Sweet-flavoured traps: How nicotine pouches are quietly addicting Pakistan’s youth

• Sold freely with no age checks or health warnings, sleek tins of ‘smokeless relief’ creating a new wave of nicotine dependency among teenagers
• Experts warn of a looming addiction crisis as unregulated nicotine products spread among teens and evade legal scrutiny

ISLAMABAD: Sleek tins, candy-like flavours and the promise of “smoke-free relief” are drawing a growing number of young Pakistanis into a discreet yet dangerous habit—nicotine pouches. These small white packets, tucked between the gum and lip, deliver a potent hit of nicotine without smoke or ash and are fast becoming a daily fix for teenagers and young adults across cities.

Recent global studies show that nicotine pouch use among 16- to 24-year-olds has tripled since 2022 — rising from under one percent to 3.6 percent in 2024—and experts warn Pakistan is following the same alarming trend. With no age checks, health warnings, or regulation, the pouches are sold openly in shops and online marketplaces.

“A 20-pouch tin costs around Rs250 to 300. Brands like Velo, Zyn and Loop are popular—mint, coffee, berry, whatever you want,” said Zar Wali, a cobbler and street vendor in Islamabad. “People buy them every day.”

Each pouch carries between 3 and 14 milligrams of nicotine, absorbed through the mouth’s soft tissues. One lasts about an hour, but many users finish an entire tin in a day.

“It costs me Rs300 a day, but I can’t stop now,” said Murtaza alias Sherry, a barber from Pandorian, Islamabad. “It gives a stronger kick than cigarettes, and no one even notices—not even at work.”

Health experts warn that the absence of smoke does not mean safety.

“They cause gum irritation, swelling and mouth sores,” said Dr Farah Malik, a dental surgeon in Islamabad. “Long-term use damages soft tissues, leading to gum disease, oral infections and even tooth loss.”

Some users face even graver outcomes. Subhan, a private driver from Rawalpindi, said he turned to nicotine pouches to quit smoking but ended up in a worse condition.

“I used one every hour,” he said. “Later, doctors told me I had pancreatic cancer. Surgery cost me over Rs2.5 million, and I’m still on chemotherapy.”

Dr Ateequr Rehman, a cancer specialist in Islamabad, noted that while a direct link between nicotine pouches and pancreatic cancer has not been established, the chemical’s toxicity remains beyond doubt.

“Nicotine is toxic,” he said. “It raises blood pressure, affects the heart, liver and pancreas, and disrupts cell function. Continuous intake—even through smokeless products—increases the risk of chronic disease and possibly cancer.”

Pakistan’s tobacco laws ban cigarette sales to minors, but nicotine pouches remain outside regulatory scrutiny since they are not legally classified as tobacco products.

“It’s a dangerous loophole,” said a senior official at the Tobacco Control Cell. “These contain pure nicotine—the same addictive chemical found in cigarettes—yet children can buy them freely.”

Globally, regulators are tightening oversight. In the United Kingdom, health groups such as Action on Smoking and Health are pushing for strict packaging rules and age limits, while the US Food and Drug Administration is reviewing new controls after a surge in teenage use.

Doctors and educators in Pakistan warn that without urgent awareness campaigns and clear laws, the trend could spiral quickly.

“It’s like naswar or cigarettes—the addiction starts quietly but becomes hard to escape,” said Dr Malik. “This one just hides behind a modern image.”

A recent national survey of 14,232 Pakistani children aged 10–16 found that 3.4 percent of boys and 2.7 percent of girls had used nicotine pouches—a higher share than those who reported smoking cigarettes. Nearly one-third said they would accept a pouch if offered by a friend, and roughly the same proportion said buying one was “easy.”

A separate point-of-sale survey showed that while nicotine-pouch outlets made up just 7.9 percent of stores across nine districts, nearly 12 percent displayed dedicated advertisements—many placing the tins within reach of children. Experts say the easy availability and social normalisation of these products are fueling early uptake among youth—a worrying sign of how deeply the “modern alternative” has taken root.

As tobacco-related illnesses continue to rise, public health officials warn that this new form of “smokeless addiction” could spread unchecked—unless authorities act swiftly to curb access, close regulatory gaps and raise awareness before another generation gets hooked.