A recent study indicates a significant surge in the use of nicotine pouches among young individuals in Canada, with over one-third reporting experimentation with these products. Data collected by the Ontario Tobacco Research Unit revealed a sharp increase from 7.6% in 2022 to 34.8% in 2026 among respondents who had tried nicotine pouches.
The research, which has been tracking 3,400 Canadians aged 17 to 27 since 2020, highlighted a remarkable growth rate that caught the researchers off guard. According to Michael Chaiton, the director of the research unit, and a senior scientist at the Centre for Addiction and Mental Health, the rapid expansion in usage demands immediate attention.
Notably, the study also observed a notable rise in regular usage of nicotine pouches. While only 1% of participants reported using them within the last month in 2022, this figure surged to 8.5% in the latest findings. Marketed as a smoking cessation aid, these tobacco-free pouches are positioned between the lip and gum. However, health organizations caution that, similar to vaping, they are now popular among youth who have never smoked cigarettes.
Chaiton’s findings align with this concern, revealing that only a third of those who experimented with pouches were smokers. The global surge in nicotine pouch consumption has prompted the World Health Organization to issue warnings about the aggressive marketing tactics targeting young people. Consequently, governments, including Canada, have imposed restrictions on access to nicotine pouches since 2024.
Nicotine, being highly addictive and harmful, poses significant risks, especially for young individuals. Early exposure can impede brain development and increase the likelihood of long-term nicotine addiction and subsequent use of other tobacco products like cigarettes.
As conservative politicians and the tobacco industry lobby for relaxed regulations on nicotine pouches in Canada, concerns persist regarding the impact on public health. The sole approved brand, Zonnic, manufactured by Imperial Tobacco, faced scrutiny following restrictions imposed by Health Minister Mark Holland in August 2024. The restrictions limited sales to pharmacies, introduced new labeling requirements, and curbed advertising and flavor options.
The move was prompted by accusations of deceptive practices, with Imperial Tobacco allegedly exploiting regulatory loopholes to market pouches as natural health products and circumvent stringent regulations. Despite industry pushback and petitions calling for the relaxation of restrictions, health experts emphasize the importance of maintaining strict regulations to deter youth access and safeguard public health.
Moreover, the study indicates a predominance of male users and a significant overlap with vaping habits among those who tried nicotine pouches. Chaiton’s research attributes the growing popularity of pouches to their convenience, discreet nature, and aggressive promotion on social media platforms.
In conclusion, the escalating trend in nicotine pouch use underscores the critical need for stringent regulations to curb youth access and protect public health in Canada.
