"Everyone Zyns now": What NYC's online conversations reveal about nicotine pouch culture

Posts highlight misconceptions about health risks, wellness claims, and a strong social identity around nicotine pouches.

In January, the FDA authorized marketing of ZYN nicotine patches, flavored pouches that release nicotine directly into the gums. Nicotine pouches are often promoted as a safer alternative to smoking or vaping. But critics warn that the products’ colorful packaging, flavors, and savvy marketing make them especially appealing to young people, who may not be aware of their risks.  

As teen e-cigarette use fell to a decade-low in 2024, nicotine pouch use gradually rose. One study found that 5.4 percent of teens reported using nicotine pouches in 2024, up from 3 percent in 2023. A recent New York State report similarly found that teen use doubled between 2022 and 2024.

The Infodemiology.com team, in partnership with the New York City Department of Health and Mental Hygiene, analyzed key online terms related to nicotine pouches to explore youth and adult perceptions of the products. A total of 1,371 New York City-based posts from TikTok, Reddit, X, and local news sites were collected between July 1, 2025, and October 21, 2025. Youth are defined as individuals aged 21 and under.

What are nicotine pouches?

Nicotine pouches are small fiber packets that contain nicotine and flavoring. Users place the pouches between their lips and gums, where nicotine is absorbed into the bloodstream within minutes. 

Most major nicotine pouch brands—such as Zyn, Velo, and On!—are made by tobacco companies. Although the pouches are smokeless and don’t contain tobacco leaf, they do contain nicotine, the chemical that makes tobacco addictive. 

Nicotine use has documented health risks, particularly for teens, young adults, and pregnant people. Research shows nicotine can affect brain development and impair memory, focus, and impulse control.

Brands use influencers and gendered marketing to sell nicotine pouches.

Nicotine pouch brands frequently partner with influencers and celebrities to promote pouches through lifestyle content. Marketing often presents pouches as a normal part of daily life, like having a cup of coffee or going to the gym. The products are also framed as tools to stay focused and boost overall wellness, with messaging that suggests they are “cleaner” than other tobacco products.

Nicotine pouch marketing is highly targeted and gendered. Women are often targeted through lifestyle influencers and social media trends, while promotions aimed at men emphasize masculinity and a “rugged” lifestyle.

Some companies partner with athletes and fitness influencers or sponsor sports and entertainment events to increase visibility. Loyalty programs, rewards, and subscriptions further encourage repeat use.

What are youth saying about nicotine pouches?

Positive perceptions

Alternative to cigarettes, vapes, and other tobacco products

The most common belief among youth is that nicotine pouches are a safer alternative to other tobacco products. Many said pouches are better than cigarettes and vapes because they are smokeless, don’t bother other people, and are perceived as less harmful. 

Some youth reported using pouches to help quit smoking or vaping, even though they are not FDA-approved for cessation. Pouches are also considered discreet and easy to use in places where smoking and vaping are prohibited, such as classrooms and dorms.  

However, several of these positive narratives are misleading or false. Some youth claim pouches are not addictive, despite research showing they can be highly addictive due to their high concentration of nicotine. 

Others incorrectly believe that because pouches contain no tobacco and aren’t smoked, they pose no serious health risks. Many described them as “clean” due to their simple ingredients.

Energy, focus, and productivity

Young people who use nicotine pouches say they boost energy and increase focus. Some report using them before or during workouts as a performance aid. Others describe using pouches to “lock in” or enter a “flow state” (intense, immersive focus) while studying, working, or gaming.  

Several youth said that nicotine pouches help them relax before bed or cope with stress and difficult emotions.

Socialization and identity

The “buzz” from nicotine pouches was frequently cited as a benefit, with some saying pouches energize them and boost their mood in social settings. A strong social identity has emerged around pouch use, including loyalty to specific brands and hashtags like “#ZynGang” or “Zyn girlies.” 

Some youth said they use nicotine pouches to fit in with their peers. This aligns with recent evidence from the CDC Foundation that more than a quarter of youth who use pouches do so because “a friend uses them.”

Negative perceptions

Short- and long-term health effects

Many youth describe experiencing side effects from nicotine pouches, often referred to as nicotine sickness or “nic sic.” Symptoms include nausea, dizziness, and excessive sweating, especially when using strong or multiple pouches. Other reported side effects include difficulty sleeping—due to nicotine’s stimulating effects—and irritation of the gums, throat, and stomach.

More serious and lasting health effects were also discussed. Some young people criticized the “weird” glamorization of nicotine pouches and shared experiences of becoming addicted while trying to quit vaping.

Several posts mentioned risks associated with long-term use, including gum recession, high blood pressure, and acid reflux. Some youth also expressed concern about oral cancer, although that is not a known risk of nicotine pouches. 

Social stigma and environmental concerns

Youth who view nicotine pouches negatively said they avoid dating or spending time with people who use them, describing pouch use as unattractive or unhealthy. Others complained about “gross” nicotine pouch litter and warned that flushing pouches could contaminate water systems.

What adults are saying about nicotine pouches

Positive perceptions

Safer alternative and harm reduction

Adults shared many of the same positive perceptions as youth. Many viewed pouches as a better alternative to smoking and a harm reduction tool to reduce or quit tobacco use.  

Adults also felt pouches were more considerate because they don’t expose others to secondhand smoke. Some claimed that pouches don’t contain “toxic” ingredients.

Focus and mood enhancer

Adults frequently cited the nicotine “buzz,” which they said “hits harder” or feels more potent than other products.

They associated it with improved mood, reduced stress and anxiety, and better focus and productivity. Some joked that those who don’t use pouches for motivation are “not Zynning enough.”

Convenience and cost

Adults said the major selling points of nicotine pouches are affordability, convenience, and discretion. Pouches are cheaper than other tobacco products, widely available online or through delivery apps, and easy to use while working or traveling. Many adults also appreciated the variety of flavors and nicotine strengths.

Culture and identity

Adults also expressed a strong cultural attachment to nicotine pouches. Many posts suggested that “everyone Zyns now,” framing pouch use as mainstream. Some cited celebrities, influencers, and athletes who use or promote nicotine pouches. 

For some adults, nicotine use is closely tied to masculinity, with commenters mocking men who try to quit or use low-strength products as “weak” or “rookies.”

Negative perceptions

Health effects

Some adults reported using pouches to quit smoking or vaping, only to become more dependent on nicotine instead. Adults discussed many health effects, including cardiovascular and mental health risks. 

Several said pouch use increased stress, anxiety, panic attacks, and brain fog. Others described elevated heart rate, inflammation, and acid reflux.

Oral health concerns were also common. Adults frequently mentioned gum recession, irritation, and dry mouth, sometimes describing the pouches as “abrasive.” As with youth, some expressed concern about oral cancer. 

A few adults noted appearance-related changes, saying their hair, skin, or weight improved after quitting.

Access

Some adults worried that FDA authorization of nicotine pouch marketing could encourage teen use. Others criticized youth-oriented marketing and flavored products, calling for bans. 

Adults also raised concerns about counterfeit products mimicking FDA-authorized brands, reporting encounters with fake Zyn products in gas stations or bodegas.

Marketing and industry

Many adults mocked the “bro” culture surrounding nicotine pouch use. Others criticized celebrities and influencers who promote the products. Several posts argued that nicotine pouches are another way for “Big Tobacco” to promote addictive products and maintain control over the nicotine replacement market.