Jessica Tyson
26/05/2025 • 5 min read
In recent years, nicotine pouches have quietly but confidently made their mark on the UK’s nicotine landscape. As more and more consumers search for cleaner, smoke-free alternatives to traditional tobacco products, nicotine pouches have emerged as one of the most compelling options. Discreet, tobacco-free, and available in a wide range of flavours and strengths, these little pouches are revolutionising the way people enjoy nicotine.
In this article, we explore the rapid rise of nicotine pouches in the UK - what they are, why they're gaining popularity, and what the future might hold for this modern smoking alternative.
Nicotine pouches are small, discreet, pre-portioned pouches, typically slim and rectangular, and often comparable in size to a small piece of chewing gum. They contain nicotine, plant-based fibres, flavourings, and sweeteners, but crucially, unlike traditional oral tobacco products like snus, no tobacco.
Users place a pouch under the upper lip, where the nicotine is gradually released and absorbed through the gum lining over a period of around 20 to 60 minutes.
They’re clean, convenient, and leave no lingering odour, and because they produce no smoke or vapour, they can be used virtually anywhere - at work, on public transport, or even in social settings where smoking or vaping isn’t allowed.
The UK has long been at the forefront of tobacco harm reduction, recognising the significant public health benefits of transitioning smokers away from traditional cigarettes and embracing innovation to support smokers looking to quit or reduce their health risks.
Over the past two decades, we’ve witnessed a steady shift towards a spectrum of reduced-risk products, including nicotine replacement therapies (NRTs) like patches and gums, with vaping dramatically accelerating that transition in the early 2010s by offering a more familiar ritual for smokers, quickly becoming one of the most popular cessation aids and alternatives.
Backed by Public Health England’s endorsement that e-cigarettes are “around 95% less harmful than smoking,” vaping helped normalise the idea of switching to alternative nicotine products and opened the door to broader acceptance of other options outside of vaping, including heated tobacco and now, nicotine pouches.
Campaigns like Stoptober, Smoke-Free 2030, and NHS quit initiatives have raised awareness and encouraged safer nicotine consumption, and while vaping remains the most widely adopted alternative, a growing number of users are now turning to pouches for an even more discreet, tobacco-free, and maintenance-free option.
The growth in nicotine pouch use across the UK reflects a broader shift in consumer behavior toward cleaner, more convenient ways to consume nicotine.
Recent data highlights the rapid growth, showing that the number of GB adults who had ever used a nicotine pouch doubled between 2020 and 2024, reaching 5.4%. This significant increase underscores the growing appeal of these products.
Several key factors are driving the rapid rise of nicotine pouches in the UK:
A significant driver behind the popularity of nicotine pouches is the growing health consciousness among nicotine users. Many individuals are actively seeking ways to reduce the harm associated with traditional smoking and are increasingly aware of the potential risks, including respiratory illnesses and cardiovascular problems.
Without smoke, tar, or combustion, pouches offer a cleaner way to consume nicotine. Even for those who have transitioned to vaping, the simplicity and lack of potential inhalation risks associated with pouches can be appealing, aligning with a continued journey towards harm reduction.
As mentioned above, the discreet nature of nicotine pouches is a major draw for many users. Unlike the visible vapour clouds produced by vapes or the tell-tale smell of smoke, pouches can be used virtually unnoticed.
The convenience factor is also significant; with no need for lighters, chargers, or messy refills, and with their small size and ease of portability, nicotine pouches offer a straightforward, hassle-free experience.
The tightening regulatory environment surrounding smoking and vaping is also contributing to the rise of nicotine pouches. With increasing bans on smoking in public areas and the government’s ban on disposable vapes, consumers are actively seeking alternatives that may face fewer limitations.
The extensive range of flavours available in nicotine pouches is a significant part of their appeal, with options ranging from icy mint to fruity blends like berry and citrus. For ex-smokers, this broad selection offers a welcome departure from the limited flavour profiles of traditional cigarettes, while for those already familiar with the varied tastes of vaping, nicotine pouches offer a seamless transition in terms of flavour choice.
Nicotine pouches are available in strengths ranging from around 4mg up to 17mg and beyond, making them suitable for a wide range of users, from occasional smokers to those who require stronger doses to manage cravings. This flexibility allows users to tailor their nicotine intake to their personal needs and preferences.
The nicotine pouch market in the UK is experiencing rapid growth, fuelled by increasing consumer interest in smoke-free, tobacco-free alternatives.
As demand rises, leading brands like ZYN, VELO, and Nordic Spirit have significantly expanded their presence both online and in physical retail, with their growing visibility helping to normalise pouches as a mainstream nicotine option.
British American Tobacco (BAT) recently reported that nicotine pouches are its fastest-growing new category, with organic revenue rising by more than 48% in the first half of 2024 compared to the same period in 2023. On a global scale, the trend is even more pronounced. The nicotine pouch market is projected to grow from $7.4 billion in 2023 to $25.2 billion by 2028, signalling a long-term shift in how nicotine is consumed worldwide.
While nicotine pouches are still relatively new in the UK, their uptake is accelerating as more users, from ex-smokers to curious consumers discover their convenience, discretion, and lack of tobacco. The market is still maturing, but all signs point to nicotine pouches becoming a key part of the UK’s reduced-risk landscape.
Nicotine pouches are legally available in the UK, but they’ve historically existed in a regulatory grey area. Unlike cigarettes or vapes, they are not classified under traditional tobacco regulations and were initially governed by general consumer product safety laws, meaning age restrictions and marketing rules weren’t clearly defined.
Recognising the need for clearer oversight, the UK government introduced the Tobacco and Vapes Bill in 2024. The bill proposes stricter oversight of nicotine pouches, including an age of sale restriction (18+), bans on advertising, and new powers for the government to regulate packaging, contents, and display, helping bring them in line with other nicotine products and ensuring consistent consumer protection.
Public health experts generally view nicotine pouches as a less harmful alternative to smoking. A report commissioned by the Office for Health Improvement and Disparities found that switching from cigarettes to nicotine pouches is likely to reduce overall health risks, reinforcing their potential as a harm-reduction tool.
This bill marks a key step toward ensuring both product safety and responsible access, while reinforcing the government’s support for reduced-risk nicotine alternatives. As always, we support the responsible use of nicotine products and welcome regulations that protect consumers while supporting access to reduced-risk alternatives.
Looking ahead, nicotine pouches are well positioned to become a mainstream option. As understanding of their potential as a harm reduction tool grows among consumers and policymakers alike, they could become a mainstream alternative not just to smoking, but to vaping as well.
As regulations become clearer and consumer awareness grows, we expect:
Nicotine pouches are rising fast in the UK, and for good reason. They’re discreet, tobacco-free, and their adaptability to modern lifestyles have clearly resonated with a growing segment of consumers. Whether you're trying to quit smoking, cut back on vaping, or simply want a cleaner way to enjoy nicotine, pouches offer a viable alternative.
If you’re curious to try them out, be sure to explore our full range of nicotine pouches from leading brands, available in a range of flavours and strengths, with something for every kind of user.
