The World Health Organization (WHO) has published its first dedicated global report on nicotine pouches, raising concerns about aggressive marketing, youth appeal, and significant regulatory gaps.
The 154-page report, titled
Exposing Marketing Tactics and Strategies Driving the Global Growth of Nicotine Pouches, examines the industry's rapid expansion and analyzes product design, nicotine strength, flavor offerings, advertising themes, influencer campaigns, sponsorships, and current regulations around the world.
Global Nicotine Pouch Market Expands Rapidly
According to the report, nicotine pouches have become one of the fastest-growing nicotine categories as major tobacco companies diversify beyond cigarettes.
Key market figures include:
- Global retail sales reached 23.46 billion units in 2024, up 50.5% year over year
- The global market is projected to approach $7 billion in 2025
- North America accounts for the largest share of the market
- The United States alone represents nearly 80% of global revenue
WHO notes that one leading nicotine pouch brand expanded its U.S. retail presence from roughly 9,000 stores in 2017 to more than 150,000 outlets by 2024.
Marketed as “Modern,” “Discreet,” and “Tobacco-Free”
WHO says nicotine pouches are frequently promoted using terms such as:
- Modern
- Discreet
- Tobacco-free
- Smoke-free
The agency argues that this language can create the impression that the products are low-risk or harmless, potentially influencing how young people, parents, and policymakers perceive them.
Nicotine pouches are small pre-portioned sachets placed between the gum and lip. They usually contain tobacco-derived or synthetic nicotine, along with cellulose, flavorings, sweeteners, and alkalizing agents. Some products may also include nicotine analogues that are not yet clearly regulated in many countries.
Some Products Deliver Very High Nicotine Levels
WHO found wide variation in nicotine strength across products.
Reported concentrations range from standard levels to as high as
50–150 mg/g, with some brands categorizing products as:
Manufacturers also use technologies such as nicotine salts, capsules, and “pearls” to reduce irritation and increase the speed and intensity of nicotine absorption.
Labeling practices are inconsistent. Strength may be shown as:
- mg per pouch
- mg per gram
- mg per can
- Low / Medium / Strong / Extra Strong
- Dot-based rating systems
Flavors Include Fruit, Candy, Mint, and Alcohol-Inspired Options
Flavor variety is a major focus of the report.
Common categories include:
- Fruit flavors vape
- Sweet and dessert flavors
- Mint and ice
- Candy-inspired flavors
- Alcohol and cocktail-inspired flavors
Examples cited by WHO include Cherry Punch, Frosted Apple, Tropical Spice, Cosmic Dust, bubble gum, and gummy bears.
Some products use nightlife-oriented branding such as “After Dark” and “Made for the Night.”
Candy-Like Packaging Raises Child Safety Concerns
WHO highlights packaging that imitates popular confectionery products in both branding and design.
The report references data from U.S. poison centers indicating that approximately
70% of nicotine pouch exposure cases involve children under five years old, underscoring the risks of accidental ingestion.
Social Media and Influencer Marketing Under Scrutiny
WHO says nicotine pouch brands are heavily promoted on platforms widely used by younger audiences.
In one example, a multinational tobacco company reportedly paid 77 influencers in 2021 to promote nicotine pouch products, generating a potential audience of 537 million people worldwide.
Many posts allegedly failed to disclose paid sponsorships.
Advertising Emphasizes Social Use and Stealth Consumption
According to WHO, common advertising themes include:
- Social acceptance
- Sports and active lifestyles
- Dating and nightlife
- Use in smoke-free environments
Examples of slogans cited in the report include:
- “Anytime, Anywhere”
- “No Smoke, No Vapour”
- “More Convenient, Less Noticeable”
- “I Do It Anywhere”
Advertisements often depict use in restaurants, bars, theaters, and public transportation settings.
Sponsorships, Free Samples, and Brand Merchandise
The report also examines promotional strategies such as:
- Music festival sponsorships
- Sports partnerships
- Free product samples
- Branded merchandise
Philip Morris International and British American Tobacco are both cited for their Formula One sponsorship activities. WHO notes that the two companies spent an estimated $40 million on F1 sponsorships in 2022.
Many Countries Still Lack Comprehensive Regulation
WHO states that nicotine pouches emerged after many existing tobacco control frameworks were established, leaving them partially or entirely outside current regulations in numerous countries.
As of December 31, 2024:
- 16 countries had banned nicotine pouch sales
- 12 of those countries also prohibited importation, manufacturing, and distribution
- 32 countries had adopted other regulatory measures
- 5 countries restricted flavors
- 26 countries prohibited sales to minors
- 21 countries banned advertising, promotion, and sponsorship
WHO Recommends Stronger Global Controls
WHO is urging governments to incorporate nicotine pouches into broader tobacco and nicotine regulation.
Recommended measures include:
- Regulating tobacco-derived, synthetic, and analogue nicotine under the same framework
- Restricting or banning flavors
- Prohibiting advertising, promotion, and sponsorship
- Strengthening youth access controls
- Requiring robust age verification for online sales
- Mandating health warnings and plain packaging
- Setting maximum nicotine limits
- Applying excise taxes
- Establishing market surveillance and enforcement systems
Outlook for the Nicotine Pouch Industry
WHO’s first global report signals that nicotine pouches are receiving increased international scrutiny.
As sales continue to rise and new brands enter the market, regulators are likely to focus more closely on product strength, flavor appeal, youth marketing, and consumer protection.
For manufacturers and distributors, the report indicates that nicotine pouch regulation is expected to become significantly stricter in the years ahead.
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