Whether to cope with stress during the busy exam period, to improve performance in tests, or to relax in their free time: these are the reasons why Styrian students regularly turn to nicotine pouches. 17.7 per cent of those surveyed said they use them daily, whilst a further 6.3 per cent use them occasionally. By contrast, “only” 7.7 per cent smoke conventional cigarettes every day, and a further four per cent use e-cigarettes.
A key reason why nicotine pouches have clearly overtaken tobacco products is that the small packets can be hidden from family members or teachers. “Their use is perceived as undesirable in certain social contexts. Only a third of the consumers surveyed stated that they did not hide their use from anyone,” summarises study coordinator Beate Klösch. Among friends, however, the products are accepted – 82.1 per cent came into contact with them through this channel.
Addictive potential
The survey reveals a clear link between nicotine and alcohol consumption. Almost all respondents are aware that the former substance is addictive. However, the health risks associated with pouches are perceived as lower than those of conventional cigarettes and e-cigarettes. “Marketing that focuses on the arguments of discretion and health could have a strong influence here,” suggests Waltraud Posch of VIVID. “Unlike for tobacco products, there are currently no legal restrictions on advertising and sponsorship for nicotine pouches.”