MANTRA Responds to Federal Health Minister's Commitment to Keep Nicotine Pouches in Pharmacies, Calls for Stronger Action at Every Level
WINNIPEG, MB – The Manitoba Nicotine & Tobacco Reduction Alliance (MANTRA) supports federal Health Minister Marjorie Michel's commitment to maintain the rules restricting nicotine pouch sales to pharmacies, despite industry pressure to return them to convenience stores and other retail settings.
Keeping pouches behind the pharmacy counter is one important opportunity to limit access for young people. But MANTRA cautions that holding the line is not the same as moving forward.
"We're glad to see the minister holding firm and not reducing barriers to access," said Cynthia Carr, Executive Director of MANTRA. "Keeping pouches in pharmacies matters. But on its own, it is nowhere near enough."
Despite pharmacy-only rules, nicotine pouch use among young Canadians continues to climb. A national study from the Ontario Tobacco Research Unit found that past-month use among young adults rose from about 1% in 2022 to 8.5% in early 2026, and more than a third (34.8%) have now tried pouches. That rise spans the period when pharmacy-only rules took effect, a sign that young people may be finding pouches outside the pharmacy counter.
Much of that supply comes from an illegal market that operates in plain sight. Unregulated pouches, some containing up to 50 mg of nicotine per pouch, are advertised on social media, sold through websites, and shipped to homes across Canada, offering convenient payment by e-transfers and bank cards.
"These products aren't hidden. They're advertised online and delivered through the mail," said Carr. "Mail and cross-border enforcement are federal responsibilities, and that's where we need to see real investment to stop illegal pouches from reaching our kids."
MANTRA also notes that pharmacists cannot carry this responsibility alone. The current rules make them the gatekeepers for nicotine pouches, but no new resources have been committed to help them have those conversations with customers or to address sales happening outside pharmacies.
Pharmacists are also in an unusual position. Pouches are regulated in Canada as a nicotine replacement therapy (NRT) under the Natural Health Product Regulations, a regulatory pathway that differs from the process used for many other nicotine replacement therapies and pharmaceutical products.
They are also manufactured by the tobacco industry who are not typically associated with “natural health products.” Zonnic, the pouch sold in Canadian pharmacies, is owned by Imperial Tobacco. Pharmacies don't sell cigarettes, but they are now expected to sell a tobacco industry product.
The evidence that pouches help people quit is also limited. According to the same OTRU report, only 6% of Canadians who smoked and tried to quit in 2024 used nicotine pouches in that attempt. Use is highest among young people and people who currently use tobacco, not among those who have quit smoking.
In her comments, Minister Michel emphasized the importance of educating people so they can make the best decisions for their health. MANTRA strongly agrees, and believes education works best when every level of government and community plays its part.
The federal government can strengthen regulation and enforcement against illegal sales. Provinces and territories can invest in local prevention and education strategies. And community organizations like MANTRA can bring that education directly to young people where they are: in schools, sports teams, and community groups.
In Manitoba, funds from the national tobacco settlement, totalling $1.1 billion, present a major opportunity to do exactly that. To date, none of those funds have been directed toward youth prevention and education, a significant missed opportunity at a time when young people face a fast-changing nicotine market.
"We can't outspend the tobacco industry, and we don't need to. What works is educating and empowering young people, and supporting adults who want to quit," said Carr. "With provincial investment, community organizations like ours could reach far more young people across Manitoba. We're ready to work with government to make that happen. Together, we can make real change for our kids."
MANTRA is calling on the federal government to step up enforcement against the illegal online sale and shipping of nicotine pouches and to provide pharmacists with the resources they need. MANTRA is also calling on the Government of Manitoba to invest in a youth prevention and education strategy, delivered in partnership with community organizations.
About MANTRA
For 25 years, the Manitoba Nicotine and Tobacco Reduction Alliance (MANTRA) has worked to reduce the harms of tobacco and nicotine in Manitoba through education, advocacy, and partnerships with health, school, and community organizations.
Media contact:
Cynthia Carr, Executive Director
