Young man browsing nicotine pouches next to a Diplo cardboard cutout in a convenience store.
Nicotine pouches are experiencing an explosive surge in popularity across the United States, marking a significant shift as traditional tobacco use reaches record lows. Monthly sales of these tobacco-free alternatives have skyrocketed by 250.8%, climbing from $145.5 million in January 2023 to $510.5 million by August 2025, according to a study by Monitoring Tobacco Product Use.
This burgeoning market has captured the attention of prominent investors, including celebrities. Music artist Diplo, whose real name is Thomas Wesley Pentz Jr., has publicly shared his stake in the nicotine pouch company Sesh, citing its effectiveness in managing his ADHD. “[Nicotine pouches were] very helpful and controlling my ADHD, so, I try to do it, not in the evening, but in the morning when I’m starting to work. And it was pretty effective,” he stated.
Diplo is not alone in his investment; Sesh has attracted backing from other notable figures such as Nick and Joe Jonas, Post Malone, and The Chainsmokers, as well as venture capital firm AVC, founded by Palantir co-founder Joe Lonsdale.
The appeal of nicotine pouches extends to younger demographics, with the CDC Foundation reporting that teen usage nearly quadrupled between 2022 and 2025. Flavored products appear to be a key driver in this trend among young Americans. Unlike vaping and e-cigarettes, which face increasing regulatory scrutiny and flavor bans in some regions, nicotine pouches currently navigate a less restricted market.
“There’s no smoke, nicotine isn’t tobacco,” Diplo emphasized, distinguishing his use from traditional tobacco products. “I’ve never been into tobacco, I’ve never been into smoking.”
The accessibility of nicotine products is also on the rise, with delivery services like GoPuff facilitating direct-to-home orders. Nicotine and vape shops are proliferating in major cities, reflecting the growing consumer demand.
Health experts, however, caution against the potential long-term effects of nicotine pouches, particularly for adolescents. Maggie Britton, clinical director of health initiatives at National Jewish Health, warned that nicotine can adversely affect developing brains, impacting attention, learning, memory, mood regulation, and impulse control. Concerns also remain regarding the impact on oral health, cardiovascular function, and cancer risk, with experts urging a cautious approach due to the incomplete understanding of these long-term consequences.
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