Nicotine Pouch Use Surges Among Teens, Study Warns

The use of oral nicotine pouches, particularly the popular brand Zyn, is surging among teenagers in a trend dubbed “zynning,” according to new research from the University of Southern California (USC). These small, tobacco-free pouches are placed between the gum and cheek to release nicotine, and their discreet, odorless nature is making them increasingly popular with youth.

While intended for adults 21 and older as an alternative to traditional tobacco, USC researchers found that less than 1% of adults are using them, while teen use is spiking. Dr. Adam Leventhal, the study’s senior author, noted that when the nicotine and tobacco industry introduces new, flavored products, “we typically see a spike in teen use.” He also pointed to the influence of “zyn-fluencers” on social media, who are paid to promote the products and make unsubstantiated claims that they help build muscle or improve mental health, with boys reportedly using them more than girls.

Health experts are concerned about the trend. Dr. Natalie Laub with Rady Children’s Hospital worries about the unknown long-term damage and the immediate risk of nicotine poisoning in children who might swallow the pouches. Researchers like Dr. Leventhal have seen cases where users consume multiple pouches at once or pair them with vapes to achieve a stronger “buzz,” all at their own risk.

In response, Philip Morris International (PMI), the maker of Zyn, stated that the USC study has limitations and that the FDA concluded teen nicotine pouch use remains low despite rising sales. PMI reiterated that “ZYN is intended as a better alternative for legal-age nicotine consumers” and that “no one under the legal age should have access to or use nicotine products.”

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Matthew Ma

Marketing at Ecigator

With over a decade of experience in the e-cigarette industry, Matthew Ma is a seasoned expert in both the manufacturing and usage aspects of vaping products. His extensive background has provided him with a deep understanding of the intricacies and evolving dynamics of e-cigarettes.

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