U.S. Survey Finds Nicotine Pouch Use Across Age Groups

What the new survey found about nicotine pouch use

Researchers found that 11.5% of the study participants had previously tried an oral nicotine pouch, while 9.3% had specifically tried Zyn. ^[1] Use within the past 30 days was lower, at 5% for any pouch and 3.9% for Zyn; however, both figures increased with age. ^[1]

Among those who’d used Zyn in the past month, the typical pattern involved around four pouches per day, with two placed in the mouth at once and two cans used per week. ^[1] Mint and drink-flavored nicotine pouches were the most popular among those who’d used the brand. ^[1]

Who was more likely to use nicotine pouches?

Older respondents within the study were more likely to have used a pouch. ^[1] Those who’d already used e-cigarettes or cigarettes were also considerably more likely to use nicotine pouches. ^[1]

This lines up with earlier research, too. A 2023 survey found that roughly three-quarters of adolescents who were using oral nicotine pouches also smoked cigarettes during the same period, while about a half vaped. ^[3]

Polysubstance use of nicotine pouches & other nicotine products

Those using nicotine pouches rarely use them alone. People who use Zyn or other pouches are more likely to additionally use cigarettes or e-cigarettes, rather than replace them. ^[1][3]

A separate national adult study similarly found that pouch users were often younger adults, more often male, and more likely to also use other tobacco or nicotine products. ^[4]

How many nonusers are interested in trying Zyn?

Among the survey participants who’d never used a nicotine pouch, 27.6% said they were susceptible to trying Zyn in the future. ^[1] This means they could be open to the idea; for example, they might say yes if a friend offered it.

Being susceptible to the idea doesn't mean someone is currently using Zyn, and trying it once doesn’t automatically mean someone has developed substance dependence. However, each step, including susceptibility, first use, and regular use, increases the odds of the next occurring, which is why researchers tend to track them this way.

How social media promotes Zyn and nicotine pouches

Zyn’s marketing was widespread, and social media did most of the work. Participants most often named TikTok, YouTube, and Instagram as the platforms where they’d spot a Zyn ad or promotion, each mentioned by roughly one in six respondents. This shows that social media may be potentially dangerous when used to advertise unhealthy products. ^[1]

Limitations of the nicotine pouch study

The survey has a few real limits. Firstly, participants were recruited online instead of through a random sample, so the results are unlikely to reflect the national population as a whole.

Additionally, the new survey can’t confirm whether pouch use contributes to or causes polysubstance use, or if it simply commonly occurs alongside it. Finally, it doesn’t track what happens to susceptible nonusers over time.

How common is nicotine pouch use compared with other studies?

Earlier studies have shared similar figures using different research samples and methods. A 2023 tracking survey of 15- to 24-year-olds found that 16% had used an oral nicotine pouch in their lifetime and 12% currently used one. The results were notably higher than the new study’s findings, partly because the sample was directed toward those already using tobacco products. ^[3]

Likewise, an analysis of the 2022 Tobacco Use Supplement to the Current Population Survey estimated lifetime adult pouch use at just 2.9%, significantly lower than the new survey's estimate, even among its youngest respondents. ^[4] A recent analysis of the Population Assessment of Tobacco and Health data set adult lifetime pouch use at 3.34% and shared that use increases among those who also use cigarettes, e-cigarettes, smokeless tobacco, or cannabis. ^[5]

The main reasons for the range of results are the specific groups of people recruited and how the surveys were designed and presented.

What parents, clinicians, and educators should know about nicotine pouches

Today, nicotine pouches are common enough to prompt the same types of conversations surrounding vaping and its potential dangers of use. Another survey of adult pouch users found that people used them on 13 days out of the past month on average, and researchers evaluating dependence with a standard nicotine screening tool found significant levels of physical dependence among regular users. ^[6]

Pouches are discreet, produce no smoke or vapor, and are available in a variety of flavors, so it makes sense that they’re growing in popularity, especially among teens and young people who might want to hide their use and experiment with different tastes.

If you’re worried about a loved one’s nicotine use, reach out to your healthcare provider or addiction counselor who can help figure out what type of support makes sense for you.

What nicotine pouch use means for youth and public health

Nicotine pouches like Zyn have moved far past younger, early adopters. Use is rising with age, while marketing is spreading across social media platforms teens are already spending hours on. Susceptibility and curiosity among people who haven’t tried pouches yet is high enough that continued growth looks likely. ^[1]

While none of that means every user is likely to become addicted or even move towards heavier use, it does mean the products are reaching a wide age range that is hard for parents, guardians, and regulators to monitor.

Final thought

Nicotine pouches like Zyn were once an innovative, niche product used mainly by adolescents, but now they’re common among teenagers, young people, and adults alike. The figures vary between studies, but the results are generally consistent: there are more people trying pouches, more marketing exposure, and more overlap with other nicotine and tobacco use.