Nicotine pouches, particularly brands like Zyn, have rapidly gained attention, sparking both interest and concern. Recently, Senator Chuck Schumer voiced apprehension, labeling Zyn pouches as a “pouch packed with problems” and advocating for a federal investigation into their marketing strategies and potential health consequences. This scrutiny highlights the growing prevalence and debate surrounding these modern nicotine products.
Tory Spindle
While you may be newly acquainted with Zyn and its competitors such as On!, VELO, and Rogue, their market presence is undeniable. Sales figures reveal a significant surge, escalating from 126 million units between August and December 2019 to over 808 million units between January and March 2022. The financial stakes are substantial; in 2022, tobacco giant Philip Morris International made a significant investment in the future of smokeless nicotine by acquiring Swedish Match, Zyn’s parent company. Projections estimate that oral nicotine products like Zyn are poised to generate $2 billion in revenue within the U.S. this year. Furthermore, online platforms like TikTok showcase the product’s popularity among “zynfluencers,” who routinely document their usage in diverse settings, from classrooms and workplaces to gyms and social gatherings.
Zyn pouches are available in 3 mg and 6 mg nicotine doses and are designed for oral use, delivering nicotine directly into the bloodstream through the mouth’s mucous membranes, bypassing the lungs. Often marketed as a safer alternative to traditional tobacco products, these pouches are tobacco-free, which reduces exposure to numerous carcinogens found in tobacco leaves. However, it’s crucial to understand that “safer” does not equate to “safe.” Zyn pouches carry their own set of risks, including the potential for nicotine addiction, cardiovascular issues, gum damage, and nausea. Health experts also express worries about their discreet nature and the appealing array of flavors—such as peppermint, coffee, and citrus—that may attract younger users.
Tory Spindle, an associate professor at the Department of Psychiatry and Behavioral Sciences at Johns Hopkins School of Medicine, points out the concerning marketing tactics: “These brands really highlight flavors, and all of the pouches have catchy one syllable names. It almost seems like they’re trying to make them come off more like a gum rather than an actual nicotine product.”
Meghan Moran, an associate professor in the Department of Health, Behavior, and Society at the Johns Hopkins Bloomberg School of Public Health, who collaborates with Spindle on nicotine pouch research, emphasizes the appeal to youth: “Something that concerns us are claims about the product being discreet. We are worried that this could be appealing to young people—and we are currently conducting a study to find out if this is the case.”
To gain a deeper understanding of this emerging nicotine trend, The Hub engaged in a conversation with Tory Spindle, offering insights into the world of nicotine pouches.
Why Nicotine Pouches? An Expert’s Perspective
When asked about what initially drew his attention to nicotine pouches as a researcher, Spindle highlighted the striking parallels with the rise of e-cigarettes. He noted, “They seem like they have a lot of flavors that would make them appealing to [youth], but the harm with youth using nicotine products is there are unknowns with their long-term effects, and it also could lead to other product use. But on the other hand, they’re unquestionably safer than existing tobacco products.”
This observation underscores the central public health challenge: how to make these potentially less harmful products accessible to adult smokers seeking to switch from cigarettes or traditional oral tobacco, without inadvertently creating a new generation of nicotine addicts among young people who might not otherwise have used nicotine products.
Unpacking the Long-Term Effects of Nicotine Pouches
Addressing concerns about the unknown long-term effects, Spindle clarified that the uncertainty extends beyond just nicotine itself. “The pouches have flavorings and other constituents in there that haven’t historically been in nicotine products before. So while they don’t have the conventional carcinogens we know are present at high levels in tobacco, we don’t know what some of the other things are going to do.”
He further emphasized the vulnerability of adolescents, stating, “The other thing, too, is that when people are using any drug when they’re still in adolescence, their brain is still developing. Use of nicotine or other addictive things can impact your brain development in ways that are hard to predict.” This highlights the particular risk nicotine pouches may pose to young users whose brains are still undergoing critical developmental stages.
What We Know About Nicotine Pouch Safety So Far
Regarding the known safety profile of nicotine pouches, Spindle referenced his research, stating, “We do know from my research that they can cause acute adverse events. Some people report nausea. Some people have reported developing mouth lesions from using them too much. But it’s undeniable that they have less conventional carcinogens compared to oral tobacco products, like chewing tobacco and whatnot.” While acknowledging the reduced carcinogen exposure compared to traditional tobacco, he confirms the potential for immediate negative health effects.
Nicotine as a Stimulant: Fact vs. Marketing
The marketing of nicotine pouches sometimes promotes them as stimulants that enhance mental clarity. Spindle confirms the science behind this to a degree: “There [are studies showing] that nicotine is a stimulant and can boost cognitive functioning. There is some truth to that.” However, he questions the ethical implications of this, especially for young people. “But do you want young people who otherwise wouldn’t use a tobacco product to be using it for that purpose over another stimulant with less abuse potential and issues—caffeine, for example?” This raises questions about the responsible use and marketing of nicotine for cognitive enhancement, particularly to younger demographics.
Brand Variations: Tobacco-Free vs. Tobacco-Derived Nicotine
Navigating the various brands of nicotine pouches can be confusing, as Spindle points out the nuances in their composition. “Not all of them are actually tobacco free. Some of them contain tobacco-derived nicotine. There are trace components of tobacco-specific nitrosamines and things that are harmful, but it’s still much, much lower than chewing tobacco, for example.” He distinguishes these from pouches containing “synthetically made nicotine, which is made in the lab and is not derived from tobacco.” Spindle admits that label clarity on this distinction is lacking, noting, “I don’t know if it’s always apparent from the label whether it’s synthetic or not, but that’s a nuance that we’ve seen in our research.” This variation in nicotine source adds another layer of complexity for consumers to understand when choosing between different brands of nicotine pouches.
