Karachi: Nicotine pouches being sold openly in Karachi are packed with engineered flavour chemicals that make them highly appealing and addictive for young people, a new scientific study has found, triggering serious concerns that Pakistan may be sliding into a fresh wave of youth nicotine addiction.
The study, conducted by researchers from the Institute for Global Tobacco Control at Johns Hopkins Bloomberg School of Public Health and Portland State University, analysed 10 different variants of Velo oral nicotine pouches purchased in Karachi.
The chemical testing found that every product contained multiple flavouring agents, including cherry-like benzyl alcohol, cardamom-flavoured α-terpineol and minty carvone.
Published in the peer-reviewed journal Tobacco Control, the findings show that flavours are carefully engineered rather than incidental, and are being used to expand the appeal of nicotine pouches, particularly among young people and first-time users in Pakistan.
Nicotine pouches are small, tobacco-free packets filled with powdered nicotine that are placed between the gum and upper lip, allowing nicotine to be absorbed directly into the bloodstream. This delivers a fast and potent dose of nicotine, increasing the risk of addiction. Because they do not produce smoke, many young users wrongly assume they are safe.
Researchers warn that this belief is misleading and dangerous.
Multinational tobacco companies have been aggressively expanding nicotine pouch sales across South Asia. Velo, owned by British American Tobacco, has emerged as a dominant brand in Pakistan. Company data shows Pakistan is its third-largest market globally, and in 2023 Velo controlled more than half of the combined market for smokeless tobacco, e-cigarettes and heated tobacco products in the country.
The study found wide variation in flavour combinations and chemical levels across the Karachi samples, a pattern experts say is designed to attract different user preferences and maximise addiction potential, particularly among youth who may never have smoked cigarettes.
“Research across tobacco and nicotine products consistently shows that flavours play a major role in driving young people to try these products,” said a co-author of the study, adding that flavoured nicotine products are linked to faster addiction and greater difficulty in quitting.
Health experts say Pakistan’s lack of oversight has allowed these products to spread rapidly. Unlike many countries that have placed limits on flavoured nicotine products, Pakistan currently has no effective controls on nicotine pouch sales, marketing or product composition, leaving young people especially exposed.
Local studies already suggest a troubling trend. Awareness and use of nicotine pouches among Pakistani youth is increasing, while understanding of long-term health risks remains limited. Some research indicates that nearly one in ten young people in Pakistan now uses nicotine pouches, often without knowing how addictive they are or what chemicals they contain.
Public health advocates are urging immediate action to prevent long-term harm. Syed Ali Wasif Naqvi of the Sustainable Development Policy Institute said flavour chemicals are a key driver of addiction and should be a central focus of policy measures aimed at protecting young people. He called for restrictions on flavour additives, limits on nicotine strength and strict controls on promotion.
Experts warn that if nicotine pouches continue to spread unchecked, Pakistan risks repeating past mistakes made with cigarettes and vaping products, allowing a new generation to become addicted before the damage becomes visible.
As flavoured nicotine pouches like Velo expand rapidly across Karachi and other cities, health specialists say the window to prevent widespread youth addiction is closing fast.