Nicotine Pouches Gaining on Vapes as UK Users Seek Alternatives

The UK nicotine pouch market nearly doubled in 2024, growing by at least 95%, with their popularity increasingly challenging e-cigarettes (vapes), according to new research by nicotine pouch retailer. This trend is reportedly accelerating following the UK’s recent ban on disposable vapes.

The study reveals a significant shift in user behavior: 57% of UK nicotine pouch users started using them as a way to quit smoking, while another 27% use pouches to transition from other nicotine products, primarily vapes. Notably, nearly one-third (32%) of nicotine pouch customers are now former vape users, an increase from 28% in 2023. This migration from vaping to pouches is expected to grow further after the disposable vape ban.

Survey respondents cited key advantages of pouches over other nicotine products: they are discreet (68%), feel healthier (64%), and do not affect others (54%). Social acceptability also appears to be a major factor, with 78% of nicotine pouch users believing they are socially acceptable, compared to just 30% for vapes and 13% for cigarettes. The typical first-time user of nicotine pouches is 33 years old, with only 3% of those surveyed starting before age 18, suggesting a more mature demographic values their discreet nature.

Markus Lindblad, director of Haypp, commented, “It is also notable that many people have started using pouches to transition away from vaping. This could become an important trend in the UK’s drive to go smoke-free while introducing ever stricter regulations on vaping.”

• News source: Vape popularity increasingly challenged by nicotine pouches, research shows

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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.

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