Study: TikTok Content Frames Nicotine Pouches as “Trendy Accessories,” Diluting Risk Perception Among Youth

Key Takeaways

• Around 43.9% of TikTok content related to nicotine pouches presents the products as part of “trend culture” and lifestyle.
• Male users dominate such content, with nearly one-quarter of videos featuring male-centered usage scenes.
• Only about 13.6% of videos mention potential health risks, often in a downplayed manner.
• Nicotine pouches are framed more as social and convenient lifestyle tools than smoking cessation products, potentially shaping youth risk perception.

2Firsts, December 4, 2025 — According to a report by JMIR Formative Research, a recent study titled “Examining How Oral Nicotine Pouches Are Trending on TikTok: A Qualitative Descriptive Study” analyzed TikTok videos related to oral nicotine pouches (ONPs) and found that these products are predominantly portrayed as “lifestyle trends” among young users rather than as smoking cessation tools.

The study notes that nicotine pouches—particularly the brand Zyn—have gained rapid popularity among younger demographics in recent years. Researchers searched TikTok using the hashtags #zyn, #zyns, and #nicotinepouch, screening 250 videos, of which 132 met inclusion criteria and were selected for final analysis. The analysis followed a qualitative descriptive design and applied the Braun and Clarke thematic analysis method, with multiple researchers involved in coding to ensure reliability.

The results show that TikTok content generally presents a positive and permissive attitude toward nicotine pouches:

• The largest share of videos (about 43.9%) depicts them as trendy cultural or lifestyle items;
• Nearly one-quarter highlight male-dominated usage scenes;
• Only around 13.6% reference potential negative consequences, typically in a light or dismissive tone;
• Very few videos mention smoking cessation purposes;
• Most content frames nicotine pouches as social, convenient, or “cool” lifestyle accessories.

The authors warn that the normalization and amplification of nicotine pouch use through popular social media platforms may alter the public’s—particularly young people’s—perceptions of nicotine-related risks and accelerate the spread of these products among youth. The study calls for stronger oversight of such content to prevent minors and non-smokers from being misled.

Original study (English): Examining How Oral Nicotine Pouches Are Trending on TikTok: A Qualitative Descriptive Study
 

Cover image source: JMIR Formative Research