Nicotine pouches, often known by brand names like Zyn, VELO, Rogue, and Lucy, have quickly emerged as a growing concern among adolescents. What started as a niche product has now become part of youth culture, showing up in social media trends, school bathrooms, sports events, and even classrooms where adults rarely notice. Although youth tobacco use overall is at its lowest point in decades, nicotine pouches have quietly become the second most commonly used tobacco product among middle and high school students in the United States. National data from the 2024 National Youth Tobacco Survey show that 1.8 percent of students reported using nicotine pouches in the past 30 days. Even more concerning is that among teens who use these products, a significant portion report using them daily or near daily, a clear indicator of nicotine dependence forming early.

Nicotine pouches are small, white packets that look like tiny pillows or mints. Teens place them between the lip and gum, where nicotine absorbs into the mouth without producing smoke, vapor, or smell. This “stealth factor” makes them extremely easy to hide. Unlike vaping, which produces a visible cloud, or cigarettes, which are unmistakable, pouches can be used during class, sports practices, on the bus, or at home with very little chance an adult will notice. They come in appealing flavors such as mint, berry, citrus, coffee and cinnamon, packaged in colorful tins that resemble candy. Many youth perceive them as safer than vaping or smoking, partly because they are marketed as “tobacco free.” While the pouches may not contain burned tobacco, they do contain nicotine, and often in doses comparable to or higher than cigarettes. The fact remains that any nicotine use during adolescence poses serious risks.

Teens are drawn to these products for several reasons. Flavors and packaging mirror the look and feel of everyday snack items. Social media has become saturated with influencer style content that normalizes heavy pouch use, turning it into a joke or challenge. Youth report liking how discreet the products are, making them easy to use without parents or teachers knowing. There is also a growing trend among high school boys and young athletes, possibly driven by perceptions that the pouches boost energy or focus, even though the real effect is primarily nicotine’s addictive reinforcement.

For adolescents, the health risks associated with nicotine pouches are significant. Nicotine addiction develops more quickly in the still developing teenage brain. Early exposure interferes with brain circuits that control attention, learning, memory, and emotional regulation. Teens who use nicotine products are more likely to experience anxiety, irritability, and difficulty concentrating, and they are at increased risk of developing other substance use behaviors later in life. Oral health issues have also been documented, including gum irritation and mouth sores at the site where pouches are placed. For younger children in the home, the small and candy like packaging poses poisoning risks if ingested. While some studies suggest nicotine pouches may be a lower risk alternative for adults who already smoke, the consensus among public health experts is clear: youth use of nicotine in any form is unsafe.

One challenge for schools and parents is how hard nicotine pouches are to detect. A student may have a subtle bulge in their upper lip, talk slightly differently, or repeatedly touch their mouth. Some youth carry small tins resembling mint containers in their pockets or backpacks. School nurses have noted increases in mouth irritation complaints, unexplained jitteriness, or symptoms of nicotine withdrawal. Many teens who use pouches also vape, meaning adults may be encountering layered nicotine dependence rather than a single product issue.

Families, schools, and community coalitions like CMSAPC play a critical role in addressing this growing problem. Education is essential. Prevention lessons and parent workshops should include nicotine pouches, not just traditional tobacco or vaping. Simple messages resonate: nicotine is addictive, nicotine can harm the developing brain, and being “tobacco free” on the label does not mean “risk free.’’ Parents and caregivers can use the “Talk Early. Talk Often.” approach by asking their child what they know about Zyns, listening without judgment, and clearly communicating expectations about staying nicotine free. Most youth say that honest conversations and clear family rules influence their choices more than adults realize.

Young people who are already using nicotine pouches need support, understanding, and access to quitting resources. Approaching the conversation with curiosity rather than punishment helps build trust: “I’m noticing this and I care about your health.” School nurses, counselors, and nicotine cessation services like 1 800 QUIT NOW or text based teen quit programs can offer practical help. Quitting nicotine is difficult at any age, and teens who feel supported are more likely to reduce or stop use.

Communities can also advocate for stronger local protections. Boards of health and school districts can consider policies around flavor restrictions, retail access, and updating school rules to specifically address nicotine pouches. Some Massachusetts communities have already taken action because of concerns about youth access and marketing that appears youth oriented. Strong local partnerships across schools, health departments, youth organizations and coalitions can make a meaningful difference in preventing nicotine pouch use from becoming the next major youth addiction trend.

In the end, nicotine pouches may be marketed as a cleaner, more modern way for adults to use nicotine, but for adolescents they represent another entry point into addiction. As the landscape of youth nicotine use shifts, our prevention strategies must adapt just as quickly. By staying informed, talking openly with young people, recognizing the signs of use, and advocating for community level solutions, we can help ensure that Central MetroWest youth grow up free from nicotine in all its forms.