly to minors. This ban is already in effect in several countries, including Belgium and the Netherlands, and was announced in France by the Minister of Health.

Aggressive marketing strategies[3] which contribute to the introduction of young people to nicotine and promote long-term addiction are particularly highlighted and linked to an overall strategy of tobacco manufacturers who are diversifying their products to develop their markets. While some manufacturers promote these products as risk reduction tools for smokers, public health experts point out that their long-term effects remain poorly understood and that nicotine as such is not harmless to health.

©Generation Without Tobacco

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[1] Deniz Bagdas, Jennifer Sedaille, Mariam Khan, Nnedinma Okpala, Nii A Addy, Effects of Sweeteners and Cinnamon Flavor on Oral Nicotine Choice Behaviors, Nicotine & Tobacco Research, 2025;, ntaf037, https://doi.org/10.1093/ntr/ntaf037

[2] Press release, The CNCT and the INC/60 Million Consumers reveal the results of their study: lead and arsenic found in nicotine pouches, published December 9, 2024, accessed March 20, 2025

[3] Tobacco-free generation, Nicotine pouches: British American Tobacco's illegal marketing offensive in France, published March 18, 2025, accessed March 20, 2025