The Rise of Nicotine Pouches in the UK: Popular, Controversial, and Rapidly Evolving
Once a niche product, nicotine pouches have exploded in popularity across the UK. Marketed as a modern, tobacco-free alternative, they’ve become increasingly visible in everyday life — from offices to music festivals. As their demand rises, so do calls for clearer regulation to catch up with usage patterns. This article explores how nicotine pouches are reshaping consumer habits, what’s fuelling their growth, and the evolving conversations around their place in UK society.
A Market Experiencing Rapid Growth
Since their introduction in 2019, nicotine pouches have seen significant growth in the UK market. In 2024, the market was valued at USD 247.6 million and is projected to grow at a compound annual growth rate of 7.6% from 2025 to 2030.
This surge is attributed to increasing demand for smoke-free alternatives. The convenience and discreet nature of nicotine pouches contribute to their popularity. They can be used in various settings without the stigma associated with smoking, making them particularly appealing to younger demographics who prefer products that fit into their lifestyle.
Another driver of market expansion is the increasing variety of products available. From mint to coffee and even more niche flavour profiles, manufacturers are continuously innovating to cater to changing consumer preferences.
Interestingly, while flavoured products dominate sales, the segment for original or unflavoured nicotine pouches is also seeing growth. This may indicate a preference among some users for a more subtle, no-frills nicotine experience—without the added taste profiles that characterise many flavoured products.
Understanding Consumer Behaviours and Preferences
Consumer behaviour plays a pivotal role in the nicotine pouch market. According to a 2024 industry report, the average consumer uses three cans per week. Men aged 25–34 make up the largest group of high-frequency users—those consuming five or more cans per week.
Price and taste are significant factors influencing purchasing decisions. Approximately 78% of users cite price as a crucial factor, while 72% consider taste important. The importance of price has increased slightly over the past year, while taste has decreased in importance. There has also been a shift indicating that nicotine strength has become somewhat more important.
Brand preferences in the UK also help shape the nicotine pouch market. In 2023, Velo emerged as the leading brand, followed by Nordic Spirit and Loop. Together, these three accounted for nearly half of all cans sold via major online platforms.
Where the Law Stands on Nicotine Pouches
As of early 2025, nicotine pouches in the UK are regulated under general consumer product safety regulations, meaning there are no specific age restrictions or advertising controls. This regulatory gap has raised concerns about potential youth access and marketing practices.
In response, the UK government introduced the Tobacco and Vapes Bill, aiming to implement stricter regulations on nicotine products. The bill proposes measures such as prohibiting sales to individuals born on or after 1 January 2009, effectively phasing out the sale of tobacco products to future generations. Additionally, there are discussions about introducing age restrictions and advertising controls for nicotine pouches to align them with existing tobacco and e-cigarette regulations.
These regulatory changes are intended to bring clarity and consistency to how nicotine pouches are sold and marketed. As the category continues to grow, industry stakeholders and regulators are engaging in ongoing discussions about how to align consumer demand with appropriate standards for packaging, access, and advertising.
Future Outlook and Innovation
The future of nicotine pouches in the UK appears promising, with continued growth anticipated. A report projects the market to reach USD 386.2 million by 2030, driven by factors such as product innovation, increased consumer awareness, and shifts in societal attitudes towards smoking alternatives.
Innovation will play a crucial role in sustaining market expansion. Developments in flavours, nicotine strengths, and packaging are expected to attract a broader consumer base. Moreover, the expansion of online retail channels will enhance product accessibility and convenience for consumers.
As nicotine pouches continue to evolve, so too will the legal, social, and commercial frameworks surrounding them — and the UK may soon find itself at the centre of a larger conversation about what modern nicotine consumption really looks like.
