Pouch Use Remains Concentrated Among Smokers and Ex-Smokers

• 1.4% of adults in Great Britain currently use nicotine pouches (around 770,000 people)
• 62% of adults are aware of nicotine pouches
• Usage is highest among current smokers (5.1%) and former smokers (2.1%)
• Only 0.3% of never-smokers currently use nicotine pouches
• Use among smokers and former smokers has more than doubled since 2023
• Younger smokers are significantly more likely to use nicotine pouches than older smokers. 

ASH's 2026 survey found that 62% of adults are aware of nicotine pouches, a substantial increase compared with previous years. However, current use remains relatively low overall, with 1.4% of adults currently using nicotine pouches, equivalent to around 770,000 people across Great Britain. A further 5.2% reported having tried them in the past but no longer use them. 
The findings suggest that awareness is expanding faster than adoption, with most adults familiar with the category even if they have never used a pouch.

One of the clearest findings from the report is that nicotine pouch use is far more common among adults who smoke or have smoked previously.
According to ASH:

• 5.1% of current smokers use nicotine pouches
• 2.1% of former smokers use nicotine pouches
• Only 0.3% of people who have never smoked currently use nicotine pouches

The report also found particularly high usage among people who have recently stopped smoking. Among adults who quit within the last year, 5.8% currently use nicotine pouches, significantly higher than the rate among former smokers overall.

ASH reports that nicotine pouch use has more than doubled among current and former smokers since 2023. At the same time, the organisation found no clear evidence that use among people who have never smoked has increased over the same period. 

This pattern suggests that growth in the category is primarily being driven by adults who already have experience with smoking or nicotine products, rather than by uptake among never-smokers.

The report found notable differences between men and women.
Among adults in Great Britain:

• 2.0% of men currently use nicotine pouches
• 0.9% of women currently use nicotine pouches
• 8.5% of men have tried nicotine pouches at some point, compared with 4.9% of women 
• Younger Smokers Lead Adoption

ASH found that nicotine pouch use is significantly higher among younger smokers than older smokers. In 2026, around 12% of smokers aged 18-24 reported currently using nicotine pouches, compared with 0.9% of smokers aged 55 and over. 

The data reflects a broader trend seen across several nicotine product categories, where younger adult consumers are typically more likely to try newer product formats.

The latest ASH data paints a consistent picture: nicotine pouch use in Great Britain remains largely concentrated among adults with a smoking history. While awareness of the category continues to grow, current use among people who have never smoked remains very low at 0.3%. 

At the same time, use among current smokers, former smokers and recent quitters has increased significantly in recent years, suggesting that interest in nicotine pouches is growing primarily among adults who are already familiar with nicotine products.