The use of nicotine pouches in the United Kingdom has exploded, increasing tenfold in just five years, according to alarming new research. The study, funded by Cancer Research UK, estimates that nearly 700,000 Britons now use the products, a stark rise from 0.1% of the population in 2020 to 1% in 2025.
Youth Demographic Fuels Dramatic Rise
The surge is being driven almost exclusively by young people, with a particularly sharp increase among those aged 16 to 24. In this demographic, usage jumped from an estimated 0.7% in 2022 to 4% in 2025. In contrast, the study found "no meaningful change" in usage among adults aged 35 and over during the same period.
Researchers from University College London (UCL), who led the study published in The Lancet Public Health, analysed data from nearly 128,000 people. They found use was higher among men, especially young men, and among people who already smoke or vape. More than two-thirds of nicotine pouch users also consumed other nicotine products, though 16% of users had never smoked regularly.
Aggressive Marketing and Regulatory Gaps
Public health experts have directly linked the soaring popularity to the "heavy and indiscriminate" marketing of the pouches. Adverts have been widespread on social media, public transport, and at events like music festivals and in shopping centres, often with giveaways.
Dr Harry Tattan-Birch, the study's lead author from UCL, stated: "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 emphasised that while pouches are less harmful than cigarettes, they are not harmless and can currently be sold to children without marketing restrictions or a cap on nicotine strength.
Quitting Aid or Gateway to Addiction?
The research also highlighted a growing trend of smokers using nicotine pouches as a tool to quit. The proportion of smokers using pouches in their most recent quit attempt rose from 2.6% in 2020 to 6.5% in 2025.
However, charities like Action on Smoking and Health (Ash) warn that the products should not be used by children or non-smokers due to nicotine's addictive nature. Caroline Cerny, deputy chief executive of Ash, commented: "The growing use of nicotine pouches is driven by the heavy and indiscriminate marketing of these products."
The findings have intensified calls for swift legislative action. Researchers and health advocates say the data underscores the critical importance of the Tobacco and Vapes Bill currently progressing through Parliament. This bill would prohibit sales to under-18s, restrict advertising, and grant powers to regulate flavours, packaging, and nicotine content.
Dr Tattan-Birch concluded: "Our findings underscore the urgency of the Tobacco and Vapes Bill, which will close this regulatory gap... Proportionate measures are important to limit uptake among teenagers." The message from health experts is clear: without prompt regulation, the rapid normalisation of nicotine pouches among the young could create a new public health challenge.
