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Nicotine pouches are small rectangles containingnicotine, flavourings and other ingredients.[1] Unlikesnus, they do not includetobacco leaf, dust, or stem.[2][3] The nicotine may either be derived from tobacco plants or may be synthetic.[2][4][5]
Like with snus ordipping tobacco the user puts a pouch between their lip andgum, and leaves it there while the nicotine and taste is being released.[6] The nicotine enters the bloodstream via mucous membranes in the gums.[7] When finished, the pouch is disposed of.[6] The small pouches differ fromchewing tobacco in that the user does not need to spit, since the contents of the pouches stay inside the pouches during use.[8]
There is limited independent testing of the constituents, exposure, orbiomarkers of effects for nicotine pouches,[2] although independent research is now emerging.[9] Since 2021, sales of nicotine pouches have grown exponentially withZyn as the global leader.[10] This popularity has led to controversy among government regulators who view the product's appeal to youth as concerning.[11]
While relatively new, nicotine pouches share similarities with Swedishsnus. The first pouch product was developed in the beginning of the 2000s by a small start up company Niconovum. This company registered the product in 2008 as a medicinal nicotine replacement product (Zonnic) with 2 mg of nicotine. In 2009, RJ Reynolds (now British American Tobacco) bought Niconovum. Thereafter tobacco companies, particularly Swedish Match, became active in the pouch category. Many of Sweden’s leading snus manufacturers, such as Swedish Match, Skruf and AG Snus created their nicotine pouch brands as a direct response to demand for a nicotine option with less conspicuous, smokeless usage. While discreet and tobacco-free, nicotine pouches can still, potentially, cause some side effects like: hiccups, gum irritation, nausea and headaches.[12]
It is unclear whethersmokers might switch to nicotine pouches or if they would continue to smoke and use nicotine pouches, resulting in dual use.[2] Nicotine pouches typically cost about as much as a pack of regular cigarettes.[2] Unlikevaping products, they require no batteries and no accessory device.[2]
Nicotine pouches may entice youth as well as young adult never-smokers because they are available in an array of flavors and may be used unobtrusively.[2]
In pharmacies in Norway, Finland, Denmark, and Sweden, nicotine pouches are also sold as a delivery mechanism fornicotine replacement therapy. In Norway, the brand Zonnic is approved by theNorwegian Medicines Agency forsmoking cessation.[13][14] InCanada, 4 mg nicotine pouches became available for sale ingas stations andconvenience stores in 2023 as a form ofnicotine replacement therapy under the brand Zonnic.[15][16]
In addition to nicotine, the pouches typically contain food-grade fillers, sweeteners, and flavorings.[2] The main ingredient in nicotine pouches in terms of volume is plant fiber. Plant fibers are used to fill the pouch and give it the desired shape, fit, and properties. Different brands use different fibers, but some of the most common derive from eucalyptus and pine.[17] Nicotine pouches are sold in an array of flavors, such as peppermint, black cherry, coffee, citrus, and many others.[2] The nicotine content among nicotine pouch brands typically varies from 1 mg/pouch to 10 mg/pouch[18] although some have much more. Nicotine pouches usually have a longer shelf-life than traditional snus.[19]
Nicotine pouches contain theaddictive chemical nicotine.[8]
While nicotine is not a carcinogen according to theInternational Agency for Research on Cancer,[20] a meta-analysis paper by members ofTata Memorial Hospital inMumbai,India, states that nicotine may be carcinogenic and has widespread adverse effects on many systems of the body.[21]
There is limited independent testing of the constituents, exposure, orbiomarkers of effects for nicotine pouches,[22] although independent research is now emerging.[23] Nicotine itself is currently classified as non-carcinogenic according to theInternational Agency for Research on Cancer, and according to theRoyal College of Physicians nicotine in itself is not a hazardous drug.[24][25] In turn, it is hypothesized that if nicotine can be delivered without tobacco and smoke inhalation, most, if not all of the harm of smoking can be avoided.[26][27][28][25] However, if not carcinogenic, nicotine is still moderately harmful to cardiovascular health, therefore long-term use of non-tobacco nicotine pouches very likely causes higher risks for cardiovascular diseases, stroke, and reproductive harms.[29][30]
Several recent clinical studies and reviews have further evaluated the health effects and nicotine delivery profile of nicotine pouches. A 2025 randomized cross-over study assessed Nordic Spirit nicotine pouches and demonstrated that nicotine uptake increased proportionally with dose, showing plasma nicotine levels comparable to Swedish snus and faster than nicotine gum. No major safety concerns were observed after single use.[31]
A separate 2024 clinical trial evaluating high-nicotine pouches (up to 30 mg) found that certain products delivered higher plasma nicotine levels than cigarettes and caused significant increases in heart rate and arterial stiffness, raising concerns about cardiovascular effects and addiction potential. The authors recommended setting upper limits on nicotine content.[32]
Additionally, a 2024 scoping review summarized existing research and noted that nicotine pouches likely pose fewer toxicant exposures compared to cigarettes, but highlighted concerns regarding youth uptake and the lack of long-term independent studies assessing public health impact.[33]
Advocacy groups opposed to the introduction of nicotine pouches in Kenya have protested that they may raise the risk of cancer, heart disease, and reproductive or developmental harms.[34] The Kenya Tobacco Control Alliance alleged that given the higher levels of some toxic chemicals, and what theU.S. Food and Drug Administration said was a lack of medical data showing the pouches are safer than cigarettes (as claimed by manufacturer British American Tobacco), the government should not license the product.[34]
Nicotine pouches are regulated differently around the world. In some countries, like Norway, their sale in general stores are banned because they are classified as a new nicotine product. In other countries, they are sold freely, because they do not classify as a tobacco product due to their lack of tobacco.[35] They are banned in Germany, but are available in Sweden. Although nicotine pouches are not heavily regulated in the European Union, some regulatory characteristics fall under the European Union CLP-Regulation (EC) 1272/2008.[36][37]
It is assumed nicotine pouches are classified astobacco products in the US because they contain nicotine obtained fromtobacco.[2] However, regulatory ambiguity exists, particularly concerning synthetic nicotine pouches, which are not explicitly covered under traditional tobacco regulations. The U.S. Food and Drug Administration (FDA) has extended its oversight to nicotine pouches under the Family Smoking Prevention and Tobacco Control Act, requiring manufacturers to submit Premarket Tobacco Product Applications (PMTAs) for approval.[38]
In 2021, the American College of Chest Physicians (CHEST) and other health organizations urged the U.S. Food and Drug Administration (FDA) to address regulatory gaps related to synthetic nicotine products, including nicotine pouches, citing concerns about youth usage and public health impact.[39]
Tobacco-free nicotine pouches were for sale in Norway from 2014 to 2018, under the name Epok.[40] In June 2018 theNorwegian Directorate of Health forced British American Tobacco Norway to remove Epok from sale. The Norwegian Directorate of Health argued that since Epok didn't contain any tobacco, it was a new form of nicotine product, distinct from the other forms ofsnus approved in Norway. Approval for the nicotine pouch brand ZYN had already been rejected twice for a very similar product.[41] Within days of the ban, Epok was re-introduced to the Norwegian market, with a minute amount of bleached tobacco added, to qualify as snus, an already approved form of nicotine product.[42] As of July 2022, Epok is still sold by Norwegian grocery stores.[43][44]
In Canada, 4 mg nicotine pouches are widely available for sale ingas stations andconvenience stores as a form ofnicotine replacement therapy under the Zonnic brand.[45][46] Nicotine products in Canada with a standard dosage exceeding 4 mg are considered a prescription drug, therefore personal imports of nicotine pouches containing over 4 mg of nicotine per pouch are prohibited.[47] Exceptions exist for those who are ahealth practitioner ormedical practitioner, adrug manufacturer, a wholesaledruggist, apharmacist, or aresident of a foreign country while a visitor in Canada.[48][49]
In Finland, until April 2023, nicotine pouches were classified for medicinal use.[50] TheFinnish Medicines Agency (FIMEA) stated that nicotine pouches cannot be classified as medicinal products unless they are specifically marketed for a medicinal purpose or it can be demonstrated in some other way that they are typically used as medicinal products.[50]
The pouches are sold in supermarkets in the United Kingdom, and are not covered by tobacco or medical laws there. In 2022, theAction on Smoking and Health group called for a regulatory framework covering all nicotine products.[51]
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