Picture this: You’re on a lake vacation with a group of friends, but you have the urge to smoke a cigarette. Here’s a solution! You can just grab a little packet of nicotine from your pocket, stick it in your mouth, and sit on the dock to take in the sunset.
Does this sound familiar? You may have seen it in a recent commercial for ZYN –one of the most well-known oral nicotine pouches on the market today.
ZYNs and other oral nicotine products are becoming increasingly popular among young people. In fact, they’re the second most commonly used nicotine product for adolescents (only behind e-cigarettes).1 While it’s advertised as a way to quit smoking, it’s contributing to nicotine use among teens, most of whom don’t smoke cigarettes.
In this article, we’ll get into the basics of what nicotine pouches are, why they’ve become so prevalent, and how you can protect your loved one.
Key Takeaways
1. ZYN and other nicotine pouches are becoming increasingly popular among teens, largely because they’re discreet, flavored, and marketed as cool, fun, and relatively harmless.
2. While some people use nicotine pouches to help quit smoking or vaping, they are not FDA-approved for this purpose, and using them can cause side effects and health consequences like anxiety, tooth problems, gum disease, and increased risk of mouth and tongue cancer. They can also cause adolescents who don’t already use nicotine to become addicted.
3. Parents and caregivers can help their loved one by having open, judgment-free conversations about nicotine use, recognizing warning signs, and connecting to professional support and treatment options if needed.
What are nicotine pouches?
Nicotine pouches are small pouches made of microfiber that contain nicotine.2 They don’t contain tobacco leaf, but a synthetic powder made up of nicotine, flavorings, and other ingredients (such as stabilizers and synthetic additives sometimes added to food).3 They’re placed in between someone’s lip and gum to let the powder dissolve in the mouth. This allows users to consume a concentrated amount of nicotine quickly without having to inhale smoke or aerosols (as one does with cigarettes or vaped nicotine) or spit out tobacco (as one does with smokeless tobacco products).
Many nicotine pouches can contain very high amounts of nicotine, though it varies based on brand and type. For example, ZYN offers pouches with “nicotine levels ranging from 1.5mg to 11 mg,” and “Strong” and “X-Strong” varieties.4
Why are they so popular?
Research shows that nicotine pouch sales have exploded in the past few years, tripling between 2021 and 2024.5 Monthly sales have increased by over 200% between 2023 and 2025.6 And they’re popular among youth as well; one study revealed that twice as many teens reported using them in 2024 than in 2023.7
Nicotine pouches are appealing because:
- They’re discreet. Pouches are easily disposable and don’t require spitting (like chewable tobacco). This means they can be used secretly and provide someone a convenient, near-constant supply of nicotine. This also means that kids can use them without adults knowing – there’s no smell, no smoke, no vapor, and it can look like they’re simply chewing gum or eating candy.
- They can work quickly. These products deliver nicotine straight to the bloodstream via the gums.8
- They’re flavored. Flavors can make nicotine pouches a more appealing alternative to nonflavored nicotine products. Unfortunately, much like flavored vapes, these products also directly appeal to youth.
- They’re less harmful than cigarettes. Nicotine pouches are technically less bad for you than cigarettes. They don’t contain actual tobacco leaf, which means they might have fewer toxic ingredients, and allow users to consume nicotine without the deadly dangers of smoking. Of course, that doesn’t mean they’re healthy.
ZYN Marketing
While the U.S. Food and Drug Administration (FDA) has not approved nicotine pouches as a tool to quit smoking, ZYN is permitted to market their products widely. In January 2025, the FDA ruled that ZYN could market its flavored nicotine pouches so long as they target it to adults, stating that the products “offer greater benefits to population health than risks.”9
However, many have pointed out that even if ZYN marketing is technically directed to adults, it can still appeal to children, just like e-cigarette or alcohol marketing tactics. Picturing nicotine pouches as cool, fun, and implying that they’re relatively harmless because they are tobacco free without a clear description of the risks might automatically make them look good to teens. This is evident from the popularity of “ZYNfluencers” on TikTok and Instagram and even popular podcasters like Joe Rogan who promote the product.10
And there are other forms of marketing that encourage people to buy ZYN; especially their rewards program.11 On every can of ZYN, there’s a QR code. If you scan that QR code, you collect points, which can eventually be redeemed for rewards. Each container, or can, is worth 15 points, and people can register up to 60 cans per month. Rewards range from ZYN-branded merchandise for a few hundred points (like aprons and water bottles) to $25 gift cards for closer to 1,000 points, to iPads and pizza ovens for 5,000 to 10,000 points. To put it in perspective: for someone to get an Apple TV, they’d have to purchase around 300 cans of ZYN.
What are the health risks?
Nicotine pouches might be helpful for people trying to quit other, more harmful forms of nicotine– but for young people who don’t already use nicotine or are using these pouches in addition to smoking or vaping, this easy access can lead to addiction.
Yes, ZYN pouches are technically healthier than cigarettes, but that doesn’t mean they’re actually healthy. In fact, they have plenty of side effects:12
- Dry mouth
- Anxiety, depression, irritability
- Negative impacts on attention, affecting school and work performance
- Nicotine withdrawal symptoms
- Nausea
- Mouth irritation
- Heartburn
And they can cause serious health consequences, such as:13
- Tooth decay
- Cavities
- Gum disease
- Depression and anxiety
- Inflammation and swelling
- Mouth ulcers
- Cancer risk (especially mouth and throat)
- Cell damage
- Risk of heart disease and stroke
An important note: ZYN products from other countries (the brand is Swedish) can be easily found in the United States at smoke shops, corner stores, and online. This is troubling because European ZYN pouches can contain more nicotine and have more flavors than American ones. This can further fuel teens’ attraction to the product – and lead them to purchase them from unreliable places. Because oral nicotine products are not regulated, young people can easily get access to a version of ZYN that is potentially even less safe .
Nicotine withdrawal and treatment
Nicotine withdrawal refers to the symptoms that occur when someone stops or reduces their nicotine intake after being dependent on it. These symptoms may vary depending on how long they’ve used nicotine, how often it was used, and genetics. Besides having strong cravings for nicotine, symptoms may include:14
- Trouble sleeping
- Feeling frustrated, irritated, often in a bad mood
- Difficulty concentrating
- Feeling restless or jumpy
- Feeling anxious or depressed (or worsening existing mental health conditions)
- Increased appetite and potential weight gain
Some less common physical symptoms may include nausea, headaches, constipation, dry mouth, mouth ulcers, and/or dizziness.
Withdrawal makes it very difficult to quit nicotine, which is where replacement products like nicotine pouches come in. Again, while some people use these pouches to quit smoking or vaping, the FDA has not approved it as a smoking cessation tool. But they’ve approved other alternative forms of nicotine to help stop cravings. These are known as Nicotine Replacement Therapies, which are available in pharmacies:15
- Nicotine patch – placed on the skin. They come in different strengths and can be tapered off over the course of a few months.
- Nicotine lozenge – small hard candy-like products that dissolve in the mouth.
- Nicotine gum – unlike regular chewing gum, nicotine gum is chewed a few times and then placed between the cheek and gums (similar to a pouch).
There are a few other approved forms of nicotine replacement that need to be prescribed by a doctor:
- Nicotine oral inhaler – a tube that looks similar to a cigarette. Users take shallow puffs on it (unlike asthma inhalers) to get the nicotine to the back of their throat.
- Nicotine nasal spray – usually prescribed to people with a more severe nicotine addiction.
In addition, there are FDA-approved medications in pill form to help quit smoking that do not contain nicotine. These are often prescribed for individuals for whom other methods haven’t worked:
- Varenicline (aka Chantix)
- Bupropion (an antidepressant, aka Wellbutrin)
All of these strategies can potentially be combined with one another, but it’s important to consult with a medical provider first. In fact, you should always talk to a medical provider or addiction professional first – don’t automatically turn to an alternative nicotine product. There are many treatment options out there that you can access. Check out our article on how to help your teen quit nicotine for more information on how to get started.
How can I protect my loved one?
If you’re concerned that your loved one may use products like ZYN or want to prevent them from using, keep an eye out for some potential signs:16
- Bulge under lip
- They’re easily irritable (more than usual)
- Their teeth are stained and/or they’re experiencing tooth problems
- Frequent nausea and headaches
However, better than catching your loved one’s nicotine use after the fact is having early conversations to help prevent them from trying it in the first place. Address school stress, untreated mental health conditions, peer pressure, and other reasons they might turn to substance use to cope.
Connect with your loved one to help them better understand the risks of nicotine use. For example, if you’re watching TV and see a ZYN ad, ask them, “what do you know about ZYN or nicotine pouches in general?” Make sure they know that they can come to you with any questions or concerns.
If you know or suspect that your loved one is using ZYN or any form of nicotine, our article on how to have tough conversations can help you begin to address the issue. Come to them judgement-free, with love and concern, and reassure them that your main priority is their health and safety.
Conclusion
Knowing that there are nicotine products on the market that can be easily obtained and easily hidden from you can be scary. But with your support and guidance, you can help your child stay healthy and informed. Don’t know where to turn next? Contact our helpline for personalized support from trained professionals.