Media release: New data shows youth increasingly aware of nicotine pouches—and many oppose introducing them in NZ

New Aotearoa New Zealand data show more young New Zealanders are becoming aware of nicotine pouches, despite the law against their sale here. Use of the product among young adults increased by over 60% between 2023 and 2024. 

To date, debates about the risks and benefits of legalising oral tobacco and nicotine products have relied almost entirely on overseas evidence. Now, NZ data are available for the first time. 

The latest Public Health Communication Centre Briefing summarises key findings from the International Tobacco Control Youth and Young Adult Survey about awareness and use of nicotine pouches (e.g. Philip Morris product Zyn)  among New Zealanders aged 16- 29 years; and findings from in depth interviews with diverse16-18 year olds (N=39) undertaken in late 2024 as part of the Adolescent Friendships and Lifestyles 2.0 study.

In 2024, 36% of NZ youth (16–19) and 48% of young adults (20–29) had heard of nicotine pouches like “Zyn,” up sharply from 2023.

“In-depth interviews conducted with young people aged 16-18 supported the survey findings and showed many participants had seen nicotine pouches on TikTok and Instagram posts by influencers portraying pouches as cool, performance-enhancing, and less harmful than vaping,” says Dr Jude Ball of ASPIRE Aotearoa, University of Otago. This content was reportedly piquing youth interest in the products, but young people did not necessarily support the proposed law change to allow these products to be sold.

“Our participants were aware that young people were being targeted by the marketers of nicotine pouches, and most did not support the proposal to introduce them to New Zealand for that reason. Many were concerned that increased availability would lead to increased nicotine addiction and harm.”

As far as using the products, this rose from 6% to 10% among young adults between 2023 and 2024, while youth ever-use held steady at 4 to 5%. “Curiosity drove this experimentation, not a desire to stop smoking cigarettes,” says Dr Ball.

She says the new data show marketing strategies are reaching young people in NZ who represent the primary market for these products. “Legalisation is likely to greatly increase marketing efforts, and therefore the visibility and use of nicotine pouches by young people.” 

Despite Ministry of Health advice against legalisation, Cabinet last year agreed in principle to allow sales, with the Associate Minister of Health, Casey Costello, arguing it offers more choice for people who smoke. This policy change will require a law change.