UK: Young smokers/vapers more likely to use nicotine pouches

A recent study published in Nicotine & Tobacco Research[1] highlights the prevalence and demographic characteristics of nicotine pouch users in Great Britain. The results show that while consumption of these products remains marginal for the moment, it is constantly increasing, particularly among young adults, men and smokers or vapers.

The study used data from Action on Smoking and Health surveys Smokefree GB Adult Surveys, conducted annually between 2020 and 2024, surveying adults aged 18 and over, with representative sample sizes ranging from 12,247 to 13,266, and the survey GB Youth Survey, conducted in 2024 and including 2,872 participants aged 11 to 18. Participants were asked about their knowledge, past and current use of nicotine pouches. This was supplemented by items on other lifestyle and behavioral factors, including mental health, smoking, vaping, alcohol use, cannabis use, and gambling.

Young smokers or vapers more likely to use nicotine pouches

For adolescents aged 11 to 18, the study is the first comprehensive analysis of nicotine pouch use in these age groups. By 2024, 3.3% of young people surveyed had tried nicotine pouches and 1.2% reported using them at the time of the study. Use was more prevalent among older adolescents, particularly those aged 16 to 18, with 5.1% of people in this age group reporting having used nicotine pouches, and 1.5% were using them at the time of the survey. Male respondents generally reported higher rates of use, and young people living in London were significantly more likely to have tried nicotine pouches than their peers in other regions.

Youth who smoked or vaped also had significantly higher rates of use. For example, at the time of the survey, 24.5% of youth who smoked cigarettes reported having tried nicotine pouches at least once, and 12.5% of them were current users. Among youth who vaped, 22.1% of them reported having tried nicotine pouches at least once, and 7.1% of them were current users. Cannabis use among youth was also strongly correlated: 26.6% of those who had used cannabis in the past year reported having tried nicotine pouches at least once, and 5.5% of them were current users.

Family dynamics also played a role: Youth whose family members smoked or vaped were more likely to use nicotine pouches themselves. 5.2% of them reported using them, compared with 2.3% of youth whose family did not use tobacco or vaping products. Youth who reported feeling unhappy or very anxious were also more likely to use nicotine pouches.

Higher consumption among young adults

Among adults, the prevalence of nicotine pouch use has continued to increase. Adults reporting at least one use of the product doubled from 2.7 % in 2020 to 5.4 % in 2024. Survey use of these products showed a slight increase from 0.5 % to 1 % over the same period. Young adults aged 18 to 24 were the most frequent users, with 9.3 % reporting ever using the product in 2024. Men were almost twice as likely to use nicotine pouches as women, and regional differences showed higher use in London than in the rest of Great Britain.

Behavioural models revealed strong associations between nicotine pouch use and tobacco and vaping product use. Adults who reported using cannabis, gambling or alcohol were significantly more likely to use pouches. In addition, adults receiving mental health treatment were at higher risk. 9.5% of adults receiving mental health treatment reported ever using pouches, compared with 3.7% of those not receiving such treatment.

Better regulation of these products in the UK

The authors say the regulatory landscape for nicotine pouches in the UK remains fragmented and inadequate to address the emerging risks associated with the use of these products. They call for these products to be integrated into existing tobacco and vaping product regulatory frameworks. This would allow for better monitoring of sales data, enforcement of age restrictions and limiting the nicotine content of these products to reduce their risk of addiction and dependence.

Other countries, such as the United States and EU countries, are experiencing similar trends in prevalence among young people. Recent results[2] from the DAK-Präventionsradar (German National Health Insurance Fund) reveal a worrying upward trend among German adolescents: around one in seven pupils aged 16 to 17 have already experimented with nicotine pouches. Within the EU, Member States have adopted very different regulatory approaches: from a total ban - as in Belgium and the Netherlands (or requested in France and some German states) - to regulation comparable to tobacco products (taxes, advertising bans, maximum nicotine content) as in Latvia or Spain.

AE

[1] Leonie Brose, Laura Bunce, Hazel Cheeseman, Prevalence of Nicotine Pouch Use Among Youth and Adults in Great Britain—Analysis of Cross-Sectional, Nationally Representative Surveys, Nicotine & Tobacco Research, 2025;, ntae295, https://doi.org/10.1093/ntr/ntae295

[2] Tobacco-free generation, Germany: Concerns over teenagers' use of nicotine pouches, published on December 27, 2024, consulted on January 13, 2025