Nicotine Pouches Surge Among Young People in the UK – New Study Shows Fivefold Increase
A new study from University College London – Oral nicotine pouch use in Great Britain: a repeat cross-sectional study, 2020–25 – reveals that the use of tobacco-free nicotine pouches has risen sharply in the UK between 2020 and 2025. More than half a million adults in Britain now use the product, which is particularly popular among young men.
Researchers analysed data from over 127,000 participants in the national Smoking Toolkit Study.
Key Points
- A UCL study shows oral nicotine pouch use in Great Britain rose from 0.1% in 2020 to 1% in 2025.
- Growth is highest among 16–24-year-olds, especially young men, with 7.5% reporting use.
- The UK government plans to introduce tighter regulation, including age restrictions and advertising limits.
Rapid Growth Among Young People
Tobacco-free nicotine pouches were introduced to the UK market in 2019. Adult usage rose from 0.1 per cent in October 2020 to 1 per cent in March 2025. The most significant increase is seen among those aged 16 to 24, where the proportion of users grew from 0.7 per cent in early 2022 to 4 per cent in March 2025. Among young men, the figures are even higher – 7.5 per cent report using nicotine pouches.
Link to Smoking and Vaping
The study shows that the majority of users also consume other nicotine products: 56 per cent smoke and 39 per cent use e-cigarettes. Only 16 per cent of users have never smoked regularly. Researchers also note that nicotine pouches are increasingly used in quit attempts – from 2.6 per cent of all smoking cessation efforts in 2020 to 6.5 per cent in 2025.
Regulation on the Horizon
Currently, nicotine pouches in the UK are only covered by general consumer legislation, meaning there are no rules on age limits, nicotine content or marketing. The UK government plans to introduce new regulations under the Tobacco and Vapes Bill, which will include banning sales to under-18s and restricting advertising.
"We welcome regulation. It’s not just important to stop marketing to younger people; robust age verification systems and increased oversight of retailers are essential. That’s the only way to eliminate unscrupulous actors selling substandard products, often smuggled into the country – frequently to very young people who should not be using nicotine or tobacco at all."
Public Health Perspective
Researchers stress that nicotine is not risk-free and that rising use among young people may pose new public health challenges. At the same time, the product could play a role in harm reduction if it replaces cigarettes. “The impact on smoking cessation remains unclear and requires further research,” the study’s authors write.
