Sharp Rise in Nicotine Pouch Use Among Young Men in UK
Nicotine pouch use has risen sharply in the UK, driven primarily by young men aged 16-24, likely due to aggressive marketing on social media and at events. While potentially less harmful than smoking, the lack of age restrictions and nicotine caps raises concerns about youth addiction, prompting calls for stricter regulation under the Tobacco and Vapes Bill.
Key Takeaways:
- Rapid Growth: Use has jumped from 0.1% to 1% of adults in five years, totaling over 500,000 users.
- Demographic Shift: 1 in 13 young men (16-24) now use pouches, driving the trend.
- Regulatory Gap: Currently no age limits on sales; future bill aims to ban sales to under-18s.
- Dual Use: 69% of pouch users also smoke or vape, though 16% are nicotine-naive.
Nicotine pouches are small, tobacco-free sachets placed between the gum and lip that deliver nicotine into the bloodstream. A new study led by University College London (UCL) reveals a dramatic surge in their popularity across England, Scotland, and Wales, particularly among young men.
The Data: A Sharp Rise Driven by Youth
The study, funded by Cancer Research UK and published in Lancet Public Health, analyzed data from 127,793 people. The findings paint a clear picture of a shifting nicotine landscape:
| Metric | Statistic |
|---|---|
| Total Users | ~522,000 adults (up from 0.1% to 1% in 5 years) |
| Young Men (16-24) | 7.5% (1 in 13) currently use pouches |
| Dual Usage | 69% also use other nicotine products (cigarettes/vapes) |
| New Users | 16% of pouch users had never regularly smoked |
Lead author Dr. Harry Tattan-Birch noted that this rise is “driven almost exclusively by young people,” with usage among adults over 35 remaining stable. He attributes this to aggressive marketing strategies targeting younger demographics through social media, billboards, and sponsorships of music and sports events.
Health Implications and the Regulatory Void
Currently, there are no age restrictions on the sale of nicotine pouches in the UK, a gap the government intends to close with the forthcoming Tobacco and Vapes Bill, which would prohibit sales to under-18s.
Dr. Tattan-Birch highlighted the nuanced public health impact. While pouches likely carry a “substantially lower risk” than cigarettes and even e-cigarettes, they are “not harmless.” The lack of marketing restrictions and caps on nicotine content poses a risk of addiction for young people who might otherwise never have used nicotine.
Role in Smoking Cessation
Interestingly, the study found a threefold increase in the use of pouches as a smoking cessation aid, accounting for 6.5% of recent quit attempts in 2025. This is higher than prescription treatments like varenicline but still trails behind over-the-counter NRTs and e-cigarettes.
Researchers urge a balanced approach. While regulation is needed to protect youth, measures like nicotine caps should be carefully considered to avoid undermining the products’ potential effectiveness for adult smokers trying to quit.
Journal reference:
Tattan-Birch, H., et al. (2025). Oral nicotine pouch use in Great Britain: a repeat cross-sectional study, 2020–25. The Lancet Public Health. doi: 10.1016/S2468-2667(25)00296-8. https://www.thelancet.com/journals/lanpub/article/PIIS2468-2667(25)00296-8/fulltext
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