Key Points
- Youth trial rate reached 34.8%;
- Usage increased more than fourfold;
- Monthly use rose to 8.5%;
- 97% had vaping experience;
- Restrictions face political pressure.
2Firsts
June 12
2026 — New Canadian research suggests nicotine pouch use among young people is rising rapidly, raising concerns among public health experts about the product’s appeal beyond traditional smokers.
Data released by the Ontario Tobacco Research Unit show that the proportion of respondents who had tried nicotine pouches increased from 7.6% in 2022 to 34.8% in 2026.
The study has followed 3,400 Canadians aged 17 to 27 since 2020.
It also found that past-month nicotine pouch use rose from 1% in 2022 to 8.5% in 2026.
Michael Chaiton, director of the Ontario Tobacco Research Unit and a senior scientist at the Centre for Addiction and Mental Health, said the pace of growth was surprising.
“This is a rapid change in growth,” he said. “That is something you don’t see very often, and something that needs attention.”
The study found that only about one-third of respondents who had tried nicotine pouches were also cigarette smokers.
This suggests that a majority of users are not traditional smokers.
At the same time, 97% of pouch users had previously tried vaping products.
Researchers said the development trajectory of nicotine pouches resembles the early growth pattern seen with vaping products.
Nicotine pouches are tobacco-free products placed between the lip and gum.
They were initially marketed as alternatives intended to help smokers quit cigarettes.
However, public health groups warn that, similar to vaping, nicotine pouches are increasingly attracting young people who have never smoked.
The World Health Organization (WHO) issued a warning last month that nicotine pouches are being aggressively marketed to youth globally.
The WHO recommends governments restrict access to such products.
Canada has maintained restrictions since 2024.
In August 2024, then Health Minister Mark Holland issued a ministerial order limiting nicotine pouch sales to pharmacies while imposing new rules on labeling, advertising and flavors.
Currently, Zonnic, produced by Imperial Tobacco, is the only nicotine pouch brand approved for sale in Canada.
Holland previously accused Imperial Tobacco of obtaining approval through a natural health product pathway that allowed the company to bypass parts of Canada’s nicotine and vaping regulatory framework.
Before the restrictions were introduced, nicotine pouches could be sold in convenience stores and gas stations.
However, Conservative politicians, tobacco companies and some provincial leaders are pushing for regulatory changes.
Canada’s Conservative Party launched a campaign called “Free the Zyn,” arguing that the restrictions limit consumer choice and may push adults toward more harmful products or the black market.
In November 2025, Conservative MP Jamil Jivani publicly called on the government to “free the Zyn” in Parliament.
In March this year, Alberta Premier Danielle Smith also urged Ottawa to reconsider the restrictions.
She argued that the policy has made it harder for smokers to access alternatives while encouraging illicit online sales.
The study found Alberta recorded the highest pouch usage rate, with 44% of respondents reporting they had tried nicotine pouches.
Imperial Tobacco has taken a similar position.
Eric Gagnon, the company’s vice-president of corporate and regulatory affairs, said most adult smokers want to quit and should have access to alternatives where cigarettes are sold.
He also argued that strict restrictions may drive consumers toward illegal products.
Despite growing pressure, Health Canada has not yet indicated whether it plans to maintain or revise the current framework.
Current Health Minister Marjorie Michel declined an interview request from CBC.
Her spokesperson said nicotine pouches may help some smokers transition away from cigarettes but must remain appropriately regulated to ensure safe use and prevent unintended uptake.
Public health organizations, including the Canadian Cancer Society, support maintaining the existing restrictions.
Rob Cunningham, a senior policy analyst at the organization, said the rapid increase in pouch use demonstrates the importance of regulation.
He argued that the tobacco industry is lobbying aggressively for policy changes but that there is currently no indication the federal government plans to weaken existing rules.
Cunningham added that growth in both vaping and nicotine pouch use suggests overall nicotine consumption in Canada is no longer declining.
The study also found nicotine pouch use was substantially higher among males than females.
Researchers said the products are heavily promoted through TikTok and other social media platforms and are often associated with masculine online culture.
Chaiton said ease of use and the ability to conceal the products are also contributing to their popularity among young people.
Cover image:CBC News
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