In a crowded lecture hall, an ASU student quietly tucks a white pouch into their upper lip. There’s no smoke, no smell—just a silent buzz of nicotine.
With their growing popularity among young people, Zyns and other nicotine pouches are everywhere, and nearly impossible to detect.
Unlike smoking or vaping, nicotine pouches deliver nicotine salts directly into the bloodstream through saliva, providing users with a discreet and convenient buzz. Available at gas stations, grocery stores, and smoke shops, they are easy to access and difficult to regulate.
Despite their surge in popularity, ASU has no official data on student usage, and the university’s Wellness Handbook does not mention nicotine pouches. When asked whether it tracks nicotine pouch use or plans to implement related policies, ASU declined to comment.
Enforcing restrictions on Zyns would be a challenge for the university. Unlike vaping or smoking, which leave behind visible vapor or lingering odors, nicotine pouches are nearly undetectable. Students can use them indoors, in classrooms, and even during exams without drawing attention. With no clear way to monitor use, the question remains: Will ASU ever try to regulate Zyns?
That challenge could be especially complicated at ASU’s Downtown Phoenix campus, where the city environment adds another layer to the conversation. With smoke shops, convenience stores, and nightlife just steps from the dorms and academic buildings, accessibility is high—and visibility is low. In contrast to college towns where campus culture is more insular and policies might be easier to enforce, downtown students are often more interwoven with the general public, making regulation feel both more difficult and less urgent.
ASU is not the only institution struggling to track nicotine pouch use. The National Institutes of Health (NIH) reported a rapid increase in adolescent nicotine pouch usage as early as 2022, and demand has yet to taper off. The industry’s growth has been so rapid that tobacco companies may provide the most telling metric—Philip Morris International, which acquired Zyn in 2022, reported shipping 131.6 million canisters to the U.S. in the first quarter of 2024, an 86% increase from the previous year.
Retailers near ASU have witnessed the trend firsthand. QuikTrip manager Jacob Adame said Zyn shortages were a major issue until about six months ago.
“They were flying off the shelves. We’re just now meeting demand,” Adame said. “Men between 21 and 40 are our biggest buyers, but more women are starting to use them too.”
Adame noted that cigarette smokers sometimes purchase Zyns alongside their usual packs. “It helps them lessen their smoking habits,” he said.
Molly Greenblatt, a cashier at High Maintenance, a smoke shop near ASU, also sees high demand. Her store now sells “logs,” a five-pack of canisters, to customers who prefer one flavor and dosage.
“They’re for people who like consistency,” she said. “Unlike vapes, which rely on advertising and flavors, Zyns don’t really market themselves. It’s a culture thing—frat guys share them in line for the clubs, people talk about ‘packing their lip.’ It’s all word of mouth.”
The perception of nicotine pouches differs significantly from vaping, which has developed a stigma due to its health risks and the social nuisance of clouds of vapor. Some students view Zyns as a cleaner, more convenient alternative.
“You don’t have to step outside or worry about the smell,” said Natalie Town, a college student and regular Zyn user. “I can pop one in during class, and no one notices.”
Syd De Leon, another student, echoed that sentiment. “Zyns are epic,” she said. “They’re smokeless and more enjoyable than cigarettes. I know they hurt your gums and are probably bad for your blood vessels, but I’m not too worried about it. If everything can kill me, I might as well have a nice treat.”
As policies evolve, there may be a different calculus for smaller campuses like ASU Downtown. With a tighter-knit student population and shared spaces like the UCENT building, even subtle habits can shape student life and wellness culture. But when a product is this discreet, and sold at nearly every corner store in the heart of Phoenix, regulating it may be more symbolic than practical.
For now, ASU remains silent on nicotine pouches, leaving students to use them without restriction. But as their popularity continues to rise, the university may soon have to decide whether it will attempt to regulate an addiction that has slipped quietly into its classrooms.
Edited by Shi Bradley
