The Nicotine Pouch & Oral Nicotine Report: 2025
The Nicotine Pouch and Oral Nicotine Report 2025 is produced by Nicokick in collaboration with Northerner. The aim is to create the number one source of insight into the behavior and attitudes of nicotine pouch users in the US.
This report is based on a survey of a random sample of 1 670 US nicotine pouch customers from the NicoKick and Northerner websites. The survey took place between February and April of 2025. These insights are complemented by full-year purchasing data for 2024 from over 234,000 customers.
High Growth Continues in the US Nicotine Pouch Market
- The U.S. online nicotine pouch market grew 40% year-on-year in 2024, driven by strong demand and new customer adoption.
- Product innovation and perceived user benefits continue to boost growth.
- 2025 Highlight: FDA authorization of 20 Zyn products has also helped build consumer trust and shape the market.
Quitting Smoking: The Main Motivation of New Nicotine Pouch Users
- Among adult pouch users surveyed, 42% started to quit smoking and 32% “to quit” chewing tobacco.
- Notably, 92% reported improved well-being after moving away from cigarettes to nicotine pouches.
Middle-Aged Men Are the Most Likely Consumers
- In the U.S., 88% of adult online nicotine pouch buyers are men.
- The average user consumes about four cans per week, with highest use among those aged 45–54.
- Two-thirds regularly switch between products, reflecting low brand loyalty in a fast-evolving market.
Risks of Underage Access: eCommerce vs Brick-and-Mortar Stores
- Insights reflect most adult nicotine pouch users started at age 44, with 96% beginning at 18 or older and only 4% starting before age 18.
- Survey results show online sales are often viewed as risky for youth access, 56% of underage users reported getting pouches from local stores, compared to 4% online.
- Compliant and responsible online retailers, like Nicokick and Northerner, enforce age checks more consistently (98% vs. 75% in-store), and youth use remains low according to the National Youth Tobacco Survey.
ZYN Losing Some Ground to Competitors: Mint Flavors Still at the Top
- Despite a second-half product shortage, ZYN remained the market leader in 2024, though On! and Rogue gained ground.
- ZYN Wintergreen 6mg was the top-selling product.
- Flavor is a key driver for switching, with 71% of users citing it as a top factor and mint accounting for 58% of sales.
Most Popular Brands & Flavors
Despite a product shortage in the second half of the year, ZYN led in units sold during the first half of 2024, followed by On! and Rogue. Together, these three brands made up 78% of all cans sold on Nicokick.com and Northerner.com, underscoring their dominance in a consolidating market. Rogue grew the most at 136%, On! rose 77%, while the market leader declined 8%.
How Many Cans Do US Pouch Users Go Through Per Week?
Survey respondents report that the average nicotine pouch user consumes approximately four cans per week. However, pouch usage patterns varies significantly across age groups. Notably, 41% are classified as high-frequency consumers, defined as individuals who use five or more cans per week.
Why Do People Start Using Nicotine Pouches?
Consumer insights reveal that 35% of nicotine pouch customers on Nicokick.com and Northerner.com are former smokers. Quitting smoking is the top motivation, cited by 42% of users. Others move away from products like chewing tobacco or vaping, with 31% citing “other reasons” for starting.
Harm Reduction Perception
Perceived risk strongly influences consumer choices around nicotine products. Surveyed users rated cigarettes as most harmful (9.1/10), followed by chewing tobacco (8.0), e-cigarettes and heat-not-burn products (7.6), with nicotine pouches rated much lower (3.7) and nicotine-free pouches lowest (2.7). Clear communication of these relative risks can help adults make more informed, lower-risk choices.
Preventing Underage Access
Underage access to nicotine pouches is a growing public health concern. Though intended for adults—especially smokers seeking alternatives—youth exposure via social media remains an issue. A balanced approach combining smart regulation, consumer awareness, and digital safeguards can protect minors while maintaining adult access to safer alternatives.
Where Did You Buy Nicotine Pouches When Underage?
While 44% of respondents believe it’s easier for underage users to buy nicotine pouches online, most who purchased underage did so in-store (56%) or through friends (32%). This highlights a gap in retail enforcement, where inconsistent practices and staff turnover increase the risk of youth access. In contrast, compliant online retailers use tech-driven safeguards that reduce human error.
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