Nicotine pouch use climbs among Britain's youth, study finds

A new analysis published in Lancet Public Health finds nicotine pouch use has risen rapidly in Great Britain, with uptake heavily concentrated among young people. The study tracked about 127,000 adults in England, Scotland and Wales between 2020 and 2025 and found that nicotine pouch use among 16- to 24-year-olds rose from 0.7% in 2022 to 4% in 2025, translating to roughly half a million users nationwide. In broader terms, about 1% of the population reported using nicotine pouches in 2025.

The trend is not evenly distributed. Independent coverage of the same period from BBC News notes that around 7.5% of 16- to 24-year-old men reported using nicotine pouches, compared with about 1.9% of young women, while adults overall remained under 1%. The Lancet Public Health analysis also found that nearly three-quarters of current users are men and about half are under 25. Most users also smoke or vape, and a growing share use pouches as part of attempts to quit smoking. About 6.5% of attempts to quit smoking in 2025 involved the use of pouches.

Health researchers caution that pouches, while carrying fewer health risks than cigarettes and vapes, are not risk-free. They can deliver a steady nicotine hit for 20 to 60 minutes and carry cardiovascular risks at higher nicotine levels, with ongoing concerns about effects on gums. In some countries, pouches face tighter regulation or bans. Germany and the Netherlands have bans on the products, and France is moving toward similar restrictions. In the United States, there have been reports linking nicotine pouches to poisoning among children, prompting calls for stronger safety measures.

The UK policy landscape is shifting as the Tobacco and Vapes Bill moves through Parliament. The legislation would ban sales to anyone under 18, restrict how nicotine pouches are advertised, and give regulators power to control flavours, packaging and nicotine content. The measures aim to curb uptake among youths while preserving any potential harm-reduction benefits for current smokers. Dr Harry Tattan-Birch, a senior researcher at University College London and the study’s lead author, emphasized the delicate balance: the rise in pouch use appears driven largely by young men, aided by advertising across social media, billboards, sports sponsorships and endorsements, even as adults over 35 show little change. He urged proportionate limits that prevent uptake among teenagers without pushing current users back toward more harmful products.

The study’s authors and other researchers say more work is needed to determine whether pouches can aid smoking cessation without expanding nicotine exposure among non-smokers and youth. They note that the majority of pouch users also engage with other nicotine products and that use has grown notably in places where smoking is restricted, underscoring the need for careful policy calibration. While some researchers see promise in pouches as a less-harmful alternative to cigarettes, many health officials say the long-term health effects remain under investigation and regulation should be guided by evidence as it evolves.