New research has uncovered a sharp and significant increase in the use of nicotine pouches across Great Britain, with the trend being propelled almost entirely by younger generations. The study, published in the Lancet Public Health, indicates that more than half a million people are now using these products.
Marketing and Youth Uptake Fuel the Rise
The data shows that overall usage among people aged 16 and over in England, Scotland, and Wales has jumped from just 0.1% in 2020 to 1% in 2025. This translates to approximately 522,000 individuals. However, the most striking growth is concentrated among young adults. In 2022, 0.7% of 16- to 24-year-olds used nicotine pouches, a figure that ballooned to 4% by 2025.
Experts from University College London (UCL), who analysed data from the Smoking Toolkit study, link this dramatic spike to aggressive marketing and advertising. Campaigns have been widespread on social media platforms, billboards, and at public transport hubs, as well as through sponsorships of motorsports and music festivals popular with younger demographics.
Dr Harry Tattan-Birch, the lead author from UCL's Institute of Epidemiology and Health Care, stated: "The rise in nicotine pouch use has been driven almost exclusively by young people, especially young men, while use among adults over 35 remained stable and low."
User Profile and Quit-Smoking Attempts
The research paints a detailed picture of who is using these pouches, which are placed between the lip and gum to release nicotine and come in numerous flavours. Use is higher among men and is strongly associated with existing nicotine consumption. More than two-thirds of pouch users also smoke or vape.
Concerningly, the study found that 16% of users had never smoked regularly, indicating uptake among nicotine-naive individuals. On a more positive note, the data also revealed a growing proportion of smokers are turning to pouches to help them quit. Usage during a smoker's most recent quit attempt rose from 2.6% in 2020 to 6.5% in 2025.
Calls for Regulation and Health Warnings
While the products are considered to have a substantially lower health risk than cigarettes and are likely less harmful than e-cigarettes, experts are clear that they are not harmless. Their addictive nature, due to nicotine, is a primary concern. Currently, in the UK, there are no age-of-sale restrictions, marketing limits, or caps on nicotine content for these pouches, which are banned in countries like Germany and the Netherlands.
Caroline Cerny, deputy chief executive of Action on Smoking and Health (Ash), criticised the "heavy and indiscriminate" marketing tactics. The findings have intensified calls for the swift implementation of the Tobacco and Vapes Bill, which would prohibit sales to under-18s, restrict advertising, and grant powers to regulate flavours, packaging, and nicotine strength.
The researchers concluded in their paper: "These findings underscore the importance of implementing age-of-sale legislation for nicotine pouches and conducting research on their effectiveness for smoking cessation." Dr Tattan-Birch emphasised that "proportionate measures are important to limit uptake among teenagers."
