Public health experts are issuing a stark warning about the rapid global expansion of nicotine pouches, concerned they could lead to a "new generation of addiction" driven by aggressive marketing tactics targeting youth.

• Global sales of nicotine pouches have surged by an estimated 660 per cent since 2020 and are projected to reach USD25 billion by 2028.
• The market is heavily dominated by major cigarette manufacturers including Philip Morris International, British American Tobacco, and Altria Group.
• The products are being strategically marketed as discreet, "whenever, wherever" options, with concerns about their appeal to young people through flavors and social media campaigns, similar to past tobacco and vaping epidemics.