Young men are leading the surge in nicotine pouch use across Great Britain, according to new research.
The study found that about 7.5% of men aged 16 to 24 now use nicotine pouches — small sachets placed under the upper lip — compared with 1.9% of women in the same age group and roughly 1% of adults overall.
Researchers from University College London (UCL) estimate that around 500,000 people in Britain currently use nicotine pouches, with many also smoking or vaping. A growing share of users report turning to pouches as a way to reduce or quit smoking.
The findings suggest nicotine pouches may play a role in smoking cessation, though researchers say more evidence is needed to confirm whether they are effective tools for helping smokers quit traditional cigarettes, which contain tobacco and many harmful chemicals.
Rapid Growth Among Young Users
Nicotine pouches are typically sold in small round tins and resemble tiny white tea bags. Unlike traditional smokeless tobacco products, they contain synthetic nicotine rather than tobacco.
Some young users told the BBC the products can deliver a strong nicotine hit.
Sales have risen sharply in recent years. According to the study, the growth has been driven almost entirely by young people, particularly young men.
In 2022, less than 1% of young adults reported using nicotine pouches. By March 2025, that figure had climbed to 4%.
Researchers attribute the increase in part to aggressive and targeted marketing strategies.
“Marketing of nicotine pouches has been heavily targeted at spaces and platforms that disproportionately reach young men,” said Dr. Harry Tattan-Birch, a UCL researcher and author of the study.
These marketing efforts include:
Sponsorship of Formula 1 teams
Promotion at music festivals
Reports of use among professional footballers
Influencer campaigns aimed at male audiences
Social media advertising also appears to reach young men more frequently than young women, the study noted.
Meanwhile, overall adult usage has remained relatively low and stable over the past three years.
The research analyzed survey responses from 127,000 participants in England, Scotland, and Wales between 2020 and 2025, and was published in the journal Lancet Public Health.
New Regulations on the Way
The rapid rise in nicotine pouch use has prompted lawmakers to consider tighter regulations.
The Tobacco and Vapes Bill, currently moving through Parliament, would introduce several new rules, including:
Banning sales to anyone under 18
Restricting advertising
Giving authorities power to regulate flavors, packaging, and nicotine strength
Researchers say regulators will need to strike a careful balance.
Overly strict rules, they warn, could limit the potential of nicotine pouches as a harm-reduction tool for smokers.
Nearly three-quarters of current pouch users are men, and about half are under 25, the study found.
In addition, 6.5% of attempts to quit smoking in 2025 involved nicotine pouches, suggesting they may already be playing a role in smoking reduction.
Researchers also believe some users may be turning to pouches to reduce or stop vaping, which has become more common among young people than smoking.
Use has also increased in locations where smoking is prohibited.
“The key is getting the balance right — discouraging uptake among young people without making pouches so restricted that people return to more harmful products like cigarettes,” said Dr. Tattan-Birch.
