By Phil Hudson, Co-Founder & Associate Director @ GINN
UK POLICY SHIFT: DISPOSABLE VAPES OUT, RESPONSIBILITY IN
On 1 June 2025, the UK initiated a transformative public health and environmental move, the full-scale ban on disposable vapes.Targeting youth usage and the 5million+ weekly waste burden, the law now mandates sales of reusable devices only, with fines and even prison-time for violators (AP News). The enforcement signal is clear: the throwaway vape era is over.
THE DECLINE OF DISPOSABLES, AND THE SEARCH FOR WHAT’S NEXT
Retail data shows a 30% plunge in disposable vape sales within weeks. But this hasn’t meant quitting for most adult users, it’s triggered a rapid pivot to next-gen alternatives. The most notable winner, Tobacco-Free Nicotine Pouches.
IS THE BAN ACTUALLY WORKING?
Not quite yet. The results are nuanced:
- UCL reports youth usage of disposables dropped from 63% to 35%, but most simply switched to refillable, not off nicotine altogether (BBC, Filter).
- Data from Haypp warns: 20% of users may relapse to smoking, and 2 in 3 say they’d consider illegal products (Filter, The Standard, Clearing the Air).
- Many consumers are using “refillable” as de facto disposables, refills are sometimes hard to find, and habits are hard to break.
The intent is bold, but behaviour isn’t changing fast enough.
ENTER NICOTINE POUCHES: THE UK’S FASTEST-GROWING CATEGORY
Tobacco-free nicotine pouches have taken off:
- 2024 saw the UK market nearly double, growing 95–100% year-on-year (Talking Retail).
- 57% of users started with the goal of quitting smoking, while 27% moved over from vaping (Ecigator).
- Especially among men aged 18–34, usage has grown to 3.5%, with awareness and trial rates soaring (ASH).
WHY CONSUMERS ARE SWITCHING TO POUCHES
Recent surveys highlight why nicotine pouches are becoming the go-to alternative:
- 68% cite discretion, no clouds, no smell, no judgement.
- 64% feel they’re healthier than vaping or smoking.
- 54% say they don’t affect others nearby.
- 78% say pouches are socially acceptable, compared to just 30% for vapes (Ecigator).
This is more than trend, it’s a behavioural shift !
RETAIL & FLAVOUR TRENDS: A MARKET IN MOTION
- Some brands saw 91–161% growth in the first half of 2024 (Forecourt Trader).
- Mint remains king, dominating ~80% of sales, with 12mg–16mg strengths leading preferences (Convenience Store).
- Convenience stores now account for 40%+ of UK pouch sales, with strong gains in vape shops and multiples alike.
Product development is surging: flavours, dosages and sustainable packaging, this is a race to innovate.
THE RISK FACTORS: REGULATION, YOUTH, AND ILLICIT SUPPLY
Despite the boom, real challenges remain:
- Youth awareness rose from 38% to 43%; 3.8% of under-18s have tried pouches (ASH).
- Illicit products exploded, with 974% more seizures year-on-year, flooding the market with untested, unsafe pouches (Convenience Store).
- Regulation is coming: The Tobacco & Vapes Bill includes pouch limits (strength, sale age, content), but rollout is pending (Parliament.uk).
The industry must act now, or risk being regulated reactively, not responsibly.
WHAT IT ALL MEANS: A MARKET REWRITING THE RULEBOOK
Brands and retailers face a new nicotine frontier. Key imperatives:
- Educate: Staff, sellers, and consumers need clarity on usage, safety, and product choices.
- Innovate: Differentiated flavours, dosing, and formats are critical to brand survival
- Protect: Keep youth and illicit operators out. The credibility of the category depends on it.
- Prepare: By late 2025 or early 2026, comprehensive legislation is likely to formalise what responsible players are already doing voluntarily.
FINAL THOUGHTS: A TURNING POINT
The disposable vape ban is more than policy, it’s sparked a shift toward cleaner, smarter nicotine alternatives.
Tobacco-free nicotine pouches are now leading the charge: smoke-free, vape-free, and easy to use anywhere. They’re changing how adults choose to consume nicotine.
But rapid growth needs responsible action. The industry, regulators, and users must work together to avoid past mistakes.
At GINN, we’re not just watching change, we’re driving it. With science-led education, smart regulation, and product innovation, we believe nicotine pouches are the future of safer use.
The momentum is real. Let’s build this category the right way. from day one.
