Nicotine Pouches: A Silent Trend Rising Among Youth

Amna Bukhari

Rawalpindi : On college campuses and in high school hallways across the globe, a silent trend is gaining traction, which is the use of nicotine pouches. These smokeless, tobacco-free products are quietly becoming popular among teenagers and young adults.

Sold in sleek tins and sweet flavors, these discreet packets are marketed as a safer alternative to smoking. But public health experts are raising serious concerns.

What Are Nicotine Pouches, Really?

At first glance, nicotine pouches seem harmless—no smoke, no smell, and no complicated device. But the reality is more alarming. These small, white pouches are placed under the upper lip and contain nicotine, flavorings, and plant-based fibers, releasing the drug gradually into the bloodstream.

Popular brands like Zyn, Velo, and On! offer flavors such as mint, citrus, and berry. Their candy-like taste and packaging appeal to young users who may be unaware of the health risks.

In Pakistan, particularly in cities like Islamabad and Lahore, these products are becoming more accessible. A 2025 study published in Tobacco Induced Diseases found that Velo holds about 85% of the nicotine pouch market in Pakistan. These products are found in nearly 8% of urban retail shops—often placed at children’s eye level or near candy.

Alarmingly, about 23% of shopkeepers admitted to selling them to minors. Despite being addictive, nicotine pouches are readily available in stores and online, often without effective age verification, making them easy for youth to obtain. These findings are supported by PubMed and Islamabad Post.

The Growing Risks

While they don’t contain tobacco leaves or produce smoke, nicotine itself is highly addictive—especially for developing brains. Frequent use can lead to increased heart rate, high blood pressure, anxiety, and mood swings.

“Because they’re smokeless and easy to hide, users and even their families often underestimate the harm,” explained Dr Asim Khwaja, a Lahore-based addiction specialist, as reported by local media.

Teachers have reported growing challenges in classrooms. Students addicted to nicotine pouches often show signs of restlessness, irritability, and lack of focus—symptoms sometimes misattributed to stress or behavior issues.

Why Youth Are Falling for It

This rise in use isn’t accidental. Multiple factors are contributing to the trend. Easy access is a major one. Unlike cigarettes, nicotine pouches are readily available online and in convenience stores with minimal regulation.

Social media is another driver. Influencers and subtle product placements frame these pouches as modern, trendy, and safe. Flavors also create a false sense of safety.

“They think it’s just a fun mint pouch,” says Dr Naila Ahmed from the Tobacco Control Unit. “They don’t realize they’re dosing their bodies with a powerful stimulant multiple times a day.”

Lack of awareness, particularly in countries like Pakistan where tobacco regulation has not yet extended to non-tobacco nicotine products, further worsens the problem.

What Can Be Done?

Experts agree that this trend can only be countered through swift public awareness and stricter regulation. Public health campaigns must include nicotine pouches in anti-tobacco messaging. Schools should proactively educate students about the risks.

Social media platforms must be held accountable for content that promotes teen nicotine use. Most importantly, governments need to update and enforce laws to regulate the sale and marketing of these products. Pakistan currently lacks adequate legal controls over non-tobacco nicotine items.

Parents also play a crucial role. Early signs of use can include gum irritation, frequent cravings for minty products, or sudden behavioral changes. “This is not about punishment,” Dr. Naila emphasized. “It’s about early intervention.”

Nicotine pouches represent one of the fastest-growing and most accessible forms of addiction today. With their rising appeal among youth—especially in academic settings—it’s no longer enough to focus solely on conventional tobacco products like cigarettes and vapes.

A coordinated, multi-level response is urgently needed to protect the next generation. Awareness must begin at home, be reinforced through schools and institutions, and supported by thoughtful legislation.

The question is no longer if nicotine pouches pose a threat—but how soon we are willing to act before the trend becomes irreversible.