In recent years, small nicotine pouches have emerged as a trendy choice among young people. Health officials in Fresno County have noted an uptick in the availability and usage of these products, particularly those from Swedish-based brands like Zyn. These tiny white pouches, filled with either synthetic or tobacco-derived nicotine powder, are designed to be placed between the gum and cheek for absorption. Marketed as a smoke-free, spit-free, and hands-free alternative to traditional smoking, these products are officially intended for adults aged 21 and older. However, their appeal has extended to younger demographics.

The rise in popularity can be attributed to marketing strategies reminiscent of the vaping era. Similar promotional tactics that were used during the peak of e-cigarette brands like Juul are now being employed for nicotine pouches. According to the 2024 National Youth Tobacco Survey, nearly 2% of students reported using nicotine pouches, with Zyn being the most favored brand among users, chosen by almost 70%. In Fresno County, over half of the stores selling tobacco products also offer these nicotine pouches, and a staggering 93% sell flavored non-cigarette alternatives. This widespread availability has raised concerns among health professionals.

Health experts emphasize the need for vigilance regarding nicotine addiction in children. The effects of nicotine on developing brains can lead to mood disturbances, impaired functioning, and increased risks of anxiety and depression. Recognizing this, the FDA recently authorized the marketing of 20 Zyn nicotine pouch products following thorough evaluation but will closely monitor the company's marketing practices. To combat this growing issue, local health leaders in Fresno County are collaborating with community organizations to host town halls aimed at educating parents on how to discuss these products with their children. Such proactive measures aim to mitigate the potential harm caused by the rising trend of nicotine pouch use among youth.