Nicotine pouches are increasingly being used by children and young people in Denmark, according to new public health data that point to a broader rise in smoke-free nicotine consumption among people aged 15 to 29. The figures have renewed concern among health authorities and cancer prevention groups, which say the products are becoming normalised among teenagers and young adults despite their addictive effects.
What the new Danish figures show about nicotine pouches
New figures reported by the National Institute of Public Health (Statens Institut for Folkesundhed) show that 14% of people aged 15 to 29 in Denmark now use nicotine pouches or chewing tobacco either daily or occasionally. In 2020, the equivalent figure was 9.1%, indicating a marked increase over a few years.
The trend has alarmed health organisations. Mette Lolk Hanak, prevention director at the Danish Cancer Society (Kræftens Bekæmpelse), described the development as worrying. According to the figures cited in the reporting, 61% of young users say they use smoke-free nicotine products to relax, while 41% say they feel addicted.
What nicotine pouches are, and why many call them snus
Nicotine pouches are small white sachets placed between the lip and gum. They release nicotine through the oral lining and are used without smoke, vapour or combustion. Unlike traditional snus, they generally do not contain tobacco.
In everyday conversation in Denmark and elsewhere in the Nordic region, nicotine pouches are often referred to as snus because they look similar and are used in the same way. But the distinction matters. Traditional snus is an oral tobacco product, while nicotine pouches are tobacco-free nicotine products. In the European Union, the sale of oral tobacco such as snus is banned in all member states except Sweden, while nicotine pouches are regulated separately.
Why Danish health authorities are concerned about youth use
Danish and international health research has repeatedly warned that nicotine products can create dependence quickly, especially among adolescents and young adults. Earlier Danish research has shown that smoke-free products have become particularly popular among the youngest age groups, and that some teenagers start with these products rather than with cigarettes.
That matters because public health experts see nicotine pouches not simply as a substitute for smoking, but as part of a wider youth nicotine culture that also includes cigarettes, vapes and other oral products. The concern is not only direct dependence, but also the normalisation of regular nicotine use among people who may never previously have used tobacco.
Denmark has tightened regulation, but use is still rising
Denmark has already tightened its rules on nicotine products as part of a broader prevention plan aimed at children and young people. Since 1 July 2025, stricter requirements have applied to nicotine products and tobacco surrogates, including nicotine pouches. These rules cover packaging, ingredients, health warnings, flavours and nicotine content, with a transition period running until 31 March 2026.
Retailers are not allowed to sell nicotine products to people under 18, and Denmark has also introduced underage test purchases to strengthen enforcement. Even so, the latest figures suggest that availability, peer culture and the discreet nature of nicotine pouches continue to make them attractive to younger users.
A broader Nordic and European public health issue
The Danish case reflects a wider debate across the Nordic region and Europe over how to regulate new nicotine products that are marketed as smoke-free but remain addictive. For public health authorities, the challenge is to prevent a new generation from becoming dependent on nicotine in forms that are easier to conceal, easier to use in social settings and often perceived as less harmful.
In Denmark, that debate is likely to continue as the latest restrictions fully take effect from 1 April 2026. The new figures suggest that regulation alone may not be enough without stronger prevention, clearer public information and tighter enforcement focused on children and teenagers.
