Perceptions of nicotine pouches among Australian adolescents, young adults, and adults

The use of nicotine pouches is increasing globally. Despite the emerging link between pouch risk perceptions and use, few studies have examined product perceptions. Accordingly, this study explored perceptions and attitudes towards nicotine pouches among Australian adolescents, young adults, and adults. We also sought to identify correlates of risk perceptions and attitudes.

An online survey was administered to 1,598 Australians aged 16-39 years, of whom 1,230 reported being aware of nicotine pouches and were the focus of this study. The survey assessed absolute and relative risk perceptions; attitudes towards nicotine pouch use; use of nicotine and tobacco products; exposure to pouch advertising; and use of pouches among family and friends. Regression analyses assessed correlates of risk perceptions and attitudes towards pouch use.

Respondents generally perceived nicotine pouches to be less harmful and addictive or equivalent in harm and addictiveness compared to tobacco cigarettes, smokeless tobacco products, and e-cigarettes. A substantial minority (38-40%) believed pouches to be equivalent to nicotine replacement therapy in terms of harm and addictiveness. Positive perceptions were more likely among men, adults, those who currently use pouches, and those who had a greater number of family members and close friends who use pouches.

Favourable perceptions of nicotine pouches appear to be forming in the community. Efforts are needed to ensure the public is informed of the considerable unknowns in relation to this novel product. Ensuring regulatory frameworks are agile enough to capture new products being developed by the tobacco industry may assist with minimising product uptake.