How Nicotine Pouches Are Hooking a New Generation of Teens
Imagine walking into a high school classroom where one in twenty students is secretly using nicotine, without smoke, without smell, and without detection. This isn’t a dystopian future—it’s just today’s reality.
Between 2023 and 2024, the number of U.S. high school students using nicotine pouches nearly doubled, according to a study from the Keck School of Medicine at the University of Southern California. These small, flavored packets—placed discreetly between the gum and lip—are rapidly becoming the new addiction trap for teens, fueled by social media influencers and deceptive marketing.
The Alarming Surge in Teen Nicotine Pouch Use
The study surveyed over 10,000 high school students and found that:
5.4% of 10th and 12th graders reported using nicotine pouches in 2024, up from 3% in 2023.
Dual use of nicotine pouches and e-cigarettes increased from 2.1% in 2023 to 3.6% in 2024.
While teen vaping declined slightly, nicotine pouch use skyrocketed, signaling a dangerous shift in youth nicotine consumption.
This trend mirrors the early days of flavored e-cigarettes, which were marketed as “safer” alternatives but led to a nationwide teen vaping crisis. Remember that even though these statistics are alarming, when students self-report, the numbers are likely significantly over what is being recorded from these studies.
Which Teens Are Most at Risk?
The study found that certain groups are more likely to use nicotine pouches:
Boys are more likely to use them than girls.
Non-Hispanic white teens have higher usage rates.
Students in rural areas are more likely to use nicotine pouches, mirroring trends seen in smokeless tobacco use.
These findings suggest that nicotine pouches are following the same trajectory as chewing tobacco, targeting young males in rural communities while expanding into broader teen demographics.
The Social Media Frenzy Driving Teen Use
A wave of “Zynfluencers”—social media personalities promoting the Zyn brand—has glamorized nicotine pouch use, tying it to confidence, masculinity, and mental focus.
Teens are sharing videos comparing flavors, demonstrating how to use pouches discreetly, and even joking about addiction. This viral marketing is fueling the surge in teen use, much like how flavored e-cigarettes gained popularity before regulatory crackdowns.
Nicotine Pouches Are NOT Approved for Smoking Cessation
Despite industry claims, nicotine pouches are NOT FDA-approved as tools to quit smoking. Unlike nicotine gum or patches, which are regulated for smoking cessation, pouches are marketed without clear health warnings.
A separate study found that less than 1% of adults use nicotine pouches, raising serious concerns about who these products are actually targeting.
The Danger in Schools: A Silent Addiction
Nicotine pouches pose a unique threat in schools because they are:
Discreet—no smoke, no smell, no need to spit.
Easy to hide—students can use them in class without the teachers noticing.
Highly addictive—nicotine exposure in adolescence can harm brain development, memory, and attention.
This makes detection and prevention incredibly difficult, leaving parents and educators struggling to intervene.
Signs & Symptoms of Nicotine Pouch Use
Parents and teachers should watch for:
Frequent gum chewing or lip movements (to adjust the pouch).
Sudden mood swings or irritability (nicotine withdrawal).
Unexplained headaches or dizziness (nicotine side effects).
Increased secrecy or avoidance of authority figures.
What Parents Need to Know & How to Help
Start the Conversation – Talk to your teen about nicotine pouches before they try them. Explain the risks and debunk industry myths.
Monitor Social Media – Be aware of Zynfluencer content and how it’s shaping teen perceptions.
Watch for Signs – If you suspect use, approach with concern, not punishment. Nicotine addiction is powerful, and teens need support to quit.
Advocate for Stronger Regulations – Push for stricter marketing restrictions and clearer health warnings on nicotine pouches.
The Urgent Call to Action
Nicotine pouches are not harmless—they are the next wave of teen nicotine addiction, disguised as a trendy alternative.
Without immediate intervention, we risk another public health crisis, just like the teen vaping epidemic. The question is: Will we act before it’s too late?
For more information, help, and resources, please visit www.steeredstraight.org or call (856) 691-6676
Our mission is to steer youth straight toward making sound, rational decisions through a learning experience that provides a message of reality to help them make positive, informed choices.
