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Who uses nicotine pouches?

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Who uses nicotine pouches?

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A national survey study conducted by the University of Cincinnati found that nicotine pouch use increased sharply in the United States between 2021 and 2024 among adult tobacco users.

Nicotine pouch usage among "ever users"—individuals who have used the product at least once—rose from 16.4% to 31.1%, while current nicotine pouch use increased from 3% to 10.2% during the study period.

The lead investigator for the study is Ashley Merianos, Ph.D., professor in the University of Cincinnati School of Human Services. The study used repeated cross-sectional analysis of 2021 and 2024 YouGov survey data. It included a nationally representative sample of adult tobacco users in the United States.

Nicotine pouches contain a powder made of nicotine, flavorings and other ingredients. A pouch is placed between the upper or lower lip and the gum. Saliva releases the nicotine, which is absorbed through the gums and lining of the mouth.

In 2024, use was more common among men, adults ages 21 to 45 and people currently using tobacco products, especially smokeless tobacco users. Merianos says these patterns suggest that nicotine pouches may be used alongside other forms of tobacco for some users.

Researchers say continued monitoring is needed to track nicotine pouch use, understand how pouches fit into people's overall nicotine use and identify populations with the highest rates of use.


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