Receiving coupons and discounts for nicotine pouches is associated with current use of nicotine pouches among United States adults: Results from the population assessment of tobacco and health (PATH) study wave 7 (2022-2023).

Background: The rising use of nicotine pouches has emerged as a public health concern. Increasing use might be driven by exposure to marketing (e.g., discounts, coupons) but little is known about marketing and nicotine pouch use. This study is the first to use United States (US) nationally representative data to examine the relationship between exposure to discounts and coupons for nicotine pouches and nicotine pouch use among US adults.

Methods: Using respondents from the Population Assessment of Tobacco and Health (PATH) Study Wave 7 (2022-2023) dataset (N = 27,712), we examined the association between past 12-month exposure to nicotine pouch discounts/coupons and past-30-day nicotine pouch use, adjusting for sociodemographic, psychological, and behavioral covariates.

Results: Among respondents, 0.3 % (weighted) reported past-12-month receipt of discounts or coupons for nicotine pouches, and 0.8 % reported past-30-day use of nicotine pouches, with a significant bivariate association (p < 0.001). After controlling for covariates, individuals exposed to discounts or coupons for nicotine pouches during the past 12 months were more likely to report past-30-day use of nicotine pouches (adjusted odds ratio=33.85, 95 % confidence interval=19.13, 59.92).

Conclusions: Exposure to discounts/coupons for nicotine pouches was associated with an increased risk of product use in the past 30 days among US adults. Continual surveillance of tobacco marketing strategies and sustained research efforts are necessary to inform tobacco control efforts and cessation strategies related to nicotine pouches.