Key Takeaways:
- Over 500,000 people in Great Britain use nicotine pouches, with a significant rise in uptake driven by members of Gen Z.
- The percentage of people aged 16 and over using nicotine pouches has grown from 0.1% in 2020 to 1% in 2025.
- The sharpest rise in use was among young people, with 4% of 16- to 24-year-olds using these products in 2025.
- Experts say the products should not be used by anyone who does not already smoke, due to the addictive nature of nicotine.
- Researchers are calling for age-of-sale legislation and restrictions on marketing and advertising of nicotine pouches.
Introduction to Nicotine Pouches
Nicotine pouches are a type of nicotine product that is placed between the lip and gum to slowly release nicotine. They come in a wide variety of flavors and have become increasingly popular in recent years, particularly among young people. According to research published in the medical journal Lancet Public Health, the percentage of people aged 16 and over using nicotine pouches in England, Scotland, and Wales has grown from 0.1% in 2020 to 1% in 2025, equivalent to about 522,000 people.
Rise in Nicotine Pouch Use
The sharpest rise in use was among young people, with 4% of 16- to 24-year-olds using these products in 2025, up from 0.7% in 2022. Researchers from UCL examined data from the Smoking Toolkit study, including figures on almost 130,000 people aged 16 and over, and found that the prevalence of nicotine pouch use has risen significantly in recent years, particularly among members of Gen Z. However, there was "no meaningful change" among people aged 35 and over during this time frame.
Demographics of Nicotine Pouch Users
Researchers found that use was higher among men, especially those aged 16 to 24, and among people who smoked or vaped. More than two-thirds of those using the pouches also used other nicotine products. However, 16% of users had never smoked regularly. This suggests that nicotine pouches are being used by a wide range of people, including those who do not already smoke. Researchers also found a rising proportion of smokers used pouches during their most recent attempt to kick the habit, from 2.6% in 2020 to 6.5% in 2025.
Marketing and Advertising of Nicotine Pouches
Experts say that the dramatic increase in use of nicotine pouches is probably linked to "aggressive" marketing and advertising across social media, billboards, and public transport hubs in the UK. Lead author Dr. Harry Tattan-Birch, of UCL’s institute of epidemiology and health care, said that the rise in nicotine pouch use has been driven almost exclusively by young people, especially young men, and that this may be due in part to aggressive advertising targeting this group. Caroline Cerny, deputy chief executive of Ash, said that the growing use of nicotine pouches is driven by "heavy and indiscriminate" marketing of the products.
Health Risks and Regulations
While nicotine pouches are likely to be less harmful than cigarettes and e-cigarettes, they are not harmless and can be addictive. Health experts say that the products should not be used by anyone who does not already smoke, due to the addictive nature of nicotine. Researchers are calling for age-of-sale legislation and restrictions on marketing and advertising of nicotine pouches to limit uptake among teenagers. The tobacco and vapes bill, which would end the sale of such products to under-18s, restrict advertising, and give powers to regulate flavors, packaging, and nicotine content, is seen as a crucial step in addressing the issue.
Conclusion and Recommendations
In conclusion, the rise in nicotine pouch use in Great Britain is a concerning trend, particularly among young people. Experts are calling for proportionate measures to limit uptake among teenagers, including age-of-sale legislation and restrictions on marketing and advertising. The tobacco and vapes bill is seen as a crucial step in addressing the issue, and researchers are urging policymakers to take action to regulate the industry and protect public health. By understanding the demographics of nicotine pouch users, the marketing and advertising strategies used by the industry, and the health risks associated with these products, we can work towards reducing the harm caused by nicotine pouches and promoting a healthier future for young people.