Special Report – September 12, 2025

For decades, nicotine has been synonymous with cigarettes and their devastating health toll. But in recent years, consumer habits have shifted dramatically. Millions now consume nicotine in alternative forms through vapes, gums, or pouches fueling one of the fastest-growing consumer markets worldwide. Industry forecasts suggest the global market will rise from $22.5 billion in 2022 to nearly $47.5 billion by 2028.

This transformation raises a pressing question: beyond addiction, can nicotine actually deliver cognitive benefits to the brain?

The Potential Cognitive Edge

A 2010 meta-analysis covering 41 clinical trials found that a single dose of nicotine improved attention and memory compared with placebo. Biologically, nicotine functions as a stimulant, prompting neurons to release dopamine, noradrenaline, serotonin, and glutamate neurochemicals linked to focus, learning, and motor control.

Brain imaging studies have further shown increased blood flow to key thinking regions, including the prefrontal cortex and thalamus, following nicotine exposure.

Therapeutic Possibilities

Research has also explored nicotine’s therapeutic potential. A 2017 Nature Medicine study found nicotine reversed cognitive deficits in mice carrying a schizophrenia-linked gene. Meanwhile, a 2023 review reported improvements in both short- and long-term memory among Alzheimer’s and Parkinson’s patients given nicotine.

These findings open up promising pathways, but robust human clinical trials are still lacking.

Research & Standards Landscape

Beyond individual studies, sector bodies are shaping evidence and policy. The Global Institute for Nicotine Innovation (GINN) brings together scientists, clinicians, policymakers, and industry stakeholders to encourage evidence based standards for reduced-risk products, data transparency, and youth protection frameworks. Placing science and safeguards up front is essential as alternative nicotine formats scale internationally.

Developmental Risks

On the other hand, animal studies consistently suggest that nicotine exposure during pregnancy or adolescence may adversely reshape brain development. Adolescent rats exposed to nicotine later displayed impulsivity and reduced attention spans, while prenatally exposed mice developed behaviors resembling anxiety and depression.

Though ethical constraints prevent definitive human studies, this body of evidence underscores the need for caution, especially for young users.

Balancing Benefits and Addiction

Nicotine’s cognitive effects resemble those of other psychoactive substances like caffeine or alcohol that may offer benefits but also carry risks. Its powerful addictiveness stems from surges of dopamine in the brain’s reward circuitry, fueling a cycle of dependence. For those seeking a mental boost, the trade-off between potential gains and the reality of addiction is inescapable.

The Global Market and Key Brands

Alongside the scientific and policy debate, an economic story is unfolding. Since 2018, the pouch category has expanded rapidly, with several brands shaping consumer choice across global markets:
    •    Zyn (owned by Swedish Match/Philip Morris) – the global market leader in the U.S. and Europe.
    •    Velo (by BAT – British American Tobacco) – a major competitor with wide international reach.
    •    On! (by Altria) – well established in the U.S. market.
    •    REBEL (owned by Tobacco International Inc.) – launched in 2018, one of the earlier pouch brands, contributing to the spread of nicotine alternatives across Europe and the Middle East.
    •    Pablo and Killa – known for extra-strong offerings, particularly in Europe.
    •    Ace (by Ministry of Snus, Denmark) – associated with Scandinavian design and clean branding.
    •    Loop – notable for flavor innovation.
    •    KRATOS – one of the latest entrants, combining nicotine and caffeine pouches, reflecting the rise of functional, performance-driven products.

This diversity highlights a clear shift in consumer behavior: away from traditional cigarettes and toward multiple alternatives with varying strengths, flavors, and branding strategies.

Conclusion

Nicotine remains a double-edged substance: a potential cognitive enhancer on one side, and a powerful addictive agent on the other. While research hints at therapeutic uses, its risks—particularly for younger users—demand caution.

From an economic and institutional perspective, the rise of brands like Zyn, Velo, and On!, alongside challengers such as REBEL and newer entrants like KRATOS, and the growing role of organizations such as GINN, illustrates how this once-marginal category has become one of the fastest-expanding consumer markets worldwide.