More young people in New Zealand know about nicotine pouches like Zyn—but most don’t want them sold here.

New research shows awareness of nicotine pouches jumped sharply between 2023 and 2024.

Among 16 to 19-year-olds, 36% had heard of them by 2024.

That number rose to 48% for those aged 20 to 29.

Use among young adults also increased by more than 60% in the same period.

The findings come from a Public Health Communication Centre briefing using local survey data and in-depth interviews with teens aged 16 to 18.

Many had seen the products promoted by influencers on TikTok and Instagram.

They said the pouches were shown as cool, performance-enhancing, and safer than vaping.

But most young people weren’t buying it.

University of Otago researcher Dr Jude Ball said curiosity, not a desire to quit smoking, was the main reason for trialling the product.

“Our participants were aware that young people were being targeted,” she said, “and most did not support the proposal to introduce them to New Zealand.”

That includes many on the Hibiscus Coast, where teens are regularly exposed to social media content pushing trends.

This story matters because the government's decision could directly shape what products our local youth see in shops next.

Despite official advice against legalisation, Cabinet has agreed in principle to change the law.

A final decision is still to come.

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