Nicotine pouches are being ‘aggressively’ marketed to young people, WHO report warns

As the global market for nicotine pouches is rapidly growing, the World Health Organization (WHO) warns of aggressive marketing tactics targeting young people and children that can lead to addiction from an early age.

Nicotine pouches are pre-portioned pouches designed to deliver nicotine through the mouth. They typically contain nicotine, either synthetic or tobacco-derived, and other ingredients, such as cellulose powder, flavourings, sweeteners, and alkaline agents.

The WHO report warns that nicotine pouches can be highly addictive and calls for comprehensive regulations that address all tobacco-related products.

“The use of nicotine pouches is spreading rapidly, while regulation struggles to keep pace,” said Vinayak Prasad, unit head of the Tobacco Free Initiative for WHO. “Governments must act now with strong, evidence-based safeguards.”

Global retail sales of nicotine pouches in 2024 totalled 23.462 billion units, an increase of 50.5% over the previous year, the report noted.

In 2025, the global market for nicotine pouches was nearly US$ 7 billion (€ 6 billion), with the sales highest in North America, mainly in the United States, with a revenue share of 79%.

Outside the US, nicotine pouches are most popular in European countries such as Germany, Poland, and Sweden, said the WHO.

While groups of all ages use these products, the report calls for special protection of children and young people who are more vulnerable, both to nicotine’s impact on their bodies and to advertising tactics from the industry.

“Urgent, coordinated, sustained action is critical to safeguard current and future generations from nicotine addiction,” the authors wrote.