People agree that smoking is bad for you, but nicotine is far from going up in smoke. Levels of U.S. adults smoking cigarettes hit a record low in 2024, but nicotine products like vapes, patches and gum are alive and well.
Of the wide array of nicotine products, none have been picking up speed the way pouches like Zyn and On! have. These pouches are usually the size of a piece of gum and are held in the mouth between the gums and teeth where they slowly release nicotine into the bloodstream. While mainly touted as a method to quit smoking, the pouches have made their way into the wellness space and are also used as a tool to improve concentration.
Why are they gaining popularity? Some studies have found that nicotine can improve cognitive performance, including attention, memory and learning. Nicotine has also been linked to “weight loss and reduced appetite,” Dipa Kamdar, a senior lecturer in pharmacy practice at Kingston University, said at The Conversation.
The pouches have been touted as a powerful wellness compound, especially in the right-wing and biohacking world. It’s a “life-enhancing, God-given chemical,” right-wing media personality Tucker Carlson said on Instagram. The nicotine pouch hype has also skipped into the workplace. Rather than strictly drinks and snacks, the tech company Palantir began stocking nicotine pouches as a job perk.
Is there merit to the benefits? Any health benefits associated with nicotine are “frequently overblown or misinterpreted” and “outweighed by the problem of addiction,” said Stat. The chemical’s addictive nature can become a “gateway for someone to start using more harmful forms of nicotine, including cigarettes,” said the Journal.
What most experts agree on is that nicotine pouches are one of the better ways to quit smoking, because most of the danger from cigarettes comes from the combustion of tobacco and not the nicotine itself. But any nicotine can cause other issues like nausea, vomiting, harm to blood vessels, and an increased risk for heart attack and stroke. “Wellness trends come and go,” said Kamdar, but “addiction is far harder to shake.”
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