Nicotine Pouches Gaining Traction Among UK Youth, Study Finds
A new study led by researchers at University College London (UCL) has identified a significant rise in the use of nicotine pouches in Great Britain, a trend driven almost exclusively by young people, particularly young men. The research, published in The Lancet Public Health, found that one in 13 men aged 16 to 24 (7.5%) now uses these small, tobacco-free sachets placed under the lip.
Overall, the use of nicotine pouches among adults has increased tenfold, from 0.1% to 1%, equating to approximately 522,000 people. Lead author Dr. Harry Tattan-Birch noted that while usage among adults over 35 remained stable and low, the surge among youth may be fueled by aggressive advertising on social media and at events like music festivals. Unlike traditional snus, these pouches contain synthetic or extracted nicotine but no tobacco.
The study, funded by Cancer Research UK, analyzed data from over 127,000 people between October 2020 and March 2025. It revealed that 69% of pouch users also consume other nicotine products like cigarettes or vapes. However, a concerning 16% of users had never regularly smoked, raising fears about new nicotine addiction pathways. Conversely, the use of pouches as a smoking cessation aid has tripled, accounting for 6.5% of recent quit attempts in 2025.
Currently, there are no age restrictions on the sale of nicotine pouches in the UK, a regulatory gap the forthcoming Tobacco and Vapes Bill aims to close by banning sales to under-18s and restricting marketing. Dr. Tattan-Birch emphasized the urgency of this legislation, stating, “Proportionate measures are important to limit uptake among teenagers.” While acknowledging pouches are likely less harmful than smoking or vaping, experts stress they are not risk-free and call for more research into their efficacy for smoking cessation.
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