Trendy nicotine pouches have seen an explosive rise in popularity among young people across Britain, sparking serious health concerns from experts who warn they could increase the risk of cancers and heart disease. New research reveals the scale of the uptake, driven largely by teenagers and young adults.
Alarming Surge in Youth Usage
A major study by University College London (UCL) has uncovered a startling increase in the use of synthetic nicotine pouches. The research, tracking 128,000 British adults, found that one in 25 people from Generation Z – those born from the mid-1990s to early 2010s – have now tried the products. This marks a dramatic jump from 2022, when just 0.7% of 16 to 24-year-olds were users.
Overall, an estimated half a million Britons now use the small, pillow-shaped pouches, a figure that represents a tenfold increase since 2020. The study, published in The Lancet Public Health and funded by Cancer Research UK, shows prevalence has risen from 0.1% of the population in 2020 to 1% in 2025.
What Are Nicotine Pouches and Why Are They Popular?
Unlike snus, which contains tobacco, these modern pouches are filled with synthetic nicotine powder and flavourings. Users discreetly place them between their top lip and gum, where they release a steady flow of addictive nicotine absorbed directly into the bloodstream over 20 to 60 minutes.
Experts say their popularity stems from a desire for a nicotine 'buzz' without the toxic harm of tobacco smoke or the chemicals in some vapes. Dr Harry Tattan-Birch, the study's lead author from UCL, pointed to aggressive marketing. "This may be due in part to aggressive advertising targeting this group on social media, billboards, in bars and train stations, and through sponsorships of motorsports and music festivals," he said.
Influences from the sporting world are also significant. Former England footballer Jamie Vardy has admitted using them, and a Professional Footballers Association study found one in five top players uses pouches or snus to stay calm during matches.
Health Warnings and Regulatory Gaps
While the pouches are considered less harmful than cigarettes and potentially safer than e-cigarettes, researchers stress they are not harmless. Short-term side effects can include nausea, vomiting, lightheadedness, and bleeding gums. Emerging studies from the US suggest potential links to increased heart disease risk and oral cancers, though more research is needed.
A critical concern is the current lack of regulation. Because they contain no tobacco, nicotine pouches can legally be sold to under-18s in the UK and are often displayed near sweets in shops. There are also no caps on nicotine content or marketing restrictions. "They can currently be sold to children with no marketing restrictions and no cap on nicotine content," warned Dr Tattan-Birch.
The study found usage is highest among men aged 16-24 and among people who already smoke or vape. Over two-thirds of pouch users also use other nicotine products. However, a worrying 16% of users had never smoked regularly, raising fears the pouches could act as a gateway to nicotine addiction.
In response, the researchers have called for urgent action. "These findings underscore the importance of implementing age-of-sale legislation for nicotine pouches," they stated. The upcoming UK Tobacco and Vapes Bill is expected to clamp down on sales to young people, but its implementation is still months away. Several countries, including France and Belgium, have already banned the products.
