Naveed Hussain

Pakistan’s nicotine pouch market has rapidly expanded in recent years, creating a complex issue at the intersection of public health concerns, regulatory challenges, and shifting consumer behaviors. Recent research reveals that around 17.2% of surveyed individuals in the country are using nicotine pouches, signaling a growing trend that warrants close scrutiny. Despite being marketed as a safer alternative to traditional tobacco products, nicotine pouches carry significant risks for public health, particularly when it comes to their potential to introduce new pathways to nicotine addiction.

The most troubling demographic trend associated with nicotine pouches in Pakistan is their increasing popularity among young adults. According to studies, the average age of nicotine pouch users is approximately 20.6 years. Many young people report using nicotine pouches either out of curiosity or as an attempt to quit conventional cigarette smoking. This youth-centric adoption pattern is a significant cause for concern, especially given that these products are being marketed aggressively at unprecedented rates in the country, despite limited information on their long-term health effects.

The situation is further complicated by the fact that nicotine pouches currently operate in a regulatory vacuum in Pakistan, as there are no specific regulations governing their sale, distribution, or marketing. This lack of oversight has left the country vulnerable to the rapid spread of these products, particularly among impressionable youth who may be unaware of the potential risks associated with their use.

The swift rise of nicotine pouches in Pakistan is largely driven by sophisticated marketing strategies that target young consumers. Companies have turned to social media platforms to promote their products, using flashy advertisements and even distributing free samples in various cities. These marketing efforts often capitalize on the appeal of flavored nicotine pouches and their discreet usage, which makes them particularly attractive to younger demographics.

The effectiveness of these marketing strategies is evident in sales figures, with one brand reporting a staggering 40 million nicotine pouches sold each month in Pakistan. The aggressive promotion and widespread availability of these products have led to their growing presence in cities across the country, and this trend is expected to continue as marketing tactics evolve.

While nicotine pouches may seem like a less harmful alternative to traditional tobacco, they still carry significant health risks. Like other nicotine products, these pouches can increase heart rate and blood pressure, raising the risk of cardiovascular diseases. Additionally, users of nicotine pouches often report mouth sores, gum irritation, and dry mouth, which can lead to long-term dental issues, including tooth decay.

These health risks are particularly concerning given Pakistan’s already high burden of tobacco-related illness. Tobacco use is responsible for more than 163,600 deaths annually in the country, with around 31,000 of those fatalities resulting from secondhand smoke exposure. The rise of nicotine pouches only adds to the growing public health crisis, with the potential to exacerbate existing health disparities.

One of the most significant challenges Pakistan faces in addressing the nicotine pouch issue is the lack of a comprehensive regulatory framework. Although Pakistan has been a signatory to the World Health Organization’s (WHO) Framework Convention on Tobacco Control since 2004, the country’s tobacco laws mainly focus on traditional cigarettes and do not cover newer products like nicotine pouches. As a result, nicotine pouches are sold as consumer products with minimal oversight, making it difficult to enforce regulations or implement effective control measures.

This regulatory gap has allowed nicotine pouches to flood the market without adequate safeguards to protect public health. The absence of clear rules and guidelines has left many vulnerable to the health risks posed by these products, and has made it nearly impossible to take proactive steps to curb their spread.

The emergence of nicotine pouches has also created a shift in the economic dynamics of tobacco consumption in Pakistan. While traditional smokeless tobacco remains prevalent, with over 10 million users accounting for around 40% of all tobacco consumption, nicotine pouches are rapidly gaining traction in urban areas. This shift suggests that nicotine pouches may disrupt the established tobacco market, although concerns remain about their potential to create new avenues for nicotine addiction, especially among younger individuals who may not have previously used tobacco.

As nicotine pouch use increases, traditional tobacco markets may see a reduction in demand for their products. However, this could lead to the emergence of new forms of addiction, as users become dependent on nicotine in different forms. This shift in consumption patterns further highlights the need for regulatory measures that can address these evolving trends in tobacco use.

Despite growing concerns about nicotine pouches, public awareness about their risks remains limited. Research indicates that around 40% of participants are aware of nicotine pouches, but only 50.6% of respondents have a negative attitude toward them. This suggests that while some individuals understand the potential dangers of nicotine pouches, others may not yet grasp the full scope of their health implications.

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To address this gap in knowledge, public health campaigns are essential. These campaigns should aim to raise awareness about the risks of nicotine pouches, particularly among young people, who are most vulnerable to adopting these products. Additionally, educational initiatives should focus on the dangers of nicotine addiction and the long-term health consequences of using these products. Government and public health officials must take proactive steps to ensure that the public is fully informed about the potential risks.

The growing prevalence of nicotine pouches in Pakistan calls for immediate action from policymakers and public health officials. Strong regulatory measures must be introduced to monitor the manufacturing, marketing, and distribution of nicotine pouches. These regulations should include restrictions on advertising, particularly on social media platforms that target younger audiences, and should enforce age limits on the sale of nicotine pouches to prevent youth access.

Furthermore, Pakistan should collaborate with international organizations such as the WHO to develop a robust regulatory framework for nicotine products. Learning from other countries that have successfully implemented such regulations can provide valuable insights into how to address this issue effectively.

In conclusion, while nicotine pouches are marketed as a harm-reduction product, their growing popularity in Pakistan poses significant risks to public health, particularly among the country’s youth. The combination of aggressive marketing, a lack of regulation, and an increase in youth adoption has created a public health crisis that demands immediate attention.

To prevent nicotine pouches from exacerbating Pakistan’s existing tobacco-related health problems, comprehensive action is needed. This includes introducing stronger regulations, raising public awareness, and conducting further research into the long-term health effects of nicotine pouch use. By taking a multifaceted approach, Pakistan can mitigate the risks associated with nicotine pouches and safeguard the health of its population for future generations.