Introduction to Nicotine Pouches
Young men are responsible for the growing popularity of nicotine pouches in the UK, with about 7.5% of 16- to 24-year-old men using the small pouches that fit under the upper lip, compared to 1.9% of young women and 1% of adults overall. Most pouch users, estimated at around half a million people, also smoke or vape, and a growing number are using them to quit smoking.
Characteristics of Nicotine Pouches
The small, white, tea bag-like sachets are purchased in round, colorful tins and contain synthetic nicotine instead of tobacco. Sales of nicotine pouches have risen rapidly in recent years, with the increase driven "almost entirely" by young people, particularly young men. In 2022, less than 1% of young men and women used nicotine pouches, up from 4% in March 2025.
Marketing and Target Audience
The marketing of nicotine pouches is heavily targeted towards areas and platforms that disproportionately reach young men, including sponsorship of Formula 1 teams, advertising at music festivals, reports of use among professional footballers, and influencer marketing aimed at male audiences. Advertising on social media also tends to reach young men more than young women.
Usage and Regulation
The results are based on a survey of 127,000 people in England, Scotland, and Wales between 2020 and 2025. The study found that nearly three-quarters of current nicotine pouch users are men, with half of those under 25 years old. About 6.5% of attempts to quit smoking in 2025 involved the use of pouches. A law passed by Parliament, the Tobacco and Vapes Act, would ban sales to people under 18, limit how they are advertised, and give powers to regulate flavors, packaging, and the nicotine they contain.
Health Risks and Benefits
While nicotine pouches pose fewer health risks than cigarettes and e-cigarettes, there are cardiovascular risks for people who use pouches with high amounts of nicotine. Concern is growing about the damage nicotine pouches cause to gums. The key is to find the right balance and stop young people from benefiting without restricting pouches in such a way that pushes people back to more harmful products like cigarettes.
International Regulations
In other countries, bag regulations are much stricter. Nicotine pouches are banned in Germany and the Netherlands and will soon be banned in France. The study says this new regulation should be carefully considered so that it does not undermine the pouches’ potential to reduce the harm caused by smoking. Use of nicotine pouches also increased in places where smoking is prohibited, and they may be used to limit or quit vaping, which is more popular than smoking among young people.
