WHO warns nicotine pouch industry targets youth as sales surge past 23 billion units

The World Health Organization has issued a stark warning regarding the rapid global expansion of nicotine pouches, noting that the products are being aggressively marketed to adolescents and young people. With retail sales exceeding 23 billion units in 2024 and the global market valued at nearly US$7 billion in 2025, the UN health agency highlighted that regulation in many countries remains limited or entirely absent.

Nicotine pouches are small sachets placed between the gum and lip that release nicotine through the mouth lining, typically containing flavourings, sweeteners, and other additives. The WHO’s first global report on the topic, titled Exposing marketing tactics and strategies driving the growth of nicotine pouches, was developed in response to requests from Member States seeking authoritative guidance on how to respond to the surge in use.

Dr Vinayak Prasad, Unit Head of the Tobacco Free Initiative for the WHO, stated that the use of these products is spreading rapidly while regulation struggles to keep pace. He emphasised that governments must act now with strong, evidence-based safeguards to protect public health, particularly as the industry employs tactics designed to normalise use among younger demographics.

The report details how some products are sold in multiple strength tiers marketed as “beginners”, “advanced”, and “experts”, with nicotine amounts labelled at up to 150 mg. Other packaging mimics sweets or popular candy brands, increasing risks to young children. The WHO warns that these strategies are designed to lower perceptions of risk and draw a new generation into nicotine addiction.

Nicotine is highly addictive and harmful, particularly for children, adolescents, and young adults whose brains are still developing. Exposure during adolescence can affect brain development, including impacts on attention and learning, and increases the likelihood of long-term dependence and future use of other tobacco products. Nicotine use also increases cardiovascular risk.

The release of the report coincides with the lead-up to World No Tobacco Day on 31 May 2026, which will focus on tobacco and nicotine addiction and industry tactics. The WHO urges governments to adopt comprehensive regulation covering all tobacco and nicotine products and encourages young people to recognise and reject industry tactics designed to make nicotine use seem normal.