“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”
Professor Leonie Brose, Professor of Addictions & Public Health at King’s IoPPN and the study’s first author
10 January 2025
Nicotine Pouch Use in Great Britain at 1% in Youths and Adults as government plans to regulate
New research finds ever use of nicotine pouches has doubled in 4 years to 5.4%
New research from the Institute of Psychiatry, Psychology & Neuroscience (IoPPN) at King’s College London, in partnership with Action on Smoking and Health (ASH) has found that about 1% of adults (18 and over) and youths (11-18 year olds) report currently using a nicotine pouch.
The research published in Nicotine and Tobacco Research, comes as the Tobacco and Vapes Bill reaches committee stage in the House of Commons. This bill will create an age of sale for nicotine pouches of 18, ban advertising and allow government to regulate the contents, branding and display of products.
Nicotine pouches are small sachets designed to be placed between the upper lips and gums to release a flow of nicotine. Unlike similar products, such as snus, they do not contain tobacco.
Data on the prevalence of pouch use is scarce outside of the US, and researchers on this study wanted to establish changes in use over time in adults.
Researchers analysed data sourced from the Action on Smoking and Health (ASH) Smokefree GB Adult Surveys 2020-2024, and the ASH Smokefree GB Youth Survey 2024 to assess whether respondents had ever used a pouch, were currently using one, and a range of other socio-demographic information.
An analysis of the data found that the number of GB adults who had ever used a pouch had doubled between 2020-24 to 5.4%. However, only 1% of respondents said that they were currently using them. Researchers also found similar levels of use in youths, with 1.2% of respondents reporting current use.
Despite the relative rarity of pouch use in Britian, the researchers still urge caution, with the data showing that use appears to be increasing and is higher in some groups, including younger adults, males and people with experience of vaping, smoking and use of other addictive products.
Hazel Cheeseman, Chief Executive Officer at ASH and the study’s last author said, “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.”
This work was supported by the UK Prevention Research Partnership.
Prevalence of nicotine pouch use among youth and adults in Great Britain – analysis of cross-sectional, nationally representative surveys (DOI.org/10.1093/ntr/ntae295) (Leonie Brose, Laura Bunce, Hazel Cheeseman) was published in Nicotine and Tobacco Research.
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Professor of Addictions Public Health