Nicotine Use Rises Among Young People

Nicotine pouch use has increased among teenagers and young adults across the United States, raising concerns among public health researchers about addiction, social media marketing and the growing popularity of smokeless nicotine products. As the products become more widely available, researchers are examining their appeal to younger consumers and the potential health consequences of long-term nicotine use.

According to research highlighted by the CDC Foundation in November 2025, nicotine pouch use among youth and young adults nearly quadrupled between 2022 and 2025. The findings came from the Tobacco Epidemic Evaluation Network (TEEN+) Study, which tracks tobacco product use among more than 10,000 young people nationwide. The study found that nearly two in five nicotine pouch users younger than 21 had used the products on more than five days during the previous month. Among users ages 21 and older, more than three in five reported using nicotine pouches at that frequency.

Nicotine pouches have also become one of the most commonly used tobacco products among teenagers. Data from the 2025 National Youth Tobacco Survey showed that approximately 460,000 middle and high school students, or 1.7 percent of those surveyed, currently used nicotine pouches. That was more than double the 0.8 percent reported in 2021. The products ranked second behind electronic cigarettes among tobacco products used by young people, surpassing traditional cigarettes in 2024. Unlike cigarettes or electronic cigarettes, nicotine pouches do not produce smoke or vapor. The small packets contain nicotine, flavorings and other ingredients and are placed between the lip and gum, allowing nicotine to be absorbed through the lining of the mouth. Their small size and lack of smoke or vapor make them less noticeable than other nicotine products, while flavors such as mint, wintergreen and fruit have contributed to their appeal among consumers.

The increasing popularity of nicotine pouches has coincided with substantial growth in national sales. According to data analyzed by the CDC Foundation, nicotine pouch sales increased by 250.8 percent between January 2023 and August 2025. The products have also attracted more adult tobacco users. A study released October 28 by researchers at the University of Cincinnati found that current nicotine pouch use among adult tobacco users increased from 3 percent in 2021 to 10.2 percent in 2024. The percentage of adult tobacco users who reported having tried nicotine pouches at least once increased from 16.4 percent to 31.1 percent during the same period.

The study, led by University of Cincinnati professor Ashley Merianos and published in the scientific journal Addiction, examined nationally representative survey data from 2021 and 2024. Researchers found that nicotine pouch use was more common among men, adults ages 21 to 45 and individuals who already used other tobacco products. The findings suggest that some consumers may be using nicotine pouches alongside cigarettes, electronic cigarettes or smokeless tobacco rather than replacing those products entirely. This pattern has raised questions about whether the growing popularity of nicotine pouches is reducing traditional tobacco use or contributing to additional nicotine consumption.

Social media has also contributed to the visibility of nicotine pouches, particularly among younger audiences. Videos and posts featuring nicotine pouch products have circulated on platforms such as TikTok and Instagram, where users discuss different brands, flavors and experiences. Some content presents nicotine pouch use through humor, lifestyle trends and references to sports or physical fitness. A study published in July 2026 in JMIR Infodemiology examined Instagram and TikTok content associated with Zyn, one of the country's most widely used nicotine pouch brands. Researchers found that much of the content they analyzed portrayed nicotine pouch use positively. Among the posts evaluated for sentiment, approximately 89 percent expressed favorable views of the product, while more than one-third used humor in ways that could normalize its use. The researchers also identified content connecting nicotine pouches with athletic activities, gym culture and social settings, concluding that these online portrayals could make the products more appealing to younger audiences.

Robert Jackler, a professor emeritus at Stanford University School of Medicine who has studied tobacco advertising for more than two decades, discussed the growing nicotine pouch market in a June 2026 article published by Stanford University. Jackler said tobacco companies have increasingly promoted alternative nicotine products as traditional cigarette smoking has declined. Marketing for nicotine pouches frequently emphasizes convenience, discreet use and the absence of smoke or odor. The products are also promoted through social media influencers and online advertising, allowing companies and nicotine-related content to reach audiences outside traditional advertising channels.

Although nicotine pouches do not involve inhaling tobacco smoke, health researchers caution that they still contain nicotine, a highly addictive substance. Nicotine exposure during adolescence can interfere with brain development, particularly in areas responsible for attention, learning, mood and impulse control. Because the brain continues developing into a person's mid-20s, younger users face additional concerns associated with nicotine dependence. Researchers have also raised questions about the long-term health effects of nicotine pouches, which have not been studied as extensively as traditional tobacco products. While some consumers view nicotine pouches as a less harmful alternative to cigarettes, the products are not without health risks and have not been approved by the U.S. Food and Drug Administration as smoking cessation aids.

The growing market has prompted changes in how states regulate and tax nicotine products. In Illinois, legislation that took effect July 1, 2025, increased the state's tobacco products tax and expanded the types of nicotine products subject to taxation. Under Public Act 104-0006, Illinois established a uniform tax rate of 45 percent of the wholesale price for tobacco products covered by the law, including nicotine pouches, electronic cigarettes and moist snuff. The legislation also expanded the definition of tobacco products to include products containing nicotine derived from tobacco or produced synthetically. Previously, some newer nicotine products were not included under the same tax classifications as traditional tobacco products.

The changes brought nicotine pouches and other oral nicotine products under the state's tobacco tax system, regardless of whether the nicotine was naturally derived or synthetic. Products approved by the FDA for smoking cessation or nicotine replacement therapy, when marketed and sold for those approved purposes, remain exempt from the expanded definition. The legislation also increased the annual tobacco retailer licensing fee from $75 to $150 per location. According to the Illinois Department of Revenue, the revised tax is imposed at the distributor level and applies to qualifying products sold to retailers or consumers in the state. Although the tax can affect retail prices, the amount passed along to consumers depends on pricing decisions made by distributors and retailers.

The tax changes come as public health researchers continue examining whether higher prices and additional regulation can discourage nicotine use, particularly among younger consumers. Despite the growth in nicotine pouch use, traditional cigarette smoking among teenagers remains at historically low levels. Researchers say the shift toward newer nicotine products presents a different challenge for efforts to reduce nicotine addiction. National survey findings also indicate that many young nicotine pouch users consume other tobacco or nicotine products, raising questions about whether pouches are replacing existing products or creating additional opportunities for nicotine use.

The increasing availability of flavored products, their visibility on social media and their popularity among younger consumers remain areas of concern for researchers studying tobacco use. As Illinois continues enforcing its expanded tobacco tax, national health researchers are monitoring whether nicotine pouch use continues to increase and how changing consumer habits affect nicotine use among future generations.