Nicotine pouch use on the rise in Britain, study finds

A recent study published in Nicotine and Tobacco Research has revealed a steady increase in nicotine pouch use among adults and youth in Britain.

The research, conducted by Leonie Brose from King’s College London, alongside Laura Bunce and Hazel Cheeseman from Action on Smoking and Health (ASH), found that while nicotine pouch use remains relatively rare, it has doubled over the past four years.

In 2024, 5.4 per cent of adults reported having ever used nicotine pouches, up from 2.7 per cent in 2020, while 1 per cent of adults were current users. Among youth (ages 11-18), 3.3 per cent reported ever using nicotine pouches, with 1.2 per cent being current users.

Key Findings:

• Usage was notably higher among young adults (18-34 years old), males, and individuals living in London.
• The majority of users had prior experience with nicotine, particularly through smoking or vaping.
• Ever-use of nicotine pouches was strongly associated with gambling, alcohol use, cannabis use, and mental health conditions.
• Among teenagers, those who smoked, vaped, or had family members who used nicotine were more likely to try nicotine pouches.

Unlike tobacco or vaping products, nicotine pouches currently fall outside Britain’s existing regulatory framework. The study’s authors warn that the absence of age restrictions or marketing regulations could lead to increased uptake among non-nicotine users, particularly youth.

The Tobacco and Vapes Bill, which proposes stricter regulation of novel nicotine products, including an age-of-sale requirement for nicotine pouches, is currently under the consideration of the House of Commons.

“The findings highlight the need for ongoing monitoring to track trends in nicotine pouch use,” the article states.

“Additionally, they add to the evidence of why regulation should be considered. Higher levels of use in young and disadvantaged populations provide further case for action to regulate these products.”

The researchers noted that regulation is crucial to ensure nicotine pouches do not become a gateway product for young people.

“While use as an alternative to smoking would reduce the public health harms from smoking, public health benefits will also be seen from a properly regulated market, which avoids use among people who would otherwise not have used any nicotine and teenagers,” they wrote.