Rise in Nicotine Pouch Use Among Young People in Great Britain by 2025
More than 500,000 people aged 16 and over in Great Britain are estimated to use nicotine pouches in 2025, representing an increase from 0.1% prevalence in 2020 to 1% in 2025.
Usage has risen most sharply among Generation Z (ages 16–24), with prevalence increasing from 0.7% in 2022 to 4% in 2025. In contrast, no meaningful change was observed among those aged 35 and above during this period.
Use is higher among men aged 16–24 and among current smokers or vapers. Over two-thirds of nicotine pouch users also use other nicotine products, while 16% of users had never been regular smokers.
Among smokers attempting to quit, the use of nicotine pouches increased from 2.6% in 2020 to 6.5% in 2025.
Experts attribute the rise in use to aggressive marketing and advertising campaigns across social media, billboards, public transport hubs, and sponsorship of sports and music events.
Nicotine pouches, delivered by placing them between the lip and gum and available in many flavors, are not harmless. While potentially less harmful than cigarettes, they still carry health risks.
The study emphasizes the urgency of the tobacco and vapes bill aimed at ending sales to individuals under 18, restricting advertising, and regulating flavors, packaging, and nicotine content. Notably, Germany and the Netherlands have banned these products.
