Is 'addiction' the next big marketing strategy? WHO flags growing nicotine pouch trend among teenagers and young adults

The World Health Organisation (WHO) has raised concern over the global rise of nicotine pouch products, saying they are increasingly targeting young users through social media campaigns, flavours and influencer promotions.

The agency said the products are spreading quickly across markets, while regulations in many countries are struggling to keep pace.

Nicotine pouch sales surge globally

According to a new WHO report, nicotine pouch sales crossed 23 billion units globally in 2024, marking a sharp increase from previous years. The global market for the products was valued at nearly $7 billion last year.

Nicotine pouches are small sachets placed between the gum and lip that release nicotine through the mouth lining. Though marketed as “tobacco-free”, the WHO said the products still contain highly addictive nicotine and are often sold in flavours designed to attract younger consumers.

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WHO’s health determinants, promotion and prevention department director Etienne Krug said governments are witnessing the rapid spread of these products, especially among adolescents and young adults. He warned that young people are being “aggressively targeted by deceptive tactics”, as per Hindustan Times.

“The products are engineered for addiction,” Krug reportedly said.

Marketing tactics under scrutiny

WHO said nicotine pouch companies are promoting products as “modern”, “discreet” and safer alternatives to smoking. The organisation also pointed to the growing use of social media influencers, music festival sponsorships and Formula 1-related advertising to market the products to younger audiences.

The report noted that one popular nicotine pouch brand expanded from around 9,000 retail outlets in the United States in 2017 to over 150,000 stores by 2024.

Apart from North America, the WHO identified countries such as Germany, Sweden and Poland as key markets. The report also flagged fast-growing demand in countries including Pakistan.

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WHO calls for tighter regulations

WHO has urged governments to introduce stricter rules, including limits on nicotine content, restrictions on flavours and bans on advertising targeted at youth. The agency also stressed the need for stronger enforcement of minimum age restrictions.

The report, according to Hindustan Times, highlighted health risks linked to nicotine use, including cardiovascular concerns and mental health impacts. WHO emphasised that nicotine itself is “highly addictive” and warned that appealing packaging and flavouring could further increase youth uptake.