The market of nicotine pouches — small sachets of nicotine placed between the gum and lip — is rapidly expanding thanks to regulatory loopholes and marketing tactics, including social media campaigns, flavourings and sports sponsorships, with youth being particularly vulnerable, a new brief published Tuesday by STOP warned.
An estimated 34 billion nicotine pouches were sold globally in 2025, up 660% from 2020, the report found. The global market is projected to reach nearly $16 billion (€13.8b) by 2027 and $25 billion (€21.6b) by 2028.
