Future of nicotine pouches – users’ perspective

Abstract

Abstract Background Nicotine pouches (NPs) are gaining popularity. They are a rapidly developing category with little research or regulatory oversight. Studies have shown that the descriptor ‘tobacco-free’ may impact risk perceptions and the appeal of nicotine pouches among young adults and thus shape their position on the market. The aim of the study was to broaden the knowledge on NP users’ perspective about the future of this products. Methods Qualitative approach was utilized. In December 2022 there were seventeen structured In-depth Interviews (IDIs) conducted. The sample included of adults aged 18-22, both male and female. The respondents were asked how they see NPs in the context of aim group and competition with other nicotine products. Results We found that from NPs users’ perspective, these products are aimed at those who want give up smoking, do not want to play with electronic devices (such us e-cigarettes of heated tobacco products) or just seek for discretion (such as office workers who do want to go outside for a smoke or vape). Special aim group are children who want to hide their nicotine product use. Respondents believe that they will not force traditional cigarettes out of the market but will be a popular alternative for young people. Some suggest they need popularization to help exclude products that produce smelly smoke or vape. Conclusions Nicotine pouches as smokeless products will probably fill the market space with product aimed at young people who seek discretion of their nicotine addiction as well as those who do not want to inhale smoke. Key messages • Nicotine pouches users see value of these products. • Nicotine pouches future seems to be bright unless regulations disrupt their market development.