The nicotine pouch market is rapidly expanding, with global sales expected to reach 34 billion units by 2025, a staggering 660% increase since 2020. The market is projected to grow to nearly $16 billion by 2027 and $25 billion by 2028. Regulatory loopholes and aggressive marketing strategies, particularly on social media and through sponsorships, are contributing to this surge, as warned by STOP.
Major tobacco companies like Philip Morris International and British American Tobacco dominate this market, controlling roughly one-third each as of 2025. Their marketing tactics exploit regulatory gaps, targeting both existing nicotine users and vulnerable youth.
Nicotine pouches, containing addictive nicotine and harmful substances, are often marketed through appealing flavours such as mint, fruit, and coffee. Reports indicate that brands like Velo, Nordic Spirit, and Zyn have distributed free samples widely, including in areas near schools.
Social media influencers have substantially aided in promoting these products among young audiences, reaching over 10 million teens in the past several years. The covert nature of these pouches makes them attractive in restricted environments, further enhancing their appeal.
STOP advocates for stricter regulatory measures, including age restrictions and advertising bans, to curb this growing trend that poses significant public health risks. The calls align with World Health Organization recommendations amid evolving regulations across Europe.