Findings from one of the first studies on nicotine pouch use in Australia has been released by Generation Vape. The research examines attitudes of young people (aged 14-24 years old) towards this harmful new product manufactured by Big Tobacco.
The study provides insights into the attitudes of young Australians towards nicotine pouches with testimonial from participants in the study saying there is growing use for sporting performance enhancement, as an alternative to vaping, and as a party drug. With a 17 year old male participant saying, "well recently they've kind of gone big, like, even people that don't vape have gone "oh yeah try out these Zyns [Phillip Morris International's nicotine pouch brand]". Everyone's making like a massive deal about em."
The flavoured nicotine pouches deliver nicotine via the mouth when placed between the lip and the gum and are being promoted as a 'lower-risk' and 'tobacco-free' nicotine product by big tobacco. The sales growth in these products globally has occurred alongside major marketing efforts, with the top six major nicotine pouch manufacturers having spent at least $11.2million on advertising campaigns.
While some participants described using nicotine pouches as an alternative to vaping, there were no personal accounts from former vapers who had successfully quit through using the products.
Anita Dessaix, Director of Cancer Prevention and Advocacy at Cancer Council NSW, says the rising profile of nicotine pouches is concerning, "despite being illegal to sell, the products have been seized as part of routine enforcement of Australian retailers, and have also been promoted to young people by Australian social media influencers".
To date, there has been little published research on nicotine pouch use in Australia with some participants in the study perceiving nicotine pouches to be a 'healthier' alternative to smoking or vaping. "It is critical that research on nicotine pouches is collected now to inform public health policy, and to prevent the production of new addictive recreational nicotine products in Australia." Ms Dessaix says.
Since January 2024, 1.3million nicotine pouches have been seized at the Australian boarder which is 950% more than the total number of pouches seized in the two years prior.
"Tobacco companies have a long history of adapting and changing their products to reach new markets. They must continue to addict younger generations to increase profits and grow their bottom line," says Associate Professor Becky Freeman, University of Sydney Chief Investigator of the Generation Vape project, "they launch new products to skirt tough regulations and undermine public health gains. This rise we are seeing in nicotine pouch use appears to be yet another example of this old pattern."
Generation Vape is an ongoing leading Australian national study into adolescent and young adult vaping and smoking. The project aims to fill gaps in the evidence on vaping and is continually adapted to the everchanging evolution of tobacco companies and the new products they manufacture and target to young people.
While the study by Generation Vape provides some of the first insights into nicotine pouch use among young Australians, it is critical this research continues and expands. "Addiction to new nicotine products heavily promoted to young people is a significant public health issue. Ongoing monitoring and research into vaping, smoking and other nicotine products through projects like Generation Vape, can rapidly deliver evidence to policy makers to enable them to be on the front foot to respond to these issues," says Associate Professor Freeman.
"Although nicotine pouches cannot be legally sold in Australia, the products made by Big Tobacco are reaching the hands of young people. The current policy and enforcement approach needs to be actively monitored and reviewed to ensure it is effective in preventing ongoing nicotine addiction in our communities." Associate Professor Freeman concludes.
