Nicotine Pouch Boom as UK Marks Snus Day 2025

• World Snus Day celebrates the Swedish tradition of snus.
• Tobacco-free nicotine pouches are the modern counterpart to snus.
• The UK nicotine pouch market grew 95% in 2025.
• According to one study, 57% of users started pouches to quit smoking.
• Regulation and transparency will contribute to a trusted nicotine pouch market.

Each year on 24 October, World Snus Day recognises the Swedish tradition that helped redefine how millions of adults consume nicotine.  

What began centuries ago with snus, a smokeless tobacco product placed under the lip, has since evolved into a new generation of tobacco-free nicotine pouches, embraced by adult users across Europe and beyond.

In the UK, this modern alternative is no longer a niche trend. According to The Haypp Nicotine Pouch Report 2025, conducted by Northerner's sister site, Haypp, the category nearly doubled in size in 2024, growing by 95% year-on-year.  

This rapid rise reflects changing consumer habits, growing awareness, and a clear appetite for tobacco-free nicotine options that fit into modern lifestyles.

Nicotine pouches were first developed in Sweden, inspired by the country’s long-standing snus tradition.  

Unlike snus, however, nicotine pouches contain no tobacco and are available in a wide range of flavours and strengths.  

Their popularity in the UK has accelerated since their introduction in 2019, helped by product innovation and online availability. 

For many Brits, nicotine pouches represent a cultural shift as much as a product one. They are discreete to use, produce no smoke or odour, and fit seamlessly into daily life.

The report’s survey of over 1,500 UK pouch users paints a detailed picture of today’s consumer: 

• Around 4 in 5 online buyers are men
• They typically live in urban areas, like London
• The average use is 33 years old
• The average users consumes about 3 cans per week

Most users buy online rather than in stores, citing attractive prices (81%), better assortment (56%), and greater convenience (51%) as their main reasons for doing so.

Interestingly, the UK’s nicotine pouch community is not monolithic. Two-thirds of users switch between different products, often experimenting with new flavours or formats.  

Scotland, in particular, reports the highest average consumption at 3.3 cans per week, while the Northeast of England has the lowest at 2.8 cans.

An interesting question is why Brits have been so keen to adopt this modern iteration of Swede’s iconic invention. 

The motivations behind the shift are diverse, but the most common reason is clear: 57% of pouch users started as a way to quit smoking.  

Another 27% began using pouches to move away from other nicotine products, mainly vapes. 

And among those who switched from cigarettes, 95% report feeling better since making the change, according to the Haypp study. 

Discretion and convenience are equally important factors, according to the study:  

• 68% describe pouches as more discreet
• 64% feel that pouches are a less harmful option than other nicotine products
• Over 50% appreciate that pouches do not affect people around them

In 2024, Velo nicotine pouches remained the UK’s leading nicotine pouch brand, followed by Nordic Spirit and On!  

Velo Ice Cool Mint Slim Strong (now Velo Crispy Peppermint) was once again the top-selling product for the year, underlining the continued popularity of mint flavours, which appear in 59% of all cans sold. 

Strength preference also reveals a clear trend: “extra strong” pouches account for 48% of total sales, followed by “normal” (29%) and “strong” (16%).

Alongside the disposable vape ban, which took effect in June 2025, these measures are expected to strengthen consumer confidence and encourage responsible use. 

Importantly, many online retailers have already implemented robust age verification. 75% of consumers report being asked to verify their age online, compared with 44% in physical stores. 

This consistency, combined with open access to product safety data on Nicoleaks.com, helps establish a higher standard for transparency and consumer protection.

Nicotine pouches are now part of the UK’s evolving nicotine culture. 

London leads in online purchases, reflecting its tech-savvy population, while the East Midlands has the highest proportion of users who began using pouches to quit smoking (68%). 

Cultural visibility has also played a role in normalising pouch use.

Public figures, including professional footballers, have occasionally been seen using pouches, shaping wider perceptions and curiosity around the product.  

However, according to the report, only 3% of users say they started because of marketing – most discover pouches through friends, family, or observation of others.

As the UK marks World Snus Day 2025, nicotine pouches stand as a symbol of how Swedish innovation continues to influence global nicotine habits.  

What began as a traditional tobacco product has evolved into a tobacco-free, regulated, and widely accepted alternative for adult users seeking flexibility and discretion. 

With responsible regulation, verified online retailing, and growing consumer awareness, the UK’s nicotine pouch category is set to continue expanding--not as a trend, but as a stable part of the country’s modern nicotine landscape.