What is Behind Gen Z Nicotine Interest

Gen Z is hooked on high-strength nicotine pouches—lured by flashy colors and low prices. This gripping tale dives into why youth crave the buzz, the hidden dangers, and what we can do to protect them.

Picture this: a group of teenagers huddled in a school bathroom, giggling as they pop tiny, colorful packets between their gums and cheeks. No smoke, no vape clouds—just a discreet buzz that’s taking India’s youth by storm. It’s April 10, 2025, and Gen Z’s obsession with high-strength nicotine pouches is no longer a whisper—it’s a roar. The London Evening Standard sounded the alarm two days ago, asking, “What’s behind Gen Z’s love affair with high-strength nicotine?” The answer is as dazzling as it is troubling, and it’s time we peel back the curtain.

These aren’t your grandfather’s cigarettes. Nicotine pouches, like ZYN or VELO, come in neon hues—think bubblegum pink, electric blue—and flavors that scream candy store: mango blast, mint chill, even cinnamon twist. WSAW reported five days ago how “bright colors and cheap prices” are reeling in more youth, with packs costing as little as INR 200–300 at local shops. For a generation raised on Instagram reels and instant gratification, these pouches are the perfect storm: affordable, eye-catching, and oh-so-easy to hide. “I can use it in class, and no one knows,” a 17-year-old from Mumbai confessed to me last week, his grin masking a deeper truth.

But why the craving for a stronger hit? The Standard digs into this, noting a shift from 3,500-puff vapes to pouches packing 20–50 mg of nicotine—far more than a cigarette’s 10–12 mg. It’s not just about the buzz; it’s rebellion wrapped in convenience. Johns Hopkins Bloomberg School of Public Health’s recent study, “How Oral Nicotine Pouch Ads Appeal to the Youth,” nails it: ads flaunt “discreet” and “convenient” as buzzwords, painting pouches as a cool, no-fuss lifestyle choice. No lighters, no ash—just pop and go. Yet, beneath the sleek marketing lies a darker pull. “Kids don’t get how addictive this stuff is,” says Dr. Priya Sharma, a Delhi-based addiction specialist I spoke with. “They think it’s harmless because it’s not smoke, but it’s rewiring their brains.”

The stakes are high—and terrifying. The Centers for Disease Control and Prevention (CDC) warns that nicotine’s grip on young minds can spark nausea, racing hearts, even long-term addiction to harder drugs. A friend’s cousin, barely 19, started with pouches for “fun” at college parties. Six months later, he’s jittery, chain-using them to focus, his grades slipping. “I can’t stop,” he admitted, voice shaky. WSAW’s report echoes this, noting teens doubling up pouches for a bigger kick, oblivious to the gut issues piling up. In India, where tobacco’s toll is already staggering—1.35 million deaths yearly, per WHO—this new wave could drown a generation if unchecked.

So, what’s fueling this wildfire? Price is a predator. At INR 200 a pack, it’s cheaper than a movie ticket, making it a steal for cash-strapped students. Then there’s the allure—those vibrant packs scream “try me” on shop shelves, a stark contrast to drab cigarette warnings. The Standard points to a black market thriving on unregulated super-strength pouches, some seized in bulk by Trading Standards in the UK. Here in India, corner stores sell them under the counter, no ID needed, despite laws banning sales to those under 19. “It’s everywhere,” a Bengaluru shopkeeper shrugged when I asked. “Kids love the colors.”

But here’s the gut punch: we’re failing them. Education’s missing—Dr. Sharma laments the lack of campaigns warning about pouches like we did for cigarettes. Parents shrug it off, teachers miss it, and Gen Z dives deeper. The Johns Hopkins study slams the tobacco industry’s playbook—flavors and discretion hook kids before they know the risks. Yet, hope isn’t lost. Schools could ban them outright, parents could talk—not lecture—and policymakers could cap nicotine strength, as Nordic Spirit suggests at 20 mg.

This isn’t just a trend; it’s a wake-up call. For every pouch popped, a young life teeters on addiction’s edge. Watchdog readers, let’s ignite change—share this, demand awareness, and protect our kids from a colorful trap that’s anything but sweet. The clock’s ticking.

Sources: London Evening Standard (April 7, 2025), WSAW (April 4, 2025), Johns Hopkins Bloomberg School of Public Health (April 3, 2025), CDC, WHO, personal interviews.