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Note: This article is for informational purposes only and does not constitute medical advice. Consult with a healthcare professional before making any decisions regarding nicotine use.


The use of nicotine products has evolved over the years, and one recent innovation that has gained popularity is tobacco-free nicotine pouches. These small pouches, placed between the lip and gum, deliver nicotine to users without the need for traditional tobacco consumption. In the United Kingdom, nicotine pouches entered the market in 2019, offering an alternative to smoking and other nicotine products. In this comprehensive guide, we will explore the current landscape of nicotine pouches in the UK, including their prevalence, marketing practices, and implications for public health.

Understanding Nicotine Pouches

Nicotine pouches are designed to provide users with a controlled and convenient nicotine delivery system. Unlike traditional tobacco products, these pouches do not contain processed tobacco leaves. Instead, they utilize nicotine extract, making them exempt from the EU and UK ban on oral tobacco. Popular brands in the market include Zyn, Velo, and Nordic Spirit. By placing a nicotine pouch between the lip and gum, users can experience the effects of nicotine without the need for smoking or vaping.

Prevalence of Nicotine Pouch Use in the UK

To gain insights into the prevalence of nicotine pouch use in the UK, data was collected from a monthly representative survey of adults aged 18 and above. The survey spanned from November 2020 to October 2021 and included participants from England, Scotland, and Wales. The weighted prevalence of nicotine pouch use was found to be just 0.26%, indicating that it remains a relatively uncommon practice among adults in the UK. However, the prevalence of pouch use doubled during this period, suggesting a growing trend.

Demographic Variations in Nicotine Pouch Use

Nicotine pouch use exhibited variations across different demographic groups. Men were found to be over four times more likely to use nicotine pouches than women, with a prevalence of 0.42% among men compared to 0.09% among women. Additionally, age played a role in pouch use, with younger and middle-aged adults showing higher prevalence compared to older adults. Prevalence among 16- to 24-year-olds was 0.49%, while it was 0.54% among 35- to 44-year-olds.

Marketing Practices and Concerns

The marketing of nicotine pouches has sparked concerns among health experts and campaigners due to the exploitation of legal loopholes. Companies have resorted to promoting these products as trendy lifestyle brands, leveraging social media platforms and influencer marketing. Young influencers are often paid to endorse nicotine pouches, creating a perception of them as fun and glamorous lifestyle products. Instagram campaigns, music festivals, and lavish promo parties have all been utilized to target younger audiences.

Regulatory Landscape in the UK

Unlike e-cigarettes, nicotine pouches are not classified as tobacco-related products in the UK. This classification allows them to be legally sold to individuals under the age of 18. Furthermore, they can be advertised on social media platforms, where traditional tobacco promotions are prohibited. The Advertising Standards Authority does impose restrictions on promotions, mandating responsible advertising that does not target children. However, the absence of explicit bans on price promotions, celebrity endorsements, and content that goes beyond factual information raises concerns about the effectiveness of the regulations.

Industry Response

Companies involved in the marketing of nicotine pouches claim that their practices adhere to existing regulations and that their target audience is not individuals under the age of 18. They position nicotine pouches as reduced-risk alternatives to smoking, aimed at existing nicotine users. While they argue for responsible marketing, concerns remain regarding the glamorization and potential appeal to younger audiences.

Implications for Public Health

The introduction of nicotine pouches in the UK market raises important considerations for public health. On one hand, these products offer an alternative to traditional smoking and may serve as a harm reduction tool for current smokers. However, their increasing popularity among younger and middle-aged individuals, especially those who already use other nicotine products, suggests the need for continued monitoring and regulation.

Use among Current Smokers and Former Smokers

Nicotine pouch use was found to be more prevalent among current smokers, recent former smokers, and long-term former smokers compared to never smokers. This indicates that nicotine pouches are primarily attracting individuals with a history of smoking or other nicotine use. Monitoring the long-term impact of nicotine pouches on smoking cessation efforts and overall tobacco use is crucial.

Use among E-cigarette and NRT Users

Prevalence of nicotine pouch use was also elevated among individuals who currently use e-cigarettes or nicotine replacement therapy (NRT). This suggests that nicotine pouches may serve as an additional option for individuals seeking nicotine alternatives. However, it is essential to consider the potential overlap between different nicotine products and the need for comprehensive regulation to ensure consumer safety and prevent unintended consequences.


Nicotine pouches have emerged as a novel nicotine delivery system in the UK. While their prevalence remains relatively low, their use has been increasing over time. Marketing practices have raised concerns about the glamorization and potential appeal to younger audiences. It is vital for regulatory bodies to review and strengthen existing regulations to ensure responsible advertising and protect vulnerable populations. Continued monitoring of nicotine pouch use and its impact on public health is essential to inform evidence-based policies and interventions.

Note: The information provided in this article is based on research and surveys conducted in the UK. The regulatory landscape and prevalence of nicotine pouches may vary in different countries. Please refer to local regulations and consult with healthcare professionals for specific guidance regarding nicotine use.

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