Pakistan’s the 3rd Largest Global Market
Pakistan is now the 3rd largest global market for oral nicotine pouches. Pakistan’s nicotine pouch market is led by Velo and ZYN, which are available in almost every local shop.
It’s Not Cancer Free
Even though it’s marketed as a “clean” alternative, it still has serious health risks. Tests by the American Lung Association show pouches still contain toxic, cancer-causing chemicals. According to the Prevent Cancer Foundation, regular use causes gum damage and white mouth lesions (leukoplakia), which can turn into mouth cancer.
Targeting Gen Z and Gen Alpha
Sweet flavors and colorful packaging attract teenagers instead of older smokers. As a result, many young people who have never smoked are becoming addicted to nicotine. A can of locally made Velo costs around PKR 150–250, making it cheap and easily affordable for many teenagers.
A massive national survey of over 14,000 Pakistani children aged 10 to 16 found that 3.4% of boys and 2.7% of girls are actively using nicotine pouches. Around 23% of shopkeepers admitted selling nicotine pouches to people under 18 without checking ID.
It’s Glamorizing Addiction
The TV Loophole: Because they don’t contain tobacco, these pouches avoid regular cigarette ad bans. This allows them to run high budget commercials on national TV.
Celebrities & Music: Stars like Mahira Khan, Atif Aslam, Wahaj Ali, and Velo Sound Station made nicotine seem cool and fashionable.
Easy Access: They’re no longer sold only in big malls. You can now find them at almost every paan shop and corner store.
Velo Sound Station & Star Power
Velo Sound Station is a high budget digital music streaming platform created and funded by Velo. The platform produces high quality, modern music videos featuring Pakistan’s top singers and bands. By featuring the nicotine brand inside popular music videos and concerts, they make the product look trendy and normal to Gen Z and Gen Alpha consumers.