KARACHI: A new study has found that flavoured oral nicotine pouches sold in Karachi contain a wide range of unregulated flavour chemicals, often combined with menthol, raising concerns about their growing appeal among young consumers in Pakistan.
The research, conducted by scientists from the Institute for Global Tobacco Control (IGTC) at the Johns Hopkins Bloomberg School of Public Health in collaboration with Portland State University, analysed leading oral nicotine pouch products sold in Karachi. The findings have been published in the peer-reviewed journal Tobacco Control.
According to the study, oral nicotine pouches are small, smokeless products placed between the gum and upper lip, allowing nicotine to be absorbed directly into the bloodstream. Globally, their sales have been rising sharply, with multinational tobacco companies such as British American Tobacco (BAT), Altria and Swedish Match dominating the market through brands like Velo, On! and ZYN.
Researchers examined 10 variants of BAT’s Velo nicotine pouches purchased in Karachi in 2022. Each product was chemically analysed for nicotine and 180 different flavouring chemicals. The results showed measurable levels of flavour chemicals in all products tested.
Commonly detected chemicals included benzyl alcohol, which provides a cherry-like flavour, menthol, α-terpineol associated with cardamom, and carvone, a mint-related compound. All ten products contained these substances, while the levels and combinations of fruit, menthol and non-menthol flavours varied widely across different variants.
The researchers noted that this variation indicates deliberate flavour engineering to create multiple attractive options for consumers, particularly younger users. Existing evidence shows that flavoured nicotine and tobacco products are more appealing to youth and can increase the likelihood of first-time use.
Pakistan currently has little to no regulation governing the sale, marketing or promotion of oral nicotine pouches. Flavoured tobacco and nicotine products, including pouches, are not restricted, unlike in some other regions of the world where flavour bans or ingredient regulations have been introduced.
Kevin Welding, associate director of IGTC and co-author of the study, said the findings raise serious concerns. He noted that the wide range of flavour levels and combinations suggests a strategy to expand the nicotine market, especially among young people.
BAT reported global sales of 8.3 billion nicotine pouches in 2024, double the volume sold in 2022. Research shows that marketing and sales of Velo products are particularly strong in low- and middle-income countries, including those in South Asia, where regulations remain weak.
Market data also highlights the scale of growth in Pakistan. According to Euromonitor, nicotine pouch sales in the country are substantial, with Velo holding the largest market share in smokeless tobacco, e-cigarette and heated tobacco product categories in 2023. BAT has stated that Pakistan is its third-largest market globally for Velo products.
Experts say the findings provide policymakers with clear options to protect public health. Syed Ali Wasif Naqvi of the Sustainable Development Policy Institute said that regulating flavour chemicals could be an effective way to limit the spread of nicotine addiction. He stressed that policies addressing flavours and ingredients could help reduce youth uptake and safeguard public health.
The researchers urged Pakistani authorities to consider regulating both flavour chemicals and nicotine levels in oral nicotine pouches, warning that without action, the country risks widespread addiction to yet another tobacco industry product.
The study aligns with earlier IGTC research in Southeast Asia, which found similar flavour engineering strategies being used to support tobacco marketing in countries with limited regulation.
