The UK Nicotine Pouch Market in 2026

The United Kingdom is experiencing a clear shift in nicotine use patterns as nicotine pouches, tobacco free oral products containing nicotine, transition from niche alternatives to notable elements of the nicotine market. Between 2020 and 2025, the proportion of adults using nicotine pouches in Great Britain increased from approximately 0.1 percent to around 1 percent, equating to roughly 500 000 users in 2025. Usage rates among young adults aged 16 to 24 jumped from around 0.7 percent to 4 percent over the same period, with prevalence highest among young men. (Source)

At the same time, public health organisations have highlighted rising awareness and experimentation among under 18s, and the UK Government is moving to regulate nicotine pouches under the proposed Tobacco and Vapes Bill. This report examines market growth trends, demographic usage patterns, youth concerns, regulatory developments and implications for public health and policy in 2026.

1. Expansion of Nicotine Pouch Use Across Great Britain

Nicotine pouches are sachets placed between the lip and gum that deliver nicotine without tobacco combustion.

Recent research shows:

• Use among all adults in Great Britain rose sharply from about 0.1 percent of the population in 2020 to 1 percent in 2025. This represents roughly 500 000 current users. (Source)
• Most pouch users also use other nicotine products. In one study, 69 percent of pouch users in Great Britain also used vaping or smoking products. (Source)

These shifts occur within a broader landscape of declining cigarette smoking and increasing use of non combustible nicotine delivery products. The market now spans convenience stores, supermarkets and specialist online retailers, reflecting greater commercial visibility.

2. Demographic Trends and Gender Differences

Survey evidence consistently shows:

• Pouch use is significantly higher among men than women. In a 2022 to 2025 study, 72 percent of nicotine pouch users were male, and 47 percent were under 25. (Source)
• Prevalence among young adults rose steeply. Among people aged 16 to 24, reported use increased from around 0.7 percent in 2022 to about 4 percent in 2025. (Source)
• Some estimates find that in 2025 7.5 percent of young men aged 16 to 24 were users, compared with lower rates among women of the same age group. (Source)

Overall, pouch use remains more concentrated among groups with prior nicotine experience, including current or former smokers and vapers, but the growth in younger demographics is notable and unprecedented.

3. Youth Awareness and Experimentation

Public health research highlights a rising trend in awareness and trial among teenagers:

• Awareness of nicotine pouches among children aged 11 to 17 increased from 38 percent in 2024 to 43 percent in 2025. (Source)
• Nearly 4 percent of under 18s reported having tried nicotine pouches, equivalent to approximately 210 000 young people. (Source)

While overall rates of regular use among teenagers remain low compared with adults, the increase in awareness and experimentation has raised concern among health professionals.

Professor Harry Tattan Birch and colleagues noted that nearly 16 percent of pouch users had never smoked regularly in some studies, indicating that nicotine pouches are not exclusively used by people with a smoking history. (Source)

4. The Regulatory Crossroads: Tobacco and Vapes Bill

The Tobacco and Vapes Bill, which has passed key readings in Parliament and is now under consideration, is poised to bring nicotine pouches under tighter regulation than they previously faced. Historically, nicotine pouches in the UK have been treated under general consumer safety laws rather than specific tobacco or nicotine legislation. (Source)

Provisions expected in the final Bill include:

• A statutory minimum age of sale of 18 for nicotine products
• New powers to regulate advertising, promotion and sponsorship
• Potential controls on packaging and display

Public bodies such as Action on Smoking and Health have repeatedly called for updated legislation, citing the rise in youth awareness and use. (Source)

If enacted, these policy changes would bring nicotine pouches into alignment with other nicotine delivery products and provide a clearer compliance framework for retailers.

5. Post Disposable Vape Ban and Market Shifts

The UK ban on disposable vaping products, implemented in 2025, reshaped parts of the nicotine product market and may have influenced consumer behaviour. Many health experts and researchers have linked the shift in popularity toward nicotine pouches among younger adults with broader product transitions post ban, although the evidence suggests multiple factors are involved.

Notably:

• Pouch use among people aged 16 to 24 rose significantly following the introduction of this regulation. (Source)

Further research is required to fully understand substitution patterns among former disposable vape users, smokers and dual users in a changing regulatory environment.

6. Public Health Perspectives and Risk Context

Nicotine pouches differ from combustible tobacco products in that they do not involve burning tobacco, a primary driver of tobacco related disease. However, they deliver nicotine, an addictive substance, and long term epidemiological data remain limited.

Researchers emphasise a nuanced view:

• Pouches may reduce harm for adult smokers switching away from cigarettes, compared to continuing smoking or dual use.
• At the same time, rising use among youth and never smokers presents a potential public health concern if nicotine dependence begins earlier in life.

These dual dynamics underline the importance of monitoring trends and balancing harm reduction goals with preventive measures.

7. What 2026 Holds for Nicotine Pouches in the UK

Several key forces will shape the trajectory of the market and regulatory environment this year:

• Full passage and implementation of the Tobacco and Vapes Bill
• Roll out of age verification and promotion restrictions
• Ongoing research into patterns of youth and adult use
• Public and policymaker debate on nicotine strength limits and packaging standards

For policymakers, balancing adult harm reduction against youth protection remains the central challenge. The UK approach in 2026 could serve as a model for other jurisdictions grappling with emerging nicotine products.

Nicotine pouches now represent a significant and rapidly evolving segment of the UK nicotine landscape. Growth in use among adults and younger adults, alongside rising awareness among under 18s, has prompted policymakers, public health organisations and industry stakeholders to rethink how these products are regulated.

In 2026, the balance between harm reduction potential and youth uptake concerns will shape both policy and public perception. Transparent data, effective regulation and ongoing research will be crucial to ensuring that nicotine pouches are governed in a way that protects public health while recognising shifts in consumer behaviour.

References and Data Sources

1. Nicotine pouch use in Great Britain increased from 0.1 percent in 2020 to 1 percent in 2025, with around 500 000 users. The Pharmacist
2. Use among young adults aged 16 to 24 rose from 0.7 percent in 2022 to 4 percent in 2025. LBC
3. Study data showed 72 percent of users were male and 47 percent were under 25. UCL News
4. Awareness of nicotine pouches among 11 to 17 year olds increased from 38 percent to 43 percent between 2024 and 2025, and nearly 4 percent of under 18s reported having tried nicotine pouches. ASH
5. Background regulatory context for nicotine pouches. Wikipedia
6. Repeat cross sectional analysis indicates 69 percent of pouch users also used vaping or smoking products. The Lancet Public Health

Media Contact

Theo W
Email: info@snuspouches.com