A new U.S. study is shedding light on how nicotine pouches may play a meaningful role in helping adults transition away from more harmful forms of tobacco. Research led by Dr. Cristine Delnevo, Distinguished Professor at the Rutgers School of Public Health, points to a clear pattern: the data reveal that pouch use is concentrated among existing tobacco users who are seeking to quit or reduce their risk exposure. Most notably, pouch use is highest among individuals with a history of smoking or other tobacco use, particularly those who have recently quit.
Evidence from Recent Quitters
According to the study, the highest prevalence of current and daily pouch use was found among adults who had recently quit another tobacco product or e-cigarettes. This suggests nicotine pouches are not primarily being adopted by nicotine-naïve individuals, but rather by people seeking a less harmful way to sustain or gradually taper their nicotine use.
“Most compelling,” said Dr. Delnevo, “was that the highest prevalence of current and daily nicotine pouch use was among adults with a history of tobacco use who had recently quit, suggesting that nicotine pouches may have played a role in their cessation.”
This real-world behavioral evidence strengthens the argument that nicotine pouches are being used for harm reduction, aligning with similar findings from Sweden and other markets where oral nicotine products have contributed to historically low smoking rates.
Why This Matters for Public Health
In the United States, smoking remains the leading cause of preventable death, claiming nearly 500,000 lives annually. Traditional cessation tools such as nicotine replacement therapies (patches, gums, lozenges) have helped many, but long-term quit rates remain limited. For smokers who struggle to quit entirely, the availability of tobacco-free nicotine pouches offers a pragmatic, lower-risk alternative.
The Rutgers findings challenge a frequent misconception in policy debates, that nicotine pouches are primarily a youth product.
Harm Reduction in Action
This evidence supports a broader harm reduction principle: if safer alternatives are accessible, affordable, and communicated responsibly, smokers will adopt them. Denying access through bans or excessive taxation risks prolonging cigarette use and undercutting cessation progress.
Policymakers can take two important lessons from the Rutgers research:
- Nicotine pouches can serve as a viable bridge to quitting for adult smokers.
- Regulation should distinguish between combustible tobacco and non-combustible alternatives to avoid conflating risks.
GINN’s Perspective
At GINN, we emphasize that harm reduction is not about promoting nicotine use, it is about reducing death and disease caused by combustion. The Rutgers study adds valuable U.S.-based evidence to a growing body of international research showing that nicotine pouches can be a constructive tool for adult smokers who want to quit or avoid relapse.
Nicotine is addictive, but combustion is deadly. Science shows that adults are already using pouches in ways that support harm reduction. Public health policy should recognize this reality and provide regulatory pathways that maximize benefits while protecting youth.
