What are nicotine pouches and are they safer than smoking?

December 17, 2025
News

The use of nicotine pouches is rising rapidly across the UK, particularly among young adults, according to new research—raising concerns over regulation, health risks, and youth access.

Nicotine pouches, which are placed between the lip and gum to slowly release nicotine, are tobacco-free and often flavoured. They commonly contain sweeteners and plant-based fibres and are marketed as a cleaner alternative to smoking or vaping.

Despite their growing popularity, the products currently face no age restrictions in the UK, as they are not regulated under existing tobacco or vaping laws.

Sharp rise in use

A new study led by researchers at University College London (UCL) found that over the past five years, approximately 522,000 additional people in the UK have begun using nicotine pouches. Usage has increased from 0.1% to 1% of the adult population.

The rise has been particularly steep among young people. The study showed that 4% of 16- to 24-year-olds were using nicotine pouches in 2025, up from 0.7% in 2022. Uptake was highest among young men, with one in 13 men aged 16 to 24 now using the products.

Overall, researchers estimated that 72% of users are male, and nearly half are under the age of 25.

Dr. Harry Tattan-Birch, the study’s lead author from UCL’s Institute of Epidemiology and Health Care, said the increase has been driven “almost exclusively by young people, especially young men,” while use among adults over 35 has remained low.

Are nicotine pouches safer?

Experts say nicotine pouches are significantly less harmful than smoking, as they do not involve tobacco or combustion—both major contributors to smoking-related disease.

“The risks are substantially lower than smoking because there’s no tobacco and no combustion,” Dr. Tattan-Birch explained, noting that burning tobacco is responsible for most smoking-related illnesses.

However, health experts stress that the products are not risk-free. The NHS warns that nicotine can be harmful to developing brains and lungs, and that young people may struggle to quit once addicted.

UCL researcher Eve Taylor previously said that while pouches expose users to fewer toxins than cigarettes, their long-term effects are not yet fully understood.

“They are significantly less harmful than smoking,” she said, “but they still carry risks and should not be seen as harmless.”

Marketing and regulation concerns

Because nicotine pouches fall outside existing tobacco and vaping regulations, they can currently be sold without age limits and advertised freely. Researchers say this has allowed companies to market brightly coloured, sweet-flavoured products directly to young people.

Dr. Tattan-Birch suggested the surge in popularity may be partly due to aggressive advertising on social media, billboards, in bars, train stations, and through sponsorships of music festivals and motorsport events.

New law on the way

The Tobacco and Vapes Bill, currently progressing through Parliament, would make it illegal to sell nicotine pouches to anyone under 18. The legislation would also restrict advertising and give regulators powers over flavours, packaging, and nicotine strength.

UCL researchers say their findings highlight the urgency of passing the bill.

Do pouches help people quit smoking?

The study found mixed evidence on whether nicotine pouches help smokers quit. Between January 2022 and March 2025, 69% of pouch users also used other nicotine products, and 56% were still smoking cigarettes.

Meanwhile, 16% of users had never regularly smoked, suggesting that for some, pouch use represents a new and unrelated nicotine habit.

“Whether nicotine pouches are beneficial or harmful to public health depends on who is using them,” Dr. Tattan-Birch said. “If they prevent someone from smoking, they may reduce harm. But if they introduce nicotine to someone who otherwise wouldn’t use it, the risks increase.”

Researchers say further studies are needed to fully understand the role nicotine pouches may play in smoking cessation and warn that limits on nicotine strength should be carefully considered to avoid undermining their potential benefits for adult smokers trying to quit.