Nicotine Pouch Awareness, Susceptibility, and Use Among California College Students

Area of Science:

• Public Health
• Tobacco Control
• Substance Use Research

Background:

• Limited research exists on nicotine pouch perceptions and usage among young adults.
• Nicotine pouches represent a growing category of novel nicotine products.
• Understanding trends in awareness and use is crucial for public health interventions.

Purpose of the Study:

• To assess changes in awareness, susceptibility, and use of nicotine pouches among college-enrolled young adults in California.
• To identify demographic and institutional factors associated with these changes.

Main Methods:

• Analysis of pooled data from two independent, cross-sectional surveys of California college students (n=9,606, ages 18-24) conducted in 2022 and 2024.
• Outcomes included nicotine pouch awareness, susceptibility, ever use, and current use.
• Statistical modeling considered survey year, student demographics, and college type.

Main Results:

• Between 2022 and 2024, awareness rose to 66.9%, susceptibility to 31.7%, ever use to 15.1%, and current use to 11.5%.
• Awareness increases were significantly higher among sexual/gender minority (SGM) students and students at four-year universities.
• Ever use nearly doubled; current use increases were attenuated among Hispanic/Latinx students.

Conclusions:

• Increasing awareness, susceptibility, and use of nicotine pouches among California college students warrant attention for tobacco control.
• Prevention and cessation strategies should address the escalated increase in awareness among SGM students and those at four-year institutions.