BACKGROUND: Nicotine pouches are a new product created by global tobacco companies that are growing rapidly in popularity. Preventing uptake of nicotine pouches, especially among those who are nicotine-naïve, is critical to minimising risk of dependence and addiction. Despite risk perceptions being key determinants of behaviour, relatively few studies have explored perceptions of nicotine pouches. Accordingly, we sought to explore perceptions and attitudes towards nicotine pouches in an environment that prohibits the retail sale of the products.
METHODS: Australians aged 16-39 years (n = 1230) completed an online survey assessing their risk perceptions and attitudes towards nicotine pouch use. Regression analyses assessed correlates of perceptions and attitudes (sociodemographic characteristics, exposure to pouch advertising, use of pouches among family and friends, and use of nicotine and tobacco products).
RESULTS: Nicotine pouches were perceived to be less harmful/addictive or equivalent in harm/addictiveness compared to other tobacco and nicotine products. A substantial minority considered pouches to be equivalent to nicotine replacement therapy (NRT). Attitudes towards nicotine pouch use were generally unfavourable or neutral. Men, those who currently use pouches, and those who had a greater number of family members and close friends who use pouches were more likely than their counterparts to hold positive product perceptions.
CONCLUSIONS: Despite the considerable unknowns in relation to nicotine pouch use, favourable perceptions of the products appear to be forming. Of particular concern is the finding that a substantial proportion of respondents considered pouches to be equivalent in harm/addictiveness or less harmful/addictive than NRT. With an increasing number of novel nicotine products created by tobacco companies hitting the market, often alongside claims stating that these products assist with smoking cessation, informing those who smoke of evidence-based smoking cessation treatments and removing any barriers to receiving such treatments is critical.