Nicotine Pouch Use at 1% in UK Youth and Adults

A recent study conducted by researchers from the Institute of Psychiatry, Psychology & Neuroscience (IoPPN) at King’s College London, in collaboration with Action on Smoking and Health (ASH), has found that approximately 1% of adults (18 and over) and youths (11-18 years old) in Great Britain currently use nicotine pouches. The research, published in Nicotine and Tobacco Research, comes as the government’s Tobacco and Vapes Bill reaches the committee stage in the House of Commons.

Proposed Regulations to Address Nicotine Pouch Use

The Tobacco and Vapes Bill aims to regulate nicotine pouches by establishing a minimum age of sale of 18, prohibiting advertising, and enabling the government to control the contents, branding, and display of these products. Nicotine pouches are small sachets designed to be placed between the upper lips and gums, releasing a flow of nicotine without containing tobacco, unlike similar products such as snus.

Study Analyzes Prevalence and Trends in Nicotine Pouch Use

To assess changes in nicotine pouch use over time among adults and establish current use among youth, researchers analyzed data from the ASH Smokefree GB Adult Surveys 2020-2024 and the ASH Smokefree GB Youth Survey 2024. The study found that while the number of GB adults who had ever used a nicotine pouch doubled between 2020-24 to 5.4%, only 1% of respondents reported current use. Similarly, 1.2% of youth respondents indicated current nicotine pouch use.

Professor Leonie Brose, Professor of Addictions & Public Health at King’s IoPPN and the study’s first author, commented, “Nicotine pouches inhabit a difficult space within regulatory frameworks. They do not contain tobacco and make no claims about having a medicinal benefit. As such, there is no minimum age of sale and no restriction on the marketing of these products. While use actually isn’t as widespread as sometimes stated in public conversation, proposed new regulation can help ensure it stays that way.”

Caution Urged Despite Low Prevalence

Despite the relatively low prevalence of nicotine pouch use in Britain, researchers emphasize the need for caution, as the data shows increasing use, particularly among younger adults, males, and individuals with experience using vaping products, smoking, and other addictive substances.

Hazel Cheeseman, Chief Executive Officer at ASH and the study’s last author, stated, “Nicotine pouches are less harmful than smoking and if used as an alternative to smoking can be positive for public health. However, in the absence of appropriate regulation there has been widespread promotion of products, targeting youth orientated events and venues. This has likely contributed to the disproportionate increase in use among younger people. The planned regulations in the Tobacco and Vapes Bill should address these loopholes in the law.”

The study was supported by the UK Prevention Research Partnership, underscoring the importance of ongoing research and collaboration in informing effective public health policies related to nicotine products.

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Matthew Ma

Marketing at Ecigator

With over a decade of experience in the e-cigarette industry, Matthew Ma is a seasoned expert in both the manufacturing and usage aspects of vaping products. His extensive background has provided him with a deep understanding of the intricacies and evolving dynamics of e-cigarettes.