Nicotine pouches

• Nicotine pouches are small pouches that are placed between the lip and gum, where they slowly release nicotine that is absorbed into the bloodstream.
• Usage is currently low in Great Britain but has increased over recent years.
• Using pouches is likely to be less harmful than smoking tobacco, but more research is needed into their use as a quit aid.
• Currently, there is no age of sale in place for nicotine pouches, meaning they can be legally sold to children. However, under the Tobacco and Vapes act, from 29th October 2026 an age of sale of 18 will apply. 

Nicotine pouches are small pouches of nicotine which are placed in the mouth, between the lip and the gum, and release nicotine into the bloodstream. They are usually sold in a small container consisting of approximately 20 pouches and come in a wide variety of different flavours.

Nicotine pouches do not contain tobacco. However, many of the current nicotine pouch brands in the UK are owned by tobacco companies. Concerns have been raised about how they are marketed to appeal to children and people who don’t smoke. The Government is introducing a ban on the advertisement and sponsorship of nicotine products which will come into effect on 1st June 2027. The Tobacco and Vapes Act also grants the Government powers to restrict the packaging, display and content of nicotine products, including pouches. However further consultation is necessary on these regulations before they can come into effect.

Sometimes nicotine pouches are incorrectly referred to as ‘snus’. Snus is a Swedish tobacco product consisting of a pouch filled with tobacco, also placed in the mouth, which has a long history of use in Scandinavia. Snus has been banned across the EU and UK since 1992. For more information see the Tobacco Tactics page on snus.

Currently around 1.4% of adults use nicotine pouches. 6.6% have ever tried them.

Among adults, particularly younger ones, use of nicotine pouches is on the rise. Between 2023 and 2026, usage among 18 to 34-year-olds increased from 1.2% to 3.0%, reporting currently using them—compared to just 0.3% among adults over 55.

Men are more likely than women to have ever tried nicotine pouches (8.5% of men, 4.9% of women). They are also more likely to currently use them (2.0% of men, 0.9% of women).

Awareness of these products is increasing. In 2026, 62% of adults were aware of them, compared to 45% in 2023.

2026 ASH adult survey conducted by YouGov. Total sample size was 13,259 adults. Fieldwork was undertaken between 18/02/2026 - 19/03/2026. The survey was carried out online. The figures have been weighted and are representative of all GB adults (aged 18+).

3.2% of 11-17 year olds say they’ve tried nicotine pouches, which amounts to approximately 180,000 children. Awareness of nicotine pouches has increased among children 11-17, rising from 38% in 2024 to 48% in 2026.

2026 ASH youth survey conducted by YouGov. Total sample size was 2,926 11-17 year olds. Fieldwork was undertaken between 03/04/2026 - 06/05/2026. The survey was carried out online. The figures have been weighted and are representative of all GB youth aged 11-17. Population counts use the proportions in the survey applied to 11-17s  from the ONS Estimates of the population for the UK, England and Wales, Scotland and Northern Ireland mid-2024 dataset.

Nicotine pouches are not currently recommended by NICE for smoking cessation. However, current evidence suggests that oral nicotine pouches are probably less harmful than traditional tobacco products like cigarettes or chewing tobacco. They may also help reduce nicotine cravings in people who smoke. This means nicotine pouches might be a safer alternative for smokers who switch completely from smoking to pouches. However, more high-quality, independent research is needed, especially long-term studies as most existing studies have been funded by the tobacco industry.

As nicotine pouches are fairly new products, research is fairly limited and caution needs to be taken when interpreting the results as much of the existing research is funded by industry, including the tobacco industry. A recent scoping review of existing evidence found nicotine pouches have fewer harmful chemicals and are likely to be less toxic than cigarettes, but more independent studies are needed.

There is little research on how nicotine pouches affect oral health, but experts can make educated guesses based on what's known about similar nicotine products like gum and lozenges. While nicotine itself isn’t linked to serious oral diseases like cancer, long-term use of nicotine pouches could cause issues like mouth soreness, ulcers, or gum recession and more research is needed to fully understand these risks.

Anecdotally, effects reported of nicotine pouches include nausea, vomiting, headaches, and dizziness, especially when used by people not used to nicotine.

In the UK, these products are not currently captured by regulation of either tobacco or vapes and as such are only regulated under general consumer product safety regulations. This means that it is currently legal to sell them to children, there are no restrictions on nicotine content, and they can be widely marketed.

The Tobacco and Vapes Act will introduce an age of sale of 18 for nicotine pouches, which comes into effect on 29th October 2026. A ban on the free distribution of nicotine products (including pouches) also comes into effect on this date. The Act also introduces a ban on the advertisement and sponsorship of nicotine products (including pouches) which will come into effect on 1st June 2027.

The Tobacco and Vapes Act also contains the powers for the Government to restrict the packaging, display and content of nicotine products (including pouches). The Government will need to carry out a public consultation before these regulations can be introduced.

• Tobacco Tactics webpage on nicotine pouches.