A new peer-reviewed study published in PLOS One provides the most detailed snapshot yet of who uses nicotine pouches in the United Kingdom, what products they choose, and how often they use them. Conducted by researchers from King’s College London, University College London, and Brighton & Sussex Medical School, the study sheds light on a fast-growing but under-regulated segment of the nicotine market.
A Growing Category, But Who’s Using It?
Among 2,967 UK adults surveyed online in mid-2024, only 2.9% were current pouch users, though 10% had tried them. Use was heavily concentrated among current or former smokers and vapers, while almost nonexistent among people who had never smoked or vaped (3% and 2.7%, respectively).
Men and younger adults were most likely to use pouches: males had nearly double the odds of use compared with females (AOR = 1.8), and prevalence declined sharply with age.
Researchers note that this pattern aligns with harm-reduction objectives, existing nicotine consumers, not nicotine-naïve individuals, are the primary adopters.
What Products Are Most Popular?
Half of all users (49.7%) reported using Nordic Spirit, followed by Velo (18.8%) and ZYN (16.9%).
Mint and menthol flavours dominated (61%), far ahead of tobacco (29%) and fruit (25%).
The most common nicotine strength used was 11–20 mg per pouch, though more than a quarter of respondents didn’t know the exact strength, a sign that clearer labelling may be needed.
While nearly a fifth used pouches every day, another quarter had only tried them once or twice, showing both experimentation and established use within the market.
Regulation on the Horizon
Currently, the UK has no legal nicotine limit or formal packaging and flavour restrictions for pouches.
However, the government’s forthcoming Tobacco and Vapes Bill (2024–25) aims to close these gaps by:
- Prohibiting sales to under-18s
- Regulating advertising and sponsorship
- Introducing powers to restrict flavour names, packaging, and nicotine content
Researchers suggest that these measures could help ensure responsible market growth and prevent youth appeal, while maintaining access for adult smokers seeking safer alternatives.
Why It Matters
The findings reinforce that nicotine pouches are not driving youth or never-smoker uptake, but are instead being used predominantly by adults already consuming nicotine in other forms.
For harm reduction, this distinction is vital: policies should focus on proportionate regulation that safeguards minors without denying adults access to lower-risk alternatives.
GINN’s Perspective
At GINN, we welcome this first independent population-level insight into the UK pouch market.
As regulators consider the path forward, science must remain the guide:
- Regulate proportionally, not prohibitively
- Inform consumers through clear strength labelling and responsible marketing
- Preserve adult access to smoke-free options
Nicotine pouches are reshaping tobacco harm reduction — but evidence, not emotion, should shape how they are managed.
Citation
East, K., Tattan-Birch, H., & Taylor, E. (2025). What are the characteristics of people who use nicotine pouches and what types of pouches are being used? PLOS One, 20(10), e0332962.
https://doi.org/10.1371/journal.pone.0332962
